lemlist vs Smartlead:Which is more popular?
In September 2026, Smartlead had more branded searches than lemlist among sales engagement and outreach tools in New Zealand. Smartlead had about 70 branded searches, while lemlist had 40. Smartlead made up 12.1% of all sales engagement and outreach tool searches we track, and lemlist accounted for 6.9%. When we asked ChatGPT and Google AI Overviews about sales engagement and outreach tools, lemlist and Smartlead each appeared in two of the five answers. Smartlead was mentioned before lemlist in every answer that named either.
Who do people search for more?
Smartlead, about 75% more searches than lemlist
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Smartlead, named ahead of lemlist in 2 of 2 answers
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Top sales engagement and outreach tools in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, lemlist and Smartlead were each mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Smartlead was listed before lemlist in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Apollo1st- Smartlead2nd
Outreach3rd
Salesloft3rd- HubSpot Sales Hub3rd
Instantly6th- Saleshandy7th
lemlist8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apollo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Outreach3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Salesloft3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- HubSpot Sales Hub3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Smartlead2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- lemlist2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Saleshandy2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Instantly1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about sales engagement and outreach tools
5 answers
Asked ChatGPT
“Which sales engagement tool should I use in New Zealand?”
Asked ChatGPT
“What are the best sales engagement tools in New Zealand?”
Asked ChatGPT
“What's the best sales engagement tool in New Zealand for a sales team?”
Searched Google, AI Overview
“cold email software”
Searched Google, AI Overview
“sales sequencing tool”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is lemlist or Smartlead more popular in search?
This chart shows how often people search Google for lemlist and Smartlead by name. Each line represents a brand's share of searches for all eight sales engagement and outreach tools we track, month by month, from searches in New Zealand.
Share of searches by month for Smartlead, lemlist. The figures are in the table below the chart.
View monthly share of searches table
| Month | Outreach | Apollo | Smartlead | Instantly | lemlist | Salesloft | Saleshandy | HubSpot Sales Hub |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.8% | 18.9% | 6.8% | 9.5% | 12.2% | 9.5% | 4.1% | 1.4% |
| Nov 2025 | 22.4% | 37.6% | 5.9% | 11.8% | 10.6% | 7.1% | 3.5% | 1.2% |
| Dec 2025 | 17.9% | 47.8% | 7.5% | 10.4% | 7.5% | 6% | 1.5% | 1.5% |
| Jan 2026 | 23.8% | 40% | 5% | 11.3% | 11.3% | 3.8% | 3.8% | 1.3% |
| Feb 2026 | 24.3% | 28.4% | 9.5% | 14.9% | 14.9% | 2.7% | 4.1% | 1.4% |
| Mar 2026 | 25% | 29.5% | 12.5% | 13.6% | 12.5% | 3.4% | 2.3% | 1.1% |
| Apr 2026 | 29.1% | 26.6% | 11.4% | 11.4% | 13.9% | 3.8% | 2.5% | 1.3% |
| May 2026 | 23.4% | 22.1% | 18.2% | 14.3% | 14.3% | 3.9% | 2.6% | 1.3% |
| Jun 2026 | 31.7% | 23.3% | 11.7% | 11.7% | 13.3% | 3.3% | 1.7% | 3.3% |
| Jul 2026 | 38.7% | 22.6% | 11.3% | 8.1% | 11.3% | 3.2% | 3.2% | 1.6% |
| Aug 2026 | 33.8% | 16.9% | 16.9% | 13.8% | 7.7% | 6.2% | 3.1% | 1.5% |
| Sep 2026 | 34.5% | 24.1% | 12.1% | 10.3% | 6.9% | 6.9% | 3.4% | 1.7% |
How has the lemlist and Smartlead comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Smartlead took it in May 2026, lemlist took it in June 2026, Smartlead took it in August 2026.
- Across the 12 months ending September 2026, lemlist’s share of searches among sales engagement and outreach tools in New Zealand moved from 12.2% to 6.9%, and its estimated monthly branded searches moved from 90 to 40.
- Across the 12 months ending September 2026, Smartlead’s share of searches among sales engagement and outreach tools in New Zealand moved from 6.8% to 12.1%, and its estimated monthly branded searches moved from 50 to 70.
How did search popularity change for New Zealand sales engagement and outreach tools in September 2026?
2 changes
In September 2026, Smartlead lost share of searches among sales engagement and outreach tools in New Zealand, from 16.9% to 12.1%.
In September 2026, lemlist lost share of searches among sales engagement and outreach tools in New Zealand, from 7.7% to 6.9%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using lemlist’s and Smartlead’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 sales engagement and outreach tools
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