When we introduced Lead Intelligence, we set out to bridge the gap between lead generation and meaningful engagement, helping marketing and sales teams not just collect leads, but actually do something useful with them. We also promised that intent-based scoring was on the way for even stronger prioritisation.
Today, we’re delivering on that promise. Our improved lead scoring module, including new asset-level intent scoring, is now available in beta.
One score. A complete picture of lead quality.
The new lead scoring module gives every lead a single, easy-to-compare score out of 100, built from up to three complementary components that together reveal the true quality of a lead:
Engagement: how actively a lead is interacting with your content and your company, from page views and content downloads to webinar attendance.
Relevance: how closely a lead matches your target profile, based on your specified job titles and target companies. A highly engaged lead matters far more when they also fit your ideal buyer.
Intent (Premium Intelligence): the newest addition, and where prioritisation becomes truly powerful.
Introducing intent scoring
Intent scoring analyses thousands of predetermined buying signals that indicate a lead has a high likelihood of purchasing, with signals tailored to your industry. A recent round of funding. A hiring spree. Planning permission granted for a new data centre. A drug trial progressing to its next stage. New board members, regulatory filings, patent activity, technology purchases, production forecast changes, and major infrastructure projects across rail, power, and transport.
Engagement tells you who’s paying attention. Relevance tells you who fits. Intent tells you who’s ready to buy.
Scoring configured around your business
No two organisations define a quality lead in the same way, so scoring rules are fully configurable, from the weight placed on each component to the emphasis given to specific intent signals, whether that’s a particular project type or a specific stage of trial development. Our Customer Success team works with you to configure and refine your scoring so it reflects what a high-potential opportunity looks like for your business.
AI-powered clarity on every score
A score is only useful if you can trust it. Alongside every score, a breakdown shows exactly how it’s made up, and a new AI overview provides a plain-language summary of why a lead scored the way it did: what they’ve engaged with, how well they match your targets, and the buying signals behind the number. For the full context, the Company Details page reveals the complete story behind any intent signal, from a construction project to a new sustainability initiative.
Driving better outcomes
These enhancements build on our strategic five-stage solution (plan, create, target, engage, and analyse) and are designed to help your team:
- Prioritise the leads most likely to buy
- Pass stronger, better-qualified leads to sales
- Create sharper, more relevant outreach content
- Close deals faster and build better relationships with the leads you generate
Available now in beta
The improved lead scoring module is available now as a beta release. Engagement and Relevance scoring is included for all Lead Intelligence customers, with Intent scoring available as part of our Premium Intelligence offering. As this is a beta, we’d love your feedback as you put it to work. And if you’re interested in unlocking Intent scoring, your Customer Success representative would be happy to talk you through the options.
Discover how you can partner with us to drive better marketing outcomes.