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Enroll freeWhat is Person-Based Marketing (PBM)?
A go-to-market motion that targets named individual buyers — not just accounts — using contact-level intent and engagement data to lower CAC and shorten sales cycles.
Person-Based Marketing flips traditional Account-Based Marketing on its head. Where ABM targets companies and forces SDRs to hunt for the right person inside each account, PBM targets the individuals directly. By acting on contact-level intent, engagement, and intent signals, teams reduce wasted spend on the wrong contacts and shorten the path from interest to conversation. Often paired with Website De-anonymization for full-funnel buyer visibility.
Who is Person-Based Marketing (PBM) for?
PBM is built for B2B revenue teams — demand gen, growth marketers, and outbound SDR/AE teams — that already run ABM but want to spend against named individuals instead of broad account lists.
How can you benefit from Person-Based Marketing (PBM)?
Lower CAC by removing guesswork around who actually matters in an account, shorter sales cycles thanks to contact-level intent, sharper attribution at the individual level, and tighter alignment between marketing spend and the people who actually buy.
Signs it may be time to level up your Person-Based Marketing (PBM):
- Wasting ABM spend reaching the wrong contacts inside the right accounts?
- SDRs burning hours researching who to actually contact at each target account?
- No individual-level attribution — only account-level reporting?
- Engagement signals are anonymous or stuck at the account level?
- Long ramp from MQL to SQL because you don't know which person is the buyer?
Top Software for Person-Based Marketing (PBM)
Person-based advertising platform that targets named individuals on LinkedIn, Facebook, and across the web.
Learn why it's right for my business →PBM platform that builds buying-committee audiences and activates them across paid, outbound, and CRM workflows.
Learn why it's right for my business →Need Help Deciding Between The Options?
Scan how each tool stacks up on the dimensions that matter for a buying decision.
| Capability | Influ2 | Propensity |
|---|---|---|
| Named-person paid targeting | Best in class | Yes |
| Buying-committee identification | Yes | Best in class |
| Multi-channel activation (paid + outbound + CRM) | Partial | Best in class |
| Enterprise ABM workflow depth | Best in class | Yes |
| SMB / mid-market pricing | No | Best in class |
- Named-person paid targetingBest in class
- Buying-committee identificationYes
- Multi-channel activation (paid + outbound + CRM)Partial
- Enterprise ABM workflow depthBest in class
- SMB / mid-market pricingNo
- Named-person paid targetingYes
- Buying-committee identificationBest in class
- Multi-channel activation (paid + outbound + CRM)Best in class
- Enterprise ABM workflow depthYes
- SMB / mid-market pricingBest in class
Choose Influ2 if…
Enterprise B2B running named-person paid campaigns.
Choose Propensity if…
SMB / mid-market PBM bundled with outbound and CRM.
Features and pricing tiers change frequently. Always confirm the latest details on each vendor's official website before making a buying decision.
Head-to-head deep dives
Related capability
Website De-anonymization
PBM lives or dies on identity data. Pair PBM tools with website de-anonymization (Primer, RB2B, Knock2) to turn anonymous site traffic into named individuals you can target across paid social and outbound.
Explore Website De-anonymizationNeed help choosing the right person-based marketing (pbm) tools?
Our consultants can audit your current stack and recommend the best fit for your team's needs and budget.
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