Summary

Propensity is a contact-level marketing platform for B2B growth teams, solving the problem of traditional ABM that tracks accounts, not individuals. It reveals website visitor identities, generates double-verified contact data, and sends high-intent leads to sales in real time.

What is Propensity?

Propensity is an omnichannel ABM and demand generation platform that enables marketing and sales teams to execute precision targeting at the contact level. It combines ABM, contextual advertising, geofencing, website tracking, and data enrichment to identify real buyers, track their full journey, and provide verified contact data with real-time intent signals. All engagement syncs to Salesforce and HubSpot for seamless marketing-sales alignment.

Core Capabilities

• Contact-level intent data: Identify individual buyers engaging with your brand and their behavior
• AI audience builder: Filter target lists by industry, role, tech stack, and behavior
• Double-verified contact data: Every contact verified for role and intent before entering CRM
• Contact-based advertising: Reach individual buyers across 20+ channels (social, programmatic, direct mail)
• Website visitor de-anonymization: Reveal visitor identity, source ad, and pages viewed
• Custom lead scoring: Build scoring models based on fit and intent
• CRM integrations: Real-time sync of intent and engagement to Salesforce, HubSpot
• Contact-level attribution: Tie impressions, clicks, visits directly to revenue

Pros

• Reveals website visitor identities and ad sources, delivering actionable contact lists
• Unifies ABM, contextual ads, geofencing, and multi-channel campaigns in one platform
• Provides double-verified contact data to improve sales follow-up quality
• Syncs intent signals to CRM in real time, triggering personalized sales outreach
• Named a Challenger in 2025 Gartner® Magic Quadrant™ for ABM Platforms

Cons

• Pricing not publicly available; requires contacting sales team
• Primarily for B2B enterprise and SMB growth teams, not suitable for B2C
• Requires CRM integration (Salesforce or HubSpot) to unlock full value
• Learning curve may be steep for teams new to ABM platforms

Decision Guidance

When to use: Your team needs to identify real buyer identities, track contact-level intent, and send high-quality leads to sales instantly; you want to run ABM, contextual ads, geofencing, and multi-channel campaigns from one platform with deep Salesforce or HubSpot integration.

When to consider alternatives: You only need account-level tracking, not contact-level; your budget is limited or team size is small and cannot fully leverage omnichannel features; you prefer a self-service platform without sales team involvement.