Intent Scoring in Intercom for SaaS

Integrating Summit &


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Intent Scoring

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Integrating Summit's intent scoring app with Intercom offers a dynamic approach to understanding and acting on a prospect's engagement and intent to purchase, renew, or take action. This integration leverages Summit's advanced intent scoring capabilities alongside Intercom's powerful customer messaging platform. Here’s how the synergy between Summit and Intercom enhances the intent scoring process:

Key Components of the Intent Scoring App with Intercom Integration

Parameter Inputs

  • Summit analyzes various inputs like web sessions, email interactions, and page visits. Intercom's tracking and user event capabilities ensure these inputs are accurately captured, reflecting real-time user activities.
  • The parameters are customizable, matching Intercom's versatility in handling different user attributes and segmentation features.

Scoring Mechanisms

  • Summit uses decay functions and recency calculations, complementing Intercom’s focus on timely and relevant user interactions.
  • The scoring approach, with its diminishing returns, aligns with Intercom's principle of meaningful customer engagement, ensuring scores remain realistic and actionable.

Weighted Scores

  • The activity weights in Summit's scoring can be aligned with Intercom’s user engagement data, allowing for a nuanced understanding of user intent.
  • These weights are adjustable, which resonates with Intercom’s flexible user engagement and segmentation rules.

Overall Intent Score Calculation

  • Summit provides a comprehensive intent score between 0-5. This score can be integrated into Intercom for advanced user segmentation, messaging automation, and personalization.
  • The intent score becomes a key metric within Intercom, guiding conversation strategies, targeted messaging, and user journey personalization.

Enhanced Benefits with Intercom

Simplified Engagement Analysis

By integrating Summit’s scoring into Intercom, complex user behaviors are translated into easy-to-understand scores, enhancing user communication strategies.

Personalized User Interactions

The integration allows for highly personalized user interactions in Intercom, based on the nuanced understanding of each user’s intent.

Efficient Lead Prioritization

With Summit’s intent scores, Intercom users can prioritize leads more efficiently, focusing on those with higher intent for more direct engagement and conversion efforts.

Data-Driven Messaging

The intent scores enable data-driven messaging and automation in Intercom, ensuring that communication is timely and relevant to each user's level of interest and engagement.

Dynamic Customer Engagement

Summit’s adaptable scoring system, combined with Intercom’s dynamic messaging capabilities, allows businesses to continually refine and optimize their customer engagement tactics based on evolving user data and behaviors.

The integration of Summit's intent scoring app with Intercom provides a strategic enhancement to customer messaging and engagement efforts. This combination offers a data-driven, flexible, and easily interpretable system for measuring user intent, allowing businesses to effectively tailor their communication strategies. It ensures that customer interactions are more personalized, timely, and aligned with the users' level of interest, thereby maximizing the potential for successful conversions and long-term customer engagement.

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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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