Demandbase vs Propensity

Demandbase is an account-based go-to-market platform for B2B teams. It analyzes signals, accounts, and buying-group activity with AI to help prioritize opportunities and coordinate go-to-market programs. Demandbase Marketing supports engaging buying groups, coordinating programs across channels, and measuring pipeline growth; Demandbase Sales helps revenue teams prioritize in-market accounts using account intelligence and buying signals. The company also offers Advertising and Data solutions that can be used independently. Listed capabilities include a 200-million-contact database, direct-dial data, intent data, technographic filters, and API access. The platform is available through web, API, and extension access. Demandbase One for Sales can be reached through a web app, iFrame, or Chrome or Microsoft Edge extension. The Marketplace lists 62 integrations, including products from Adobe and Amazon. Pricing is on request, and a free trial is available. Trial accounts for the Data Export API can export up to 100 MB in a rolling 24-hour period. Demandbase lists ISO/IEC 27001 and SOC 2 compliance, role-based access controls, and multi-factor authentication. Its primary cloud platforms are AWS and Google Cloud Platform.

Propensity is a contact-level marketing platform for B2B growth teams running account-based marketing, demand generation, media, or sales campaigns. It identifies website visitors, the campaigns that brought them to a site, and their engagement for sales activation. Audiences can be built with industry, role, technology-stack, and behavior filters, alongside contact-level intent data. Propensity says contacts are verified for accuracy, role, and intent before entering a customer CRM. Campaigns span more than 20 channels, including display, social, direct mail, email, and connected TV. Salesforce and HubSpot integrations are listed, as are Google Ads, YouTube, LinkedIn, Facebook, Instagram, Gmail, Slack, Outlook 365, and Salesloft. The API creates and updates audiences programmatically and retrieves engagement data for contacts and accounts. Essential costs $2,000/mo, Strategic $3,000/mo, and Unlimited $4,000/mo. A free intent-data sample returns up to 100 in-market accounts and 100 contacts at those accounts. A free trial is advertised without a stated duration.