If you’re sick of sending cold emails into the void (and getting nothing but “unsubscribe” in return), you’re not alone. Automated outreach feels like magic when it works, but most of the time, it’s just more noise. There’s a better way: matching your message to real buying signals. This guide is for sales and marketing folks who want to actually use intent data—not just talk about it—to automate outreach with Leadonion workflows.
Let’s cut through the hype and get into the nuts and bolts.
What Does “Intent-Based Outreach” Actually Mean?
Intent-based outreach is about reaching out to people who are showing signs they might buy—not just anyone with a LinkedIn account. You use data like web visits, content downloads, or product comparisons to guess who’s in the market.
But here’s the rub: intent data isn’t magic. It gives you hints, not guarantees. Treat it like a warm lead, not a slam dunk.
Why Automate with Leadonion?
First things first: Leadonion is a platform that tries to make sense of all those intent signals and lets you build workflows to automate outreach. If you’re drowning in too many leads or missing the right timing, automation can help you:
- React faster (before competitors do)
- Keep your message relevant
- Stop burning out your sales team
But automation won’t fix bad messaging or a sloppy process. You still need to put in real work up front.
Step 1: Get Your Intent Data Flowing
Before you can automate anything, you need intent data that actually means something. Leadonion can pull in signals like:
- Who visited your site (and which pages)
- Which companies searched for topics related to your product
- People downloading your stuff or signing up for webinars
Pro tip: If your intent data sources are weak or outdated, no amount of automation will help. Make sure you’ve got at least a couple of solid intent feeds connected—think Bombora, G2, or your own web analytics.
What to skip: Don’t bother with vague “interest” signals (like someone just visiting your homepage once). Focus on actions that show real consideration, like checking pricing pages or reading product comparisons.
Step 2: Map Out Your Outreach Triggers
This is where most people go wrong—they automate too much, too soon. You need to decide:
- What exact behavior kicks off your outreach?
- Is it a single action (like a pricing page visit) or a pattern (visited 3 key pages in a week)?
- When should leads get dropped back into the pool (e.g. if they stop engaging)?
Example triggers: - Downloaded a comparison guide and visited your pricing page - Searched for your category on review sites - Attended a webinar and then came back to your website
Draw this out on paper or a whiteboard before you touch Leadonion. If you can’t explain your triggers in one sentence, you’re overcomplicating it.
Step 3: Build Your Workflow in Leadonion
Now comes the hands-on part. In Leadonion, you’ll use their workflow builder to set up the logic for your outreach. Here’s how to approach it:
- Create a new workflow: Give it a clear name, like “Pricing Page Visitors Outreach.”
- Set up your trigger: Choose the intent signal(s) you mapped out. Combine them with “AND”/“OR” logic if needed.
- Define your audience: Filter by company size, industry, or geography if you want to get picky.
- Decide on actions:
- Send an email (personalized, not generic)
- Notify a sales rep
- Add to a nurture sequence
- Push to your CRM
Honest take: Most people try to automate too many steps. Start simple. One or two actions is usually enough.
Watch out for: Overlapping workflows that might double-message the same lead. Test your logic so people don’t get spammed.
Step 4: Write Outreach That Doesn’t Suck
Intent data helps you time your outreach, but it won’t write your emails for you. This is where most automated campaigns fall flat. The most common mistakes:
- Using the same generic template for everyone
- Ignoring the actual behavior that triggered the outreach
- Sounding like a robot
How to do it better: - Reference the action (“Saw you checked out our pricing page…”) - Keep it short—nobody reads long emails - Offer something useful (don’t just ask for a call)
Example email:
Hi [Name],
Noticed you were comparing [Your Product] to [Competitor]—if you want a quick rundown on the differences (minus the marketing fluff), let me know.
Cheers,
[Your Name]
Pro tip: You can use Leadonion placeholders for dynamic data, but don’t go overboard. Personalization is good; filling emails with {FirstName} and {CompanyIndustry} is not.
Step 5: Test, Monitor, and Iterate
Even the best workflow can flop if you “set it and forget it.” Here’s how to make sure yours actually works:
- Monitor open rates, replies, and unsubscribes: If people aren’t biting, your timing or message is off.
- Check for workflow errors: Make sure leads aren’t getting stuck or skipped.
- Get sales team feedback: Are the leads actually worth following up? Or are you just creating busywork?
- Tweak triggers and messaging: Change one thing at a time so you know what moved the needle.
What to ignore: Vanity metrics like “email delivered.” Focus on real conversations and pipeline, not just activity.
Step 6: Keep It Clean and Compliant
Automated outreach can go sideways fast if you don’t respect privacy and anti-spam laws. Don’t be that person.
- Make sure you’re following GDPR, CAN-SPAM, or whatever rules apply to you.
- Always include a way to opt out.
- Don’t buy sketchy lists—intent data is about timing, not spamming everyone.
What Works, What Doesn’t, and What to Skip
Works: - Starting with clear, actionable triggers - Keeping your messaging focused on what the lead actually did - Simple, well-tested workflows
Doesn’t work: - Over-automating everything (you’ll just annoy people) - Relying on vague intent signals - Writing emails no human would ever reply to
Skip: - Complicated branching workflows right out of the gate - Fancy graphics or attachments in outreach emails - Tracking every single metric—focus on what matters
Wrapping Up—Keep It Simple, Iterate Often
Intent-based outreach sounds fancy, but it’s just about sending the right message at the right time. Don’t overthink it. Start with one workflow in Leadonion, keep your messaging honest, and watch what actually happens. Iterate. The tools are only as good as the thinking behind them.
You’ll get better as you go—just don’t expect automation to do all the hard work for you. Focus on real signals, real conversations, and don’t be afraid to kill what isn’t working. That’s how you actually win with intent-based outreach.