---
title: "B2B sales intelligence platforms in New Zealand: Which are searched most?"
description: "Compare data platforms that help B2B teams find, understand, and reach potential buyers. Share of Search among ZoomInfo, Lusha, Firmable, Apollo, LinkedIn Sales Navigator and Cognism, the B2B sales intelligence platforms Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-b2b-sales-intelligence-platforms"
publisher: "Brandwave"
---

# B2B sales intelligence platforms in New Zealand: Which are searched most?

Compare data platforms that help B2B teams find, understand, and reach potential buyers. Share of Search among ZoomInfo, Lusha, Firmable, Apollo, LinkedIn Sales Navigator and Cognism, the B2B sales intelligence platforms Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: B2B sales intelligence platforms
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: ZoomInfo, 33.6%

## Which brand is most popular in search among B2B sales intelligence platforms in New Zealand?

- In September 2026, ZoomInfo was the most searched among B2B sales intelligence platforms in New Zealand, with an estimated 480 branded searches, 33.6% of all searches for the six we track.
- Lusha is in 2nd place, 6.3 percentage points behind at 27.3%.
- Across the 12 months ending September 2026, ZoomInfo’s share of searches among B2B sales intelligence platforms in New Zealand increased from 28.2% to 33.6%.
- Across the 12 months ending September 2026, Lusha’s share of searches among B2B sales intelligence platforms in New Zealand decreased from 28.2% to 27.3%.
- Across the 12 months ending September 2026, Firmable’s share of searches among B2B sales intelligence platforms in New Zealand decreased from 22.9% to 22.4%.
- Across the 12 months ending September 2026, Apollo’s share of searches among B2B sales intelligence platforms in New Zealand increased from 8.2% to 9.8%.
- Across the 12 months ending September 2026, LinkedIn Sales Navigator’s share of searches among B2B sales intelligence platforms in New Zealand decreased from 8.2% to 4.9%.
- 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, ZoomInfo’s share of searches among B2B sales intelligence platforms in New Zealand peaked at 33.6% in September 2026 and was lowest at 22.3% in November 2025.
- Across the 12 months ending September 2026, Lusha’s share of searches among B2B sales intelligence platforms in New Zealand peaked at 35.5% in February 2026 and was lowest at 27.3% in July 2026.
- Across the 12 months ending September 2026, Firmable’s share of searches among B2B sales intelligence platforms in New Zealand peaked at 29.8% in June 2026 and was lowest at 11% in December 2025.
- Across the 12 months ending September 2026, Apollo’s share of searches among B2B sales intelligence platforms in New Zealand peaked at 25.2% in December 2025 and was lowest at 7.9% in August 2026.
- 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.
- Across the 12 months ending September 2026, ZoomInfo rose from 2nd to 1st among B2B sales intelligence platforms in New Zealand.
- Across the 12 months ending September 2026, Lusha fell from 1st to 2nd among B2B sales intelligence platforms in New Zealand.

## Top B2B sales intelligence platforms in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, ZoomInfo, Apollo and LinkedIn Sales Navigator appeared every time. Apollo was recommended most often, coming first in two out of five answers. LinkedIn Sales Navigator was second, and ZoomInfo was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Apollo | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| LinkedIn Sales Navigator | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| ZoomInfo | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Firmable | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Cognism | 5th | 2 of 3 | 2 of 2 | 4 of 5 |
| Lusha | 6th | 1 of 3 | 1 of 2 | 2 of 5 |

## Every AI answer about B2B sales intelligence platforms

- Asked ChatGPT "Which B2B sales intelligence platform should I use in New Zealand?": 1. Firmable, 2. Apollo, 3. LinkedIn Sales Navigator, 4. ZoomInfo
- Asked ChatGPT "What are the best B2B sales intelligence platforms in New Zealand?": 1. Firmable, 2. Apollo, 3. LinkedIn Sales Navigator, 4. Cognism, 5. ZoomInfo, 6. Lusha
- Asked ChatGPT "What's the best B2B sales intelligence platform in New Zealand for a sales team?": 1. Apollo, 2. LinkedIn Sales Navigator, 3. Cognism, 4. ZoomInfo
- Searched Google, AI Overview "b2b sales intelligence platforms": 1. ZoomInfo, 2. Apollo, 3. LinkedIn Sales Navigator, 4. Cognism, 5. Lusha
- Searched Google, AI Overview "b2b lead generation software": 1. Apollo, 2. LinkedIn Sales Navigator, 3. ZoomInfo, 4. Cognism

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026.

## Compare search popularity between leading brands

- [ZoomInfo vs Lusha: compare search popularity](/demand/nz/compare/lusha-vs-zoominfo): 33.6% against 27.3% Share of Search.
- [ZoomInfo vs Firmable: compare search popularity](/demand/nz/compare/firmable-vs-zoominfo): 33.6% against 22.4% Share of Search.
- [ZoomInfo vs Apollo: compare search popularity](/demand/nz/compare/apollo-io-vs-zoominfo): 33.6% against 9.8% Share of Search.
- [ZoomInfo vs LinkedIn Sales Navigator: compare search popularity](/demand/nz/compare/linkedin-sales-navigator-vs-zoominfo): 33.6% against 4.9% Share of Search.
- [Lusha vs Firmable: compare search popularity](/demand/nz/compare/firmable-vs-lusha): 27.3% against 22.4% Share of Search.
- [Lusha vs Apollo: compare search popularity](/demand/nz/compare/apollo-io-vs-lusha): 27.3% against 9.8% Share of Search.
- [Lusha vs LinkedIn Sales Navigator: compare search popularity](/demand/nz/compare/linkedin-sales-navigator-vs-lusha): 27.3% against 4.9% Share of Search.
- [Firmable vs Apollo: compare search popularity](/demand/nz/compare/apollo-io-vs-firmable): 22.4% against 9.8% Share of Search.
- [Firmable vs LinkedIn Sales Navigator: compare search popularity](/demand/nz/compare/firmable-vs-linkedin-sales-navigator): 22.4% against 4.9% Share of Search.
- [Apollo vs LinkedIn Sales Navigator: compare search popularity](/demand/nz/compare/apollo-io-vs-linkedin-sales-navigator): 9.8% against 4.9% Share of Search.

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

- 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.
- In September 2026, Apollo gained share of searches among B2B sales intelligence platforms in New Zealand, from 7.9% to 9.8%.
- In September 2026, Firmable lost share of searches among B2B sales intelligence platforms in New Zealand, from 28.1% to 22.4%.
- In September 2026, Lusha lost share of searches among B2B sales intelligence platforms in New Zealand, from 28.1% to 27.3%.
- In September 2026, Cognism lost share of searches among B2B sales intelligence platforms in New Zealand, from 2.9% to 2.1%.
- Estimated monthly branded searches for LinkedIn Sales Navigator in New Zealand fell 50% over 12 measured months, from 140 to 70 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | ZoomInfo | 33.6% | 480 | +23.1% | ZoomInfo |
| 2 | Lusha | 27.3% | 390 | 0.0% | Lusha |
| 3 | Firmable | 22.4% | 320 | -17.9% | Firmable |
| 4 | Apollo | 9.8% | 140 | +27.3% | Apollo |
| 5 | LinkedIn Sales Navigator | 4.9% | 70 | 0.0% | Microsoft |
| 6 | Cognism | 2.1% | 30 | -25.0% | Cognism |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Lusha | 480 | 28.2% | 1 |
| Oct 2025 | ZoomInfo | 480 | 28.2% | 2 |
| Oct 2025 | Firmable | 390 | 22.9% | 3 |
| Oct 2025 | Apollo | 140 | 8.2% | 4 |
| Oct 2025 | LinkedIn Sales Navigator | 140 | 8.2% | 5 |
| Oct 2025 | Cognism | 70 | 4.1% | 6 |
| Nov 2025 | Lusha | 590 | 33.7% | 1 |
| Nov 2025 | ZoomInfo | 390 | 22.3% | 2 |
| Nov 2025 | Apollo | 320 | 18.3% | 3 |
| Nov 2025 | Firmable | 320 | 18.3% | 4 |
| Nov 2025 | LinkedIn Sales Navigator | 90 | 5.1% | 5 |
| Nov 2025 | Cognism | 40 | 2.3% | 6 |
| Dec 2025 | Lusha | 390 | 30.7% | 1 |
| Dec 2025 | Apollo | 320 | 25.2% | 2 |
| Dec 2025 | ZoomInfo | 320 | 25.2% | 3 |
| Dec 2025 | Firmable | 140 | 11% | 4 |
| Dec 2025 | LinkedIn Sales Navigator | 70 | 5.5% | 5 |
| Dec 2025 | Cognism | 30 | 2.4% | 6 |
| Jan 2026 | Lusha | 590 | 31.7% | 1 |
| Jan 2026 | ZoomInfo | 480 | 25.8% | 2 |
| Jan 2026 | Apollo | 320 | 17.2% | 3 |
| Jan 2026 | Firmable | 320 | 17.2% | 4 |
| Jan 2026 | LinkedIn Sales Navigator | 110 | 5.9% | 5 |
| Jan 2026 | Cognism | 40 | 2.2% | 6 |
| Feb 2026 | Lusha | 590 | 35.5% | 1 |
| Feb 2026 | ZoomInfo | 390 | 23.5% | 2 |
| Feb 2026 | Firmable | 320 | 19.3% | 3 |
| Feb 2026 | Apollo | 210 | 12.7% | 4 |
| Feb 2026 | LinkedIn Sales Navigator | 110 | 6.6% | 5 |
| Feb 2026 | Cognism | 40 | 2.4% | 6 |
| Mar 2026 | Lusha | 720 | 34.4% | 1 |
| Mar 2026 | Firmable | 480 | 23% | 2 |
| Mar 2026 | ZoomInfo | 480 | 23% | 3 |
| Mar 2026 | Apollo | 260 | 12.4% | 4 |
| Mar 2026 | LinkedIn Sales Navigator | 110 | 5.3% | 5 |
| Mar 2026 | Cognism | 40 | 1.9% | 6 |
| Apr 2026 | Lusha | 480 | 28.6% | 1 |
| Apr 2026 | ZoomInfo | 480 | 28.6% | 2 |
| Apr 2026 | Firmable | 390 | 23.2% | 3 |
| Apr 2026 | Apollo | 210 | 12.5% | 4 |
| Apr 2026 | LinkedIn Sales Navigator | 90 | 5.4% | 5 |
| Apr 2026 | Cognism | 30 | 1.8% | 6 |
| May 2026 | Lusha | 480 | 29.3% | 1 |
| May 2026 | ZoomInfo | 480 | 29.3% | 2 |
| May 2026 | Firmable | 390 | 23.8% | 3 |
| May 2026 | Apollo | 170 | 10.4% | 4 |
| May 2026 | LinkedIn Sales Navigator | 90 | 5.5% | 5 |
| May 2026 | Cognism | 30 | 1.8% | 6 |
| Jun 2026 | Firmable | 480 | 29.8% | 1 |
| Jun 2026 | Lusha | 480 | 29.8% | 2 |
| Jun 2026 | ZoomInfo | 390 | 24.2% | 3 |
| Jun 2026 | Apollo | 140 | 8.7% | 4 |
| Jun 2026 | LinkedIn Sales Navigator | 90 | 5.6% | 5 |
| Jun 2026 | Cognism | 30 | 1.9% | 6 |
| Jul 2026 | Firmable | 390 | 27.3% | 1 |
| Jul 2026 | Lusha | 390 | 27.3% | 2 |
| Jul 2026 | ZoomInfo | 390 | 27.3% | 3 |
| Jul 2026 | Apollo | 140 | 9.8% | 4 |
| Jul 2026 | LinkedIn Sales Navigator | 90 | 6.3% | 5 |
| Jul 2026 | Cognism | 30 | 2.1% | 6 |
| Aug 2026 | Firmable | 390 | 28.1% | 1 |
| Aug 2026 | Lusha | 390 | 28.1% | 2 |
| Aug 2026 | ZoomInfo | 390 | 28.1% | 3 |
| Aug 2026 | Apollo | 110 | 7.9% | 4 |
| Aug 2026 | LinkedIn Sales Navigator | 70 | 5% | 5 |
| Aug 2026 | Cognism | 40 | 2.9% | 6 |
| Sep 2026 | ZoomInfo | 480 | 33.6% | 1 |
| Sep 2026 | Lusha | 390 | 27.3% | 2 |
| Sep 2026 | Firmable | 320 | 22.4% | 3 |
| Sep 2026 | Apollo | 140 | 9.8% | 4 |
| Sep 2026 | LinkedIn Sales Navigator | 70 | 4.9% | 5 |
| Sep 2026 | Cognism | 30 | 2.1% | 6 |

## What is being compared

- **Apollo**: Measured on the search terms “apollo io” and “apolloio”, summed into one figure.
- **Cognism**: Measured on the search term “cognism”.
- **Firmable**: Measured on the search term “firmable”.
- **LinkedIn Sales Navigator**: Measured on the search term “sales navigator”.
- **Lusha**: Measured on the search term “lusha”.
- **ZoomInfo**: Measured on the search term “zoominfo”.

- [Apollo](/demand/nz/brands/apollo-io)
- [Cognism](/demand/nz/brands/cognism)
- [Firmable](/demand/nz/brands/firmable)
- [LinkedIn Sales Navigator](/demand/nz/brands/linkedin-sales-navigator)
- [Lusha](/demand/nz/brands/lusha)
- [ZoomInfo](/demand/nz/brands/zoominfo)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among B2B sales intelligence platforms in New Zealand?

In September 2026, ZoomInfo was the most searched among B2B sales intelligence platforms in New Zealand, with an estimated 480 branded searches, 33.6% of all searches for the six we track.

## Cite this page

Brandwave. "B2B sales intelligence platforms in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-b2b-sales-intelligence-platforms

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-b2b-sales-intelligence-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.