How do you calculate intent scores for leads?

Intent scores are calculated by evaluating the strength and relevance of a prospect’s engagement signals.

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. 

You may be wondering:

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