Propensity to Buy Scoring: The Complete Guide to Predictive Lead Prioritization

Not all leads are created equal. Some are ready to buy today. Others won't be ready for months—or ever. The challenge is knowing the difference before you invest hours pursuing the wrong accounts.

What Is Propensity to Buy (P2B) Scoring?

Propensity to Buy scoring uses machine learning algorithms to predict which accounts are most likely to convert based on:

• Behavioral signals: Website visits, content downloads, email engagement
• Firmographic data: Company size, industry, growth rate, tech stack
• Intent data: Search behavior, competitor research, review site activity
• Historical patterns: What your closed-won deals have in common

Why Traditional Lead Scoring Falls Short

Traditional lead scoring assigns static points based on simple rules: +10 for visiting pricing page, +5 for downloading a whitepaper. The problem? These rules don't adapt, and they miss the nuanced patterns that actually predict buying behavior.

P2B scoring continuously learns from your data, identifying patterns humans can't see.

The Business Impact

Companies using P2B scoring report:

• 3x higher win rates on scored leads
• 40% shorter sales cycles by focusing on ready-to-buy accounts
• 25% increase in average deal size by prioritizing high-fit accounts

How P2B Scoring Works in Practice

1. Signal Collection The system aggregates signals from dozens of sources: website analytics, CRM data, third-party intent providers, technographic databases, and more.

2. Pattern Recognition Machine learning models identify which signal combinations correlate with closed deals in your specific business.

3. Real-Time Scoring Accounts are continuously re-scored as new signals emerge. A prospect who just visited your competitor's pricing page gets an instant score boost.

4. Prioritization Your team sees a ranked list of accounts, with the hottest opportunities at the top.

Getting Started with P2B

The key to effective P2B scoring is data quality. Before implementing:

1. Ensure your CRM data is clean and complete 2. Connect all relevant data sources 3. Have at least 100 closed-won deals for pattern analysis 4. Define what "qualified" means for your business

The Prospectory Advantage

Our P2B scoring analyzes 128+ data points per lead and continuously learns from your outcomes. Customers report identifying ready-to-buy accounts weeks before competitors—giving them first-mover advantage in competitive deals.