Propensity

Propensity is essential in my daily work as a B2B marketing professional. It introduced me to a new B2B marketing and lead generation approach. Though relatively new, it's bold and aggressive in reaching audiences. Unlike pricier platforms limited to programmatic, Propensity uses a multi-channel approach including programmatic, LinkedIn, Meta, and email. A standout feature is advertising to audiences as small as 1,000 contacts, unlike larger platforms requiring 10,000. This enables more targeted, lower-cost campaigns with precise segmentation. Contact data is frequently updated, keeping bounce rates low. The support team is responsive and quick to address issues. Propensity fills a niche overlooked by larger platforms, offering better-priced, better-targeted advertising. Since it's new, the UI could improve, but the engineering team actively works on enhancements and incorporates feedback. It's continuously developing. Propensity solved my biggest B2B challenge: targeting highly specific audiences without wasting budget. Previously, I struggled with platforms requiring large lists, raising costs and reducing efficiency. Now I can target more specific audiences, improving ROI and lead quality dramatically.

From onboarding and support to product access, leadership, and professional services, Propensity has become an extension of our Marketing and RevOps teams. It helps identify in-market accounts, prioritize contact outreach, and drive ABM pipeline and opportunities. They release features quickly and regularly, but sometimes new features need a few iterations to be fully polished. In a market full of overpromising ABM platforms, Propensity offers companies committed to ABM a low-cost, low-commitment entry without overpromising and underdelivering.

I use this tool daily as a marketing manager. It provides a step-by-step playbook for each campaign. The Customer Success team assists with audience setup, integration connections, and ensures success throughout onboarding—they feel like an extension of my team! The support team is exceptional, nearly perfect. The dashboard offers detailed campaign insights and overall analytics. Integration with Salesforce includes pre-built dashboards that help tell our marketing story. Leads are segmented into hot, warm, and cold categories, allowing tailored nurturing. We can run campaigns across multiple channels with unified analytics, ensuring consistent messaging. Propensity releases constant updates and listens to suggestions—they evaluate and provide status updates. As a solo marketer, I needed an ABM platform to execute campaigns. The tool shows what audiences search for via Intent data, helping me craft resonant messages. I see which contacts at each account engage with us, and data flows into Salesforce for my quarterly reports.

This platform offers excellent cost-effectiveness for companies beginning an ABM strategy. However, I believe the onboarding process could be more strategic with campaign setup recommendations, like durability. It helps us reach users we can't always target through Google Ads, LinkedIn, and Meta alone. Programmatic advertising is inexpensive and effective.

What stands out most is that Propensity is constantly evolving. From day one, it was easy to use and reliable, but the steady stream of meaningful updates is impressive. Each release enhances functionality and aligns with modern go-to-market workflows. The product team clearly listens to customers, as improvements address real practitioner needs. This makes the platform feel built for marketers and sales teams, not in a vacuum. They also have a technical advantage with Salesforce, making integration smoother than others. The combination of usability, continuous innovation, and thoughtful execution is rare, giving me confidence in Propensity for the long term. My only minor issue is that since updates come quickly, it can be hard to keep up, but release notes and support help. Propensity helps me identify, prioritize, and engage accounts confidently, removing guesswork from targeting. I've seen faster pipeline movement, better sales alignment, and smarter resource allocation. The biggest benefit is scaling ABM without extra complexity or headcount—it's a growth enabler.

I absolutely love how intuitive and budget-friendly this platform is! For years I wanted to launch ABM at our B2B construction material company but couldn't find an affordable tool. At INBOUND24, a targeted ad caught my eye, and I attended a session with CEO Sumner Vanderhoof, which intrigued me. I rushed to their booth and am thrilled I did. Sumner genuinely cares about the platform and doesn't treat customers as numbers. When they quoted pricing, I expected hidden costs, but there were none. Implementation is easy, learning is quick, reporting is efficient, integrations with HubSpot and other platforms work well, and customer support is unmatched. It does require effort, but I'm continually impressed with its improving capabilities. They take feedback seriously; I often suggest improvements to my support rep, who meets weekly with me at no extra cost, and changes often appear within a week. They're releasing exciting new tools to make marketing easier, especially for small teams like mine. I highly recommend Propensity to all marketers—it's one of my best trade show finds and has pleased our sales team and leadership. My advice: skip overcomplicated ABM software that eats your budget and offers limited support. Instead, invest in a tool for everyday marketers that leaves budget for advertising without sacrificing capability. The downsides are typical: integration and learning curve. Being in a niche market, I was skeptical, but Sumner personally ensured it would work, even helping with system integrations. Plan for 1–2 months of setup, plus time for ad creation. Also, note that programmatic ads incur additional costs beyond platform fees, which I wish I had understood better. Overall, Propensity enables new lead generation opportunities even with a small team and budget, making me look good to leadership and getting sales excited. Many salespeople want to participate, which is unusual and fantastic. Support rep Krystal is amazing—patient and genuinely invested in our success.

The platform is simple to start using! It offers excellent integrations, a superb support team, and many filters to pinpoint your ICP. The contact-level data helps understand website visitors. However, I wish there were a way to create an email follow-up segment based on ad interactions, but this can be achieved through other means. Propensity helps us generate top-of-funnel leads and is a valuable tool for engaging prospects at their buying journey stage.

I appreciate the reliability of Propensity's data and the contact-level attribution it provides. The initial setup was very straightforward. However, I find it difficult to configure custom rules for what defines a 'hot' lead and set up personalized lead scoring parameters. I use Propensity to pinpoint audiences interested in our products, uncover accounts we weren't aware of, and advertise to them. The data is dependable and includes contact-level attribution.

I really enjoy how user-friendly Propensity is, making campaign creation fast and efficient. I value the diverse campaign types, from Geofencing to 1:1 ABM. Having complete control to launch campaigns on my own timeline without relying on others is great. The HubSpot integration is beneficial for detailed performance tracking of targeted contacts and companies, which simplifies reporting to stakeholders. Their support team is exceptional. The initial setup required some effort, but adding a simple tracking code was easy. The HubSpot integration needed custom object creation, which might be challenging for some. I use Propensity for ABM campaigns on platforms like Facebook and Google, speeding up setup and giving scheduling control. HubSpot integration provides in-depth performance tracking, making stakeholder communication easier.

The user interface is simple to navigate, and the guided campaign creation tool simplifies launching. It connects flawlessly with major ad platforms like LinkedIn and Google, plus our CRM, HubSpot. Changes we make in our CRM sync instantly. We have a dedicated account manager who checks in regularly and replies within 24–48 hours. The ad library is outstanding, easily the best we've encountered, allowing quick URL updates, creative swaps, and testing different combinations. The Hot leads feature is excellent for seeing who engages with our ads and their activity within target accounts. However, the campaign builder sometimes leaves us stuck without clear next steps. Pricing depends on contact count, so we narrow audiences to manage costs, which isn't terrible but requires attention. I dislike that contacts expire after 90 days and must be repurchased for ongoing campaigns. Also, Hot leads lack filtering; launching a new cohort includes all previous hot leads, skewing performance data. We use Propensity to identify anonymous website visitors from our target accounts. For ABM campaigns, any visitor matching our ICP becomes a lead. We feed Hot leads into an AI email agent for follow-up, filling a gap we had without form submissions.