Mystrika
Propensity is an ABM platform that provides contact-level attribution and real-time, omnichannel lead targeting. It helps B2B teams run precise campaigns, reduce wasted ad spend, and generate high-quality leads quickly.
Propensity is an account-based marketing (ABM) platform built for B2B teams that need contact-level precision. It positions itself as a challenger in the ABM space, focusing on tying every ad interaction and website visit back to a real person. The platform is designed to help marketing, sales, and revenue operations teams run fast, efficient campaigns that produce predictable pipeline growth. Unlike many ABM tools that stop at account-level data, Propensity goes deeper to reveal exactly who is engaging with your brand.
The core strength of Propensity lies in its contact-level attribution and omnichannel campaign capabilities. It offers website de-anonymization, so you can see which specific people visit your site and what they looked at. The AI audience builder lets you create segments based on industry, role, behavior, and tech stack. Beyond standard ABM, Propensity supports contextual advertising and geofencing, allowing you to target buyers based on the content they consume or the physical locations they visit. All of this is backed by integrations with major CRMs like Salesforce and HubSpot, as well as ad platforms like LinkedIn and Facebook.
Pricing starts with a free trial that gives you intent data on your top 100 accounts. Paid plans begin at $1,000 per month for the Essential ABM tier, which includes unlimited campaigns and users, CRM integration, and programmatic ads. The Strategic ABM tier at $2,000 per month adds custom lead scoring, premium support, direct mail ads, and API access. There is also pay-per-contact and media spend pricing, so costs can scale with usage. This makes Propensity accessible for mid-market teams but potentially expensive for smaller startups running lean budgets.
Propensity is best suited for B2B marketing, sales, and RevOps teams at startups, scale-ups, and mid-market companies. It works well for teams that want to activate ABM quickly without a long setup process. The platform is not designed for B2C marketing or companies looking for broad, low-intent lead generation. It focuses strictly on high-intent B2B contact engagement, which means it delivers quality over quantity. If your goal is to reach specific decision-makers and tie every touchpoint to revenue, Propensity is a strong fit.
Overall, Propensity is a solid choice for B2B teams that need contact-level visibility and fast campaign execution. Its real-time tracking and precise targeting help reduce wasted ad spend, and users consistently report improved ROI. The platform's enterprise-grade security (SOC 2, GDPR, ISO 27001) also makes it suitable for companies with strict compliance requirements. While the pricing may be a barrier for very small teams, the value it delivers in terms of lead quality and pipeline predictability is hard to beat. For any B2B organization serious about ABM, Propensity deserves a close look.
Features
- Contact-level attribution
- Contact-based advertising
- Website de-anonymization
- AI audience builder
- Omnichannel campaigns
- CRM integrations
- Contextual advertising
- Geofencing
- Data enrichment
Pricing
Pros
- Reduces wasted ad spend through precise targeting
- Real-time tracking of buyer behavior
- Easy to use
- Improves ROI
Cons
- Not suitable for B2C marketing
- Not designed for broad, low-intent lead generation
Best For
B2B marketing, sales, and RevOps teams at startups, scale-ups, and mid-market companies looking for fast, efficient ABM with contact-level visibility.