Using CRM Data to Identify High-Intent Leads in The Awareness Stage

Not every lead that enters your CRM is ready to buy. The awareness stage is when potential customers first interact with your brand, but some leads demonstrate stronger intent than others. Identifying high-intent leads early helps businesses focus on the prospects most likely to convert—saving time and improving sales efficiency. 

By leveraging their CRM and the emfluence Marketing Platform, businesses can track engagement signals, score leads and automate nurturing strategies that turn interest into action. In this post, we’ll explore how CRM data and website tracking can help you pinpoint and prioritize high-intent leads at the awareness stage. 

What Defines a High-Intent Lead in the Awareness Stage? 

Not every visitor or email subscriber is a high-quality lead. Some are just exploring, while others are actively looking for a solution. High-intent leads show behaviors that indicate genuine interest, such as: 

• Multiple Website Visits: Returning to your site within a short timeframe suggests deeper research. 

• Engagement with Educational Content: Downloading eBooks, whitepapers, or guides signals active learning. 

• Webinar & Event Attendance: Registering for and participating in events shows a willingness to invest time in your brand. 

• Marketing Email Engagement: Opening, clicking, and forwarding nurture emails often correlates with high purchase intent. 

The key is tracking these behaviors within your CRM and marketing automation platform so you can take action at the right time. 

Tracking Engagement with emfluence’s Website Tracking 

Understanding how prospects interact with your site is critical for identifying high-intent leads. The emfluence Marketing Platform’s website tracking feature enables businesses to:

• Monitor individual page visits: See which content a lead is consuming and how much time they spend on key pages. 

• Assess traffic sources: Identify whether visitors are coming from paid campaigns, organic search, email, or social media. 

• Track returning visitors: Prioritize leads who visit your site multiple times within a short period. 

• Integrate website behavior with lead scoring: Assign engagement points to key actions like visiting a pricing page or downloading a case study. 

With website tracking, you get a clearer picture of prospect intent and can trigger automated follow-ups when leads show strong engagement. Learn more about emfluence’s website tracking features here. 

Using CRM Data & Automation to Score High-Intent Leads 

Tracking engagement is just the first step—lead scoring helps quantify intent and prioritize follow-ups. A strong lead scoring model assigns values to specific actions, helping marketing and sales teams identify the best opportunities. 

How to Build a Lead Scoring Model in emfluence 

Assign points for high-value actions:  

• Visiting the pricing page (+10) 
• Downloading an eBook or whitepaper (+15) 
• Attending a webinar (+20) 
• Submitting a contact form (+30) 

Adjust scores dynamically based on engagement history: If a lead visits multiple high-intent pages or interacts with emails consistently, their score increases. 

Use lead scoring to trigger sales handoffs: When a lead reaches a score threshold, an automated workflow can notify sales to follow up. 

For a deeper dive into setting up lead scoring in your CRM, check out our blog post on Lead Scoring and CRM: A Match Made in Heaven. 

Automating Lead Nurturing for Awareness-Stage Prospects 

Even if a lead shows strong intent, they may not be ready to buy immediately. Marketing automation helps keep them engaged until they are.

Automated Lead Nurturing Tactics: 

• Behavior-Based Email Sequences: Send tailored follow-ups based on engagement (e.g., an email with case studies after a pricing page visit). 

• Retargeting Campaigns: Sync CRM audiences with LinkedIn, Google, and Facebook to serve ads to high-intent website visitors. 

• Progressive Profiling Forms: Ask for additional details on repeat form fills to refine lead qualification without overwhelming prospects upfront. 

• CRM Task Automations: Create sales tasks when a lead reaches a scoring threshold, ensuring no high-intent lead slips through the cracks. 

By automating these steps, you stay top of mind with engaged prospects while allowing sales teams to focus on leads that are ready to convert. 

Measuring & Optimizing Your High-Intent Lead Strategy 

To continuously improve your lead qualification process, track the following CRM metrics: 

• Conversion Rate from Awareness to Consideration: How many high-intent leads move further down the funnel? 

• Engagement Score Trends: Are lead scores aligning with actual conversions? 

• Time to First Sales Contact: Are high-scoring leads being followed up on quickly? 

• Most Effective Lead Sources: Which content, campaigns, or channels generate the highest-intent leads? 

Regularly reviewing these insights will help refine your lead scoring model, website tracking strategy, and marketing automation workflows for better results.

Conclusion 

Identifying high-intent leads in the awareness stage is essential for prioritizing the right prospects and improving marketing ROI. With Microsoft Dynamics and the emfluence Marketing Platform, businesses can:

Track website engagement and behavioral signals
Score leads based on real intent data
Automate nurturing campaigns to keep leads engaged
Ensure sales follow up with the most promising prospects

Want to see how marketing automation and CRM integration can help you capture more high-intent leads? Schedule a demo of the emfluence Marketing Platform today! 

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