Intent Data vs. Lead Scoring: What's the Difference?

Intent data tracks external buying signals. Lead scoring tracks internal engagement. Here's how they differ, when to use each, and how to combine them for better outbound.

Intent data measures external buying signals like content consumption, LinkedIn engagement, and job postings. Lead scoring measures internal engagement like email opens, page visits, and form fills. Intent data is predictive and powers outbound prospecting. Lead scoring is reactive and powers inbound prioritization. The most effective B2B teams layer both, using intent to choose which accounts to target and lead scoring to prioritize known contacts inside those accounts.

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