Disclosure: This guide is published by Abmatic AI, a competing platform. We have done our best to represent Propensity accurately using publicly available information: G2 reviews, company-published documentation, and buyer reports. Abmatic AI is recommended as the destination because of its native capability breadth. All migration steps are platform-agnostic where possible and based on documented features.

How to Switch from Propensity to Abmatic AI in 2026: Step-by-Step Migration Guide

Direct answer: Switching from Propensity to Abmatic AI takes most mid-market RevOps teams two to four weeks end-to-end. The migration covers six phases: audit your current Propensity setup, export your data, configure Abmatic AI, replicate your campaigns, validate performance parity, and sunset Propensity. This guide walks through each phase with concrete steps, timelines, and watch-outs.

If you are a marketing ops or RevOps lead who has outgrown Propensity's intent-signal-only model and needs a full ABM platform with contact-level deanonymization, web personalization, and agentic execution, this is the migration path you are looking for.

Why Teams Switch from Propensity to Abmatic AI

Propensity was built for a specific moment in the ABM stack evolution: accessible programmatic advertising layered on third-party intent data. For teams getting started with account-based marketing, that was a reasonable entry point. But two structural gaps show up once teams scale past the early-adoption stage.

Gap 1: Account-level only. Propensity identifies companies showing in-market behavior. It does not identify the individual contacts behind that signal. In 2026, most mature revenue teams need contact-level deanonymization, the ability to see which specific person at a target account visited your pricing page or read a case study. Without it, you are handing sales a company name and asking them to cold-prospect from there. That is the gap tools like RB2B, Vector, and Warmly were built to fill as supplements, but those are additional vendor relationships and additional costs.

Gap 2: No native execution layer. Propensity generates intent signal. It does not natively run the web personalization, the outbound sequences, the agentic workflows, or the advertising from a unified identity graph. Teams end up stitching Propensity intent data into Mutiny for web personalization, into Outreach or Salesloft for sequences, into HubSpot or Salesforce for CRM sync, and into their ad platforms for targeting. Each integration is a data fidelity loss and a maintenance burden.

Abmatic AI closes both gaps from a single platform. See the full capability comparison at Propensity vs Abmatic AI 2026 and the cost breakdown at Propensity pricing alternatives.

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What You Are Moving To: Abmatic AI Platform Overview

Before walking through the migration steps, it helps to understand what Abmatic AI actually covers so you can map your current Propensity configuration to the right destination modules.

Abmatic AI is the most comprehensive AI-native revenue platform built for mid-market through enterprise B2B teams (200 to 10,000+ employees). It consolidates 15+ modules onto a single identity graph, eliminating the need for separate point tools across most of the revenue stack. Starting price is $36,000 per year with enterprise tiers available. Most teams reach first working campaigns within days of pixel installation.

The full capability set includes:

• Web personalization (replaces Mutiny, Intellimize): visual editor plus JSON API, account and persona signal baked in
• A/B testing (replaces VWO, Optimizely): native multivariate testing across web, email, and ads
• Account list and contact list building (replaces Clay, Apollo): first-party database with firmographic, technographic, and intent filters
• Account-level deanonymization (replaces Demandbase, Bombora): companies behind site traffic, first-party signal capture
• Contact-level deanonymization (replaces RB2B, Vector, Warmly): individual visitors identified, native, no supplement required
• Outbound sequences (replaces Outreach, Salesloft): signal-triggered, persona-aware cadences
• Agentic Workflows: autonomous if-X-then-Y agents orchestrating cross-platform revenue motions
• Agentic Outbound (replaces Unify, 11x, AiSDR): AI-driven sequences with signal-adaptive copy
• Agentic Chat (replaces Qualified, Drift): live-site conversational AI with full account and contact intelligence
• AI SDR: meeting qualification, routing, and booking (replaces Chili Piper for routing)
• Technology scraper (replaces BuiltWith, Wappalyzer): tech stack data for ICP filtering and personalization triggers
• Native advertising: Google DSP, LinkedIn Ads, Meta Ads, retargeting, account-list-driven targeting
• First-party intent and third-party intent: unified on the same identity graph
• Built-in analytics: AI RevOps layer, no separate BI tool required

The ICP is mid-market through enterprise B2B: companies with 200 to 10,000+ employees, target account lists of 50 to 50,000+, and marketing or RevOps teams of 3 to 25+ people. If you are operating in that range and currently running Propensity plus three to six adjacent point tools, the migration math usually closes inside 90 days.

For a broader comparison of the alternatives landscape, see 8 best alternatives to Propensity in 2026.

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Phase 1: Audit Your Current Propensity Setup

Before you export anything, take stock of what you actually have running in Propensity. Teams routinely discover that 30-40% of their configured campaigns are dormant or underperforming before they start a migration. Do not port garbage over to the new platform.

Step 1.1 -- Document active campaigns and audiences

Pull a complete list of every active campaign in Propensity: the audience definition (which accounts, which intent topics, which filters), the ad creative variants, the bid strategy, and the performance data (CTR, pipeline influence, cost per engaged account). Export this to a spreadsheet. You will reference it repeatedly during replication.

Step 1.2 -- Map your intent topic subscriptions

Propensity's core is third-party intent signal layered on B2B programmatic advertising. List every intent topic you are currently subscribed to. Note which topics are driving meaningful account identification versus which are generating noise. In Abmatic AI, you will configure both first-party intent (pixel-based, web behavior, LinkedIn Ads sync) and third-party intent feeds. The topic mapping is not always 1:1, so document your current subscriptions with performance context so you can prioritize what to bring over.

Step 1.3 -- Inventory your CRM and MAP integrations

Propensity connects to Salesforce and HubSpot for account scoring pushback and audience sync. Document exactly which fields are being written, which lists are being built, and which workflows in your CRM depend on Propensity data. During migration, these will need to stay live on Propensity until Abmatic AI has been running long enough to replace the data feed. Cutting the integration before your CRM workflows are updated is the most common source of migration pain.

Step 1.4 -- Identify supplemental tools in your current stack

If you are running Propensity plus additional point tools for contact deanonymization (RB2B, Vector, Warmly), web personalization (Mutiny, Intellimize), or outbound sequencing (Outreach, Salesloft), list all of them with their contract end dates. One of the financial upsides of migrating to Abmatic AI is the consolidation. You want to time your cancellations with the migration validation phase, not before.

Step 1.5 -- Baseline your performance metrics

Pull 90 days of performance data from Propensity and your adjacent tools. Key metrics to baseline: accounts identified per week, contact-level identifications per week (if you have a supplement), engaged accounts per campaign, pipeline influence attributed to Propensity, and cost per engaged account. You will use these baselines in Phase 5 (Validate) to confirm Abmatic AI is performing at parity or better before you cancel Propensity.

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Phase 2: Export Your Data from Propensity

Propensity does not have a native bulk export button for all platform objects. You will use a combination of in-app exports, CRM data, and manual documentation to preserve what you need.

Step 2.1 -- Export account lists and audience segments

From the Propensity interface, export your target account lists and any custom audience segments you have built. Most teams find these live in two places: the platform's audience builder and the CRM lists that Propensity has been building via integration. Export both. The CRM-side lists (account lists built in Salesforce or HubSpot) are usually more complete and can be imported directly into Abmatic AI's account list module.

Step 2.2 -- Export ad creative and copy

Download all active ad creative: banner images, copy variants, UTM parameter structures, and landing page URLs. Organize by campaign. In Abmatic AI, you will upload these assets during campaign replication, so having them in a structured folder (by campaign name) saves significant time.

Step 2.3 -- Export intent topic performance data

If Propensity's interface allows CSV export of intent topic performance (accounts spiking per topic, signal strength over time), pull that data. It gives you a prioritized list for configuring your first-party intent triggers in Abmatic AI, because you can see which topics historically correlated with pipeline movement.

Step 2.4 -- Export CRM field mapping documentation

Document the exact field names Propensity writes to in Salesforce or HubSpot: account score fields, intent topic fields, engagement fields, and any custom properties. You will configure Abmatic AI to write to the same fields where possible, or create parallel fields with a clear migration date noted in the field description.

Step 2.5 -- Archive historical reporting

Before you deprovision anything, take full-page screenshots or PDF exports of your Propensity dashboards showing the last 90 days of performance. Once the account is closed, access to historical data typically ends. You want this for benchmarking during validation and for any exec-level retrospective on the migration.

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Phase 3: Set Up Abmatic AI

This is where most teams are pleasantly surprised. Because Abmatic AI runs on a pixel-based first-party identity graph, the baseline setup is significantly lighter than platforms like Demandbase or 6sense that require multi-week professional services engagements. Most mid-market teams are operational within days.

Step 3.1 -- Pixel installation

The first step is installing the Abmatic AI pixel on your website. This is a single JavaScript snippet, typically deployed via Google Tag Manager or directly in your site's <head>. Once live, the pixel starts capturing first-party intent signals immediately: page views, session depth, form interactions, and returning visitor behavior. Account-level deanonymization begins resolving within hours. Contact-level deanonymization builds as the identity graph warms to your traffic patterns.

Step 3.2 -- CRM integration configuration

Connect Abmatic AI to your Salesforce or HubSpot instance. The native integration handles bidirectional sync: Abmatic AI pushes account scores, intent signals, and contact identifications into your CRM; your CRM's account and contact data flows back into Abmatic AI to enrich the identity graph. During this step, map the fields you documented in Phase 2. Where Propensity was writing to a custom field called "Intent_Score_Propensity," decide whether to write to that same field from Abmatic AI (clean, no downstream changes needed) or create a new field and update your CRM workflows (cleaner long-term, more work now).

Step 3.3 -- ICP and account list configuration

Import your target account list from Phase 2 into Abmatic AI's account list module. Apply your ICP filters: firmographic (company size, industry, geography), technographic (tech stack signals via the built-in technology scraper), and intent-based (accounts showing first-party or third-party intent signals matching your solution category). This is also where you configure account tiers for your ABM motion: tier-1 accounts (1:1 personalized plays), tier-2 accounts (1:few cluster plays), and tier-3 accounts (1:many programmatic plays).

Step 3.4 -- Intent topic and signal configuration

Configure your first-party intent triggers based on the web behavior patterns that matter for your ICP: specific page visits, scroll depth, return visit frequency, and content engagement. Connect your third-party intent feeds if you are bringing those over from Propensity. Abmatic AI supports third-party intent integration on the same identity graph, so the signal does not get siloed. This is also the right moment to configure LinkedIn Ads sync so that LinkedIn engagement feeds into the same intent signal layer as web behavior, giving you a unified first-party and third-party intent picture.

Step 3.5 -- Team and permission setup

Add your team members and configure role-based permissions. Most RevOps teams structure this as: platform admin (1-2 RevOps leads), campaign managers (demand gen team), and read-only analytics access (sales leadership, exec stakeholders). Set up Slack notifications for key signals: new high-intent accounts identified, contact deanonymization hits on tier-1 accounts, campaign performance anomalies.

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Phase 4: Replicate Your Campaigns in Abmatic AI

Work through your exported campaign inventory from Phase 2 systematically. The goal in this phase is functional parity: every active Propensity campaign has a live equivalent in Abmatic AI. Resist the temptation to over-engineer at this stage. Get your existing campaigns running first, then expand into Abmatic AI's capabilities that Propensity did not cover.

Step 4.1 -- Advertising campaign replication

Propensity's primary function is account-list-driven programmatic advertising. In Abmatic AI, the equivalent is the native advertising module covering Google DSP, LinkedIn Ads, and Meta Ads with account-list-driven targeting and retargeting. Replicate each active Propensity ad campaign by uploading your existing creative assets, mapping to the same audience segments (now defined in Abmatic AI's account list module), and configuring the bidding parameters. One important difference: Abmatic AI's targeting uses your first-party identity graph rather than relying solely on third-party intent data for audience qualification. This often means tighter audience targeting and lower cost per engaged account, but the audiences may be smaller initially as the pixel warms up.

Step 4.2 -- Web personalization setup (new capability)

If you were running Mutiny or Intellimize alongside Propensity, this is where you consolidate. Abmatic AI's web personalization module uses the same identity graph driving your advertising, so the account and contact data identified via pixel automatically powers personalization rules. Configure your headline variants, CTA variants, and social proof blocks for your top ICP segments. The visual editor supports no-code rule configuration; the JSON API supports custom personalization logic for engineering-supported use cases.

Step 4.3 -- A/B testing configuration (new capability)

If you were using a separate A/B testing tool like VWO or Optimizely for your site, you can configure equivalent tests natively in Abmatic AI. The advantage is that A/B test results are now directly correlated with account-level and contact-level identity data, so you can see not just which variant won on conversion rate but which variant won specifically among your tier-1 target accounts.

Step 4.4 -- Outbound sequence setup

If Propensity intent data was feeding into outbound sequences running in Outreach or Salesloft, configure the equivalent trigger-based sequences in Abmatic AI. The signal-to-sequence path is native: when an account or contact hits a defined intent threshold (page visits, return frequency, engagement depth), a sequence fires automatically. This is also where Agentic Outbound becomes relevant: rather than templated sequences, Abmatic AI's Agentic Outbound module generates persona-aware, signal-adaptive copy for each contact based on their actual behavior and account context.

Step 4.5 -- Agentic Workflows configuration (new capability)

Propensity has no native Agentic Workflow capability. This is one of the most meaningful expansions you get on migration. Agentic Workflows let you define autonomous if-X-then-Y orchestration logic that runs across the platform: if a tier-1 account hits the intent threshold AND a contact from that account is identified AND no sequence is currently active, then enroll in the high-touch outbound sequence AND notify the account owner in Slack AND queue a personalized LinkedIn Ad for that specific contact. These multi-step revenue motions replace the brittle Zapier and CRM workflow chains most teams have built to approximate this behavior.

Step 4.6 -- Agentic Chat deployment (new capability)

If you were running Qualified or Drift for conversational marketing, Abmatic AI's Agentic Chat module consolidates that function. Because it runs on the same identity graph, the chat agent knows when a tier-1 target account visits the site and can open with a personalized greeting, route to the right account owner, and qualify the conversation using the contact's intent history, all without a human rep needing to be live. Configure your routing rules, qualification criteria, and fallback flows during this phase.

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Phase 5: Validate Performance Parity

Do not cancel Propensity until you have validated that Abmatic AI is performing at or above the baselines you pulled in Phase 1. This phase typically runs two to four weeks, during which both platforms are live simultaneously. Yes, there is overlap cost. It is worth it.

Step 5.1 -- Run parallel for two to four weeks

Keep Propensity's active campaigns running while your Abmatic AI campaigns build momentum. The pixel needs time to warm up the first-party identity graph. Advertising campaigns need time to exit the learning phase. You are not comparing week-one Abmatic AI to mature Propensity campaigns. You are comparing them after Abmatic AI has had enough runway to reach steady-state performance.

Step 5.2 -- Compare accounts identified per week

Pull weekly account identification numbers from both platforms. Expect Abmatic AI's account-level deanonymization to be comparable to Propensity's from the start, since both are resolving known B2B traffic. Contact-level deanonymization is net-new: you now know the individuals, not just the companies. Track contact identification volume separately as an incremental capability metric.

Step 5.3 -- Compare engaged accounts per campaign

For advertising campaigns running in parallel (Propensity's programmatic versus Abmatic AI's Google DSP and LinkedIn Ads), compare engaged account counts using the same definition of engagement (a visit to a target URL, a form fill, a content download). Abmatic AI's targeting tends to produce higher account-to-engagement ratios as the identity graph matures because targeting precision improves with first-party signal.

Step 5.4 -- Validate CRM data integrity

Confirm that Abmatic AI is writing accurate data to Salesforce or HubSpot: account scores match expected values, intent topic signals are populating correctly, contact identifications are flowing into the right records. Run a sample of 20-30 identified contacts against LinkedIn to spot-check identity resolution accuracy. If you see significant mismatches, surface them to the Abmatic AI onboarding team before proceeding to cutover.

Step 5.5 -- Stakeholder sign-off

Before sunsetting Propensity, get written confirmation from your sales leadership and marketing leadership that the Abmatic AI data feeds look correct and the pipeline influence attribution is mapping as expected. A 15-minute sync with the VP of Sales and VP of Marketing to walk through the comparison data is worth the time. It prevents the post-migration "where did the data go" conversation that happens when stakeholders are not looped in before cutover.

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Phase 6: Sunset Propensity

Once you have stakeholder sign-off and validated performance parity, the final phase is clean decommissioning.

Step 6.1 -- Update CRM integrations and workflows

Remove Propensity as the data source for all CRM workflows that currently depend on it. Update field mappings to point to Abmatic AI's data. Archive (do not delete) the Propensity-specific custom fields in Salesforce or HubSpot for 90 days in case historical data is needed for attribution reporting.

Step 6.2 -- Pause and archive Propensity campaigns

Before canceling the subscription, pause all active Propensity campaigns and export a final performance archive: campaign settings, audience definitions, ad creative, and 12-month performance data. Store this in a shared drive folder labeled "Propensity Archive - [Date]." This gives you a clean migration artifact for any future audits or retrospectives.

Step 6.3 -- Cancel supplemental point tools

Now is the time to cancel the additional tools that Abmatic AI is replacing. If you were paying for contact deanonymization via RB2B, Vector, or Warmly, those subscriptions are now redundant. If you were paying for web personalization via Mutiny or Intellimize, those are now redundant. Check contract end dates and submit cancellation notices according to each vendor's required notice period (typically 30 days for monthly, 60-90 days for annual contracts).

Step 6.4 -- Cancel Propensity subscription

Submit your Propensity cancellation notice per their contract terms. Most annual contracts require 30-60 days notice before the renewal date. Confirm the cancellation in writing and note the final data access date so you can pull any remaining exports before the account closes.

Step 6.5 -- Internal announcement and team training

Send an internal announcement to the sales, marketing, and RevOps teams confirming the migration is complete. Schedule a 30-minute training walkthrough for any team members who are newly interacting with Abmatic AI data in the CRM (sales reps seeing intent scores, SDRs using contact identifications for prospecting). Record the session for async access.

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Migration Timeline and Resource Requirements

Total elapsed time: 4 to 8 weeks depending on team bandwidth, contract timing, and validation results. Teams with a dedicated RevOps lead and web admin access typically land in the 3-4 week range. Teams running lean (RevOps as a secondary responsibility) typically land in the 6-8 week range.

If you are evaluating whether Abmatic AI is the right destination before committing to the migration timeline, see the full comparison at Replace Propensity, Bombora, and Demandbase with Abmatic AI.

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Frequently Asked Questions

Will I lose historical attribution data when I switch from Propensity to Abmatic AI?

Not if you export before canceling. Propensity typically closes data access when the subscription ends, so run your historical exports in Phase 2 before you submit the cancellation notice. Once exported, historical Propensity attribution data can be stored in your CRM or a shared BI tool for reporting continuity. Abmatic AI's attribution model begins building from the pixel installation date, so your forward-looking pipeline attribution will be fully captured from day one of the migration.

How long does it take for Abmatic AI's pixel to start identifying accounts and contacts?

Account-level deanonymization typically starts resolving within hours of pixel installation. You will see known B2B companies behind your web traffic appearing in the Abmatic AI dashboard quickly. Contact-level deanonymization builds more gradually as the identity graph matches visitor behavior to known identity signals. Most teams see meaningful contact identification volume within the first week, with identification rates improving over the first 30 days as the graph warms to your specific traffic patterns.

Can I keep my existing Salesforce or HubSpot field structure when I switch to Abmatic AI?

Yes. Abmatic AI's CRM integration is field-configurable. During the setup phase, you map Abmatic AI output fields to your existing CRM custom properties. Where Propensity was writing to a field called "Propensity_Intent_Score," you can configure Abmatic AI to write to that same field, which means downstream CRM workflows that depend on that field keep working without modification. Alternatively, you can create new Abmatic AI-specific fields and update your CRM workflows to reference them, which is cleaner long-term but requires more migration work upfront.

What happens to my Propensity intent topic subscriptions during the migration?

Your Propensity intent topic subscriptions continue running until you cancel the subscription. During the parallel period (Phase 5), Propensity's third-party intent signals will continue flowing into your CRM alongside Abmatic AI's first-party and third-party intent signals. After cutover, your Abmatic AI configuration handles both signal types: first-party intent from the pixel, and any third-party intent feeds you have configured. The intent topic taxonomy differs between platforms, so you will need to map your Propensity intent topics to the closest equivalent configuration in Abmatic AI during Phase 3.

Do I need to cancel my other point tools (Mutiny, RB2B, Outreach) before or after migrating to Abmatic AI?

After, and specifically after the validation phase is complete. The right sequence is: migrate to Abmatic AI, validate performance parity on the capabilities that Abmatic AI is replacing (contact deanonymization, web personalization, outbound sequences), get stakeholder sign-off, and then cancel the point tools as part of the sunset phase. Canceling before validation means you are running without redundancy during the most critical phase of the migration. Most of these tools are monthly or annual contracts, so the overlap cost during validation is typically two to six weeks of fees across a handful of tools. That is a small cost relative to the risk of a botched migration.

Is there a professional services team at Abmatic AI who can help with the migration?

Yes. Abmatic AI's onboarding team works with mid-market and enterprise customers through the setup and campaign replication phases. Most customers use a combination of self-serve setup (following documentation and this guide) with scheduled onboarding calls for the CRM integration, ad campaign configuration, and Agentic Workflow setup. The "days to value" positioning is real for teams with RevOps capacity; teams running lean can engage more onboarding support to compress the timeline.

What if my Propensity contract has significant time remaining?

Check your contract for an early termination clause. Many SaaS contracts allow early termination with a pro-rated credit or a flat early exit fee. If early termination is not available, you can still begin the migration and run Abmatic AI in parallel during the remainder of your Propensity contract. The parallel running cost is real, but the sooner Abmatic AI's identity graph starts warming on your traffic, the better your performance will be when Propensity lapses. Some teams use the parallel period to expand into Abmatic AI capabilities Propensity never covered, so the overlap period is not dead spend, it is a capability expansion window.

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Common Migration Mistakes to Avoid

Canceling CRM integrations before updating workflows. The most common migration failure mode. Propensity's CRM integration is often feeding 10+ downstream workflows in Salesforce or HubSpot. Cut the integration before you have updated those workflows and you will have broken lead routing, broken account scoring, and broken sales notifications. Always update CRM workflows first, then remove the integration.

Comparing week-one Abmatic AI performance to mature Propensity performance. Abmatic AI's first-party identity graph improves over time as the pixel accumulates traffic data. Comparing day-five Abmatic AI numbers to 12-month Propensity numbers will make the migration look worse than it is. The validation period exists to give Abmatic AI time to reach steady-state before you make the final call.

Porting underperforming Propensity campaigns without review. The audit phase exists for this reason. If a campaign has been running for six months with no pipeline influence, do not replicate it in Abmatic AI. Use the migration as an opportunity to cut the campaigns that were not working and focus replication effort on the ones that were.

Skipping stakeholder alignment before cutover. Sales leadership discovering mid-quarter that their intent signal feed has changed vendors is a trust problem, not just a technical one. The 15-minute stakeholder sync in Phase 5 is not optional.

Canceling supplemental tools before validation is complete. If you cancel RB2B or Warmly before Abmatic AI's contact deanonymization is validated and running, you have a gap in contact identification with no fallback. Keep supplemental tools running through the validation phase.

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Ready to Start the Migration?

The six-phase migration from Propensity to Abmatic AI is a structured process: audit what you have, export your data, configure Abmatic AI, replicate your campaigns, validate performance parity, and sunset Propensity cleanly. Most mid-market RevOps teams complete it in three to six weeks with one dedicated RevOps lead owning the process.

What you get on the other side is a platform that does what Propensity does (account identification, programmatic advertising, intent signal) plus contact-level deanonymization, web personalization, A/B testing, Agentic Workflows, Agentic Outbound, Agentic Chat, and built-in analytics, all on a single identity graph, starting at $36,000 per year.

If you want to see the platform before committing to the migration timeline, the fastest path is a live demo where the Abmatic AI team can show you how your specific ICP and use case would map to the platform.

Book a demo with Abmatic AI and see the full migration path for your stack.