Cognism vs Firmable:Which is more popular?
In September 2026, Firmable had more branded searches than Cognism among B2B sales intelligence platforms in New Zealand. Firmable had about 320 branded searches, while Cognism had 30. Firmable made up 22.4% of all B2B sales intelligence platform searches we track, and Cognism accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about B2B sales intelligence platforms, Cognism appeared in four of the five answers and Firmable in two. Cognism was mentioned before Firmable in three out of five answers.
Who do people search for more?
Firmable, about 11 searches for every 1 for Cognism
Who does AI mention more?
Cognism, mentioned in 4 of 5 answers, Firmable in 2
Who does AI recommend more?
Cognism, named ahead of Firmable in 3 of 5 answers
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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. 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. Cognism was listed before Firmable in three out of five answers.
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.
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
Asked ChatGPT
“Which B2B sales intelligence platform should I use in New Zealand?”
Asked ChatGPT
“What are the best B2B sales intelligence platforms in New Zealand?”
Asked ChatGPT
“What's the best B2B sales intelligence platform in New Zealand for a sales team?”
Searched Google, AI Overview
“b2b sales intelligence platforms”
Searched Google, AI Overview
“b2b lead generation software”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Cognism or Firmable more popular in search?
This chart shows how often people search Google for Cognism and Firmable by name. Each line represents a brand's share of searches for all six B2B sales intelligence platforms we track, month by month, from searches in New Zealand.
Share of searches by month for Firmable, Cognism. The figures are in the table below the chart.
View monthly share of searches table
| Month | ZoomInfo | Lusha | Firmable | Apollo | LinkedIn Sales Navigator | Cognism |
|---|---|---|---|---|---|---|
| Oct 2025 | 28.2% | 28.2% | 22.9% | 8.2% | 8.2% | 4.1% |
| Nov 2025 | 22.3% | 33.7% | 18.3% | 18.3% | 5.1% | 2.3% |
| Dec 2025 | 25.2% | 30.7% | 11% | 25.2% | 5.5% | 2.4% |
| Jan 2026 | 25.8% | 31.7% | 17.2% | 17.2% | 5.9% | 2.2% |
| Feb 2026 | 23.5% | 35.5% | 19.3% | 12.7% | 6.6% | 2.4% |
| Mar 2026 | 23% | 34.4% | 23% | 12.4% | 5.3% | 1.9% |
| Apr 2026 | 28.6% | 28.6% | 23.2% | 12.5% | 5.4% | 1.8% |
| May 2026 | 29.3% | 29.3% | 23.8% | 10.4% | 5.5% | 1.8% |
| Jun 2026 | 24.2% | 29.8% | 29.8% | 8.7% | 5.6% | 1.9% |
| Jul 2026 | 27.3% | 27.3% | 27.3% | 9.8% | 6.3% | 2.1% |
| Aug 2026 | 28.1% | 28.1% | 28.1% | 7.9% | 5% | 2.9% |
| Sep 2026 | 33.6% | 27.3% | 22.4% | 9.8% | 4.9% | 2.1% |
How has the Cognism and Firmable comparison changed over the last 12 months?
3 findings
- Firmable was ahead of Cognism in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cognism’s share of searches among B2B sales intelligence platforms in New Zealand moved from 4.1% to 2.1%, and its estimated monthly branded searches moved from 70 to 30.
- Across the 12 months ending September 2026, Firmable’s share of searches among B2B sales intelligence platforms in New Zealand moved from 22.9% to 22.4%, and its estimated monthly branded searches moved from 390 to 320.
How did search popularity change for New Zealand B2B sales intelligence platforms in September 2026?
3 changes
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, Firmable lost share of searches among B2B sales intelligence platforms in New Zealand, from 28.1% to 22.4%.
In September 2026, Cognism lost share of searches among B2B sales intelligence platforms in New Zealand, from 2.9% to 2.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cognism’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.
Other head-to-heads among B2B sales intelligence platforms
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