Intent scoring & definitions

What “intent” means here

In 365Leads, intent is shorthand for observed demand: combinations of sessions (what someone did on relevant surfaces), topics (what they are researching in language), and recency (how fresh the behavior is). It is not a single magic number in isolation—it is a ranked signal you use next to fit, enrichment confidence, and channel rules.

A static list answers “who looks like our ICP?” An intent score answers “who is behaving like they are in-market now?” The same person can move between buckets as behavior changes; lists go stale unless you refresh them on purpose.

How topics and sessions contribute

Topic signals capture what language and themes a prospect is leaning into—often from keyword-level demand or content engagement. Sessions capture depth: repeats, page classes (e.g. pricing vs blog), time on high-value URLs, and cross-page journeys. Together they separate “skimmed a blog once” from “researched vendors and returned to pricing.”

Product configuration in Engine determines how heavily each input is weighted; this doc describes the concepts your RevOps and growth leads should agree on before tuning thresholds.

Recency and thresholds

Recency prevents yesterday’s spike from looking like today’s pipeline. Signals decay so outbound and paid spend chase current demand, not ghosts. Thresholds are where sales and marketing contract: e.g. “high intent = score ≥ X and last activity within Y days and at least one bottom-funnel event.” Write those rules down before you wire CRM automation.

Low, medium, and high intent

The bands below are definitions for GTM alignment, not legal guarantees about a buyer’s mental state. Tune labels and routing in Engine to match your cycle and risk tolerance.

Low — informational & exploratory

Definition: Prospects are in the early awareness stage of the funnel—browsing general concepts or seeking broad information.

Typical behaviors:

• Reading general industry blog posts or thought leadership.
• Searching top-of-funnel keywords (e.g. “What is B2B intent tracking?”).
• Visiting relevant sites briefly without deep interaction or secondary actions.

Best use: Long-term top-of-funnel education, brand awareness, and broad nurture—not same-day SDR assault.

Medium — consideration & active research

Definition: Prospects show moderate engagement—actively investigating categories or evaluating solution types.

Typical behaviors:

• Searching mid-funnel or generic solution keywords (e.g. “best lead generation platforms”).
• Downloading generic whitepapers, registering for webinars, or reading product overview content.
• In B2B, multiple people from the same domain showing repeated baseline interest across related topics.

Best use: Tailored nurture, case studies, mid-funnel retargeting—tighten messaging but keep expectations below “ready to sign.”

High — ready to buy (in-market)

Definition: Strong buying signals suggesting the prospect or account is moving quickly toward a decision.

Typical behaviors:

• Commercial or transactional queries (e.g. “365Leads pricing” or “buy data enrichment platform”) where that matches your offering.
• Repeat visits to bottom-of-funnel pages: pricing, comparisons, security, or demo request flows.
• Cross-role density: multiple decision-makers from a target account visiting deep technical or commercial pages in a short window.

Best use: Fast SDR/AE outreach, tight sequences, and aggressive but policy-compliant paid activation—pair with the fields guide and compliance & channel use before dialing or uploading audiences.

Related reading

365Leads vs ZoomInfo & Apollo · Visitor intelligence · Keyword intent data