Propensity
Propensity is a contact-level ABM platform that runs ads, geofencing and direct mail to target accounts and shows which named people engaged, for B2B marketing and demand gen teams.
Updated October 2026
Overview: What is Propensity?
Plans start at $2,000 a month on Essential, with unlimited users (checked October 2026).
Propensity was named a Challenger in Gartner's 2025 Magic Quadrant for ABM Platforms. Its intent data comes partly from Bombora, and its own display network serves image, native, video, audio and CTV ads. In a revenue team it sits between marketing and sales: campaigns warm up a target list, website visits get tied to named contacts, and the engaged ones go to reps in Salesforce or HubSpot.
Fit: Ideal customer profile.
B2B marketing, ABM and demand gen teams with a defined target account list, Salesforce or HubSpot in place and budget for paid channels. It's a stretch for an early startup, and one independent comparison notes the $2,000 monthly minimum rules out very small budgets.
- Account-based advertising
- Contact-level attribution in the CRM
- Routing engaged visitors to reps
Capabilities
Key features.
01
Account and contact-level website visitor identification
02
Contact-based ads on its own display network, including native, video, audio and CTV
03
Contextual and geofencing campaigns, such as ads around airports and events
04
Intent data, partly from Bombora, with standard or custom lead scoring
05
LinkedIn, Facebook and direct mail on Strategic; Google, YouTube, TikTok and Reddit on Unlimited
06
Two-way sync of impressions, clicks and visits into Salesforce and HubSpot
07
Slack and email alerts when a target contact visits your site
Usage
How to use Propensity.
Propensity puts setup at about an hour: install the CRM package for Salesforce or HubSpot, turn on website tracking and build an audience by industry, role, tech stack and behavior. Then pick channels and launch. Engagement syncs back to the CRM with attribution, alerts reach reps in Slack or email, and engaged leads can trigger outreach in Salesloft or Apollo. Webhooks are available, and API access starts on Strategic.
Cost
Pricing.
$2000/ month
Monthly plan prices as listed on propensity.com, with unlimited users on every plan (checked October 2026). The pricing page doesn't say whether paid media spend is included, so ask before you sign.
Essential
$2000.00
- Contact-level website identification
- Intent data access
- Contextual, geofencing and display ads
- Salesforce and HubSpot sync
Strategic
$3000.00
- Unlimited intent data
- LinkedIn, Facebook and direct mail
- Custom lead and account scoring
- API access and an account manager
Unlimited
$4000.00
- Unlimited contact data
- Google, YouTube, TikTok and Reddit ads
- Premium and onboarding support
At a glance
Quick facts.
- Stack position
- Intent Data
- Category
- Marketing Tools
- Best for
- Account-based advertising, Contact-level attribution in the CRM, Routing engaged visitors to reps
- Pricing
- From $2000/month
Subcategories
- Account-Based Marketing
Questions
Frequently asked.
How much does Propensity cost?
Essential is $2,000 a month, Strategic $3,000 and Unlimited $4,000, all with unlimited users (checked October 2026). A free intent data sample shows your top 100 in-market accounts before you buy.
Does Propensity integrate with Salesforce and HubSpot?
Yes, on every plan. Impressions, clicks and visits sync into Salesforce or HubSpot as contact-level records with attribution, and Propensity says it also supports Zoho.
Where does Propensity's intent data come from?
Propensity says it partners with Bombora for intent signals, then adds its own contact-level engagement from ads and website visits.
What are Propensity's limits?
The $2,000 monthly entry price rules out small budgets, LinkedIn, Facebook and API access start on Strategic, and Google and YouTube ads only come with Unlimited. Check how paid media is billed before you sign.
What are the alternatives to Propensity?
Demandbase and 6sense are enterprise ABM suites that one independent roundup prices from about $43,000 a year before ad spend. Metadata.io runs B2B paid campaigns, and Warmly and RB2B focus on identifying website visitors.
Compare
Propensity alternatives.
Talk to us: Pick the tool. We run the system around it.
Propensity is one part of a stack. We build and run the revenue system it plugs into.
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