An intent score estimates how strongly a lead or account appears to be researching a purchase, based on selected behavioural signals. Depending on the model, those signals may come from first-party activity, third-party intent data, or both.

Intent score vs engagement score

An engagement score measures overall interaction with a brand. An intent score focuses on activity considered more relevant to purchase research. The distinction depends on the scoring model: a pricing-page visit may be treated differently from a newsletter open, for example.

Intent signals should be weighted and timed according to the sales cycle and the historical value of the underlying activity rather than a fixed response window.