Propensity uses built-in artificial intelligence to help you plan, launch, and optimize ABM campaigns faster. Our AI engine analyzes your website, campaign performance, and audience data to recommend next steps, generate creative assets, and personalize outreach at scale.
Core AI Features
Propensity AI: Interface for creating, managing, and analyzing campaigns within Propensity using natural language prompts
ABM Coach: Find market gaps and auto-build campaigns in minutes.
Campaign Performance Recommendations: Automated tips to improve performance.
AI Copy Generator: Instantly generate channel-specific ad and email copy.
Predictive Analytics and Next-Best Actions: Identify high-intent accounts and surface outreach recommendations.
Keep reading to learn how each AI feature works and where to access it inside Propensity.
Propensity AI
The features on this page are AI tools built into specific areas of the platform, like ABM Coach and the AI Copy Generator. If you're looking for Propensity AI, our conversational interface for creating and managing campaigns using natural language, see Propensity AI Essentials: Core Concepts.
With Propensity AI, you describe what you want in a prompt, and the platform builds a proposal for your review before creating anything. Instead of manually building audiences or configuring campaign settings, you can create audiences, campaigns, and plays directly from natural language. To get started, see Creating Campaigns and Audiences with Propensity AI.
ABM Coach
Automatically identify market gaps, build ABM audiences and campaigns, and select the right messaging for those audiences.
Key Functions
- Runs a market gap analysis by comparing your website and product positioning to market signals and intent data.
- Generates campaign recommendations and can auto-build audiences based on campaign selection.
How to Use
- Go to Campaigns → ABM Coach
- Enter your website URL (homepage or a product page for product-specific recommendations).
- Review the recommended ABM campaigns and click + Build Campaign to auto-create your audiences.
- From there, save your audience and follow the standard campaign building process.
Important: When you sign up for a free trial, Propensity automatically runs the ABM Coach on the website you provide and displays recommendations during setup.
Campaign Performance Recommendations
Track campaign results and receive automated recommendations to improve performance directly from the Performance Scorecard in Reporting.
Key Functions
- View impressions and clicks per contact.
- Monitor contacts and accounts targeted across campaigns.
- Compare overall channel performance side by side.
- Review your Message Market Fit Score, which evaluates how well your campaigns are resonating with your audience.
- Receive automated recommendations to improve underperforming channels based on scorecard results.
How to Use
- Go to Reporting → ABM Performance → Performance Scorecard
- Review the engagement data.
- Follow the recommendations provided under the scorecard to adjust campaigns and improve results.
AI Copy Generator
Create high-performing, channel-specific copy for individual plays or entire playbooks in seconds, without slowing down your campaign launches.
Key Functions
Generate ad, email, and landing-page messaging tailored to each channel.
Regenerate an entire playbook with fresh copy to test new angles or adapt to different audiences.
Provide prompts for one-off copy needs and receive ready-to-use text instantly.
How to Use
Regenerate an Entire Playbook
Go to Campaigns and select one of your ABM campaigns.
Navigate to the Playbook tab.
Click the ellipsis and select Regenerate Playbook.
Enter your company name and website URL.
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Propensity creates complete messaging for every channel, including:
Facebook and LinkedIn ad copy (intro text, primary text, headlines)
Google ad headlines and descriptions
Marketing emails
Personalized messaging for each play and channel
This provides consistent, relevant messaging across every channel and makes it easy to test new approaches.
Generate Copy for a Single Play
Access the ABM Copy Generator.
Enter a prompt describing what you need (for example: “Create a marketing email for Propensity.com outlining the benefits of ABM and intent data”).
Review and edit the generated copy, then save it directly to the play.
Predictive Analytics and Next-Best Actions
Identify high-intent accounts and surface recommended outreach steps directly in your CRM.
Key Functions
Propensity Score: Each account receives a score from 0–100 based on recency, frequency, and quality of first- and third-party intent signals. High scores (70–100) signal strong buying intent.
Contact Warmth: Individual contacts are labeled cold, warm, or hot by combining account Propensity Scores with engagement data.
Next-Best Actions: Suggested outreach method, sequence type, and message themes based on each contact’s behavior and fit.
What You’ll See in Your CRM
Propensity Score with supporting notes (e.g., “9 pricing page visits,” “2 demo requests”).
Recommended Outbound Messaging and themes.
Suggested outreach method (email, phone, LinkedIn) and sequence type.
Contact details such as job title, seniority, email, phone, CRM link, and social handles.
Sales Workflow and Automation
These fields can trigger sequences in tools like Apollo, Outreach, or Salesloft. For example, if a key contact visits your pricing page, Propensity can recommend a pricing-focused follow-up and launch a sequence automatically.
Setup and Customization
Your scoring model, message recommendations, and next-best action fields are configured during onboarding. You maintain full control over logic and filters, and all insights sync directly to Salesforce or HubSpot.
Related Documentation
Your Guide to Creating an ABM Campaign in Propensity