Cognism vs LinkedIn Sales Navigator:Which is more popular?
In September 2026, LinkedIn Sales Navigator had more branded searches than Cognism among B2B sales intelligence platforms in New Zealand. LinkedIn Sales Navigator had about 70 branded searches, while Cognism had 30. LinkedIn Sales Navigator made up 4.9% 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, LinkedIn Sales Navigator appeared in all five answers and Cognism in four. LinkedIn Sales Navigator was mentioned before Cognism in every answer.
Who do people search for more?
LinkedIn Sales Navigator, about 2 searches for every 1 for Cognism
Who does AI mention more?
LinkedIn Sales Navigator, mentioned in every answer we collected
Who does AI recommend more?
LinkedIn Sales Navigator, named ahead of Cognism in every answer
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Top B2B sales intelligence platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, LinkedIn Sales Navigator appeared in all five answers. Cognism was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. LinkedIn Sales Navigator was listed before Cognism in every answer.
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 LinkedIn Sales Navigator more popular in search?
This chart shows how often people search Google for Cognism and LinkedIn Sales Navigator 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 LinkedIn Sales Navigator, 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 LinkedIn Sales Navigator comparison changed over the last 12 months?
3 findings
- LinkedIn Sales Navigator 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, LinkedIn Sales Navigator’s share of searches among B2B sales intelligence platforms in New Zealand moved from 8.2% to 4.9%, and its estimated monthly branded searches moved from 140 to 70.
How did search popularity change for New Zealand B2B sales intelligence platforms in September 2026?
2 changes
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cognism’s and LinkedIn Sales Navigator’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.
Cognism
1 branded search term
- cognism
LinkedIn Sales Navigator
1 branded search term
- sales navigator
Other head-to-heads among B2B sales intelligence platforms
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