How actively is this buyer researching
An intent score quantifies how actively an account or contact is researching a purchase, based on buying signals, so outreach can target buyers who are in-market now. Fit tells you whether an account is worth pursuing; intent tells you whether the moment is right. The intent score captures the second, converting scattered buying signals, content consumption, competitor research, topic-engagement spikes, into a single measure of how much purchase activity is happening, which is one of the most valuable timing signals in demand generation.What raises the score
Intent signals come from two sources, and the strongest scores use both:
- First-party intent: activity on your own properties, pricing-page visits, buying-stage content, repeat engagement. - Third-party intent: research happening elsewhere, captured by intent data providers, on your category or competitors.
Consuming decision-stage content and researching the category are far stronger signals than casual browsing, which is why a good intent score weights buying-stage behavior heavily rather than treating all activity equally.
Intent supplies the timing
The intent score is most powerful combined with fit. Fit is a stable property; intent is a moment. A high-fit account with a rising intent score is the ideal target, in-market and worth winning, while high intent at a poor-fit account is usually noise to filter out. This is why intent is one input to a full account score rather than a standalone verdict: it provides the when to fit's whether. Layered into lead scoring and the account engagement score, the intent score lets a team concentrate outreach on buyers who are actively researching a purchase right now, which lands better and converts higher than reaching the same accounts during a quiet period. Timing outreach to intent is often what separates catching a buying committee as it forms its shortlist from arriving after the decision is effectively made.
Frequently Asked Questions
What is an intent score?
An intent score quantifies how actively an account or contact is researching a purchase, derived from buying signals such as consuming relevant content, researching competitors, and spikes in topic engagement. A high intent score means the buyer is likely in-market now, which makes it a strong timing signal for outreach.
What signals feed an intent score?
Both first-party signals (activity on your own properties) and third-party signals (research happening elsewhere, captured by intent data providers). Consuming buying-stage content, researching your category or competitors, and rising engagement on relevant topics all raise the score. The score blends these into one measure of buying activity.
How is intent different from fit?
Fit measures whether an account is a good target based on stable attributes like size and industry. Intent measures whether they are actively buying now. A high-fit, high-intent account is the best target; high intent without fit is often noise. The two combine in a full account score, where intent supplies the timing.
Put these metrics to work
ORM builds custom revenue forecast models that turn concepts like intent score into prescriptive action for your team.
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