Propensity

What Propensity is

Propensity is a contact-level marketing platform for B2B growth teams running account-based marketing, demand generation, media, or sales campaigns. It identifies website visitors, the campaigns that brought them to a site, and their engagement, then makes those details available for sales activation. Teams can create audiences using filters for industry, role, technology stack, and behavior, and use contact-level intent data to guide targeting. Propensity says it verifies contacts for accuracy, role, and intent before they reach a customer’s CRM.

Campaigns can run across more than 20 channels, including display, social, direct mail, email, and connected TV. Salesforce and HubSpot CRM integrations are listed, along with integrations such as Google Ads, YouTube, LinkedIn, Facebook, Instagram, Gmail, Slack, Outlook 365, and Salesloft. Its API supports programmatic audience creation and updates, as well as retrieval of campaign engagement data for contacts and accounts. Essential costs $2,000/mo and includes website de-anonymization, intent data, unlimited campaigns and users, and Salesforce and HubSpot integration. Strategic costs $3,000/mo; Unlimited costs $4,000/mo. A free intent data sample provides up to 100 in-market accounts and up to 100 contacts at those accounts.

Who it suits

Propensity suits B2B growth teams in ABM, demand generation, media, and sales that want contact-level intent data and visitor engagement for sales activation. It also fits teams planning campaigns across multiple channels and using Salesforce or HubSpot CRM.

Limits

The free intent data sample returns up to 100 in-market accounts and up to 100 contacts at those accounts. Essential costs $2,000/mo and does not include the Strategic plan's API, LinkedIn and Facebook ads, or direct mail; those are listed with Strategic at $3,000/mo.

Getting started

1. Visit https://www.propensity.com/.
2. Choose the web platform or API route.
3. Start a free trial, or request the free intent data sample.
4. Select Essential, Strategic, or Unlimited based on the included capabilities.
5. Connect Salesforce or HubSpot CRM if you use either integration.

Verdict

Choose Propensity if your B2B team needs contact-level intent, visitor identification, and campaign activation across multiple channels. Essential starts at $2,000/mo; teams needing the API, LinkedIn and Facebook ads, or direct mail need Strategic at $3,000/mo or above.