Propensity is the only account-based marketing (ABM) platform that delivers contact-level attribution, so you know exactly which individuals are engaging, not just which accounts.
We help B2B teams build audiences using verified intent signals, warm up high-fit contacts through omnichannel campaigns, and deliver a steady stream of sales-ready leads directly to your CRM. With Propensity, sales and marketing teams work from the same source of truth, increasing pipeline efficiency and reducing wasted effort.
The result? An automated, always-on ABM engine that produces 5x more engagement and faster conversions compared to traditional B2B growth tactics.
Why Teams Choose Propensity?
- Contact-level attribution, built in: Know exactly which people are engaging—not just which accounts. Send sales a prioritized list of real contacts showing verified buying intent.
- Smarter targeting with verified data: Build dynamic audiences using third-party intent, firmographics, and real-time behavior, all automatically enriched and double-verified.
- Omnichannel campaigns from one platform: Launch personalized ABM plays across display, email, social, direct mail, and more channels.
- Always-on sales activation: Turn marketing engagement into pipeline with a weekly feed of warmed-up contacts pushed directly into Salesforce or HubSpot.
- Playbooks that actually run themselves: Access proven ABM playbooks or create your own. Once launched, they operate on autopilot, so your team can focus on results, not manual work.
- AI content support: Use built-in AI tools to generate and personalize creative across campaigns.
- White-glove success, every week: Meet regularly with your dedicated CSM to review performance and optimize plays.
- Fast, proven ROI: Most teams see a lift in pipeline within 30–90 days, depending on their playbook and channels.
Propensity Core Features
- ABM Coach: Step-by-step guidance built into the platform to help you plan, launch, and optimize campaigns.
- Audience Builder: Build precision-targeted lists using third-party intent, firmographics, and behavior that's auto-enriched and double-verified at the contact level.
- Buying Circles: Surface the right people inside each account based on role, seniority, and buying behavior.
- ABM Connected Website: Turn anonymous traffic into named leads with full visibility into who’s visiting, what they’re researching, and when they’re ready to buy.
- Channel Manager: Orchestrate cross-channel campaigns (display, email, social, direct mail) from one unified platform.
- Playbook Library + Editor: Use ready-to-run playbooks (30–90 days) or create your own, with full flexibility over targeting, channels, and creative.
- Contact-Level Attribution: Track engagement, performance, and revenue impact at the individual level, not just accounts.
- ABM Dashboard: Measure performance across plays with full-funnel visibility into lift, reach, and conversion.
- CRM + Martech Integrations: Native integrations with Salesforce, HubSpot, Gmail, Slack, Salesloft and more to sync data and fuel sales follow-up.
Average Rating: 4.8/5.0
Total Reviews: 33
How Do G2 Users Rate Propensity?
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Has the product been a good partner in doing business?: 9.7/10 (Category avg: 8.6/10)
Who Is the Company Behind Propensity?
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Seller: Propensity
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Company Website:
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Year Founded: 2017
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HQ Location: Exeter, New Hampshire
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Twitter: @propensitytech
466 Twitter followers
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LinkedIn® Page: www.linkedin.com
54 employees on LinkedIn®
Who Uses This Product?
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Top Industries: Information Technology and Services, Marketing and Advertising
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Company Size: 61% Small, 33% Medium
What Do G2 Reviewers Say About Propensity?
AI-generated summary from verified user reviews
Pros
- Users value the reliable and exportable intent data from Propensity, enhancing overall reporting and engagement insights.
- Users commend the responsive and helpful customer support of Propensity, enhancing their overall experience and satisfaction.
- Users appreciate the ease of use of Propensity, highlighting its intuitive navigation and supportive customer success team.
- Users find Propensity to be a valuable extension of their teams, enhancing outreach and driving ABM opportunities effortlessly.
- Users value the effective ABM management of Propensity, enhancing outreach and pipeline generation for their marketing efforts.
Cons
- Users find the learning curve challenging, needing time to adjust to new features and navigate the interface.
- Users report encountering bug issues with Propensity, though the support team is responsive in troubleshooting them.
- Users experience software bugs with Propensity, leading to frustrations during campaign setup and feature utilization.
- Users face technical issues and bugs with Propensity, impacting user experience and stability during setup.
- Users note a steep learning curve due to the platform's comprehensive nature and unfamiliar terminology.
