How do you calculate intent scores for leads?

Each action—such as visiting a pricing page, downloading a whitepaper, or attending a webinar—is assigned a weighted value based on its correlation with purchase intent. High-priority behaviours, like requesting a demo, carry more weight than general browsing or reading a blog post.

The scores also factor in frequency, recency, and behavioural patterns. For instance, a lead that interacts with multiple high-value assets in a short period will receive a higher score than one showing sporadic activity.

Pelago applies AI‑driven contextual scoring, linking each behaviour to solution relevance and industry context. Rather than simply counting actions, it assesses the intent quality of every interaction and how closely it aligns with a client’s ICP, campaign keywords, and implied topics.

This contextual scoring also powers predictive modelling, identifying accounts likely to move into active buying stages based on historical signal trends and engagement velocity.

You may be wondering:

• What types of intent signals do you track?
• How is your intent data different to what others are doing?