Propensity

Marketing in the Age of Machines took a closer look at Propensity's evolution beyond traditional ABM.

Following our second consecutive recognition as a Challenger in the 2026 Gartner® Magic Quadrant™ for Account-Based Marketing Platforms, the publication examined what our expanding capabilities reveal about the future of B2B marketing.

Their analysis explores a broader shift from traditional account targeting toward connected, AI-powered GTM orchestration.

The article highlights the growing importance of contact-level intelligence, AI-driven campaign ex*****on, and deeper integrations across marketing and sales.

Our view at Propensity: the future of ABM goes beyond identifying the right accounts. It's about connecting every stage of GTM, from identifying real buyers and launching coordinated campaigns to validating engagement, pursuing opportunities, and measuring what drives revenue.

Thanks to Marketing in the Age of Machines for the thoughtful perspective.

Read the full article: https://marketingintheageofmachines.com/what-propensitys-gartner-climb-says-about-abms-future/

What Propensity’s Gartner Climb Says About ABM’s Future? | Marketing in the Age of Machines In recent days, propensity holds a Challenger position in the 2026 Gartner ABM Magic Quadrant, cited specifically for MarTech and…

What does an AI-driven GTM engine actually do?

At The Global ABM Conference, Sumner Vanderhoof will walk through how to implement one from end to end.

The session goes beyond isolated AI use cases and focuses on how the full GTM engine should work together across Marketing, Sales, and RevOps.

You’ll see how to:

→ Find and prioritize the right accounts and people by fit, intent, and engagement signals.
→ Activate coordinated campaigns that reach your audience across channels and build engagement.
→ Reveal which accounts and contacts show meaningful interest and validate demand.
→ Turn engagement into timely sales action with prioritized accounts, actionable recommendations, and coordinated outreach.
→ Connect marketing and sales activity to pipeline and revenue, then use recursive learning to make each campaign better.

You’ll leave with a system blueprint, workflow templates, and an operational checklist you can apply immediately.

Before or after the session, come meet the Propensity team at Booth 19.

Swipe through the framework Sumner will break down in London. →

🗓 November 4
⭐ How to build an automated AI-Driven GTM engine step-by-step
⏰ 11:25 AM–12:25 PM
🎤 The ABM Workshop | Engage
📌 Booth 19

https://events.b2bmarketing.net/abmconference/abm-workshop?code=ABMSTRATEGYPACK

AI adoption is accelerating. The next opportunity is making sure the rest of your GTM system can keep up.

The new Future of Marketing 2026–2027 report from CMO Alliance examines where marketing leaders are investing, how AI is changing their teams, and where gaps remain across data, attribution, personalization, and ex*****on.

We're proud to partner on this year's report and contribute Propensity's perspective on what comes next for AI-powered GTM.

As our CEO Sumner Vanderhoof shares in the report, the real opportunity is connecting intelligence directly to ex*****on. When buyer signals, AI-driven insights, and coordinated action work together, every interaction can inform the next and make the entire GTM system smarter.

There's a lot to unpack in the full report.

Read it here: https://www.cmoalliance.com/future-of-marketing-report-2026-2027/

Future of Marketing Report 2026-2027 The 2026-2027 marketing report you’ve been waiting for, with insights on AI adoption, budgets, and the skills that’ll define the next generation of marketing leaders. Free download.

What does Propensity’s growth say about where B2B marketing is headed?

Investors Hangout took a closer look at our climb to No. 70 on the Inc. 5000 and the role AI, buyer intelligence, and a more connected GTM approach are playing in that momentum.

Their takeaway gets at something we believe strongly: better GTM starts with understanding the signals buyers are already giving you, then knowing what to do with them.

Thanks to Investors Hangout for the feature.

Read the full article: https://investorshangout.com/propensity-rockets-to-no-70-on-the-2026-inc-5000-list-536946-/

Propensity Rockets to No. 70 on the 2026 Inc. 5000 List - Investors Hangout Propensity's leap to No. 70 underscores the booming demand for smarter AI-driven B2B marketing strategies.

Customer engagement in B2B sales is becoming more agentic.

Not because teams need more follow-up, because every customer interaction now carries context that can shape the next move.

For B2B teams, that context is often scattered across CRM notes, sales calls, email threads, product usage, billing issues, and customer conversations. The opportunity is connecting those signals into one motion.

TechRadar gets at this shift in their article as they describe a future where “every customer interaction is captured, understood and acted on.”

That is the important part.

Agentic AI is not just about automating sales tasks, it is about helping teams recognize buying signals, coordinate responses, and surface the right context at the right moment.

That matters as sales cycles get longer and buying committees get larger.

The next phase of GTM will not be defined by who follows up faster, it will be defined by who can connect customer insight, sales context, and action across the full revenue motion.

Read the full TechRadar article here: https://www.techradar.com/pro/customer-engagement-in-b2b-sales-the-future-is-agentic

Customer engagement in B2B sales - the future is agentic How the B2B sales process has transformed in recent years