Suggestions appear as you type. Use the up and down arrows to choose one and Enter to open it.

This page's audience our own tag's counts — open to see them
–Visits
–Page views
–Clicks to vendors
–Time on page
–Reading now
Clicks to vendors, by tool
  • –
Top countries
  • –
Devices
  • –

– · visits, page views and clicks counted by our own tag, which counts more than our checked analytics; every figure rounded down · how we count

Head-to-head · Account-Based Marketing Software

Propensity vs Warmly

  • Updated Oct 2026
  • Both researched from official sources
  • 4 checks side by side
Higher score Propensity #5 in Account-Based Marketing Software 8.8/10 Paid ✓ 3 of 3 features Visit Propensity
Warmly #6 in Account-Based Marketing Software 8.7/10 Paid ✓ 0 of 3 features Visit Warmly

Propensity leads on 0 checks, Warmly on 0, and 4 are even. Who comes out ahead on the 4 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scorePropensity · 8.8/10
  • Most featuresPropensity · 3 of 3

Propensity scores higher on our rubric for account-based marketing software: 8.8 against 8.7 out of 10; our editors rank them #5 and #6.

Propensity is the better fit for multichannel ABM with revenue attribution. Warmly is the better fit for teams starting with visitor-led ABM.

  • Propensity fits best

    Multichannel ABM with revenue attribution

  • Warmly fits best

    Teams starting with visitor-led ABM

Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.

Side by side

Feature Propensity 8.8/10 Visit ↗ Warmly 8.7/10 Visit ↗
At a glance
Editor score 8.8 8.7
Ranking #5 in Account-Based Marketing Software #6 in Account-Based Marketing Software
Best for Multichannel ABM with revenue attribution Teams starting with visitor-led ABM
Pricing model Paid Paid
Starting price $2,000/mo $10,000/yr
Free plan — Not checked yet
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Email, Live chat, Tickets, Docs Email, Docs
Compliance SOC 2, ISO 27001, GDPR GDPR
Integrations 15 integrations 17 integrations
Built for Small business, Mid-market, Enterprise Small business, Mid-market, Enterprise
Features Propensity 3/3 · Warmly 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 website visitors at company and person levels
  • Combines ICP scoring, intent signals, and buying-committee mapping
  • Connects chat, routing, outbound, ads, and CRM workflows
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
  • Paid plans begin at $10,000 per year
  • Free plan identifies visitors only at the company level
  • Broad functionality may exceed the needs of narrow ABM programs
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 →

Warmly is a B2B revenue orchestration platform for sales, marketing, and revenue-operations teams. It identifies website visitors at company and person levels, enriches records, filters accounts against an ICP, scores intent, maps buying…

Read the review →
  1. PropensityAccount-Based Marketing Software 8.8Paid
  2. WarmlyAccount-Based Marketing Software 8.7Paid

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

  • Warmly — where it wins

    • Identifies website visitors at company and person levels
    • Combines ICP scoring, intent signals, and buying-committee mapping
    • Connects chat, routing, outbound, ads, and CRM workflows

    Where it doesn't

    • Paid plans begin at $10,000 per year
    • Free plan identifies visitors only at the company level
    • Broad functionality may exceed the needs of narrow ABM programs

More comparisons

All Account-Based marketing software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update