Brandwave

How popular isCognism?

In September 2026, people searched for Cognism by name about 30 times in New Zealand, a 57.1% decrease from the previous year. These searches made up 2.1% of all New Zealand B2B sales intelligence platform searches, placing Cognism sixth out of six platforms. When we asked both ChatGPT and Google AI Overviews about B2B sales intelligence platforms, Cognism appeared in four of the five answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Cognism is the sixth most searched of 6 competitors and the fifth most recommended in AI answers.

  1. ZoomInfoShare of searches 33.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. LushaShare of searches 27.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. FirmableShare of searches 22.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. ApolloShare of searches 9.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. CognismShare of searches 2.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th

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Top B2B sales intelligence platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Cognism was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Cognism is the fifth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Apollo1st
  2. LinkedIn Sales Navigator2nd
  3. ZoomInfo3rd
  4. Firmable4th
  5. Cognism5th
  6. Lusha6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • ZoomInfo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apollo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • LinkedIn Sales Navigator5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cognism4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lusha2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Firmable2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about B2B sales intelligence platforms

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which B2B sales intelligence platforms compete with Cognism?

Cognism against B2B sales intelligence platforms in New Zealand, by month

Share of searches by month for ZoomInfo, Lusha, Firmable, Apollo, LinkedIn Sales Navigator, Cognism. The figures are in the table below the chart.

View monthly share of searches table
MonthZoomInfoLushaFirmableApolloLinkedIn Sales NavigatorCognism
Oct 202528.2%28.2%22.9%8.2%8.2%4.1%
Nov 202522.3%33.7%18.3%18.3%5.1%2.3%
Dec 202525.2%30.7%11%25.2%5.5%2.4%
Jan 202625.8%31.7%17.2%17.2%5.9%2.2%
Feb 202623.5%35.5%19.3%12.7%6.6%2.4%
Mar 202623%34.4%23%12.4%5.3%1.9%
Apr 202628.6%28.6%23.2%12.5%5.4%1.8%
May 202629.3%29.3%23.8%10.4%5.5%1.8%
Jun 202624.2%29.8%29.8%8.7%5.6%1.9%
Jul 202627.3%27.3%27.3%9.8%6.3%2.1%
Aug 202628.1%28.1%28.1%7.9%5%2.9%
Sep 202633.6%27.3%22.4%9.8%4.9%2.1%

  1. 1.ZoomInfo

    33.6%

    Moved from 3rd to 1st. 480 estimated branded searches, +23.1% vs prior month. Share +5.5 points.

  2. 2.Lusha

    27.3%

    Held 2nd. 390 estimated branded searches, 0% vs prior month. Share -0.8 points.

  3. 3.Firmable

    22.4%

    Moved from 1st to 3rd. 320 estimated branded searches, -17.9% vs prior month. Share -5.7 points.

  4. 4.Apollo

    9.8%

    Held 4th. 140 estimated branded searches, +27.3% vs prior month. Share +1.9 points.

  5. 5.LinkedIn Sales Navigator

    4.9%

    Held 5th. 70 estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Cognism

    2.1%

    Held 6th. 30 estimated branded searches, -25% vs prior month. Share -0.8 points.

Compare popularity between Cognism and its closest rivals

How has branded search demand for Cognism changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Cognism in New Zealand fell from 70 to 30.
  • Across the 12 months ending September 2026, Cognism’s share of searches among B2B sales intelligence platforms in New Zealand decreased from 4.1% to 2.1%.
  • Across the 12 months ending September 2026, Cognism’s share of searches among B2B sales intelligence platforms in New Zealand peaked at 4.1% in October 2025 and was lowest at 1.8% in April 2026.

How did search popularity change for New Zealand B2B sales intelligence platforms in September 2026?

6 changes

  1. In September 2026, ZoomInfo overtook Firmable and Lusha to become the leader among B2B sales intelligence platforms in New Zealand, with 33.6% of the searches.

  2. In September 2026, Apollo gained share of searches among B2B sales intelligence platforms in New Zealand, from 7.9% to 9.8%.

  3. In September 2026, Firmable lost share of searches among B2B sales intelligence platforms in New Zealand, from 28.1% to 22.4%.

  4. In September 2026, Lusha lost share of searches among B2B sales intelligence platforms in New Zealand, from 28.1% to 27.3%.

  5. In September 2026, Cognism lost share of searches among B2B sales intelligence platforms in New Zealand, from 2.9% to 2.1%.

  6. Estimated monthly branded searches for LinkedIn Sales Navigator in New Zealand fell 50% over 12 measured months, from 140 to 70 in September 2026.

How are Cognism’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Cognism’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • cognism

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How the Brand Demand Index is measured

Where does Cognism compete?

Cognism is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
B2B contact data providers6th of 71.7%Show ranking
B2B sales intelligence platforms6th of 62.1%Shown above
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Is Cognism your brand?

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