Propensity

Exeter, New Hampshire, USA · ≈47 employees · propensity.com

Propensity is a technology company that specializes in Account-Based Marketing (ABM) solutions for small to mid-sized B2B growth teams. Founded in 2017 by Sumner and Carla Vanderhoof in Exeter, New Hampshire, the company operates under the legal entity Addapptation Inc. Originally a Salesforce consultancy, Propensity shifted its focus to intent-based account marketing, utilizing artificial intelligence and machine learning to help businesses identify and engage high-value accounts. The company's flagship offering is an AI-powered ABM platform that features contact-level attribution, allowing marketing and sales teams to track engagement at the individual level. Key features include intent data integration, omnichannel campaign support, real-time engagement insights, and seamless CRM integrations. Propensity targets small B2B growth teams in the SaaS and technology sectors, providing tools to optimize marketing efforts and drive revenue through personalized marketing campaigns. With a strong investment backing, Propensity aims to simplify the use of intent data and enhance sales engagement for its clients.