Propensity Named a Challenger in the 2025 Gartner® Magic Quadrant™ for Account-Based Marketing Platforms
November 12, 2025 | Company News
Propensity earns its first placement in the Gartner Magic Quadrant, recognized as the only company positioned in the Challengers quadrant.
Propensity, a leading contact-level account-based marketing (ABM) platform, has been named a Challenger in the 2025 Gartner® Magic Quadrant™ for Account-Based Marketing Platforms. This marks Propensity's first appearance in the report and an important milestone in the company's continued growth and innovation.
Propensity was the only vendor positioned in the Challengers quadrant, based on Gartner's evaluation of Ability to Execute and Completeness of Vision.
The recognition comes during a period of significant momentum for Propensity, including expanded platform capabilities, growing customer adoption, and the company's inclusion on the 2025 Inc. 5000 list of America's fastest-growing private companies.
A New Approach to Account-Based Marketing
As B2B marketing becomes increasingly complex, organizations need more than traditional account-level targeting and campaign measurement. Marketing and sales teams must understand who is engaging, identify buying intent, and coordinate personalized experiences across multiple channels.
Propensity is helping organizations meet these challenges by bringing contact-level intelligence, audience targeting, campaign activation, and measurement together in one platform.
Unlike traditional ABM approaches that focus primarily on accounts, Propensity emphasizes visibility into the individual buyers and buying groups driving purchasing decisions.
The platform helps B2B marketers:
- Identify in-market buyers: Discover high-intent accounts and contacts using behavioral signals, firmographic data, and intent intelligence.
- Activate omnichannel campaigns: Reach target audiences through display advertising, social media, email, direct mail, and other integrated marketing channels.
- Understand contact-level engagement: Gain visibility into the individuals interacting with advertising, websites, and marketing content.
- Connect marketing and sales: Integrate campaign engagement and buyer intelligence with CRM systems to support more informed sales conversations.
- Improve campaign efficiency: Use AI-powered capabilities and automation to simplify audience development, creative production, and campaign execution.
Together, these capabilities help organizations move beyond disconnected marketing activities toward more coordinated, measurable go-to-market programs.
Recognition Reflects Continued Growth and Innovation
Propensity's inclusion in the 2025 Gartner Magic Quadrant follows a year of continued investment in technology, customer experience, and product innovation.
Recent advancements include contact-level website visitor identification and AI-powered asset generation, helping marketers gain deeper insight into buyer activity while reducing the manual effort required to launch campaigns.
The company has also continued expanding its advertising and audience activation capabilities, supporting its broader vision of making sophisticated B2B marketing more accessible, efficient, and effective.
"Being recognized by Gartner as a Challenger in our first year on the Magic Quadrant for us validates Propensity as the future of ABM," said Sumner Vanderhoof, CEO of Propensity. "We're redefining what ABM looks like for modern go-to-market teams, and we're just getting started."
Looking Ahead: The Future of ABM
For Propensity, this recognition represents both an important achievement and a foundation for continued innovation.
As the B2B buying journey evolves, marketing teams increasingly need solutions that connect data, buyer intelligence, campaign execution, and performance measurement.
Propensity remains focused on helping marketers understand the people behind their target accounts, engage buyers across the channels that matter, and demonstrate measurable business impact.
The company's long-term vision extends beyond traditional ABM toward a more unified approach to B2B targeting and go-to-market execution.
Explore the 2025 Gartner Magic Quadrant
Learn more about Propensity's recognition and explore the research to better understand the evolving ABM platform landscape.
Access the 2025 Gartner Magic Quadrant Report
Interested in seeing how Propensity can help your organization identify in-market buyers and execute more effective ABM campaigns?
About Propensity
Propensity is an account-based marketing platform that helps B2B organizations identify, engage, and convert their most valuable buyers. By combining contact-level intent intelligence, omnichannel advertising, AI-powered capabilities, and integrated measurement, Propensity empowers marketing and sales teams to execute more targeted campaigns and drive measurable revenue outcomes.
Learn more at www.propensity.com.
Gartner Attribution and Disclaimer
Gartner, Magic Quadrant for Account-Based Marketing Platforms, Jenifer Silverstein, Ray Pun, Upasna Chandna, Chris Chandler, November 6, 2025.
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