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About Propensity
What is Propensity?
Propensity is a contact-level marketing platform designed for B2B growth teams. It allows you to run account-based marketing (ABM), contextual advertising, and geofencing campaigns that identify exactly which individuals engage with your brand. Instead of targeting anonymous companies, you get contact-level insights, so you can send high-intent leads directly to sales.
Problem it solves
Traditional B2B marketing platforms often require large contact lists to run ads, driving up costs and reducing efficiency. Propensity solves this by enabling precise targeting based on intent data from Bombora and website tracking, so you can reach the right decision-makers without wasting spend on unqualified audiences.
Who it is for
Propensity is ideal for B2B marketing and sales teams—such as digital marketers, sales managers, and GTM leaders—who need to identify, prioritize, and engage accounts with confidence. It's not for small B2C businesses or teams without a CRM or sales follow-up process. Use cases include running ABM campaigns across LinkedIn and Facebook, advertising at conferences or events via geofencing, and enriching lead data for faster sales activation.
Key features
- Account-based marketing (ABM) — Run contact-level ABM campaigns across social, display, native, direct mail, and more.
- Contextual advertising — Place ads alongside relevant content and identify who engages.
- Geofencing — Target buyers based on location, from airports to events, and reveal who took action.
- Website tracking — Identify exactly who is on your site and which campaigns drove them.
- Data enrichment — Enhance visitor and lead data with verified firmographic and demographic information.
- Intent data — Access millions of GDPR-compliant intent signals via Bombora partnership.
- CRM integrations — Integrate with Salesforce and HubSpot for seamless lead management.
SaaSpartout Score
7.1
/10
Editorial score from our review methodology — not user ratings.
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Propensity Pricing
Propensity pricing: from $2,000/mo.
Essential — $2,000/mo
Account + contact-level website de-anonymization, access to intent data, unlimited campaigns, contextual ads, geofencing ads, contact-level Propensity display network (image, native, video, audio, CTV), marketing email distribution, standard lead scoring, analytics and reporting, CRM integration for Salesforce and HubSpot, unlimited users.
Strategic — $3,000/mo
Everything in Essential, plus unlimited intent data, dedicated account manager, sales training, custom lead + account scoring, LinkedIn and Facebook ads, direct mail, access to Propensity API.
Unlimited — $4,000/mo
Everything in Strategic, plus unlimited contact data, premium technical support, technical onboarding support, Google + YouTube ads, TikTok, Reddit. Start for free with 1-hour implementation.
Free trial available—start for free with 1-hour implementation.
Frequently asked questions
How much does Propensity cost?
Propensity pricing starts at $2,000 per month for the Essential plan, with higher tiers at $3,000 and $4,000 per month. You can also start with a free trial.
Is Propensity free?
Propensity offers a free trial that you can start with just 1-hour implementation. There is no permanent free plan, but you can explore the platform before committing.
What is Propensity used for?
Propensity is used for contact-level B2B marketing, including ABM campaigns, contextual advertising, geofencing, and website tracking, to identify and engage high-intent buyers.
Who is Propensity best for?
Propensity is best for B2B marketing and sales teams that want to run precise, contact-level campaigns and need intent data to prioritize leads. It's ideal for companies with Salesforce or HubSpot.
Does Propensity integrate with my CRM?
Yes, Propensity integrates with Salesforce and HubSpot on the Essential plan and above, allowing you to send high-intent leads directly to your sales team.
What are the top alternatives to Propensity?
Top alternatives to Propensity include 6sense, Demandbase, Terminus, and RollWorks, which also offer ABM and intent data solutions. However, Propensity stands out for its contact-level targeting and transparent pricing.
