Propensity helps go-to-market teams prioritize the right accounts and contacts using predictive scores and recommended actions. These insights appear directly inside your CRM to support faster, smarter outreach.
Account and Contact Scoring
Propensity assigns each account a Propensity Score between 0 and 100. This score reflects the likelihood that an account is in-market, based on a combination of:
- Website behavior such as pricing or demo page visits
- First-party and third-party intent data
- Ad engagement and campaign interactions
- Product usage, when available
Accounts with higher scores (typically 70 or above) indicate stronger buying intent.
At the contact level, Propensity assigns a warmth status (cold, warm, or hot) by combining account activity with contact-level engagement. These statuses help you identify and prioritize individuals who are most likely to respond.
Learn more about Propensity Contact Warmth
You can filter and sort accounts or contacts based on scores and statuses to drive more efficient prospecting.
What You’ll See in Your CRM
Propensity data is surfaced directly inside your CRM system. On the account record, you will see:
- Propensity Score to indicate buying intent
- Recommended Outbound Messaging to guide what type of message will resonate most
- Account Score Notes that summarize recent activity, such as “9 pricing page visits,” “2 demo requests,” or “product signup detected”
These insights are automatically synced from Propensity and enriched with CRM data for a full-picture view.
Contact-Level Next-Best Actions
Propensity also recommends actions at the contact level to help sales reps personalize their outreach. These fields appear in your CRM and include:
- Suggested Outreach Method such as email, phone, or LinkedIn
- Recommended Sequence Type based on contact behavior and persona fit
- Message Themes tied to product interest, competitor behavior, or urgency
This information is configured during onboarding and tailored to your team's go-to-market strategy.
Sales Workflow and Automation
The fields populated by Propensity can be used to trigger sequences in tools such as:
- Apollo
- Outreach
- Salesloft
For example, if a key contact visits your pricing page, Propensity can recommend a pricing-focused follow-up and trigger a sequence automatically.
Setup and Customization
Your scoring model, message recommendations, and next-best action fields are configured during onboarding. You can choose how nuanced these insights should be, from simple follow-ups based on site activity to personalized messaging based on competitor interest or product fit.
Everything is built to support your team directly inside Salesforce or HubSpot, with full control over the logic and filters you use.
Questions? Please reach out to Propensity Support via the live chat or success@propensity.com.