Propensity vs Factors.ai

Propensity8.8Visit Factors.ai8.6Visit

Higher score Propensity #5 in Account-Based Marketing Software 8.8/10 Paid ✓ 3 of 3 features Visit Propensity

vs

Factors.ai #7 in Account-Based Marketing Software 8.6/10 14-day trial Free trial✓ 0 of 3 features Visit Factors.ai

• Propensity fits best

  Multichannel ABM with revenue attribution

• Factors.ai fits best

  Lean teams needing affordable account intelligence

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Side by side

Feature	Propensity 8.8/10 Visit ↗	Factors.ai 8.6/10 Visit ↗
At a glance
Editor score	8.8	8.6
Ranking	#5 in Account-Based Marketing Software	#7 in Account-Based Marketing Software
Best for	Multichannel ABM with revenue attribution	Lean teams needing affordable account intelligence
Pricing model	Paid	Paid
Starting price	$2,000/mo	$199/mo (best)
Free plan	—	—
Free trial	—	14 days
Deployment	Cloud	Cloud
Platforms	Web	Web
Support	Email, Live chat, Tickets, Docs	Email, Docs, Tickets, Live chat
Compliance	SOC 2, ISO 27001, GDPR	SOC 2, ISO 27001, GDPR
Integrations	15 integrations	17 integrations
Built for	Small business, Mid-market, Enterprise	Small business, Mid-market, Enterprise
Features Propensity 3/3 · Factors.ai 0/3
Intent data	✓ (best)	Not checked yet
Account personalization	✓ (best)	Not checked yet
Buying-group support	✓ (best)	Not checked yet
Specs
Account selection	Firmographic filters; intent signals; CRM imports; CSV uploads; ICP Builder; retargeting	Not checked yet
Campaign channels	Social; Propensity Display Network; native; direct mail; marketing email; contextual ads; geofencing; LinkedIn; Facebook; Google; YouTube; TikTok; Reddit	Not checked yet
Account reporting	Revenue	Not checked yet
Our review
Pros	Builds account audiences with firmographic, intent, and ICP criteria Runs campaigns across ads, email, direct mail, and contextual channels Connects engagement data to Salesforce and HubSpot for CRM attribution	Identifies companies from anonymous website traffic Combines intent signals, scoring, alerts, and workflows Syncs account data with major CRMs and ad platforms
Cons	Starts at $2,000 per month with no free plan Advanced advertising channels require higher-priced tiers Broad functionality may exceed the needs of narrow ABM programs	No free plan beyond the 14-day trial Higher tiers typically use annual contracts Coverage is narrower than broader full-funnel platforms
Our verdict	Propensity is a web-based account-based marketing platform for B2B growth, marketing, sales, and revenue teams. It combines account audience building, intent data, buying circles, website visitor identification, enrichment, campaign… Read the review →	Factors.ai is a B2B account-intelligence and demand-generation platform for marketing and sales teams. It identifies companies visiting a website, organizes firmographic and behavioral account data, and connects engagement and intent… Read the review →

Strengths and trade-offs

• Propensity — where it wins

  • Builds account audiences with firmographic, intent, and ICP criteria
  • Runs campaigns across ads, email, direct mail, and contextual channels
  • Connects engagement data to Salesforce and HubSpot for CRM attribution

  Where it doesn't

  • Starts at $2,000 per month with no free plan
  • Advanced advertising channels require higher-priced tiers
  • Broad functionality may exceed the needs of narrow ABM programs

• Factors.ai — where it wins

  • Identifies companies from anonymous website traffic
  • Combines intent signals, scoring, alerts, and workflows
  • Syncs account data with major CRMs and ad platforms

  Where it doesn't

  • No free plan beyond the 14-day trial
  • Higher tiers typically use annual contracts
  • Coverage is narrower than broader full-funnel platforms

• Propensity8.8/10 · Paid

  A broad multichannel ABM platform with strong intent, activation, and revenue attribution.

  Visit PropensityFull verdict →
• Factors.ai8.6/10 · 14-day trial

  Affordable account intelligence with visitor identification, intent signals, scoring, and CRM workflows.

  Visit Factors.aiFull verdict →