Most lead scoring models are too basic—they rely on outdated engagement signals like email opens or form fills while ignoring actual buying intent.
Intent data changes the game by showing which leads are actively researching a solution like yours right now. When combined with lead scoring, it helps you prioritize high-intent leads, cut through the noise, and close deals faster.
Here’s how to integrate intent data with lead scoring to build a smarter, more effective conversion system.
🔥 The Problem: Most lead scoring models focus on weak engagement signals like:
❌ Email opens & clicks (doesn’t indicate real intent)
❌ Form fills (many leads download content with no buying intent)
❌ Website visits (not all traffic is valuable)
🔥 The Fix: Combine first-party, second-party, and third-party intent signals to track real buying behavior.
Lead scoring should factor in both engagement (traditional lead scoring) and intent (real buying signals).
✔ Visiting your pricing page
✔ Comparing your product vs. competitors
✔ Requesting a demo or free trial
✔ Watching a product walkthrough video
✔ Downloading a case study or ROI calculator
✔ Repeated engagement with blog content on a specific topic
✔ Clicking on a retargeting ad for your product
✔ Engaging with comparison content (e.g., "Best CRM software in 2024")
✔ Opening an email but taking no action
✔ Visiting a blog page but not returning
✔ Watching a general industry webinar
🚀 Action Tip: Assign higher scores to accounts showing strong intent-to-buy signals, not just basic engagement.
🔥 The Problem: Many teams treat all MQLs (marketing-qualified leads) the same, even though some are way closer to buying than others.
🔥 The Fix: Use intent scoring to segment leads into priority tiers.
✔ Hot Leads (80+ points) – Sales should reach out immediately with a direct offer or demo request.
✔ Warm Leads (50-79 points) – Nurture with targeted case studies, product comparisons, and retargeting ads.
✔ Cold Leads (<50 points) – Keep in a long-term nurture sequence until they show stronger intent.
🚀 Action Tip: Automate lead routing based on intent-driven scores so sales only works the most promising leads.
🔥 The Problem: If sales and marketing aren’t aligned, high-intent leads get ignored or mishandled.
🔥 The Fix: Ensure both teams are using the same intent data insights to drive outreach.
✔ Marketing runs personalized campaigns for mid-intent leads, keeping them engaged.
✔ Sales focuses on high-intent leads, responding within hours, not days to maximize conversion.
✔ Both teams analyze intent-driven lead scores to refine messaging and improve performance.
🚀 Action Tip: Set up real-time Slack or CRM alerts when an account reaches a high-intent score threshold.
🔥 The Problem: Many teams set up lead scoring once and never update it, making it less effective over time.
🔥 The Fix: Review and adjust which intent signals drive real conversions.
✔ Look at closed deals – Which intent signals were most common?
✔ Adjust scoring weights – Increase points for signals that lead to revenue, reduce points for weak indicators.
✔ Test & refine outreach strategies – If certain signals convert well, double down on those accounts.
🚀 Action Tip: Run quarterly reviews of your intent-driven lead scoring to keep it optimized.
If your lead scoring model isn’t using real buying intent, you’re wasting time on the wrong leads. By integrating intent data, you can prioritize real buyers, close deals faster, and stop chasing unqualified prospects.
Want to see how high-quality intent data can transform your lead scoring?
View the Intent Data Slide Deck to see it in action. If you’re ready to start using intent data for smarter lead scoring, you can purchase it here.
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