Intent Scoring in Salesforce for Ecommerce

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Integrating Summit's intent scoring app with Salesforce transforms the way businesses assess and act on a prospect's engagement and intent to purchase or take action. This integration leverages Summit's intricate intent scoring mechanisms alongside Salesforce's comprehensive CRM and customer engagement capabilities. Here’s an overview of how Summit’s intent scoring process is enriched through integration with Salesforce:

Key Components of the Intent Scoring App with Salesforce Integration

Parameter Inputs

  • Summit takes various inputs such as web sessions, email interactions, and page visits. Salesforce’s robust CRM capabilities ensure that these inputs are accurately captured and integrated within the customer's profile, providing a rich data foundation.
  • Parameters within Summit can be tailored to match Salesforce’s extensive customization options, aligning scoring with specific business processes and customer segments.

Scoring Mechanisms

  • The scoring system in Summit incorporates decay functions and recency calculations, which synergize with Salesforce’s ability to track and analyze customer engagement over time.
  • The use of diminishing returns in scoring aligns with Salesforce's focus on qualifying leads based on not just quantity but the quality of interactions.

Weighted Scores

  • Different activities are assigned varying weights in Summit’s model, a strategy that can be mirrored within Salesforce by prioritizing certain customer interactions and behaviors.
  • The adjustability of these weights complements Salesforce’s dynamic lead scoring and segmentation capabilities, allowing for nuanced lead qualification.

Overall Intent Score Calculation

  • Summit provides an overall intent score ranging from 0-5, which can be integrated into Salesforce to enhance lead and opportunity scoring models.
  • This intent score becomes a vital metric within Salesforce, guiding sales and marketing strategies, nurturing campaigns, and prioritizing sales efforts.

Enhanced Benefits with Salesforce

Improved Lead Qualification

Integrating Summit’s scoring into Salesforce allows for more sophisticated lead qualification, enabling sales teams to prioritize and engage with high-intent prospects effectively.

Targeted Marketing Campaigns

The intent scores can inform Salesforce’s marketing automation tools, allowing for the creation of targeted and personalized marketing campaigns based on prospects' levels of engagement and interest.

Enhanced Sales Efficiency

Salesforce users can leverage intent scores to focus their efforts on the most promising leads, improving overall sales efficiency and conversion rates.

Data-Driven Customer Insights

The intent scores enrich customer profiles in Salesforce, providing deeper insights and enabling more informed sales and marketing decisions.

Adaptive Engagement Strategies

The dynamic nature of Summit’s scoring, combined with Salesforce’s robust analytics and reporting tools, enables businesses to adapt their engagement strategies based on evolving lead behaviors and preferences.

The integration of Summit's intent scoring app with Salesforce provides a powerful solution for businesses seeking to optimize their lead management and engagement processes. This combination delivers a sophisticated, flexible, and actionable system for assessing purchase intent, allowing businesses to effectively segment leads, personalize engagement, and align their sales and marketing strategies for maximum impact and efficiency.

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Intent Signals (Triggers) for Ecommerce

For an ecommerce platform, recalculating lead scores involves recognizing triggers that indicate a customer's engagement, purchasing behavior, and potential for repeat transactions or advocacy. In ecommerce, these triggers are often related to shopping habits, interaction with the website or app, and customer feedback. Here's a list of potential triggers for recalculating lead scores in an ecommerce context:

Purchase Behavior Triggers

Recent Purchases
  • Frequency and recency of purchases.
  • Changes in purchase patterns or order values.
Cart and Wishlist Activity
  • Items added to the shopping cart or wishlist.
  • Frequency of cart updates or wishlist modifications.
Product Views and Interaction
  • Number of product views and time spent on product pages.
  • Interaction with product recommendations.

Engagement and Activity Triggers

Account Activity
  • Frequency and regularity of account logins.
  • Updating personal information or preferences.
Website or App Engagement
  • Duration and frequency of website or app visits.
  • Interaction with various site features (search, reviews, account settings).
Email and Communication Engagement
  • Opening and clicking through marketing emails.
  • Responding to surveys or feedback requests.

Customer Loyalty and Advocacy Triggers

Repeat Purchases
  • Consistency in repeat purchases or subscription renewals.
  • Loyal behavior over an extended period.
Referrals and Reviews
  • Referring new customers to the platform.
  • Writing product reviews and testimonials.
Participation in Loyalty Programs
  • Active participation in loyalty or rewards programs.
  • Redeeming loyalty points or rewards.

Feedback and Interaction Triggers

Customer Service Interactions
  • Frequency and nature of interactions with customer service.
  • Post-interaction feedback and satisfaction scores.
Product Return and Exchange Behavior
  • Frequency of returns or exchanges.
  • Reasons for returns and feedback provided.

Social Media and Community Engagement

Social Media Interaction
  • Engaging with the brand on social media platforms.
  • Sharing or commenting on the brand’s content.
Community Participation
  • Active participation in brand-hosted community events or forums.
  • Engagement with other customers in community discussions.

Website and App Usage Insights

User Experience Feedback
  • Providing feedback on the website or app user experience.
  • Participation in usability tests or surveys.
Personalization Responses
  • Interaction with personalized content or product suggestions.
  • Customizing user experience preferences.


In the ecommerce sector, recalculating lead scores based on these triggers can help in identifying highly engaged customers, potential brand loyalists, and those likely to make repeat purchases or advocate for the brand. This approach enables more effective targeting, personalization of marketing efforts, and improved customer experience, ultimately driving sales and fostering long-term customer relationships.

Everything you need to start scoring leads today.

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