AI Lead Scoring
AI lead scoring with a reason you can read
The Qualify agent researches every new lead's company from its website or domain, scores fit and intent on a 0-100 scale, and writes out the reason in plain language. Leads land in your pipeline labelled SQL, MQL or not a fit — and a human can always check or override the call.
Get your free AI Funnel AuditWhat the agent looks at
The agent combines two signals into one score: fit, how closely the lead's company matches your ideal customer profile, and intent, how ready they look to buy based on what they submitted and how they engage.
| Signal | What it measures |
|---|---|
| Fit | Company size, industry and ICP match, inferred from the domain and public information |
| Intent | What the lead asked for, how specific the request is, and engagement so far |
Approval, not a black box
A score and label are a recommendation, not a decision. Every score ships with the reasoning behind it, and your team keeps the final call on how a lead is routed.
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FAQ
How does the scoring work?
The agent researches the lead's company from its website or domain — industry, size signals, and what the lead actually asked for — then scores fit (do they match your ICP) and intent (how ready they look to buy) on a 0-100 scale.
Can we see why a lead got a certain score?
Every score comes with a short, plain-language explanation of why the agent reached that number, so a person reviewing the lead can agree, disagree, or ask for more context.
Can a human override the score?
Yes. Scores and labels are suggestions the agent puts in front of you — a human can change a label, re-score manually, or override the agent's call at any point before it affects the pipeline.
What happens after a lead is scored?
Leads land in one of three labels — SQL (sales-qualified), MQL (marketing-qualified) or not a fit — based on the fit and intent scores, so your team knows where to spend time first.
Can we change what counts as a good lead?
Scoring criteria are set when Netbase sets up scoring for you, based on your ICP, and can be adjusted at any time as you learn what a good lead looks like for your business. A self-serve activation wizard for setting this up yourself is in early access.