How Propensity Hired 10 People With Hire With Near and Cut Payroll Costs by 49%

Propensity was founded in 2017 as Addapptation, a low-code Salesforce UX platform, before pivoting into the SaaS industry with an account-based marketing (ABM) platform that helps B2B teams find and target their best-fit accounts, and rebranding to Propensity.

The company has since grown to roughly $10M in revenue in three and a half years, was named to the Inc. 5000 for the second consecutive year in 2026, ranking #70, and made its first appearance as a Challenger in the 2025 Gartner Magic Quadrant for Account-Based Marketing Platforms.

Summary

• The problem: Propensity needed senior marketing leadership after a funding round, but couldn't justify US salaries for that level of talent.
• The challenge: Top marketing professionals in the US were expensive and already employed elsewhere.
• Roles hired: Head of Marketing, Product Marketing Manager, Senior Marketing Specialist, Customer Support Representative, BDR, two Graphic Designers, Technical Writer, Billing & Accounts Receivable Coordinator, UX/UI Designer. 
• Why Propensity chose Hire With Near: Deep knowledge of the Latin American talent market and a large, pre-vetted candidate pool.
• Solution: One strong hire led to nine more across five departments over four years.
• Results:
  
  • Propensity started saving $333,945 per year, about 49% less than equivalent US salaries.
  • The Head of Marketing built an inbound engine that now drives 67% of its sales.
  • She now also leads a new outbound sales function that increased booked meetings by 30% in its first three months.

The Challenge

Propensity needed senior marketing leadership, but couldn't justify the salary that talent commanded in the US.

After a successful funding round in 2022, Propensity needed to shift from building its product to growing the business, and that meant moving fast on marketing hiring. The company had nothing to build on yet: no campaigns, no positioning, just a homepage and a logo.

The US talent market made that hard. The senior marketing professionals who fit what Propensity needed commanded salaries the company, freshly funded but still small, couldn't justify. Most of them were already settled in other jobs and weren't looking to move.

Propensity's founders had also seen the downside of hiring across a wide time zone gap firsthand, having worked with European talent earlier, and wanted to avoid repeating it.

How the Search Went

Hire With Near's knowledge of the Latin American talent market and a pre-vetted pool of more than 160,000 candidates made it possible to move fast without lowering the quality bar. 

The candidates shortlisted were experienced, worked in convenient overlapping hours, and cost less than equivalent US hires.

That first search filled two roles: a Head of Marketing and a Product Marketing Manager. 

Propensity's founders were impressed enough with the fit and the speed that they kept coming back: first for a Senior Marketing Specialist, then a Customer Support Representative, then roles in sales, design, technical writing, and finance, a total of nine hires.

The senior-level marketing candidates Hire With Near brought us had the experience and ambition we wanted. They were a great fit from day one.

Sumner Vanderhoof

CEO / Co-founder at Propensity

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The Hire Who Kept Growing

The Head of Marketing hired in that first search is still in the role today, four and a half years later. In her own words, she started with nothing to work from and built a repeatable growth engine over time:

We've gotten to message-market fit and product-market fit, and proven a repeatable inbound growth engine, to the point that 67% of our sales are marketing-driven.

Mariel Calderale

Head of Marketing at Propensity

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That track record is what led Propensity to keep expanding the relationship well past marketing. In an interview recorded before Propensity's hiring with Hire With Near had reached its current total, Mariel described her own confidence in hiring across departments:

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Most recently, Propensity asked her to build an outbound sales function from the ground up. Three months in, that new function was already contributing results: the team was able to increase the number of meetings booked by 30%.

Sumner points to that same pattern (a hire who keeps taking on more) as the reason the relationship kept growing:

The team at Hire With Near are experts in what it takes to hire remotely, specifically with remote resources in Latin America. Any questions we had were immediately answered.

Sumner Vanderhoof

CEO / Co-founder at Propensity

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Results

What started as a single marketing search in 2022 has grown into a company-wide hiring partnership.

• Annual savings in payroll reached $333,945, about 49% less than equivalent US salaries. 
• Mariel Calderale, hired in 2022 to build marketing from scratch, now also leads Propensity's outbound sales function.
• The relationship has grown from 2 marketing hires to 10 placements across five departments: marketing, design, support, sales, and finance.
• The candidates placed helped Propensity grow to roughly $10M in revenue. The ABM platform was also named to the Inc. 5000 and earned its first appearance as a Challenger in the Gartner Magic Quadrant for Account-Based Marketing Platforms.

Takeaways

• A single strong hire can be the reason a company keeps coming back. Propensity's relationship with Hire With Near started with one role and grew to 10.
• Latin American talent isn't limited to one department. Propensity has hired successfully across marketing, support, sales, design, and finance.
• Long tenure is possible with LatAm hires. Propensity's original 2022 hire is still in the role today, now with an expanded scope.

Are you working in a high-growth company that needs senior talent without a senior US price tag? Book a free consultation today with Hire With Near to see how we can help you build a team like Propensity's.

To learn more about Propensity, visit their website: https://www.propensity.com.

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