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§ Private Profile · Exeter, USA
Propensity is a technology company.
Propensity develops an account-based marketing (ABM) platform specifically designed for B2B growth teams and agencies. Its core offering provides contact-level attribution, allowing users to precisely track individual engagement within target accounts. The platform facilitates the execution of omnichannel ABM campaigns, empowering marketing and sales teams with detailed insights into customer interactions and optimizing outreach.
The company was founded with the insight that B2B marketing often lacks granular measurement, recognizing a critical need for deeper understanding beyond account-level data. This led to the creation of a solution that pinpoints exactly which individuals are interacting with marketing efforts, thus enabling more informed strategic decisions and effective resource allocation.
Propensity primarily serves small to medium-sized B2B growth teams and agencies seeking to enhance their marketing effectiveness and efficiency. The company envisions a future where B2B marketers have unparalleled clarity into their target accounts, enabling highly personalized and impactful engagement that drives sustained business growth and stronger client relationships.
Propensity has raised $1.0M across 1 funding round.
Propensity has raised $1.0M in total across 1 funding round.
Propensity has raised $1.0M across 1 funding round. Most recently, it raised $1.0M Seed in March 2020.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Mar 1, 2020 | $1M Seed | 2048 Ventures | 5eyes Ventures, G20 Ventures, LAUNCH, Howard Lindzon, White Star Capital, Dharmesh Shah, Mark Cuban, Ofer Zinger, East Coast Angels, Mill Works Fund | Announced |
Propensity is an account-based marketing (ABM) platform designed for small B2B growth teams, enabling marketers and sales teams to automate campaigns using intent data, generate high-quality leads, and achieve contact-level attribution for precise revenue tracking.[1][2][3][4] It serves marketing agencies, B2B marketers, sales teams, and revenue operations by streamlining omnichannel outreach across 20+ channels, prioritizing in-market accounts based on firmographics, tech stack, and buyer signals, while integrating with tools like Salesforce, HubSpot, and Slack.[2][4][5] The platform solves the challenge of inefficient B2B prospecting by delivering real-time visibility into buyer interactions, reducing wasted ad spend through high match rates, and accelerating lead handoff to sales—boasting metrics like verified buyers reached, website visits captured, and fewer sales touches to demo.[3][4]
Founded in 2017 and headquartered in Exeter, New Hampshire, Propensity has raised $4.77M in seed funding (last round $2.55M four years ago) and targets small teams with pricing starting at $1,000/month, emphasizing ease of use, budget-friendliness, and quick implementation over enterprise complexity.[1][2][5] User reviews highlight its role in driving pipeline for niche markets like B2B construction materials, with strong integrations, efficient reporting, and responsive support.[6]
Propensity was founded in 2017 in Exeter, New Hampshire, as an ABM solution tailored for B2B growth teams facing fragmented marketing tools and poor lead attribution.[1][2] While specific founder details like Sumner Vanderhoof (CEO, noted in user testimonials) emerge from company interactions such as tradeshows like INBOUND24, the idea stemmed from the need for contact-level targeting in a market dominated by expensive, overcomplicated platforms.[1][4][6] Early traction built on leveraging intent signals and firmographic data to automate prospecting, gaining momentum among small teams underserved by enterprise tools—evidenced by positive G2 reviews praising its quick setup and sales team buy-in for niche B2B sectors.[6] The company's evolution focused on omnichannel expansion and integrations, positioning it as a "Challengers quadrant" player by delivering measurable revenue without high costs.[4]
Propensity stands out in the crowded ABM space through these key strengths:
Propensity rides the ABM surge in B2B marketing, where intent data and personalization combat ad fatigue and lengthening sales cycles amid economic pressures on startups and mid-market firms.[1][4] Its timing aligns with the shift from spray-and-pray tactics to precision targeting, fueled by market forces like rising CRM adoption (e.g., Salesforce/HubSpot integrations) and AI-enhanced intent signals, enabling small teams to compete with enterprises.[2][5] By focusing on contact-level insights, it influences the ecosystem by democratizing ABM—lowering barriers for growth-stage B2B companies in sectors like software, cybersecurity, and manufacturing, while competitors like N.Rich target larger players.[1] This fosters broader adoption of data-driven go-to-market strategies, amplifying pipeline efficiency across the startup landscape.
Propensity's trajectory points to expanded adoption among budget-conscious B2B teams, with potential for AI upgrades in predictive intent and deeper automations to sustain its Challenger status.[4][6] Trends like omnichannel proliferation, zero-party data mandates, and sales-marketing alignment will propel it, especially as economic recovery boosts martech spending—possibly attracting Series A funding post its 2021 seed lull.[1] Its influence may grow by empowering niche players, evolving from a scrappy alternative to a scalable standard for contact-precision ABM, turning high-intent signals into consistent revenue at scale.
Propensity has raised $1.0M in total across 1 funding round.
Propensity's investors include 2048 Ventures, 5eyes Ventures, G20 Ventures, LAUNCH, Howard Lindzon, White Star Capital, Dharmesh Shah, Mark Cuban, Ofer Zinger, East Coast Angels, Mill Works Fund.