O
About
Propensity is a contact-level marketing platform built for B2B growth teams ranging from SMBs to enterprises. Unlike traditional ABM tools that stop at the account level, Propensity identifies the specific individuals engaging with your brand across every channel and touchpoint. The platform unifies four core marketing motions: Account-Based Marketing (ABM) lets teams run omnichannel campaigns across social, programmatic, and direct mail while tying engagement back to real people; Contextual Advertising places ads alongside content your buyers already consume and then identifies who visits your site; Geofencing activates location-based targeting around high-intent venues like airports and events; and Website Tracking de-anonymizes every page visitor and maps them back to the ad campaigns that drove them there. Propensity also offers Data Enrichment to complete and enhance contact and account records with verified firmographic, demographic, and contact data. Its Contact-Level Attribution capability closes the loop between marketing campaigns and revenue outcomes, while Account-Based Intent signals help prioritize the highest-value prospects for sales outreach. Named a Challenger in the 2025 Gartner Magic Quadrant for ABM Platforms, Propensity is purpose-built for marketers, marketing agencies, sales teams, and revenue operations professionals who need precise, repeatable pipeline generation with enterprise-grade security and compliance.
Key Features
- Account-Based Marketing (ABM): Run contact-level ABM campaigns across social, programmatic, direct mail, and more—reaching the exact accounts and individual contacts that matter most and tying engagement back to real people.
- Website Visitor De-Anonymization: Reveal the identity of every website visitor, trace which ad campaigns brought them there, and instantly activate sales with verified contact details and behavioral context.
- Geofencing & Contextual Advertising: Engage buyers based on physical location (airports, events) or the content they consume online, then identify which individuals took action and follow up with precision targeting.
- Contact-Level Attribution: Connect marketing campaign engagement directly to individual contacts rather than just accounts, giving revenue teams clear visibility into what's driving pipeline.
- Data Enrichment: Enrich leads and website visitors with verified firmographic, demographic, and contact data to power smarter segmentation, targeting, and faster sales activation.
Use Cases
- B2B marketing teams running account-based marketing campaigns who need to identify and engage specific buyers—not just target companies—across social, programmatic, and direct mail channels.
- Revenue operations and sales teams looking to automatically receive a prioritized list of high-intent website visitors with verified contact details and behavioral context for faster follow-up.
- Event and field marketers using geofencing to target attendees at conferences, trade shows, or competitor locations and then identify which individuals engaged with their ads afterward.
- Marketing agencies managing ABM programs for B2B clients who need contact-level attribution to prove campaign ROI and optimize spend across channels.
- Demand generation managers seeking to move beyond account-level intent data by pinpointing the exact contacts showing buying signals and handing them off to sales with full engagement context.
Pros
- True Contact-Level Precision: Propensity goes beyond account-level targeting to identify the actual individuals engaging with campaigns, enabling far more relevant and efficient outreach.
- Omnichannel Coverage: A single platform covers ABM, contextual ads, geofencing, and website tracking—eliminating the need for multiple disconnected point solutions.
- Recognized by Gartner: Named a Challenger in the 2025 Gartner Magic Quadrant for ABM Platforms, providing third-party validation of the platform's market standing and capabilities.
- Enterprise-Grade Security: Built with strong data protection, privacy, and compliance standards, making it suitable for security-conscious enterprise B2B teams.
Cons
- Pricing Transparency: Detailed pricing plans are not publicly listed; prospects must book a demo or contact sales to get cost information, which can slow evaluation.
- Learning Curve for Smaller Teams: The breadth of channels and contact-level data capabilities may require dedicated marketing ops or RevOps resources to configure and manage effectively.
- B2B-Focused Only: The platform is purpose-built for B2B go-to-market teams, making it unsuitable for B2C brands or consumer-focused marketing use cases.
Frequently Asked Questions
What is contact-level marketing and how does Propensity enable it?
Contact-level marketing means identifying and engaging specific individuals—not just company accounts—across your campaigns. Propensity enables this by de-anonymizing website visitors, attributing ad clicks to real people, and enriching records with verified contact data so sales always knows exactly who to follow up with.
How does Propensity's website visitor de-anonymization work?
Propensity's Website Tracking feature uses identity resolution technology to match anonymous website visitors to known contact and account profiles. It also traces which ad campaigns or channels drove each visitor, giving sales teams real-time context on inbound interest.
What channels does Propensity support for running campaigns?
Propensity supports social media (including LinkedIn and Meta), programmatic display, direct mail, contextual advertising, and geofencing—all managed from a single platform with unified contact-level reporting.
Is Propensity suitable for small and mid-sized businesses or only enterprises?
Propensity serves B2B teams from SMBs to enterprises. Its free trial makes it accessible for smaller teams to test, while its enterprise-grade security and compliance capabilities meet the needs of larger organizations.
Does Propensity integrate with CRM and sales tools?
Yes, Propensity offers integrations with common B2B sales and marketing tools to send high-intent leads and enriched contact data directly into CRM and sales activation workflows. Specific integration details are available in their Help Center and Integrations section.
