What this is
Propensity uses intent data and engagement signals to help identify accounts that are more likely to be actively researching or considering solutions related to your offering.
Intent data is collected through Intent Signals, which represent research activity related to specific topics, technologies, industries, or companies.
These signals are used together with first-party engagement data to calculate the Propensity Score, which estimates how likely an account is to currently be in-market.
This helps teams prioritize accounts that are showing stronger buying intent.
Intent Signals
Intent Signals allow you to define the topics and companies that Propensity should monitor when identifying research activity.
Users can configure intent signals by selecting relevant themes and keywords.
To configure intent signals:
Select a theme
Search for and select relevant topics or keywords
Topics may relate to areas such as:
Industry categories
Technologies
Product-related themes
Once selected, these topics are used to detect accounts researching related content across third-party sources.
Intent signals are derived from aggregated third-party research activity detected across external data sources and providers.
Competitors to Track
In addition to topic-based signals, you can track activity related to competitor companies.
This allows Propensity to detect accounts researching competitors alongside other relevant topics. You can add competitors in two ways:
Recommended competitors
Propensity can recommend competitor companies based on the topics selected in your intent signals.
Manual search
You can also search for and add competitor companies manually.
Competitor signals will appear in your results as competitive intent signals.
Propensity Score
The Propensity Score represents an account’s estimated likelihood of being in-market.
The score is calculated using an algorithm that evaluates:
Recency of intent signals
Frequency of activity
Quality of first-party and third-party signals
Signals used in the calculation may include:
First-party engagement (such as website visits or ad interactions)
Third-party intent signals related to selected topics
When an account shows strong activity across both types of signals, the system assigns a higher Propensity Score.
The Propensity Score is recalculated approximately every 90 days as new intent and engagement signals are collected.
Propensity Score Ranges
Propensity Scores range from 0 to 100.
70 – 100 High intent to buy. The account is showing strong signals indicating it may currently be in-market.
40 – 69 Moderate intent to buy. The account has shown meaningful activity related to selected topics.
0 – 39 Low intent to buy. The account fits your target audience but has shown limited recent intent signals.
N/A No signals have been selected, so a Propensity Score cannot be calculated.
Where the Propensity Score appears
The Propensity Score can be viewed in:
Audience tables
Buying Circle tables
These columns help teams prioritize accounts that are showing stronger signals of being in-market.