Dun & Bradstreet vs Firmable:Which is more popular?
In September 2026, Dun & Bradstreet had more branded searches than Firmable among B2B contact data providers in New Zealand. Dun & Bradstreet had about 390 branded searches, while Firmable had 320. Dun & Bradstreet made up 22% of all B2B contact data provider searches we track, and Firmable accounted for 18.1%. When we asked ChatGPT and Google AI Overviews about B2B contact data providers, Dun & Bradstreet and Firmable each appeared in two of the five answers. Firmable was mentioned before Dun & Bradstreet in two out of three answers that named either.
Who do people search for more?
Dun & Bradstreet, about 22% more searches than Firmable
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Firmable, named ahead of Dun & Bradstreet in 2 of 3 answers
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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. Firmable was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Firmable was listed before Dun & Bradstreet in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Apollo1st
ZoomInfo2nd- Firmable3rd
- Dun & Bradstreet4th
- Katalyst Business5th
Lusha6th
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
Asked ChatGPT
“Which B2B contact data provider should I use in New Zealand?”
Asked ChatGPT
“What are the best B2B contact data providers in New Zealand?”
Asked ChatGPT
“What's the best B2B contact data provider in New Zealand for sales prospecting?”
Searched Google, AI Overview
“b2b contact data providers”
Searched Google, AI Overview
“company data provider”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Dun & Bradstreet or Firmable more popular in search?
This chart shows how often people search Google for Dun & Bradstreet and Firmable by name. Each line represents a brand's share of searches for all seven B2B contact data providers we track, month by month, from searches in New Zealand.
Share of searches by month for Dun & Bradstreet, Firmable. The figures are in the table below the chart.
View monthly share of searches table
| Month | ZoomInfo | Dun & Bradstreet | Lusha | Firmable | Apollo | Cognism | Katalyst Business |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 25% | 16.7% | 25.5% | 20.3% | 7.3% | 3.6% | 1.6% |
| Nov 2025 | 19.5% | 16% | 29.5% | 16% | 16% | 2% | 1% |
| Dec 2025 | 21.6% | 17.6% | 27% | 9.5% | 21.6% | 2% | 0.68% |
| Jan 2026 | 22.3% | 18.1% | 27.4% | 14.9% | 14.9% | 1.9% | 0.47% |
| Feb 2026 | 16.3% | 35.8% | 24% | 13% | 8.5% | 1.6% | 0.81% |
| Mar 2026 | 19.4% | 19.4% | 29% | 19.4% | 10.5% | 1.6% | 0.81% |
| Apr 2026 | 24% | 19.5% | 24% | 19.5% | 10.5% | 1.5% | 1% |
| May 2026 | 26.4% | 14.3% | 26.4% | 21.4% | 9.3% | 1.6% | 0.55% |
| Jun 2026 | 21.1% | 17.3% | 25.9% | 25.9% | 7.6% | 1.6% | 0.54% |
| Jul 2026 | 23.2% | 19% | 23.2% | 23.2% | 8.3% | 1.8% | 1.2% |
| Aug 2026 | 22.3% | 22.3% | 22.9% | 22.3% | 6.3% | 2.3% | 1.7% |
| Sep 2026 | 27.1% | 22% | 22% | 18.1% | 7.9% | 1.7% | 1.1% |
How has the Dun & Bradstreet and Firmable comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Dun & Bradstreet took it in December 2025, Firmable took it in May 2026, Dun & Bradstreet took it in September 2026.
- Across the 12 months ending September 2026, Dun & Bradstreet’s share of searches among B2B contact data providers in New Zealand moved from 16.7% to 22%, and its estimated monthly branded searches moved from 320 to 390.
- Across the 12 months ending September 2026, Firmable’s share of searches among B2B contact data providers in New Zealand moved from 20.3% to 18.1%, and its estimated monthly branded searches moved from 390 to 320.
How did search popularity change for New Zealand B2B contact data providers in September 2026?
3 changes
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.
In September 2026, Firmable lost share of searches among B2B contact data providers in New Zealand, from 22.3% to 18.1%.
Estimated monthly branded searches for Dun & Bradstreet in New Zealand rose 21.9% over 12 measured months, from 320 to 390 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dun & Bradstreet’s and Firmable’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.
Dun & Bradstreet
1 branded search term
- dun and bradstreet
Firmable
1 branded search term
- firmable
Other head-to-heads among B2B contact data providers
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