🧭 Table of Contents

📈 PTB (Propensity to Buy) Score

💡 What Can You Use PTB For?

🧠 Understanding PTB Scores

🛒 Marketplace Presence

⚙️ How PTB Works
 

📊 PTB in the Labra Application

🎯 Set Up Your Ideal Customer Profile (ICP)

⚙️ Add or Manage ICPs Later

🔎 Scan a Company

🔄 Refresh a PTB Score

📂 Bulk Scan Companies
 

☁️ PTB in Salesforce

🟠 PTB in HubSpot

✅ Best Practices

📈 PTB (Propensity to Buy) Score

The Propensity to Buy (PTB) Score helps sales teams identify how likely a company is to purchase software through a cloud marketplace, including AWS Marketplace, Microsoft Azure Marketplace, and Google Cloud Marketplace.

Instead of manually researching a customer's cloud environment, PTB provides cloud propensity insights directly in Labra and your connected CRM, helping you identify and prioritize opportunities that may be a good fit for cloud marketplace engagement or co-selling.

To further refine your targeting, you can set up an Ideal Customer Profile (ICP) using criteria such as industry, company size, geographical region, and cloud technology stack. Alongside marketplace propensity scores, ICP insights help you understand how closely a company matches your ideal buyer—so you can prioritize accounts with both marketplace potential and a strong fit for your business.

💡 What can you use PTB for?

PTB can help you:

• Identify which cloud marketplace a company is most likely to purchase through.
• Prioritize opportunities with stronger cloud marketplace potential.
• Identify companies with an existing marketplace presence.
• Understand changes in a company's cloud adoption over time.
• Identify potential cloud marketplace opportunities before or during the sales process.

🧠 Understanding PTB Scores

PTB evaluates a company using multiple sources of information, including:

• Cloud marketplace partner APIs
• Marketplace data
• Technographic data
• Firmographic data
• Proprietary Labra signals

PTB evaluates 300+ signals to determine a company's likelihood of purchasing through a cloud marketplace. When sufficient information is available, PTB may also provide supporting insights explaining the factors behind a score.

PTB categorizes propensity into three levels:

For co-selling activities, High and Medium propensity opportunities are generally the best ones to prioritize.

🛒 Marketplace Presence

In addition to the PTB Score, Labra identifies whether a company has a Marketplace Presence.

Marketplace Presence indicates whether the company has a listing on a cloud marketplace. This can be used as an additional signal when prioritizing accounts or opportunities for cloud marketplace engagement.

For example, you may want to prioritize companies that have:

• A High or Medium PTB Score
• An existing Marketplace Presence

Important: Marketplace Presence is an indicator only. It does not confirm that a customer has an Enterprise Discount Program (EDP) or another cloud purchasing agreement.

⚙️ How PTB Works

PTB follows a simple workflow:

1. Scan the company
   PTB uses the company's website domain as the unique identifier for the scan. 
2. Generate the PTB Score
   Labra analyzes the company using multiple cloud-related signals and generates propensity scores and marketplace insights.  
3. Review the results
   Review the company's cloud propensity, Marketplace Presence, and any available supporting insights.
4. Access PTB in your CRM
   When the company is associated with an opportunity or deal in a connected CRM, the available PTB information can be surfaced directly within the CRM.
5. Refresh when needed
   Refresh existing scans when you need more current cloud adoption or propensity information.

PTB in the Labra Application

The Labra application is the central place to scan and manage PTB data.

You can use the Propensity Scores view to:

• View scanned companies.
• Search for specific companies.
• Filter companies by cloud provider.
• Filter by propensity level.
• Sort companies based on cloud marketplace likelihood.
• Review Marketplace Presence and supporting insights.

🎯Set Up Your Ideal Customer Profile (ICP)

When you first open Propensity Scores in Labra, you’ll be prompted to set up your Ideal Customer Profile (ICP).

An ICP describes the companies your business wants to target, based on characteristics such as industry, annual revenue, employee size, geographical region, and cloud technology stack. Setting up an ICP helps you identify which scanned companies align with your ideal buyer.

PTB scores indicate a company’s likelihood of purchasing through a cloud marketplace. ICP fit adds information about how closely that company matches your target customer profile. You can create one or multiple ICPs to represent different customer segments.

➡️ Step 1: Click Setup ICP

On the welcome screen, click Setup ICP to open the configuration form.


Fig. 

➡️ Step 2: Define Your Target Customer Profile

Enter an ICP Name that clearly identifies your target audience—for example, North American Enterprise Software Companies.

Complete the form using the criteria that describe your ideal customers:

➡️ Step 3: Save Your ICP

Once you’ve completed the form, click Setup.


Fig. 2
 

You can then continue to Scan a company below to generate propensity scores for your prospects or customers.

⚙️ Add or Manage ICPs Later

If you skipped the initial setup, click Setup ICP in the upper-right corner of the Propensity Scores view, next to Calculate score.

You can return to the ICP controls in this area to add and manage your profiles as your target customer criteria change.


Fig. 3

🔎 Scan a company

To generate a PTB Score for a new company:

1. Open the Propensity Scores view in Labra.
   
   
   Fig. 4
    
2. Start a new PTB scan.
   
   
   Fig. 5
    
3. Enter the company's website domain.
   
   
   Fig. 6
    
4. Review the resulting propensity scores and supporting information. 
   
   
   Fig. 7
    

🔄 Refresh a PTB Score

If a company's cloud environment or propensity has changed, you can refresh an existing scan to retrieve the latest information.

Refreshing an existing company does not consume an additional scan. Scan usage is based on unique company domains rather than the number of times a company is refreshed.

📂 Bulk scan companies

For larger account lists, you can upload a CSV file containing company domains.

Bulk scanning supports:

• Up to 500 company domains per upload
• One company domain per row

Bulk scanning is useful when you want to analyze and prioritize a large account list before creating opportunities in your CRM.


Fig. 5

☁️ PTB in Salesforce

When Salesforce is connected to Labra, PTB information can be surfaced directly in Salesforce so sellers can review cloud propensity while managing opportunities.

🔎 Where can I find PTB in Salesforce?

PTB is available in two locations:

📋 Opportunity Record

When an Opportunity is associated with a company that has already been scanned, the available PTB information is displayed on the Opportunity.

This allows sellers to review PTB insights while managing the deal without manually looking up the company in Labra.


Fig. 6
 

📊 Propensity Scores View

The Propensity Scores view provides a consolidated view of scanned companies and allows users to:

• View scanned companies.
• Filter by cloud provider.
• Filter by propensity level.
• Sort companies based on marketplace likelihood.

Fig. 7

🔗 How does PTB sync to Salesforce?

When an Opportunity is created for a company that has already been scanned, Salesforce automatically associates the existing PTB information with the Opportunity.

You do not need to run another scan.

If the company has not been scanned previously, you can initiate a PTB scan from the available PTB functionality in Salesforce or use the Labra application to scan the company first.

🔄 Refresh PTB in Salesforce

If the existing PTB information is outdated, refresh the company's scan to retrieve the latest information.

The exact refresh options available may depend on your Salesforce configuration.


Fig. 8

🟠 PTB in HubSpot

When HubSpot is connected to Labra, PTB information can be surfaced directly on HubSpot Deal records.

This allows sellers to review cloud propensity while working on a deal without leaving HubSpot.

🔎 Where can I find PTB in HubSpot?

PTB is available on the Deal record in the Labra Referral section.

The PTB card displays:

• AWS Cloud Score
• Azure Cloud Score
• Google Cloud Score
• Marketplace Presence
• Last Updated

If a PTB Score has not yet been calculated for the company, you can select Calculate PTB to generate the score.

PTB matching is based on the company's website domain.


Fig. 9

🧮 Calculate a PTB Score in HubSpot

If the company does not currently have PTB information:

1. Open the relevant Deal record.
2. Navigate to the Labra Referral section.
3. Locate the PTB card.
4. Click Calculate PTB.
5. Review the cloud scores once the calculation is complete.

🔄 Refresh a PTB Score in HubSpot

If PTB information already exists but needs to be updated:

1. Open the relevant Deal record.
2. Locate the PTB card in the Labra Referral section.
3. Use the Action button to refresh or rescore the company.
4. Review the Last Updated date to confirm when the information was refreshed.
   
   
   Fig. 10

🔗 How does PTB sync between HubSpot and Labra?

PTB information is automatically synchronized between Labra and HubSpot when the CRM is connected.

If a company has already been scanned in Labra, its existing PTB information can automatically appear in HubSpot when the company is matched by domain.

If a company does not have an existing PTB Score, you can calculate one directly from the HubSpot Deal record.

✅ Best Practices

To get the most value from PTB:

🎯  Prioritize High and Medium propensity opportunities when identifying potential cloud co-selling opportunities.

☁️  Review propensity across AWS, Azure, and Google Cloud rather than focusing on a single cloud score.

🛒  Consider Marketplace Presence together with the PTB Score when prioritizing accounts.

🔄  Check the Last Updated information and refresh older scans when more current data is needed.

📊  Use the Labra application to scan and analyze large account lists.

♻️  Use existing synchronized PTB data when it is already available in your CRM instead of unnecessarily rescanning the company.