Input Data to the Intent Scoring Model

Examples of signals that go into the intent scoring model and elsewhere used to prioritize leads.

1. Research from the web

   • Examples: Recent product launches, leadership announcements, partnership deals.

   • Positive Intent: Frequent product updates and partnerships suggest business growth and opportunity.

   • Negative Intent: Reports of lawsuits or significant layoffs signal financial or operational risks.

2. Job Changes

   • Examples: Key decision-makers (CMO, Head of IT, Procurement Managers) moving roles or companies.

   • Positive Intent: Past champion moving to a new company creates warm introduction opportunities.

   • Negative Intent: Frequent turnover could indicate internal instability or dissatisfaction.

3. Firmographics

   • Examples: Company size (500-1000 employees), industry (Healthcare), revenue bracket ($50M-$100M), HQ location (NYC).

   • Positive Intent: Growing employee count or revenue points to a good engagement candidate.

   • Negative Intent: Declining revenue or downsizing suggests caution or risk avoidance.

4. Website Activity (Personal-level Reverse IP)

   • Examples: Specific pages visited (pricing, product comparisons), frequency and duration of visits.

   • Positive Intent: Multiple visits to pricing or demo-request pages signal purchase interest.

   • Negative Intent: Visits focused solely on careers or investor relations pages imply limited buyer intent.

5. CRM Data (Calls, Meetings, Emails)

   • Examples: Meeting frequency, email subject lines (“Pricing Inquiry,” “Product Demo Feedback”), call notes (“Ready to proceed,” “Budget issues”).

   • Positive Intent: Frequent, positive engagements with explicit follow-up plans indicate high likelihood of purchase.

   • Negative Intent: Increasing intervals between interactions or recurring objections in notes suggest decreased interest.

6. Bombora Search Terms

   • Examples: “cloud migration,” “CRM software,” “cybersecurity threats.”

   • Positive Intent: Increased searches indicate active interest or potential purchase readiness.

   • Negative Intent: Sudden drop-off in searches may signal lost interest or competitor engagement.

7. Other sources and proprietary datasets