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Index › GTM › Research › Buyer segments · November 2026 Edition
Buyer segments · November 2026 Edition

In 102 of 112 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 112 standings side by side: ten categories have one leader for every buyer, sixty-four change leader once across the three, and thirty-eight have a different leader for each.

How often the leader changes

10one leader for every buyer
64the leader changes once across the three
38a different leader for each buyer

A product leads somewhere in 217 cases across the 112 categories; 143 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: fourteen models, six framings, eighty-four answers.
CategorySmall businessMid-marketEnterprise
Address verification Smarty 78% Smarty 73% Smarty 32%one leader
Client onboarding Rocketlane 26% Rocketlane 32% Rocketlane 51%one leader
Content marketing HubSpot Content Hub 36% HubSpot Content Hub 52% HubSpot Content Hub 16%one leader
BI & dashboards Microsoft Power BI 46% Microsoft Power BI 65% Microsoft Power BI 61%one leader
Email verification ZeroBounce 30% ZeroBounce 47% ZeroBounce 69%one leader
Field sales Badger Maps 48% Badger Maps 43% Badger Maps 22%one leader
Scheduling Calendly 66% Calendly 56% Calendly 54%one leader
Proposals PandaDoc 74% PandaDoc 78% PandaDoc 30%one leader
Sales gamification Spinify 42% Spinify 31% Spinify 49%one leader
Video hosting Wistia 62% Wistia 60% Wistia 40%one leader
AI SDR AiSDR 38% AiSDR 34% 11x 25%two leaders
AI marketing agents HubSpot Breeze 21% HubSpot Breeze 35% Salesforce Agentforce Marketing 43%two leaders
Affiliate Rewardful 16% PartnerStack 56% PartnerStack 38%two leaders
Attribution & MMM Dreamdata 26% Dreamdata 32% Adobe Marketo Measure 22%two leaders
Audience insights SparkToro 54% SparkToro 33% GWI 32%two leaders
Audio advertising AudioGo 54% AudioGo 29% StackAdapt 32%two leaders
Brand protection IP Moat 32% IP Moat 23% Red Points 53%two leaders
CRM HubSpot CRM 65% HubSpot CRM 53% Salesforce Sales Cloud 59%two leaders
CRM data quality Insycle 51% Insycle 50% DemandTools 40%two leaders
Call tracking CallRail 63% CallRail 52% Invoca 67%two leaders
Channel marketing PartnerStack 8% Impartner PRM 17% Impartner PRM 28%two leaders
Support chatbots Tidio 30% Intercom Fin AI Agent 52% Intercom Fin AI Agent 25%two leaders
Click fraud protection ClickCease 47% ClickCease 37% Lunio 25%two leaders
Competitive intel Kompyte 37% Kompyte 40% Crayon 54%two leaders
Contact center QA Voxjar 20% Voxjar 21% MaestroQA 16%two leaders
CLM PandaDoc 51% PandaDoc 29% Icertis Contract Intelligence 22%two leaders
Conversational mktg Tidio 27% Qualified 25% Qualified 47%two leaders
CDP Segment 41% Segment 50% Salesforce Data Cloud 50%two leaders
Customer education TalentLMS 56% Skilljar 22% Skilljar 34%two leaders
Helpdesk Freshdesk 25% Zendesk Support Suite 37% Zendesk Support Suite 51%two leaders
Data clean rooms AWS Clean Rooms 19% Snowflake Data Clean Rooms 27% Snowflake Data Clean Rooms 52%two leaders
Enrichment Apollo.io 81% Apollo.io 63% ZoomInfo 57%two leaders
DMP Segment 38% Segment 36% Salesforce Data Cloud 40%two leaders
Warehouse & ETL BigQuery 44% Hightouch 38% Hightouch 47%two leaders
Sales rooms Aligned 38% Aligned 29% Trumpet 36%two leaders
Direct mail & gifting Goody 31% Sendoso 35% Sendoso 42%two leaders
Ecommerce marketing HubSpot Marketing Hub 25% HubSpot Marketing Hub 41% Adobe Marketo Engage 27%two leaders
Ecommerce Shopify 34% BigCommerce B2B Edition 45% Shopify 31%two leaders
Email deliverability GlockApps 25% GlockApps 38% Validity Everest 46%two leaders
Email marketing ActiveCampaign 37% HubSpot Marketing Hub 42% HubSpot Marketing Hub 41%two leaders
Email signatures CodeTwo Email Signatures 365 27% Exclaimer 31% Exclaimer 56%two leaders
Event lead capture Blinq 22% Blinq 20% iCapture 29%two leaders
Experimentation VWO 28% VWO 31% Optimizely CMS 48%two leaders
In-app messaging Intercom 35% Intercom 38% Pendo 24%two leaders
Influencer Favikon 36% Favikon 29% CreatorIQ 65%two leaders
Lead routing HubSpot Sales Hub 30% LeanData 28% LeanData 67%two leaders
Local listings BrightLocal 45% BrightLocal 46% Yext 52%two leaders
Loyalty Referral Rock 42% Referral Rock 21% Influitive AdvocateHub 30%two leaders
Market intelligence Apollo.io 39% Apollo.io 22% AlphaSense 25%two leaders
Marketing automation HubSpot Marketing Hub 37% HubSpot Marketing Hub 65% Adobe Marketo Engage 69%two leaders
Marketing resource mgt monday.com Work Management 39% monday.com Work Management 19% Aprimo 29%two leaders
Mobile & push OneSignal 51% OneSignal 44% Braze 55%two leaders
Native ads LinkedIn Sponsored Content 35% StackAdapt 29% StackAdapt 29%two leaders
Order management Zoho Inventory 42% Zoho Inventory 19% IBM Sterling Order Management 30%two leaders
PRM PartnerPortal.io 44% PartnerPortal.io 24% Impartner PRM 55%two leaders
Pricing optimization Prisync 41% Pricefx 49% Pricefx 42%two leaders
Direct mail Postalytics 43% Postalytics 40% Lob 46%two leaders
Product analytics PostHog 62% Amplitude 46% Amplitude 61%two leaders
Programmatic StackAdapt 41% StackAdapt 50% Demandbase Advertising 32%two leaders
Retail media Amazon Ads 51% Amazon Ads 62% Skai 40%two leaders
Proximity Radar 29% Foursquare Proximity 15% Radar 21%two leaders
Revenue intel HubSpot Sales Hub 26% Clari Copilot 24% Clari Copilot 50%two leaders
Reviews Praising.ai 21% Birdeye 19% Birdeye 29%two leaders
SEO Surfer SEO 19% Surfer SEO 24% Conductor 50%two leaders
Sales coaching HubSpot Sales Hub 12% MindTickle 22% MindTickle 52%two leaders
Dialers CloudTalk 33% CloudTalk 26% Five9 28%two leaders
Sales enablement HubSpot Sales Hub 69% HubSpot Sales Hub 32% Seismic 50%two leaders
Sales intel Apollo.io 96% Apollo.io 93% ZoomInfo SalesOS 73%two leaders
Session replay Microsoft Clarity 65% Microsoft Clarity 45% Fullstory 36%two leaders
Tag management Google Tag Manager 98% Google Tag Manager 93% Tealium iQ Tag Management 77%two leaders
Video ads YouTube Ads 24% LinkedIn Video Ads 24% LinkedIn Video Ads 38%two leaders
Web analytics Google Analytics 4 57% Google Analytics 4 55% Adobe Analytics 35%two leaders
Website governance Silktide Governance 19% Siteimprove 27% Siteimprove 57%two leaders
Automation & iPaaS Zapier 42% Workato 35% Workato 43%two leaders
AI visibility Otterly 51% Peec AI 24% Profound 49%three leaders
AI voice agents Retell AI 15% CloudTalk 25% Synthflow 19%three leaders
ABM HubSpot Marketing Hub 40% AdRoll ABM 52% Demandbase 46%three leaders
App store optimization App Radar 16% AppTweak 51% Sensor Tower 46%three leaders
Intent data Apollo.io 62% Bombora 34% 6sense 50%three leaders
Billing Stripe Billing 48% Chargebee 57% Zuora 67%three leaders
CPQ PandaDoc 45% DealHub 51% Salesforce Revenue Cloud 57%three leaders
Community Circle 39% Bettermode 25% Higher Logic Vanilla 55%three leaders
Consent CookieYes 30% Osano 29% OneTrust 66%three leaders
Contact center Aircall 26% CloudTalk 21% Genesys Cloud CX 69%three leaders
Marketing CMS WordPress 39% HubSpot Content Hub 45% Adobe Experience Manager 29%three leaders
Conversation intel Fireflies.ai 41% Avoma 29% Gong 72%three leaders
Creative automation Canva 32% Bannerflow 21% Celtra 50%three leaders
Feedback SurveyMonkey 15% CustomerGauge 45% Qualtrics CustomerXM 42%three leaders
Customer intel HubSpot Service Hub 21% Mixpanel 12% Adobe Customer Journey Analytics 25%three leaders
Customer success Custify 31% ChurnZero 47% Gainsight Customer Success 65%three leaders
Digital adoption UserGuiding 34% Userpilot 39% Whatfix 40%three leaders
DAM Filecamp 27% Canto 40% Bynder 43%three leaders
Ecommerce search Doofinder 40% Algolia 24% Constructor 30%three leaders
Employee advocacy Vulse 31% Oktopost 31% EveryoneSocial 39%three leaders
Event management Eventbrite 18% Bizzabo 23% Cvent Event Marketing & Management 58%three leaders
Identity FullContact 30% Hightouch Adaptive Identity Resolution 28% Salesforce Data Cloud 40%three leaders
Interactive demos Supademo 44% Storylane 42% Reprise 24%three leaders
Knowledge base Notion 28% Document360 24% Zendesk Guide 18%three leaders
Landing pages Leadpages 26% Unbounce 32% Instapage 34%three leaders
Mobile apps OneSignal 25% Customer.io 13% Braze 60%three leaders
PR Brand24 45% Muck Rack 42% Meltwater 52%three leaders
PIM Plytix 74% Akeneo PIM 33% Inriver PIM 29%three leaders
RFP response PandaDoc 30% Loopio 31% Responsive 60%three leaders
Referrals Referral Rock 24% PartnerStack 35% Ambassador 16%three leaders
SMS & WhatsApp SimpleTexting 21% Customer.io 19% Braze 19%three leaders
Commissions QuotaPath 38% CaptivateIQ 38% Xactly Incent 28%three leaders
Sales engagement Apollo.io 50% Salesloft 37% Outreach 52%three leaders
Paid ads Google Ads 15% Optmyzr 20% Skai 67%three leaders
Social media Buffer 46% Sprout Social 47% Oktopost 27%three leaders
Territory planning HubSpot Sales Hub 16% CaptivateIQ Planning 47% Anaplan Territory & Quota Planning 37%three leaders
Value selling HubSpot Sales Hub 17% ValueCore 13% Mediafly Value 30%three leaders
Webinars Demio 42% Livestorm 34% ON24 35%three leaders

Cite this

Gane Index, November 2026 Edition: buyer segments. www.gane.ai/index/gtm/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.