How to use intent scoring to prioritise your pipeline

A high page-view count tells you traffic showed up. Intent scoring tells you who is actually moving toward a decision — based on depth of engagement, repeat visits, and the sequence of actions they take.

Scores work best when they are transparent: your team should be able to answer why an account ranked higher this week than last.

Combine firmographic fit with behavioural recency. A mid-market lead who returned three times and opened pricing beats an enterprise tyre-kicker who bounced from the homepage.

Keep the model simple at first. Five weighted signals you trust beat forty noisy ones that nobody can explain.

Push scores into CRM and sales alerts with thresholds your reps agree on. Refresh often enough that “hot” still means something — usually daily or on each meaningful session.

Intently computes scores from first-party behavioural data so you are not importing black-box scores from vendors who cannot show their work.