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Propensity
What it is
Propensity is a paid contact-level marketing platform for B2B growth teams using account-based marketing, demand generation, media, or sales campaigns. It identifies website visitors, their acquisition campaigns, and engagement for sales activation. Teams can build audiences with industry, role, technology-stack, and behavior filters, and use contact-level intent data. Propensity says contacts are verified for accuracy, role, and intent before entering a customer CRM. Campaigns span more than 20 channels, including display, social, direct mail, email, and connected TV. Listed integrations include Salesforce and HubSpot, plus Google Ads, YouTube, LinkedIn, Facebook, Instagram, Gmail, Slack, Outlook 365, and Salesloft. The API supports programmatic audience creation and updates and retrieval of engagement data for contacts and accounts. Essential costs $2,000/mo, Strategic costs $3,000/mo, and Unlimited costs $4,000/mo. A free intent sample returns up to 100 in-market accounts and 100 contacts. A free trial is advertised without a stated duration.
For and against
For
- Contact-level intent and verified contacts
- Campaigns across 20+ channels
- Salesforce and HubSpot integrations
- API for audience and engagement data
- Free intent sample available
Against
- Plans start at $2,000/mo
- Free trial duration is unspecified
- Customers handle consent responsibilities
The verdict
Propensity connects visitor identification, intent audiences, verified contacts, and multichannel activation for B2B teams. Its paid plans begin at $2,000/mo, while a limited free sample offers an initial look at intent data.
Who it suits
Propensity suits B2B growth, ABM, demand-generation, media, and sales teams needing contact-level intent and campaign activation. It also fits teams using Salesforce or HubSpot.
Plans and prices
Essential
Account + contact-level website de-anonymization · intent data · unlimited campaigns and users · Salesforce and HubSpot CRM integration
Read 3 Oct 2026 · propensity.com
Strategic
Everything in Essential · unlimited intent data · custom lead and account scoring · LinkedIn and Facebook ads
Read 3 Oct 2026 · propensity.com
Unlimited
Everything in Strategic · unlimited contact data · premium technical support · Google and YouTube ads
Read 3 Oct 2026 · propensity.com
On the record
- API
- Propensity's API supports programmatic audience creation and updates and retrieval of campaign engagement data for contacts and accounts.support.propensity.com · read 3 Oct 2026
- Campaign channels
- The site describes omnichannel campaigns across 20+ channels, including display, social, direct mail, email, and connected TV.propensity.com · read 3 Oct 2026
- Free access
- Propensity advertises a free intent data sample that returns up to 100 in-market accounts and up to 100 contacts at those accounts.propensity.com · read 3 Oct 2026
- Integrations
- Propensity lists Salesforce and HubSpot CRM integrations and names Google Ads, YouTube, LinkedIn, Facebook, Instagram, Gmail, Slack, Outlook 365, and Salesloft among featured integrations.propensity.com · read 3 Oct 2026
- Intended users
- The site says Propensity is built for B2B growth teams, including ABM, demand generation, media, and sales teams.propensity.com · read 3 Oct 2026
- Intent and audiences
- Propensity offers contact-level intent data and an audience builder with filters for industry, role, technology stack, and behavior.propensity.com · read 3 Oct 2026
- Privacy practices
- Propensity's privacy policy says it processes customer personal data as a processor under customer instructions, with customers responsible for applicable notices, disclosures, and consent.propensity.com · read 3 Oct 2026
- Product
- Propensity describes itself as a contact-level marketing platform for B2B growth teams, supporting ABM, contextual advertising, and geofencing campaigns.propensity.com · read 3 Oct 2026
- Security and compliance
- The homepage displays SOC, GDPR, and ISO 27001 badges and says the platform is built for security, privacy, and compliance.propensity.com · read 3 Oct 2026
- Support
- The Unlimited plan includes premium technical support and technical onboarding support; Strategic includes a dedicated account manager and sales training.propensity.com · read 3 Oct 2026
- Trial
- The pricing page invites visitors to start a free trial but does not state its duration.propensity.com · read 3 Oct 2026
- Verified data
- The site says contacts are verified for accuracy, role, and intent before reaching a customer's CRM.propensity.com · read 3 Oct 2026
- Visitor tracking
- The platform identifies website visitors, the campaigns that brought them, and their engagement, then makes that information available for sales activation.propensity.com · read 3 Oct 2026
