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
Tracked · below panel floor — earned mentions are accruing toward the next scored window.
Measures earned, engagement-weighted share of voice across the GTM voices panel. Methodology →
Propensity positions itself as an AI GTM engine pushing B2B growth teams past account-level ABM into contact-level targeting — surfacing the individual buyers behind anonymous site traffic, enriching them, and activating campaigns across two dozen-plus channels, with an MCP layer that lets AI agents build those campaigns directly. Conversation about the brand runs through conference and vendor-roundup mentions alongside other ABM and intent tools, practitioner explainers distinguishing signals of interest from readiness to buy, and the company's own posts on how its data foundation, scoring, and activation layers connect. It appears as one name among several in comparison content for teams evaluating their stack, with a quieter footprint so far beyond that.
Metadata
Factors.ai
Recast
Measured
HausMicrosoft, 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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