Intent Scoring in Close for SaaS

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Integrating Summit's intent scoring app with Close transforms how businesses assess and respond to a prospect's engagement and intent to purchase or take action. This integration brings together Summit's advanced intent scoring mechanisms with Close's robust CRM and customer interaction capabilities. Here’s an overview of how Summit’s intent scoring process is enriched through integration with Close:

Key Components of the Intent Scoring App with Close Integration

Parameter Inputs

  • Summit processes various inputs like web sessions, email interactions, and page visits. Close’s CRM system ensures these inputs are precisely captured and integrated within each customer's profile, offering a comprehensive view of interactions.
  • Parameters in Summit can be tailored to align with Close’s customization capabilities, ensuring the scoring aligns with specific business processes and customer segments.

Scoring Mechanisms

  • Summit’s scoring system includes decay functions and recency calculations, aligning well with Close’s ability to track customer interactions and engagement history.
  • The use of diminishing returns in scoring complements Close's emphasis on lead quality over quantity, focusing on the depth of customer engagement.

Weighted Scores

  • Different activities receive varying weights in Summit’s model, a strategy that can be reflected in Close by emphasizing certain types of customer interactions and behaviors.
  • The flexibility of adjusting these weights in Summit matches the dynamic nature of Close’s lead scoring and segmentation features, enabling detailed lead assessment.

Overall Intent Score Calculation

  • Summit calculates an overall intent score from 0-5, which can be utilized within Close to enhance its lead scoring models and sales prioritization.
  • This intent score becomes a crucial metric in Close, informing sales strategies, targeted outreach, and customer journey mapping.

Enhanced Benefits with Close

Improved Lead Qualification

By integrating Summit’s scoring into Close, businesses can achieve more refined lead qualification, enabling sales teams to prioritize high-intent prospects effectively.

Targeted Outreach

Intent scores from Summit can guide Close’s communication tools, allowing for personalized outreach and marketing efforts based on the prospect's engagement level.

Boosted Sales Efficiency

Users of Close can leverage intent scores to concentrate efforts on the most promising leads, enhancing sales productivity and increasing conversion rates.

Informed Customer Insights

Intent scores provide valuable insights within Close, deepening understanding of customer profiles and driving more informed sales and marketing decisions.

Adaptable Customer Strategies

The adaptable nature of Summit’s scoring, combined with Close’s customer interaction tracking, enables businesses to modify their engagement strategies in response to changing lead behaviors and preferences.

The integration of Summit's intent scoring app with Close offers a strategic advantage for businesses aiming to refine their lead management and engagement tactics. This powerful combination provides a sophisticated, flexible, and actionable system for gauging purchase intent, enabling effective lead segmentation, personalized engagement, and aligned sales and marketing efforts for optimal efficiency and impact.

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Intent Signals (Triggers) for SaaS

For a SaaS company, recalculating the lead score of a prospect is crucial as it ensures that the sales and marketing efforts are always targeted at the most promising leads. Regularly updating the lead score based on specific triggers allows for a dynamic and responsive approach. Here's a list of potential triggers that could warrant a recalculation of a prospect's lead score:

Engagement Changes

  • Increase in website visits.
  • More frequent or prolonged usage of a free trial or demo.
  • Higher engagement with emails (open rates, click-through rates).
  • Participation in webinars or online workshops.

Behavioral Shifts

  • Downloading whitepapers or e-books.
  • Requesting a product demo or a pricing quote.
  • Changes in product usage patterns (e.g., using more advanced features).
  • Interactions with customer support or FAQs.

Profile Updates

  • Job title or role change (promotion or shift to a more decision-making position).
  • Change in company (especially moving to a larger or more relevant industry player).
  • Updates to the company’s size, revenue, or funding status.

Social Media Activity

  • Engaging with your brand's posts.
  • Mentioning your brand or relevant keywords/topics in their posts.
  • Following your brand's social media accounts.

Event Participation

  • Attending or registering for company events, webinars, or conferences.
  • Participating in surveys or feedback requests.

Marketplace Changes

  • Industry trends that make your product more relevant to the prospect.
  • Regulatory changes in the prospect’s industry affecting their need for your solution.

Communication Patterns

  • Increased responsiveness to sales or marketing communications.
  • Initiating contact or inquiries about product features or services.

Customer Status Changes

  • Transition from a free user to a paid subscription.
  • Upgrading or downgrading their current subscription plan.

Referral Activity

  • Referring other potential leads to your product.
  • Being referred by an existing customer.

External Factors

  • Economic shifts impacting the prospect’s business sector.
  • Seasonal factors relevant to the product usage or industry.

Technological Developments

  • Changes in technology that increase the relevance or necessity of your product.
  • The prospect’s adoption of complementary technologies or platforms.

Contract or Subscription Renewal Dates

  • Approaching the end of a current contract or subscription period with a competitor or current provider.

Feedback or Reviews

  • Providing positive or negative feedback on your product or services.
  • Writing a review or testimonial.

Changes in Decision-Making Process

  • Indications of accelerated decision-making processes within the prospect's company.
  • Changes in the procurement process or budget allocation.

These triggers are indicative of a prospect’s changing interest, needs, or potential to convert. Regularly recalculating lead scores based on these triggers ensures that the sales team can prioritize their efforts effectively and increase the chances of successful conversions.

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