PropensityA representative verified their company email and completed GTM Report’s profile fact-check. Not a ranking, endorsement, or paid placement.
For B2B growth teams, Propensity is a contact-level marketing platform that identifies and enriches website visitors, runs ABM, contextual, and geofencing campaigns, then sends high-intent contacts and their engagement context to sales.
Presence & Market Position
#138 of 146
Traditional SaaS Going Headless
Measures earned, engagement-weighted share of voice across the GTM voices panel. Methodology →
Propensity is positioning itself around contact-level B2B marketing, connecting advertising engagement and website activity to identifiable buyers and sales follow-up. Its company messaging extends that foundation into agent-assisted campaign execution and personalized buyer journeys. The market footprint is quieter so far, with concrete practitioner discussion around building account lists from employee growth, industry fit, and hiring activity. Evaluation coverage also puts Propensity in front of marketers reviewing their stacks. Its public presence combines practical targeting workflows with an established ABM identity and a newer AI execution story.
Measured
Recast
Northbeam
Metadata
PermutiveMicrosoft, AWS, Ramsey, Papaya Global, Digital Science, Engine, BlueAlly, Iris, Practice Tek, ITS
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Business Profile
Propensity was founded in 2017 and has grown to roughly 54 employees on $3.9M in disclosed funding, a lean base relative to its output. It has built recognition as a self-serve, contact-level alternative in a market historically dominated by account-level ABM platforms: Inc. 5000 ranked it #70 on the 2026 list, and Gartner named it a Challenger in its 2025 Magic Quadrant for ABM Platforms. The company holds SOC 2, GDPR, and ISO 27001 certification alongside its self-serve product, pairing enterprise-grade compliance with a lower-friction entry point for smaller teams.
Agent Readiness
Measures how easily your agents can build on it — API, MCP, CLI, SDK, docs depth. Methodology →
Propensity publishes both an API and an MCP integration, branded Propensity AI, that lets external AI assistants build and manage campaigns directly rather than through the dashboard. The vendor describes it as letting an agent take a prompt, pull in account and persona data, and turn that into a personalized campaign brief, with support for working from Claude, ChatGPT, or an agent workflow rather than a single chat interface. No public SDK or CLI on file yet.
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