Propensity review
A broad multichannel ABM platform with strong intent, activation, and revenue attribution.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
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 execution, analytics, and CRM attribution. Teams can define target accounts using firmographic filters, intent signals, CRM imports, CSV uploads, ICP criteria, and retargeting. The platform also supports contact and account scoring, personalization, API access, and synchronization with Salesforce and HubSpot.
Pricing is structured across three monthly plans. Essential costs $2,000 per month and includes account- and contact-level website de-anonymization, intent data, unlimited campaigns, contextual and geofencing ads, marketing email distribution, and standard lead scoring. Strategic costs $3,000 per month and adds unlimited intent data, a dedicated account manager, sales training, custom lead and account scoring, and LinkedIn and Facebook ads. Unlimited costs $4,000 per month and adds unlimited contact data, premium technical support, technical onboarding support, Google and YouTube ads, and TikTok. The published plans make Propensity a substantial investment for teams that need coordinated ABM execution rather than a lightweight account-list tool.
Its main strength is breadth across the ABM workflow. Campaign channels include social, the Propensity Display Network, native, direct mail, marketing email, contextual ads, geofencing, LinkedIn, Facebook, Google, YouTube, TikTok, and Reddit. Integrations include Salesforce, HubSpot, Google Ads, YouTube Ads, LinkedIn, Facebook, Instagram, Gmail, Slack, Outlook 365, Salesloft, Apollo, Meta, TikTok, and Reddit. Account reporting uses revenue attribution, while buying circles help teams select contacts and roles within target accounts. Choose Propensity if multichannel activation and revenue-linked reporting are priorities; teams seeking a lower-cost or narrower ABM tool should look elsewhere.
Propensity pros and cons
- 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
Propensity fact sheet, pricing and score →
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