Engagement scoring
Intent & Buying Signals- Definition
- Engagement scoring assigns a numerical value to each prospect or account based on their interactions with your brand: website visits, content downloads, email clicks, event attendance, demo requests, and sales touches. Points accumulate for positive actions and often decay over time (a click from three months ago is worth less than a click from yesterday). The aggregate score surfaces the most engaged accounts for prioritization. Scoring models range from simple rules (email open = 5 points) to ML models that weigh hundreds of signals.
Why it matters
Engagement scoring replaces subjective judgment with a repeatable prioritization system. Without it, SDRs pick accounts based on familiarity or recency — 'I saw Acme Corp in the news, let me call them' — while a highly engaged account sits untouched. Scoring surfaces the best leads every time, not the loudest ones.
Example
A GTM platform computes engagement scores across 5,000 accounts. An account with a score of 84 (visited pricing page, attended a webinar, opened three emails) is classified as 'hot.' An SDR receives an alert and calls within 24 hours. The account with score 12 (opened one email, never visited the site) stays in nurture.
How Impossible Data helps
Conference attendance adds a high-weight signal to any engagement score. Impossible Data's datasets let you identify which accounts attended, so you can boost their score before your SDRs start outreach.