What is Propensity to Buy?
Propensity to Buy is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
Propensity to buy is a predictive score estimating how likely a lead or account is to become a customer, based on fit and behavioral signals. It helps reps prioritize the prospects most likely to convert instead of working every lead equally.
Key takeaways
- A predictive likelihood-to-purchase score.
- Combines firmographic fit and engagement signals.
- Used to prioritize and route the hottest prospects.
Why it matters
Rep time is scarce. Propensity scoring focuses effort on accounts most likely to close, raising conversion per hour worked and shortening the path to revenue.
How Ardovo handles it
Ardovo scores fit and engagement together and Rook ranks which accounts to work next, so reps spend time where propensity is highest instead of guessing.
Frequently asked questions
How is propensity to buy calculated?
A model weighs fit signals like industry and size against behavioral signals like site visits and email engagement to produce a likelihood score.
Is propensity to buy the same as lead scoring?
It is a form of lead or account scoring focused specifically on purchase likelihood, often using predictive models rather than manual point rules.