How Lead Scoring & Intent Scoring Add Up to Measure Account Quality
With so many leads and so little time, it’s critical for sales to know which opportunities to prioritize.
Revenue teams try their best by assigning scores to leads based on how much interest they show in your company. But what if they used a data-backed method of measuring account quality?
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What is Lead Scoring?
Lead scoring is the process for determining the quality and value of individual prospects. Points are manually assigned, often based on a contact’s:
- Company size and role
- Activity on your website (content downloads, page visits, etc.)
- Email activity (opens, clicks)
- Interactions with sales
The logic is that a higher score means a higher chance the prospect will become a customer. But here’s the catch: Not only is this a time consuming manual process, but it’s also highly subjective and prone to bias and error.
Thankfully, there’s another approach to assigning quality and value to prospective customers: Intent Scoring.
How Does Intent Scoring Work?
An Intent Score is a 1-100 measure of an account’s readiness to buy, and is the culmination of the way multiple members of an account consume and interact with your content and team.
To make it easy for sales and marketing to know how and when to best engage with a prospect, the intent score maps directly with the stages of the buying journey.
Your sales team can prioritize outreach to engaged accounts with messaging appropriate to where they are in the buying journey.
How Does 6sense Do Lead Scoring?
6sense follows the Intent Scoring approach to assigning value to prospective customers.
The platform uses AI and machine learning to track which transactions and interactions matter most to opportunities as they progress throughout the buying journey. The technology does the hard, never-ending work, calibrating to changes 24/7, eliminating the prospect of human error and exposing ripe opportunities.
6sense also matches anonymized traffic and keywords to accounts to determine when and how they are moving closer to a buying decision.
Why Intent Scoring Matters
Embracing 6sense Qualified Accounts (6QAs) has a large impact on your organization’s bottom line.
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