Brandwave

How popular isDun & Bradstreet?

In September 2026, people searched for Dun & Bradstreet by name about 390 times in New Zealand, a 21.9% increase from the previous year. These searches made up 22% of all New Zealand B2B contact data provider searches, placing Dun & Bradstreet second out of seven providers. When we asked both ChatGPT and Google AI Overviews about B2B contact data providers, Dun & Bradstreet appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Dun & Bradstreet is the second most searched of 7 competitors and the fourth most recommended in AI answers.

  1. ZoomInfoShare of searches 27.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Dun & BradstreetShare of searches 22%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. LushaShare of searches 22%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. FirmableShare of searches 18.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. ApolloShare of searches 7.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

+2 more

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Top B2B contact data providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dun & Bradstreet was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Dun & Bradstreet is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Apollo1st
  2. ZoomInfo2nd
  3. Firmable3rd
  4. Dun & Bradstreet4th
  5. Katalyst Business5th
  6. Lusha6th
  7. Cognism7th

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
  • Lusha3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dun & Bradstreet2 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
  • Katalyst Business2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cognism1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about B2B contact data providers

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 contact data providers compete with Dun & Bradstreet?

Dun & Bradstreet against B2B contact data providers in New Zealand, by month

Share of searches by month for ZoomInfo, Dun & Bradstreet, Lusha, Firmable, Apollo. The figures are in the table below the chart.

View monthly share of searches table
MonthZoomInfoDun & BradstreetLushaFirmableApolloCognismKatalyst Business
Oct 202525%16.7%25.5%20.3%7.3%3.6%1.6%
Nov 202519.5%16%29.5%16%16%2%1%
Dec 202521.6%17.6%27%9.5%21.6%2%0.68%
Jan 202622.3%18.1%27.4%14.9%14.9%1.9%0.47%
Feb 202616.3%35.8%24%13%8.5%1.6%0.81%
Mar 202619.4%19.4%29%19.4%10.5%1.6%0.81%
Apr 202624%19.5%24%19.5%10.5%1.5%1%
May 202626.4%14.3%26.4%21.4%9.3%1.6%0.55%
Jun 202621.1%17.3%25.9%25.9%7.6%1.6%0.54%
Jul 202623.2%19%23.2%23.2%8.3%1.8%1.2%
Aug 202622.3%22.3%22.9%22.3%6.3%2.3%1.7%
Sep 202627.1%22%22%18.1%7.9%1.7%1.1%

  1. 1.ZoomInfo

    27.1%

    Moved from 4th to 1st. 480 estimated branded searches, +23.1% vs prior month. Share +4.8 points.

  2. 2.Dun & Bradstreet

    22%

    Held 2nd. 390 estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.Lusha

    22%

    Moved from 1st to 3rd. 390 estimated branded searches, -2.5% vs prior month. Share -0.8 points.

  4. 4.Firmable

    18.1%

    Moved from 3rd to 4th. 320 estimated branded searches, -17.9% vs prior month. Share -4.2 points.

  5. 5.Apollo

    7.9%

    Held 5th. 140 estimated branded searches, +27.3% vs prior month. Share +1.6 points.

  6. 6.Cognism

    1.7%

    Held 6th. 30 estimated branded searches, -25% vs prior month. Share -0.6 points.

  7. 7.Katalyst Business

    1.1%

    Held 7th. 20 estimated branded searches, -33.3% vs prior month. Share -0.6 points.

Compare popularity between Dun & Bradstreet and its closest rivals

Every comparison with Dun & Bradstreet

4 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dun & Bradstreet in New Zealand rose from 320 to 390.
  • Across the 12 months ending September 2026, Dun & Bradstreet’s share of searches among B2B contact data providers in New Zealand increased from 16.7% to 22%.
  • Across the 12 months ending September 2026, Dun & Bradstreet’s share of searches among B2B contact data providers in New Zealand peaked at 35.8% in February 2026 and was lowest at 14.3% in May 2026.
  • Across the 12 months ending September 2026, Dun & Bradstreet rose from 4th to 2nd among B2B contact data providers in New Zealand.

How did search popularity change for New Zealand B2B contact data providers in September 2026?

6 changes

  1. In September 2026, ZoomInfo overtook Lusha and 2 others to become the leader among B2B contact data providers in New Zealand, with 27.1% of the searches.

  2. In September 2026, Apollo gained share of searches among B2B contact data providers in New Zealand, from 6.3% to 7.9%.

  3. In September 2026, Firmable lost share of searches among B2B contact data providers in New Zealand, from 22.3% to 18.1%.

  4. In September 2026, Lusha lost share of searches among B2B contact data providers in New Zealand, from 22.9% to 22%.

  5. In September 2026, Cognism lost share of searches among B2B contact data providers in New Zealand, from 2.3% to 1.7%.

  6. In September 2026, Katalyst Business lost share of searches among B2B contact data providers in New Zealand, from 1.7% to 1.1%.

How are Dun & Bradstreet’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Dun & Bradstreet’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.

  • dun and bradstreet

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