Propensity Modelling
Identify, score and prioritise accounts with AI powered propensity modelling that reveals buying intent and delivers the next best action to sales and marketing teams.
Turn buying signals into actionable insight
Propensity Modelling helps you understand which accounts are most likely to buy – and why. Using enriched company intelligence, intent data and custom AI scoring, we identify in market accounts and the next best action for your sales and marketing teams. The result: faster activation, higher conversion and more predictable pipeline.
Driving targeted sales and marketing actions
For marketing operations teams, our Propensity Modelling services provide a scalable way to segment, prioritise and activate your total addressable market (TAM).
For sales teams, it highlights the accounts most ready to engage, along with the triggers signalling when to make contact.
Data driven propensity modelling enables your teams to:
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Focus on the accounts most likely to convert
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Allocate budget to high intent segments
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Improve conversion efficiency across the funnel
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Accelerate pipeline growth with greater predictability.
AI powered ICP fit and buyer intent scoring
We use an AI-powered approach to your ICP or target account list, letting AI do much of the heavy lifting. We enrich each domain with firmographic, technographic, behavioural and intent data, then apply custom AI scoring aligned to your business model.
The output is a prioritised, segmented view of your TAM based on real world signals and your ideal customer fit.
Key Components
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Domain enrichment with firmographic and intent data
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AI generated ICP Fit Score
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Buyer intent scoring based on behaviours and signals
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Behavioural thresholds that identify in market accounts
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Automated segmentation for sales and marketing
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TAM activation support for Marketing Ops.
How this helps your teams
Marketing Ops
Sales
RevOps
Automated signals, alerts and sales activation
Propensity Modelling doesn’t stop at scoring: it drives next best action. Signals such as hiring changes, funding events, competitor technology shifts, content consumption and intent spikes are captured, evaluated and routed straight into your CRM or Slack.
This enables:
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Real-time, proactive sales engagement
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Multisignal monitoring: news, jobs, intent, tech changes, social activity
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Consistent prioritisation across teams
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Higher quality outbound activity, driven by verified buying triggers.
For your sales teams, the benefits are multiple. Propensity modelling allows them to:
- Reach out at the right moment
- Reduce time spent on unqualified accounts
- Improve outbound conversion rates
- Get earlier visibility into warming opportunities
Customisable, scalable and CRMready
Our propensity modelling approach is fully customised to your requirements.
We build your model around your ICP, sales motion, product value drivers and industry signals. We are flexible in the technologies we leverage, they can be a data warehouse solution, BI-tools or data orchestration platforms.
We then fully integrate your propensity model into your CRM, Marketing Automation Platform and enrichment stack to ensure scoring and alerts are seamlessly embedded into workflows.
Valued options include:
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Custom scoring per client
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Data enrichment
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Optional output validation for trustbuilding
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Integration with Normalator or Openprise for enrichment and categorisation
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Buildonce, scaleanywhere scoring architecture.
Propensity Modelling applications
Propensity modelling can support multiple parts of the revenue engine, including:
Marketing
Paid media audience refinement
Content personalisation
Improved MQL quality
TAM segmentation and activation.
Sales
Identification of early buying signals
Insights for call preparation and relevance
Territory Assignment
Better forecasting through predictive scoring
Reduced time wasted on lowfit accounts.
RevOps
Scalable lead/account routing
Funnel optimisation
Predictive pipeline modelling
SLA alignment across teams.
Propensity Modelling implementation
We follow a clear, repeatable roadmap for Propensity Modelling which covers:
Data collection and enrichment
We gather and enrich your internal and external data sources including firmographic, technographic, intent, CRM and behavioural data.
ICP definition and signal mapping
We define your ICP criteria and identify the signals that correlate most strongly with purchase decisions.
Model development and scoring logic
Using AI and proprietary scoring frameworks, we build a custom propensity model aligned to your sales cycle and approaches.
Validation and calibration
Model outputs are tested against historical performance to ensure reliability and accuracy.
Activation in your CRM and martech stack
Scores, signals, alerts and nextbestaction recommendations are integrated into your CRM, MAP, Slack or other automation tools.
Ongoing optimisation
We monitor performance, refine scoring and adjust signal weighting as your gotomarket strategy evolves.
Frequently Asked Questions
A datadriven method for predicting which accounts are most likely to engage or buy based on firmographic and technographic profile, behavioural signals, intent data, and AIenhanced scoring.
It provides a ranked list of highpropensity accounts plus recommended next actions, helping teams prioritise outreach, increase efficiency, and focus effort where it will drive the most revenue.
Firmographics, technographics, intent data, buying signals, CRM activity, job postings, news, and enrichment sources such as Clay AI or CRM connected tools.
Yes. Scores, enriched data, and alerts can be pushed directly into HubSpot, Salesforce, Slack, or other CRMs.
