Social Media
Propensity
About Us video
Intent-Driven Account Lists: Propensity focuses on enriching buying circles by starting with an intent-driven account list, which identifies target audiences actively in the market for a product or service. Creating Buying Circle Personas: The process involves creating buying circle lists to identify key contacts within these accounts, such as C-level executives or marketing professionals, based on role, department, and seniority. Customizable Criteria for Targeting: Users can refine their search for contacts by specifying criteria like department, job title, years in position, location, skills, and more, using machine learning to aggregate data from public profiles on platforms like Facebook and LinkedIn. Integration and Compliance: The platform allows for easy integration with CRM systems like Salesforce or HubSpot and ensures GDPR compliance, making the data collected suitable for marketing and sales outreach. Data Utilization for Campaigns: By analyzing contact details, including emails, phone numbers, social media handles, and skills, users can effectively tailor their ABM (Account-Based Marketing) campaigns and sales strategies, though a minimum number of contacts are required for certain campaigns like those on LinkedIn.
Propensity
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Propensity
Product Walkthrough
Propensity
Demo video
Overview of Propensity's ABM Campaign: Suar, the CEO of Propensity, presents a demonstration of their quarter four "always-on" account-based marketing (ABM) campaign, which took approximately 30 minutes to set up. This campaign is fully automated, omni-channel, incorporates about 14 plays, and targets around 4,000 to 5,000 accounts and contacts within the advertising and marketing industry. Campaign Setup Process: The campaign was created by selecting an industry-specific ABM playbook from among several available, tailoring it to the company's go-to-market strategy. Audience creation followed, using intent data to identify accounts in the market for Propensity's product, focusing on those showing recent and frequent online search activity relevant to their offerings. Audience and Buying Circle Customization: Detailed audience profiles were constructed, including information like company size, address, and intent signals. A specific buying circle for marketers was built, encompassing personal and professional details like job titles, seniority, contact information, and interests based on social media profiles to enable targeted marketing messages. Playbook and Campaign Launch: The playbook for the campaign was automated from the start, requiring only content verification. It outlined a sequence of marketing actions, such as programmatic display ads, direct mail, social ads, and email marketing, all preconfigured for consistent branding and messaging. The campaign was then synced with their CRM and launched across various channels, including LinkedIn and Facebook. Results and Analytics: Post-launch, the campaign's effectiveness was monitored, showing progression of contacts from "cold" to "warm" to "hot" based on their interactions with the campaign. Metrics like email opens, clicks, LinkedIn impressions, and website visits were tracked, providing a dashboard for visualizing results and facilitating easy lead handoff to sales for follow-up within an ABM framework.
