Propensity: AI-Powered ABM and Autonomous GTM Orchestration
Propensity is an AI-powered account-based marketing (ABM) and go-to-market (GTM) orchestration platform that unifies buyer intelligence, audience targeting, campaign execution, and contact-level attribution in one place.
Go beyond traditional ABM with AI that helps identify high-value opportunities, build precision audiences, create personalized campaigns, and orchestrate engagement across multiple channels. Propensity connects marketing activity to real people, buying groups, and sales outcomes, not just anonymous account-level signals.
With an always-on, increasingly autonomous approach to ABM, Propensity helps B2B revenue teams reduce manual work, accelerate pipeline, and continuously improve GTM performance.
Why Teams Choose Propensity
- Autonomous ABM, powered by AI: Move from disconnected marketing tasks to coordinated GTM execution. Use AI to help plan campaigns, identify opportunities, generate creative, and optimize next-best actions.
- Contact-level intelligence and attribution: Understand which individuals are engaging, what they're interested in, and when they're showing buying intent, not just which accounts are active.
- Smarter targeting and buying group insights: Build dynamic audiences using verified intent data, firmographics, technographics, and behavioral signals to prioritize high-fit accounts and contacts.
- Omnichannel campaign orchestration: Create, launch, and manage coordinated campaigns across programmatic display, social, email, direct mail, and more from one unified platform.
- AI-powered campaign creation: Turn natural-language prompts into actionable campaign strategies, audiences, messaging, creative assets, and channel plans.
- Continuous learning and optimization: Move toward recursive marketing, where engagement signals, campaign results, and sales feedback inform smarter targeting and future GTM decisions.
- Sales and marketing alignment: Connect engagement intelligence with CRM workflows to prioritize sales-ready contacts, improve follow-up, and accelerate pipeline.
- Faster time to value: Launch proven ABM playbooks, automate repetitive workflows, and get hands-on support from dedicated customer success experts.
Propensity Core Features
- AI Campaign Builder: Use conversational AI to develop campaign strategies, audiences, messaging, creative, and activation plans.
- Audience Builder + Intent Intelligence: Identify high-fit accounts and contacts using intent signals, enriched data, behavioral insights, and AI-powered targeting.
- Buying Circles: Identify key decision-makers, influencers, and buying group members within target accounts.
- ABM Connected Website: Identify website visitors, uncover engagement signals, and turn previously anonymous activity into actionable sales intelligence.
- Channel Manager: Coordinate omnichannel campaigns across display, email, social, direct mail, and additional activation channels.
- Playbook Library + Editor: Launch proven multi-touch ABM programs or customize campaigns around your GTM objectives.
- Contact-Level Attribution + Journey Analytics: Connect individual engagement to campaign performance, pipeline activity, and revenue outcomes.
- AI Insights + Reporting: Analyze campaign performance, uncover opportunities, and make more informed GTM decisions with AI-assisted intelligence.
- Bidirectional MCP + API Connectivity: Connect external AI agents and compatible systems to Propensity's intelligence and orchestration capabilities.
- CRM + Martech Integrations: Connect Salesforce, HubSpot, and Marketo to synchronize customer data and support coordinated sales and marketing workflows.
Propensity brings intelligence, execution, and measurement together to help B2B teams move beyond traditional ABM toward a more connected, automated, and continuously improving revenue engine.
Average Rating: 4.8/5.0
Total Reviews: 33
How Do G2 Users Rate Propensity?
-
Has the product been a good partner in doing business?: 9.7/10 (Category avg: 9.1/10)
-
Ease of Use: 9.0/10 (Category avg: 9.0/10)
-
Ease of Admin: 8.6/10 (Category avg: 9.0/10)
-
Quality of Support: 9.5/10 (Category avg: 9.1/10)
Who Is the Company Behind Propensity?
-
Seller: Propensity
-
Company Website:
-
Year Founded: 2017
-
HQ Location: Exeter, New Hampshire
-
LinkedIn® Page: www.linkedin.com
54 employees on LinkedIn®
Who Uses This Product?
-
Top Industries: Information Technology and Services, Marketing and Advertising
-
Company Size: 61% Small, 33% Medium
What Do G2 Reviewers Say About Propensity?
AI-generated summary from verified user reviews
Pros
- Users value Propensity for its reliable intent data and ease of use, enhancing marketing and outreach efforts.
- Users highlight the excellent support team of Propensity, ensuring successful onboarding and ongoing assistance for optimal use.
- Users find Propensity to be incredibly easy to use, enhanced by excellent support and seamless integrations.
- Users commend Propensity for its constant innovation and responsiveness, effectively evolving alongside marketing and sales needs.
- Users value the effective audience targeting capabilities of Propensity, enabling precise segmentation and tailored marketing strategies.
Cons
- Users face a steep learning curve due to the platform's comprehensive nature and rapid updates.
- Users often face bug issues during setup and feature rollout, which can disrupt the overall experience.
- Users encounter software bugs that can hinder campaign setup, but the support team resolves issues swiftly.
- Users note technical issues such as bugs and setup challenges, reflecting the platform's immaturity compared to competitors.
- Users find the poor design aspects of Propensity hinder a seamless experience but appreciate ongoing improvements.
