A consistent flow of inbound leads is a dream scenario. Instead of reaching out to leads, they come to you and already show interest. The question is, are you attracting leads with intent?
Remember, interest is different from intent.
Interest is passive. Someone is curious but not ready to act. Intent, on the other hand, is active and tied to a clear goal. Leads want to solve problems, buy, or take the following steps.
When it comes to B2B inbound lead generation, you want to attract leads with intent. We’re here to show you the best tools, strategies, and methods and how to use them.
Let’s get started.
What is B2B Inbound Lead Generation?
B2B inbound lead generation fills pipelines through strategies like webinars, SEO, or gated resources. But, site visitors have to engage with your lead capture pages, forms, or chatbots.
Some site visitors still need a nudge. They’re interested. The intent is just not there yet. So, how do you ensure that your inbound strategies are focused on attracting leads with intent?
Strategies For Attracting B2B Inbound Leads With Buying Intent
A deeper understanding of buying intent enhances your ability to target decision-makers effectively. While not every lead will be ready to buy immediately, these strategies help you draw in leads with a stronger intent to convert.
Create Bottom-of-the-Funnel (BOFU) Content
While blogs and educational posts are great for building awareness, intent-driven leads search for specific solutions. Focus on BOFU content like:
- Case studies that show measurable results.
- Comparison guides that position your solution against competitors.
- Free trials, demos, or pricing pages (most prospects want to see pricing upfront).
Leverage Intent-Based Keywords in Your SEO Strategy
Use keywords that reflect buyer intent, like “best {{solution/software}} for {{specific problem}}” or “{{solution}} pricing.” Tools like Google Keyword Planner or SEMrush help find these phrases.
Intent-based keywords often fall into the “transactional” category of search intent. People search these keywords when ready to buy, book a demo, or make a short list of vendors.
Align Offer With Pain Points & Unconsidered Needs
To attract B2B leads with high buying intent, your offers should address their most pressing pain points while uncovering challenges they didn’t even realize they had.
Start by identifying the core problems your audience is actively trying to solve, like cutting costs or improving efficiency, and position your solution as the fix.
Analyzing customer behavior can reveal unconsidered needs and refine your positioning for higher conversions. For this, you’d need website visitor identification tools.
Website Visitor Identification Tools
Not every high-intent lead will fill out a form or contact you directly. Even without engaging with lead capture pages, you can find high-intent site visitors with a Website Visitor Identification tool.
Clearbit is one of the premier tools for identifying website visitors. However, the costs isn’t sustainable for small or medium businesses. So, many opt for Clearbit alternatives instead.
Website visitor identification tools analyze user behavior and show you the pages they viewed, how long they stayed, and even their contact details.
You can then use lead scoring to gauge their level of intent. Once pipelines are filled with these leads, all that’s left is to reach out. Instead of cold outreach, you’ll do warm outreach to leads who already show intent. They just need a little push.
Use Clear CTAs That Align with Purchase Behavior
Leads with intent focus on finding solutions. Your CTAs should make it easy to take the next logical step. Broad CTAs like “Learn More” or “Contact Us” don’t communicate value or urgency.
Instead, opt for clear, specific, and action-oriented phrases like “Request a Demo,” “Get Pricing,” or “Download the Full Case Study.”
Placement is just as important as the wording. Put these CTAs in strategic spots, like pricing pages, product overviews, or case study downloads, where high-intent buyers are likely to act.
Run Retargeting Outreach for High-Intent Behaviors
Not all leads convert the first time they visit your site, but retargeting helps you stay top of mind. Focus your retargeting ads on people who:
- Viewed your pricing page.
- Watched a webinar or demo.
- Downloaded BOFU content like case studies.
The best way to run retargeting outreach is through automated nurture campaigns. Focus on personalization. Tailor messages to specific actions leads made like referencing a case study.
Space out outreach to avoid overwhelming prospects but stay consistent enough to remain top of mind. Include clear next steps, such as scheduling a call, accessing additional resources, or signing up for a free trial.
Monitor and Refine Your Strategy
Keyword intent isn’t static—what works today might shift as trends or customer needs evolve. Use analytics to track how your intent-based keywords are performing.
- Are they driving clicks?
- Are they leading to conversions?
- Are you ranking for the keywords your audience uses at the BOFU stage?
To optimize further, understanding business intelligence and analytics can help you leverage data insights more effectively.
Supplementing B2B Inbound Lead Generation With Website Visitor Identification Tools
Inbound lead generation is a sustainable strategy for filling sales pipelines with high-intent leads. However, you must be proactive with lead generation for a more holistic sales strategy.
Website visitor identification tools help you reach out to visitors who didn’t convert. These leads might not have intent yet, but they do show interest. Here’s how you reach out with Instantly.
To start collecting leads, install Instantly’s pixel code on your website. It lets you to filter website visitors who match your ICP and automatically push them to an outreach campaign.
Ensure your outreach emails resonate by starting with effective email salutations that engage leads. You can also mention the pages they visited, the features they looked at, or the content they engaged with on your website.
Instantly also gives 250 credits for free monthly! You can try it out for free today!
Key Takeaways
B2B inbound lead generation fills pipelines with leads interested in your product and services. Your job is to filter out who’s interested and who has intent. Here are popular strategies for capturing high buying-intent inbound leads:
- Create bottom-of-the-funnel content
- Leverage intent-based keywords in your SEO
- Align offer with pain points
- Use website visitor identification tools
- Write CTAs that align with purchase behavior
- Run retargeting outreach campaigns
- Monitor and refine your B2B inbound strategy
Inbound strategies are great, but you must do outreach for a more holistic sales process. Instantly can automate that for you. Try it out for free today!
