Propensity vs ZoomInfo
Propensity
propensity.comZoomInfo
zoominfo.comSide by side
| Figure | Propensity | ZoomInfo |
|---|---|---|
| Price from | $2,000/mo | Free |
| Free plan | — | Yes |
| Free trial | Yes | Yes |
| Open source | — | — |
| Web | Yes | Yes |
| API | Yes | Yes |
| Plans published | 3 | 7 |
| Spec score · Demand Generation Software | 7.6 (#9) | 7.7 (#8) |
| Integrations | Propensity lists Salesforce and HubSpot CRM integrations and names Google Ads, YouTube, LinkedIn, Facebook, Instagram, Gmail, Slack, Outlook 365, and Salesloft among featured integrations. | ZoomInfo says it integrates natively with Salesforce, HubSpot, and Microsoft Dynamics 365, and offers 120+ integrations. |
| Product | Propensity describes itself as a contact-level marketing platform for B2B growth teams, supporting ABM, contextual advertising, and geofencing campaigns. | ZoomInfo describes itself as an all-in-one AI go-to-market platform for B2B sales, marketing, RevOps, and customer success teams. |
| Support | The Unlimited plan includes premium technical support and technical onboarding support; Strategic includes a dedicated account manager and sales training. | The company says support is available through its Help Center and by phone, and ZoomInfo University provides role-based courses and certifications. |
| Trial | The pricing page invites visitors to start a free trial but does not state its duration. | The free-trial page says the trial includes core platform features with usage limits, requires no credit card, and typically lasts 7 days, with terms varying. |
Plans
Propensity
- Essential$2,000 a month
- Strategic$3,000 a month
- Unlimited$4,000 a month
ZoomInfo
- ZoomInfo LiteFree
- ABM EnterprisePriced on request
- ABM LitePriced on request
- Copilot AdvancedPriced on request
- Copilot EnterprisePriced on request
- Marketing DemandPriced on request
- ZoomInfo ProfessionalPriced on request
In their own words
Propensity
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.
ZoomInfo
ZoomInfo describes itself as an AI go-to-market platform for B2B sales, marketing, RevOps, and customer success teams. It supports prospecting, buyer intent, account insights, lead routing, CRM enrichment, and sales workflow automation. Its AI tools cover account research, meeting preparation, deal prioritization, and coordinated go-to-market plays. The company describes its data coverage as more than 500 million contacts and 100 million companies. ZoomInfo says it has more than 120 integrations, including native connections with Salesforce, HubSpot, and Microsoft Dynamics 365; its MCP server connects Claude, ChatGPT, and custom agents to ZoomInfo data. The platform is available through web, API, and an extension. ZoomInfo Lite is a permanent free plan at free. Its trial typically lasts 7 days, includes core platform features subject to usage limits, and requires no credit card, though terms vary. Prices for the other listed plans are not provided.