PE-301b · Module 1

Intent Scoring

3 min read

Intent scoring captures signals that exist outside your direct channels — third-party data that indicates a company is actively researching your product category. Intent data providers track content consumption across thousands of B2B publishing sites. When a company's employees read multiple articles about "CRM implementation" or "sales automation," the intent signal fires. The lead is researching your category even though they have never visited your website.

Do This

  • Use intent data as one dimension of a multi-dimensional score — it adds context, not certainty
  • Combine intent signals with fit and engagement scores to identify leads that match your ICP and are actively researching
  • Monitor intent topic relevance — "AI consulting" intent is relevant, "AI research" intent may not be for a consulting firm

Avoid This

  • Treat intent data as a buying signal — researching a category is not the same as evaluating your product
  • Act on intent signals alone without fit qualification — a company researching CRM does not mean they are your customer
  • Assume intent data is real-time — most providers report on 7-14 day rolling windows, not live activity

The power of intent scoring is in combination. A lead with high fit, high engagement, and high intent is a company that matches your ICP, is interacting with your content, and is actively researching your category. That convergence is the strongest buy signal your scoring system can produce. A lead with high intent but low fit and low engagement is researching the category but is not your customer and is not looking at you specifically.