LinkedIn Sales Navigator vs ZoomInfo:Which is more popular?
In September 2026, ZoomInfo had more branded searches than LinkedIn Sales Navigator among business data platforms worldwide. ZoomInfo had about 201,000 branded searches, while LinkedIn Sales Navigator had 135,000. ZoomInfo made up 17.9% of all business data platform searches we track, and LinkedIn Sales Navigator accounted for 12%. When we asked ChatGPT and Google AI Overviews about business data platforms, LinkedIn Sales Navigator and ZoomInfo each appeared in three of the five answers. ZoomInfo was mentioned before LinkedIn Sales Navigator in every answer.
Who do people search for more?
ZoomInfo, about 49% more searches than LinkedIn Sales Navigator
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
ZoomInfo, named ahead of LinkedIn Sales Navigator in every answer
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Top business data platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, LinkedIn Sales Navigator and ZoomInfo were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. ZoomInfo was listed before LinkedIn Sales Navigator in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Apollo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- ZoomInfo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
LinkedIn Sales Navigator3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Cognism3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Clay2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dun & Bradstreet1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Crunchbase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
PitchBook0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
CB Insights0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about business data platforms
5 answers
Asked ChatGPT
“Which business data platform should I use?”
Asked ChatGPT
“What are the best business data platforms?”
Asked ChatGPT
“What's the best business data platform for sales research?”
Searched Google, AI Overview
“sales intelligence platform”
Searched Google, AI Overview
“business intelligence data”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is LinkedIn Sales Navigator or ZoomInfo more popular in search?
This chart shows how often people search Google for LinkedIn Sales Navigator and ZoomInfo by name. Each line represents a brand's share of searches for all nine business data platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for ZoomInfo, LinkedIn Sales Navigator. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apollo | Dun & Bradstreet | ZoomInfo | LinkedIn Sales Navigator | Crunchbase | PitchBook | Cognism | CB Insights | Clay |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 15.3% | 22.1% | 21.2% | 14.2% | 14.2% | 7.8% | 3.5% | 1.6% | 0.21% |
| Nov 2025 | 19.6% | 23.6% | 18.7% | 12.5% | 12.5% | 8.4% | 3.1% | 1.4% | 0.23% |
| Dec 2025 | 19% | 22.9% | 22.1% | 13.3% | 12.1% | 6.6% | 2.4% | 1.3% | 0.22% |
| Jan 2026 | 18.4% | 22.2% | 21.3% | 14.3% | 11.7% | 7.8% | 2.9% | 1.3% | 0.22% |
| Feb 2026 | 18.4% | 22.2% | 21.3% | 14.3% | 11.7% | 7.8% | 2.9% | 1.3% | 0.22% |
| Mar 2026 | 21.4% | 17.4% | 20.5% | 11.2% | 16.8% | 9.2% | 2.3% | 1% | 0.17% |
| Apr 2026 | 27.4% | 18.4% | 21.6% | 11.8% | 11.9% | 5.3% | 2.4% | 1.1% | 0.18% |
| May 2026 | 26.1% | 21.1% | 20.5% | 12.6% | 11.2% | 5% | 2.3% | 1% | 0.21% |
| Jun 2026 | 22.5% | 22.1% | 21.4% | 14.3% | 9.6% | 6.4% | 2.4% | 1.1% | 0.17% |
| Jul 2026 | 23.1% | 22.7% | 22% | 13.5% | 9.8% | 5.4% | 2.4% | 0.88% | 0.18% |
| Aug 2026 | 25% | 24.6% | 19.4% | 13% | 8.8% | 5.9% | 2.1% | 0.96% | 0.24% |
| Sep 2026 | 28% | 22.6% | 17.9% | 12% | 8% | 8% | 2.4% | 0.88% | 0.22% |
How has the LinkedIn Sales Navigator and ZoomInfo comparison changed over the last 12 months?
3 findings
- ZoomInfo was ahead of LinkedIn Sales Navigator in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, LinkedIn Sales Navigator’s share of searches among business data platforms worldwide moved from 14.2% to 12%, and its estimated monthly branded searches moved from 165K to 135K.
- Across the 12 months ending September 2026, ZoomInfo’s share of searches among business data platforms worldwide moved from 21.2% to 17.9%, and its estimated monthly branded searches moved from 246K to 201K.
How did search popularity change for business data platforms worldwide in September 2026?
2 changes
In September 2026, ZoomInfo lost share of searches among business data platforms worldwide, from 19.4% to 17.9%.
In September 2026, LinkedIn Sales Navigator lost share of searches among business data platforms worldwide, from 13% to 12%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using LinkedIn Sales Navigator’s and ZoomInfo’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
LinkedIn Sales Navigator
2 branded search terms
- linkedin sales navigator
- sales navigator
ZoomInfo
1 branded search term
- zoominfo
Other head-to-heads among business data platforms
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