Contact-level ABM built for small B2B teams, with Bombora intent, editable 30 to 90 day playbooks and ads across LinkedIn, Google, CTV and its own display network from $2,000 a month.
What is
Propensity
Propensity finds the individual buyers inside accounts that are already researching your category, runs ads at those people across a dozen channels, and tells your reps when someone warms up. It sells to small B2B growth teams and agencies who want that machinery without an enterprise contract or an ops hire to run it. You build the target list in the Audience Builder using firmographics, role and intent, pick one of the editable 30, 60 or 90 day playbooks, and push the audience into LinkedIn, Meta, Google, YouTube, CTV, direct mail and the Propensity display network. Everything a contact touches feeds a warmth score running from cold to warming to hot. The intent underneath comes from Bombora, over twenty million signals a week attached to the accounts you are watching, and it sits alongside Propensity's own de-anonymized site visits and ad engagement. Warm contacts sync into Salesforce or HubSpot with a Propensity Warmth field, and Slack alerts tell a rep which contact to work first. We would not buy Propensity for the intent, because that layer is Bombora's and you can rent those topics directly. The money really buys ad execution, and Propensity's own guidance puts a working programmatic pilot near $3,000 a month on top of a $2,000 licence. A team without that media budget should skip it.
Integrations and the modern GTM stack
Propensity connects in three directions. It pulls account and contact lists in from your CRM, pushes audiences out to the ad platforms that will carry them, and sends the warm result back to a rep in Salesforce, HubSpot or Slack. Several of these connections are gated by plan tier, so check which ones your quote covers.
HubSpot | The connection Propensity is built around and the one its marketplace listing documents in most detail. Contacts and companies sync with daily engagement updates, custom properties carry Propensity Warmth, email verification status, interests and skills, company records get a Propensity Score and Account Warmth, and website visits land in custom objects for attribution reporting. |
Salesforce | Two-way sync through a pre-built install package that writes impressions, clicks and site visits back onto the account and contact record. This is what turns ad engagement into something a rep can sort a queue by rather than a chart a marketer looks at once a month. |
Paid social and search | Audiences push into LinkedIn, Facebook, Instagram, Google, YouTube, TikTok and Reddit. Tier matters here more than anywhere else on this list, since LinkedIn and Facebook start on the $3,000 Strategic plan and Google, YouTube, TikTok and Reddit only arrive on the $4,000 Unlimited plan. |
Propensity Display Network | Propensity's own programmatic inventory covering image, native, video, audio and connected TV, and the only channel that will deliver against a very small contact list. Its own bid guidance asks for 5,000 to 10,000 people before LinkedIn and Meta deliver properly, so the display network carries the narrow audiences. |
Slack and email alerts | Alerts fire the moment a tracked contact visits the site or crosses into hot, with auto-assignment routing the lead to an owner. For a small team with no ops function this is the piece that keeps the platform from becoming a dashboard nobody opens. |
Salesloft and sales engagement | Salesloft is the named sales engagement connection on the integrations page, triggering outreach when a contact engages. Coverage here is thinner than the CRM side, so multi-step cadences still live in your sequencer and Propensity mostly supplies the trigger and the context. |
Gmail and Outlook 365 | Mailbox connections that let campaign email send from a real sender and let replies register as engagement inside the warmth score. Marketing email distribution is included from the Essential plan up, so this works on the entry tier. |
API, webhooks and the gaps | Propensity publishes an API with webhooks and custom endpoints, though API access sits on the Strategic plan and above. Marketo and Pardot are not supported as a primary marketing automation platform, and we found no native Clay, n8n or Zapier app, so anything custom in an enrichment stack talks to Propensity through the API or through the CRM between them. |
Pro’s
Pricing sits in public on the site at $2,000, $3,000 and $4,000 a month with unlimited users on every tier, so a two-person team can budget an ABM programme without sitting through a quote process first.
The whole product assumes one marketer is running it, and Propensity puts setup at about an hour with a first campaign live inside fifteen days rather than the quarter an enterprise rollout takes.
Contacts, warmth scores and website visits land in Salesforce or HubSpot as real properties and custom objects, so the ad engagement shows up inside the record your reps already have open.
Intent arrives from Bombora rather than a private model, so you can read the topics an account is researching and argue with the list instead of trusting a score you cannot inspect.
Reviewers rate it 4.8 on G2 and Gartner named it a Challenger in the 2025 Magic Quadrant for ABM platforms, which puts it in unusual company for a product priced this far below 6sense.
The free Intent Data Sample hands over your top 100 in-market accounts and up to 100 contacts before you pay anything, so you can test the list quality against your own closed deals.
Cons
The licence is half the bill at most, because Propensity's own guidance puts a dependable programmatic pilot near $3,000 a month, so $24,000 of software becomes roughly $60,000 in the first year.
Contact data is bought per campaign and reviewers report having to repurchase contacts after 90 days to keep targeting them, so the spend drifts away from the plan price you signed up for.
Reporting is the weak spot, with reviewers describing exports into a spreadsheet to assemble the pipeline and attribution story a board expects to see.
Custom scoring, LinkedIn and Facebook ads and API access all sit on the $3,000 tier while Google, YouTube, TikTok and Reddit only appear at $4,000, so the entry price rarely covers the channels a real programme needs.
The 4.8 rating rests on roughly 30 G2 reviews, a thin evidence base next to platforms carrying hundreds, so ask for references inside your own segment before signing anything.
Pricing
Intent Data Sample
$0 free sample, no card required
Your top 100 in-market accounts
Up to 100 contacts at those accounts
Weekly refresh of the intent list
Essential
$2,000/month the entry tier, unlimited users
Account and contact level website de-anonymization
Intent data access and unlimited campaigns
Contextual, geofencing and display network ads
Marketing email, standard lead scoring and reporting
Salesforce and HubSpot integration
Strategic
$3,000/month where most real programmes land
Everything in Essential
Unlimited intent data
LinkedIn and Facebook ads plus direct mail
Custom lead and account scoring
Dedicated account manager, sales training and API access
Unlimited
$4,000/month adds the search and social channels
Everything in Strategic
Unlimited contact data
Google and YouTube ads
TikTok and Reddit ads
Premium technical support and onboarding
How it fits your stack
Alternatives
At a glance
Contact-level ABM for small teams
Bombora sourced intent signals
Audience Builder with intent filters
Editable 30, 60 and 90 day playbooks
LinkedIn, Meta, Google, YouTube and CTV
Own display network plus geofencing
Salesforce and HubSpot two-way sync
From $2,000 a month, unlimited users
Read some of our client stories
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Learn how to use GTM tools in workflows
Guides and tutorials to get the most from your workflows
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