GTM AI Index
Index › Research › Buyer segments · September 2026 Edition
Buyer segments · September 2026 Edition

In 68 of 73 categories, the product the models put first changes with the size of the company asking.

Every category is asked on behalf of three buyers: a small B2B company, a mid-market B2B company, an enterprise B2B company. Each buyer gets its own standing, computed within its segment and never pooled. This page reads the seventy-three standings side by side: five categories have one leader for every buyer, thirty-five change leader once across the three, and thirty-three have a different leader for each.

How often the leader changes

5one leader for every buyer
35the leader changes once across the three
33a different leader for each buyer

A product leads somewhere in 141 cases across the seventy-three categories; ninety-two of those products lead in exactly one segment of one category and nowhere else. The public standing on each category page is the mid-market one; the other segments are one link away on every category page and are never added to it.

What this measures is the answer, not the buyer: the same models, asked the same six ways, told a different company size. Whether that reflects the products or the models' reading of them is not something the index can say.

Every category, every buyer

The leader and its share of first choices in each segment. A share is within its own segment: twelve models, six framings, seventy-two answers.
CategorySmall businessMid-marketEnterprise
Content marketing HubSpot Content Hub 27% HubSpot Content Hub 30% HubSpot Content Hub 17%one leader
BI & dashboards Microsoft Power BI 36% Microsoft Power BI 62% Microsoft Power BI 65%one leader
Warehouse & ETL Hightouch 39% Hightouch 42% Hightouch 44%one leader
Scheduling Calendly 59% Calendly 59% Calendly 52%one leader
Proposals PandaDoc 49% PandaDoc 49% PandaDoc 23%one leader
AI SDR Apollo.io 24% Apollo.io 20% Outreach 15%two leaders
AI visibility Otterly 47% Otterly 20% Profound 63%two leaders
Attribution & MMM Dreamdata 19% Dreamdata 29% Adobe Marketo Measure 16%two leaders
CRM HubSpot CRM 50% HubSpot CRM 41% Salesforce Sales Cloud 58%two leaders
CRM data quality Insycle 30% Insycle 34% DemandTools 27%two leaders
Support chatbots Tidio 41% Intercom 35% Intercom 12%two leaders
Community Circle 31% Higher Logic Vanilla 23% Higher Logic Vanilla 38%two leaders
CLM PandaDoc 47% PandaDoc 25% Ironclad 22%two leaders
CDP Segment 39% Segment 48% Salesforce Data Cloud 41%two leaders
Customer education TalentLMS 49% TalentLMS 33% Skilljar 33%two leaders
Customer intel Google Analytics 4 19% Google Analytics 4 16% Adobe Customer Journey Analytics 24%two leaders
Helpdesk Freshdesk 36% Freshdesk 44% Zendesk 53%two leaders
Enrichment Apollo.io 76% Apollo.io 70% ZoomInfo 46%two leaders
DMP Segment 16% Segment 18% Salesforce Data Cloud 20%two leaders
Sales rooms Aligned 46% Aligned 40% Seismic 16%two leaders
Email marketing ActiveCampaign 36% ActiveCampaign 40% Adobe Marketo Engage 23%two leaders
Email verification Bouncer 33% ZeroBounce 29% ZeroBounce 51%two leaders
Experimentation VWO 38% VWO 34% Optimizely CMS 45%two leaders
In-app messaging OneSignal 17% Intercom 20% Intercom 23%two leaders
Influencer Favikon 31% Favikon 27% CreatorIQ 53%two leaders
Knowledge base Notion 38% Notion 18% Zendesk 26%two leaders
Loyalty Smile.io 33% Smile.io 24% Influitive 15%two leaders
Mobile & push OneSignal 59% OneSignal 34% Braze 42%two leaders
Native ads MGID 37% StackAdapt 23% StackAdapt 15%two leaders
Direct mail Postalytics 50% Postalytics 54% Lob 37%two leaders
Product analytics PostHog 43% Amplitude 30% Amplitude 49%two leaders
Programmatic StackAdapt 32% StackAdapt 61% The Trade Desk 43%two leaders
Proximity Google Business Profile 12% Radar 19% Radar 24%two leaders
Reviews NiceJob 18% Birdeye 26% Birdeye 31%two leaders
SEO Surfer SEO 23% Surfer SEO 25% Conductor 41%two leaders
Sales intel Apollo.io 94% Apollo.io 76% ZoomInfo 67%two leaders
Paid ads Google Ads 16% Google Ads 10% Skai 42%two leaders
Tag management Google Tag Manager 98% Google Tag Manager 77% Tealium iQ 43%two leaders
Video hosting Wistia 56% Wistia 56% Brightcove 25%two leaders
Automation & iPaaS Make 50% Workato 38% Workato 29%two leaders
ABM HubSpot ABM 21% AdRoll ABM 56% Demandbase 47%three leaders
Affiliate Tapfiliate 23% PartnerStack 42% impact.com 44%three leaders
Intent data Apollo.io 56% Bombora 35% 6sense 45%three leaders
Billing Stripe Billing 41% Chargebee 58% Zuora 60%three leaders
CPQ PandaDoc 54% DealHub 62% Salesforce CPQ 31%three leaders
Channel marketing Brevo 11% JourneyBee 15% Impartner 22%three leaders
Consent CookieYes 48% Enzuzo 25% OneTrust 55%three leaders
Marketing CMS Webflow 47% WordPress 33% Contentful 37%three leaders
Conversation intel Fathom 40% Avoma 52% Gong 74%three leaders
Feedback Survicate 19% Google Forms 15% Qualtrics 34%three leaders
Customer success Custify 55% ChurnZero 39% Gainsight 81%three leaders
Digital adoption UserGuiding 44% Userpilot 29% WalkMe 39%three leaders
DAM Filecamp 27% Canto 34% Bynder 33%three leaders
Ecommerce marketing Klaviyo 17% HubSpot Marketing Hub 36% Adobe Marketo Engage 22%three leaders
Ecommerce Shopify 33% BigCommerce B2B Edition 27% Adobe Commerce 34%three leaders
Identity Segment 15% Hightouch 15% LiveRamp 21%three leaders
Landing pages Leadpages 26% Unbounce 28% Instapage 41%three leaders
Lead routing HubSpot Sales Hub 26% LeadAngel 32% LeanData 54%three leaders
Marketing automation ActiveCampaign 51% HubSpot Marketing Hub 55% Adobe Marketo Engage 57%three leaders
Mobile apps OneSignal 43% Meta Advantage+ App Campaigns 15% Braze 39%three leaders
PR Brand24 31% Muck Rack 24% Meltwater 57%three leaders
PRM PartnerPortal.io 47% Channeltivity 24% Impartner 27%three leaders
Referrals Referral Rock 17% PartnerStack 19% Ambassador 18%three leaders
Revenue intel HubSpot Sales Hub 27% Avoma 20% Clari Copilot 66%three leaders
Sales coaching Trainual 18% SalesHood 27% MindTickle 41%three leaders
Commissions QuotaPath 54% Everstage 25% CaptivateIQ 17%three leaders
Dialers CloudTalk 28% Aloware 18% Outreach 20%three leaders
Sales enablement HubSpot Sales Hub 53% Dock 19% Seismic 62%three leaders
Sales engagement Apollo.io 50% Salesloft 35% Outreach 42%three leaders
Social media Buffer 35% Sprout Social 37% Sprinklr 26%three leaders
Territory planning QuotaPath 22% CaptivateIQ 30% Varicent 35%three leaders
Video ads Meta Ads 21% StackAdapt 24% The Trade Desk 19%three leaders
Webinars Demio 39% Livestorm 23% ON24 33%three leaders

Cite this

GTM AI Recommendation Index, September 2026 Edition: buyer segments. gtm-ai-index.com/research/buyer-size/. Published under CC BY 4.0. Every figure on this page is computed from the published edition and changes with it; the edition and its date are the citation.

The output is the models' output. Nothing here says the models can be steered, and nothing here is a recommendation by the index.