Where Can I Find Intent Data for Targeting B2B Leads?

Does your sales team waste hours chasing leads that might be interested—sending emails into the void and hoping something sticks? That’s an expensive way to waste your time.

What if you could stop guessing?

Intent data changes the game. It tells you who is actively researching solutions like yours, what they care about, and when they’re ready to engage. Instead of waiting for leads to raise their hands, you get ahead of the curve—reaching them at the right moment with the right message.

The challenge is that most B2B teams aren’t using intent data correctly—or at all. Many are stuck relying on outdated prospecting methods, struggling to separate serious buyers from tire-kickers. If that sounds familiar, you’re not alone.

But that’s also an opportunity. A solid intent data strategy gives you a competitive edge—helping you reach the right prospects before your competitors even know they’re in the market. And the best part? You don’t need a massive budget or a data science degree to get started.

In this guide, we’ll walk you through:

• Where to find intent data (from free tools to premium providers)

• How to use it to prioritize leads and drive better engagement

• Practical steps to integrate intent signals into your sales and marketing strategy

No fluff, no theory—just a clear path to turning intent data into revenue.

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Want to see how intent data works in the real world?

Check out our case study with Excite Exhibits—where smarter targeting and sharper outreach boosted their conversion rate to 33%.

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What Is Intent Data? (And Why Does It Matter?)

According to Forrester, over 85% of companies using intent data have achieved business benefits, including increased response rates from outbound marketing and more successful sales prospecting.

That’s because intent data removes the guesswork from lead generation. Instead of chasing cold leads, your team can focus on prospects actively researching solutions like yours.

What Is Intent Data?

Intent data tracks online behaviors that indicate buying interest—things like:

• Website visits (pages viewed, time spent, return frequency)

• Content engagement (downloads, webinar sign-ups, case study views)

• Search queries (keywords and topics prospects are researching)

• Social media interactions (comments, shares, and discussions)

By analyzing these signals, businesses can identify who is seriously considering a purchase and what they care about—allowing for more strategic outreach.

Why Does Intent Data Matter?

1. Enhanced Lead Prioritization
   Not all leads are created equal. Intent data helps identify which prospects are actively looking for a solution, so your team can focus efforts where they’re most likely to convert.

2. Improved Personalization
   Knowing a prospect’s interests enables tailored messaging that resonates—leading to higher engagement and conversion rates.

3. Better Sales & Marketing Alignment
   Intent data bridges the gap between marketing-generated leads and sales outreach, ensuring both teams are working from the same insights.

4. Shorter Sales Cycles
   Engaging prospects who are actively researching means faster decision-making and quicker deal closures.

5. Competitive Advantage
   By reaching buyers before competitors do, you increase the chances of becoming their first choice.

Incorporating intent data into your strategy keeps you ahead of the competition. As the digital landscape continues to evolve, those who harness the power of intent data will be better equipped to meet the needs of their prospects and drive business growth.

Related Article: Market Trend Analysis: 7 Strategies to Spot Shifts Before Your Competition

Where to Find Intent Data

Not all intent data is the same. Some comes from your own digital properties, while other insights come from third-party providers tracking activity across the web. A strong strategy combines both for a complete picture of buyer behavior.

1. First-Party Intent Data (Your Own Channels)

First-party intent data is the most valuable and cost-effective because it comes directly from your audience. You own it, control it, and can use it immediately.

Where to find it:

• Website analytics—Track page visits, time on site, repeat visits, and form submissions.

• Email engagement—Open rates, click-throughs, and responses can indicate interest.

• CRM data—Past interactions, deal history, and behavioral patterns help spot engaged prospects.

How to use it:

• Identify visitors who repeatedly check out high-intent pages (like pricing or case studies).

• Score leads based on behavior to prioritize follow-ups.

• Personalize outreach based on content they’ve engaged with.

2. Third-Party Intent Data (Industry-Wide Insights)

Third-party intent data tracks buying signals beyond your website, helping you identify prospects researching solutions in your industry—even if they haven’t interacted with you yet.

Is it privacy-compliant?

Reputable third-party providers comply with privacy laws like GDPR and CCPA by aggregating data at the company level rather than tracking individuals. They use anonymized insights and consent-based data collection to ensure compliance. When choosing a provider, always verify that they follow legal and ethical data practices.

Where to find it:

• Bombora—Tracks B2B content consumption to identify companies researching specific topics.

• TrustRadius—Shows companies reading competitor reviews and comparing software.

• LinkedIn & social media—Engagement with relevant posts or groups can indicate buying interest.

How to use it:

• Spot prospects before they visit your website.

• Reach out with relevant insights instead of cold pitches.

• Align sales and marketing to target accounts showing active interest.

3. Publicly Available Data (Free Insights to Leverage)

Not ready to invest in third-party tools? You can still tap into intent signals from publicly available sources.

Where to find it:

• Google Trends—See what industry topics are trending in search.

• Social listening tools (Hootsuite, Sprout Social)—Track discussions and questions from potential buyers.

• Job listings & press releases—A company hiring for a key role or announcing a major initiative often signals upcoming buying needs.

How to use it:

• Identify companies showing growth signals (hiring, expansions, funding).

• Join relevant LinkedIn or Twitter discussions where prospects are asking questions.

• Use trending search topics to create timely, relevant content.

Why a Multi-Source Approach Matters

Relying on just one type of intent data limits your visibility into buyer behavior. Research shows that combining first-party and third-party data sources gives businesses a more complete picture of their prospects, leading to better targeting and higher engagement.

By leveraging insights from your own data, industry-wide behavior, and public trends, you gain a clearer understanding of who’s actively researching solutions—and how to reach them at the right moment.

How to Use Intent Data to Drive Results

Harnessing intent data effectively can transform your B2B marketing and sales strategies. Here's how to put this powerful tool to work:

1. Prioritize High-Intent Leads

Challenge: Not all leads are ready to buy, and sifting through them can be time-consuming.​

Solution: Use intent data to identify prospects actively researching solutions like yours. By focusing on these high-intent leads, your team can allocate resources more efficiently and increase conversion rates. ​

Action Steps:

• Analyze behavioral signals such as content downloads, frequent website visits, and engagement with industry topics.​

• Develop a lead scoring system that assigns higher values to these intent indicators.​

• Prioritize outreach to leads with the highest scores.

2. Personalize Outreach Efforts

Challenge: Generic messages often fail to resonate with potential customers.​

Solution: Leverage intent data to tailor your communications based on a prospect's specific interests and behaviors. Personalized outreach can significantly enhance engagement and response rates. ​

Action Steps:

• Segment your audience based on the topics they've engaged with.​

• Craft customized content that addresses their unique pain points and interests.​

• Utilize personalized email campaigns, targeted ads, and tailored landing pages to create a cohesive experience.​

3. Align Sales and Marketing Teams

Challenge: Misalignment between sales and marketing can lead to missed opportunities and inefficiencies.​

Solution: Intent data serves as a common thread, providing both teams with insights into a prospect's journey. This shared understanding fosters collaboration and ensures a unified approach to lead nurturing.

Action Steps:

• Implement regular meetings between sales and marketing to discuss intent data findings.​

• Develop joint strategies for engaging high-intent prospects.​

• Use shared dashboards to monitor lead progress and adjust tactics as needed.​

4. Enhance Account-Based Marketing (ABM) Strategies

Challenge: Identifying and engaging the right accounts can be daunting without clear insights.​

Solution: Intent data enables you to pinpoint accounts showing interest in your solutions, allowing for more targeted and effective ABM campaigns. ​

Action Steps:

• Identify accounts exhibiting intent signals relevant to your offerings.​

• Customize your ABM content to address the specific needs and interests of these accounts.​

• Coordinate personalized outreach efforts across multiple channels to engage key stakeholders.​

5. Identify Upsell and Cross-Sell Opportunities

Challenge: Recognizing existing customers' evolving needs can be challenging.​

Solution: Monitor intent data to uncover signals that current customers are interested in additional products or services, enabling timely and relevant upsell or cross-sell offers. ​

Action Steps:

• Track customer engagement with content related to your other offerings.​

• Reach out proactively with tailored recommendations based on their demonstrated interests.​

• Provide exclusive offers or incentives to encourage further purchases.​

By implementing these strategies, you can transform raw intent data into actionable insights, driving meaningful results for your business. Ready to take the next step? Let's explore how to get started with intent data integration.

Getting Started: A Step-by-Step Approach

Intent data can be a game-changer, but only if you know how to implement it. Whether you're starting from scratch or refining an existing strategy, here’s a step-by-step approach to integrating intent data into your sales and marketing efforts.

Step 1: Identify Your Goals

Before diving in, clarify what you want to achieve with intent data.

Are you looking to:

• Generate more high-quality leads?

• Improve sales outreach and engagement?

• Strengthen account-based marketing (ABM) efforts?

• Reduce churn and find upsell opportunities?

Setting clear objectives will guide which data sources, tools, and strategies make the most sense for your team.

Step 2: Choose the Right Type of Intent Data

Based on your goals, determine which type of intent data will be most valuable:

• First-party intent data – Ideal for refining outreach to prospects already engaging with your brand (website analytics, email engagement, CRM data).

• Third-party intent data – Best for discovering new prospects actively researching industry solutions (Bombora, G2, TrustRadius).

• Publicly available data – Great for identifying market trends and competitive insights (Google Trends, social listening tools, press releases).

Many companies combine multiple types to create a more complete picture of buyer behavior.

Step 3: Select the Right Tools

Before investing in new platforms, start with what you already have—most businesses are already sitting on valuable first-party data that can be put to use immediately. Website analytics, CRM insights, and email engagement metrics offer powerful intent signals without any additional cost. Once you've tapped into these resources, you can layer in third-party and social listening tools to expand your reach and uncover new prospects.

• CRM & Marketing Automation – HubSpot, Salesforce, Marketo (for first-party data integration).

• Third-Party Intent Platforms – Bombora, Demandbase, 6sense (for broader market insights).

• Social Listening & Search Trend Tools – Hootsuite, Sprout Social, Google Trends (for public intent signals).

Step 4: Align Sales and Marketing

Intent data is most effective when sales and marketing teams are working from the same insights. To ensure alignment:

• Define what intent signals matter most for prioritizing leads.

• Create a shared dashboard where both teams can track real-time intent data.

• Set up regular sync meetings to discuss top prospects and adjust strategies accordingly.

Step 5: Test, Optimize, and Scale

Intent data strategies aren’t one-size-fits-all. Start with a pilot program by applying intent data to a small segment of your audience, then track performance.

Key metrics to monitor:

• Lead-to-opportunity conversion rate (Are you engaging more qualified prospects?)

• Email response rates and ad engagement (Is personalization improving results?)

• Sales cycle length (Is intent data helping close deals faster?)

Use these insights to refine your approach and gradually scale intent data efforts across all outreach and marketing campaigns.

Quick Win: Start with the Data You Already Have

If you’re new to intent data, don’t overcomplicate it. Start by analyzing first-party data—identify website visitors who frequently check pricing pages, webinar attendees, or prospects who engage with multiple emails. These are your warmest leads.

Following these five steps will help you build a structured, effective intent data strategy that improves targeting, personalization, and sales efficiency.

Turn Intent Data into Action

Most B2B teams are sitting on more buyer insights than they realize. Intent data isn’t just a trend—it’s a competitive advantage. When used correctly, it helps you stop chasing cold leads and start engaging the right prospects at the right time.

By following a structured approach—leveraging first-party data, integrating third-party insights, aligning sales and marketing, and continuously optimizing your strategy—you can turn intent signals into revenue-driving actions.

Ready to Get Started?

You don’t need a massive budget or complex tech stack to start using intent data effectively. Begin with the data you already have, test small, and refine your approach as you go.

If you need some help implementing intent data into your lead generation strategy, we can help. Let’s talk about how you can put intent insights to work for your team—starting today.

What does coaching look like for an effective sales team?

Coaching is more than just feedback; it's the catalyst for growth and success in our telecommunications team. At Incept, we transform ordinary calls into extraordinary experiences. Here’s how we make it happen:

Detailed Call Reviews: Identifying Strengths and Opportunities

Our coaching approach is hands-on and involves a thorough review of employee calls. We take detailed notes highlighting strengths, areas for improvement, and actionable suggestions to transform challenges into successes. We maintain a proactive and collaborative engagement with the employee throughout this process, ensuring continuous growth.

Comprehensive Feedback: Fostering Growth and Improvement

We initiate the coaching session by carefully listening to recorded and live calls while generating comprehensive feedback. This includes recommendations for aspects that went well and constructive feedback on areas that require development. We also provide specific recommendations on how to effectively address the identified areas for improvement and convert them into successful outcomes.

Interactive Training: Practical Application of Insights

Conducting interactive mock call sessions via Zoom to simulate real scenarios and practice the recommended and assumptive approaches is a well-utilized practice. This ensures employees can grasp and apply the feedback in a practical setting.

Continuous Monitoring: Ensuring Effective Integration

We encourage our employees to apply these insights in their next calls and share their completed calls for us to review, affirming the integration of recommended changes. Concurrently, we closely monitor their usage of the CRM, validating proper handling and effective management of the pipeline.

Our approach aligns more with guided coaching and active involvement rather than self-discovery. This method has proven to be highly effective in fostering continuous improvement and driving meaningful results for our clients and theirs.

Ready to Transform Your Team’s Performance?

At Incept, our coaching methods are designed to not only improve individual performance but also elevate overall team success. Contact us today to learn more about how our tailored coaching solutions can benefit your team and drive business growth!

How to Create an Ideal Customer Profile (ICP)

Creating an Ideal Customer Profile (ICP) is essential for any B2B business looking to streamline its marketing efforts and drive sales. An ICP helps identify and target the most valuable customers who are likely to benefit from your product or service. Here's a step-by-step guide to creating an effective ICP:

Step 1: Analyze Your Best Customers

Start by examining your current customer base. Identify the clients who generate the most revenue, have the highest lifetime value, and are the easiest to work with. Look for commonalities in their industry, company size, location, and other relevant factors. This analysis will provide insights into the type of customers you should target.

Step 2: Collect Data

Gather as much data as possible about your best customers. Use tools like Google Analytics, CRM systems, and customer surveys to collect demographic information, purchasing behavior, and feedback. Key data points to consider include:

• Industry and company size

• Job titles and roles

• Pain points and challenges

• Buying triggers and decision-making processes

Step 3: Identify Key Characteristics

Based on the data collected, identify the key characteristics that define your ideal customer. These characteristics should include both firmographic (company-specific) and behavioral (individual-specific) attributes. Firmographic attributes might include company size, annual revenue, and industry, while behavioral attributes could involve customer goals, challenges, and buying patterns.

Step 4: Segment Your Market

Segment your market based on the identified characteristics. Group potential customers into distinct categories that share similar attributes. This segmentation allows for more personalized marketing efforts and helps tailor your messaging to each group’s specific needs.

Step 5: Develop Your ICP

Create a detailed description of your ideal customer for each segment. This description should include:

• Company size and type

• Industry and location

• Decision-makers and influencers within the company

• Common challenges and pain points

• Goals and objectives

Step 6: Validate Your ICP

Once you have developed your ICP, validate it by testing it against your current customer base and prospects. Adjust the profile as necessary based on feedback and performance metrics. Continuous validation ensures your ICP remains accurate and relevant as market conditions change.

Step 7: Implement and Monitor

Implement your ICP into your marketing and sales strategies. Use it to guide your lead generation efforts, content creation, and sales pitches. Regularly monitor the performance of your ICP and make adjustments based on its effectiveness in attracting and converting high-value customers.

Conclusion

Creating an Ideal Customer Profile is a crucial step for any B2B business aiming to enhance its marketing and sales efforts. By analyzing your best customers, collecting data, identifying key characteristics, segmenting your market, developing a detailed ICP, and continuously validating and monitoring it, you can ensure that your marketing strategies are targeted and effective.

Remember, an ICP is not static. It should evolve with your business and market dynamics. By keeping your ICP up-to-date, you’ll be better positioned to attract and retain the customers who are most valuable to your business.

Incept specializes in helping businesses develop and refine their Ideal Customer Profiles, ensuring that your marketing and sales efforts are always on target. For more insights and personalized guidance, give us a call at (330) 994-1349 or contact us online to get started and see how we can support your growth journey.

Understanding The Future Of B2B Lead Generation: 4 Trends To Watch In 2024 & Beyond

Change is the only constant. So if you run a B2B company and are looking to stay on top of lead generation, it’s important to understand the latest trends. In this blog, we’ll discuss four trends that we’ve noticed in 2024 – and that we think will continue to influence B2B lead generation strategies for years to come.

1. Continued Growth Of AI And Automation

In some form or another, AI and machine learning (ML) have been used in marketing and lead generation for more than a decade, ever since the “big data” boom in the early 2010s. But thanks to the latest increase in AI development, AI tools are more flexible and powerful than ever.

Today, marketers have tons of ways to use AI and automation to save time and generate more leads. Powerful and scalable chatbots help sell your products automatically, AI can be used to extract data from spreadsheets, and automated email drip campaigns help keep leads engaged. 

The rise of generative AI tools like ChatGPT is also significant. These tools can be used to quickly outline and develop content like blogs, email newsletters, and video scripts.

Want more ideas? Check out a previous blog post for more ideas about how to use generative AI in B2B lead generation.

2. Personalized Video For Better Lead Engagement

In today’s crowded B2B environment, personalization is one of the best ways that you can set yourself apart from the pack and make a real connection with potential customers. According to statistics compiled by Adam Connell, 90% of marketers say that personalization “makes businesses more profitable,” and personalized CTAs have a 200% higher conversion rate compared to non-personalized CTAs.

And what’s more personalized than a video pitch? With today’s high-quality webcams and smartphones, it’s easier than ever to record short videos and use them to pitch your products and services to potential customers. 

This sets you apart from competitors who may only be using traditional methods like emails and cold calls. There are even some tools out there that help simplify the process of recording personalized pitch videos – such as Hippo Video and Vidyard.

Related Post: Understanding The Importance Of Personalization In B2B Prospecting

3. A Higher Focus On Buyer Intent Data 

Along with personalization, gathering and properly understanding buyer intent data is critical for B2B lead generation. As the name suggests, intent data measures how interested a particular person or company may be in your products or services.

This data can consist of lots of different things – traffic to your website from a particular IP address, downloading whitepapers or other resources, someone viewing your LinkedIn page or engaging on other social media platforms, and more.

Tracking buyer intent data allows you to figure out who’s the most interested in your products and services – and to take actions to bring them in. This could include ad retargeting, sending personalized offers based on their behavior, and much more.

4.  Account-Based Marketing (ABM) Focusing On Quality Over Quantity

Account-Based Marketing (ABM) is growing in popularity among B2B companies, and it’s not hard to understand why. Instead of marketing to the widest possible audience, ABM makes you work “backward” from your existing clients to identify your ideal customer profile.

You start by looking at data about your existing customers, identifying their characteristics, and then finding businesses that are similar – and therefore may be interested in what you have to offer. These are often called “ Marketing Qualified Accounts” or MQAs for short.

Once you’ve identified your MQAs, you can create marketing and sales campaigns that are custom-tailored to the specific needs, pain points, and expectations of each one – maximizing your chances of converting them into a paying customer.

Conclusion

In the dynamic realm of B2B lead generation, adapting to trends like AI and automation, personalized video content, buyer intent data, and account-based marketing is essential for staying competitive. By embracing these innovations, you can not only streamline your processes but also create more meaningful connections with potential clients. Change is inevitable, and those who harness it effectively will lead the charge in achieving sustained success. Stay ahead, innovate, and watch your B2B growth flourish.

How to Use AI to Write High-Converting Phone Scripts (Without Losing the Human Touch)

Your team has probably been experimenting with AI for months now—the question is whether or not you realized it.

If you use auto-suggested email replies, LinkedIn’s Smart Replies, chatbots, or even CRM automation, you have already been relying on AI in your sales process. And you are not alone. According to a 2024 McKinsey report, 23 percent of sales teams are actively experimenting with generative AI, while another 19 percent have already implemented it.

Yet, despite the momentum, more than half of sales teams are still determining where to start with AI strategically. Instead of passively letting AI shape small interactions, the real opportunity lies in using AI with intention—starting with high-impact tasks like writing phone scripts that actually convert.

AI-assisted call scripts are one of the fastest, easiest ways to see immediate impact. AI can jumpstart the creative process, offering fresh phrasing, alternative structures, and new ways to overcome objections. Using it to brainstorm new approaches can help break free from repetitive patterns and unlock new ways to capture the attention of your next big client.

But AI still needs human refinement to ensure the message is clear, effective, and aligned with the experience you want prospects or customers to have.

This guide will walk you through the right way to use AI for scriptwriting—one that keeps control in your hands while leveraging AI’s strengths. You will learn:

• How to structure AI prompts to get better script suggestions

• The human touch AI still lacks (and how to add it back)

• A step-by-step approach to writing phone scripts that actually convert

AI is not a replacement for expertise. But with the right strategy, it can be a powerful tool in your sales and support playbook. Let’s make sure you are using it the right way.

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Related Post: AI Prompts To Create High-Converting Email Copy

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Step 1: Garbage In, Garbage Out—How to Write AI Prompts That Deliver Better Call Scripts

AI is only as good as the information you give it. The better your instructions, the better the script. If you have ever seen an AI-generated call script that felt robotic, generic, or off-brand, the problem was not the AI itself—it was the prompt.

Without the right direction, AI will default to safe, predictable, and overly formal phrasing. It does not understand your audience, your goals, or what makes a script actually work.

Here is how to write AI prompts that produce useful, natural-sounding call scripts.

1. Define the Purpose Clearly

AI cannot read your mind. It needs to know:

• Who is making the call? (Sales rep, customer service agent, etc.)

• Who are they calling? (Existing customers, cold leads, inbound inquiries)

• What is the goal of the call? (Book a meeting, qualify a lead, resolve an issue)

Weak prompt: "Write a phone script for a sales call."

Better prompt: "Write a phone script for an outbound sales rep calling small business owners. The goal is to introduce our appointment-setting services and schedule a follow-up meeting. The tone should be friendly, confident, and consultative."

2. Set the Right Tone and Style

Your call script should feel like a real conversation. AI needs to know the specifics of how you want it to sound.

Weak prompt: "Make this engaging."

Better prompt: "Make this sound like a natural conversation. The tone should be warm and approachable, like a helpful consultant—not pushy or overly scripted."

Want to take it further? Add a brand personality guideline:

"Use clear, simple language. Avoid corporate jargon. The script should sound like a natural, professional conversation."

3. Give AI Guardrails (What Not to Do)

AI tends to default to filler language if you do not tell it otherwise. If you do not want your scripts to sound stiff, artificial, or aggressive, make that clear in the prompt.

Weak prompt: "Make this persuasive."

Better prompt: "Avoid generic phrases like 'cutting-edge solutions' or 'industry-leading services.' Focus on clear, specific benefits that address common pain points for our audience."

If compliance or legal language is required, be explicit:

"The script must include 'this call is recorded for quality assurance' in the first two sentences."

4. Provide a Sample or Structure

AI performs best when it has an example to follow. If you have a script that has worked well in the past, include it in the prompt and ask AI to adapt it rather than create something from scratch.

"Here is an example of a call script that has worked well for our team. Rewrite it with the same structure and tone, but adjust it for a new product launch targeting CFOs."

If you do not have an existing script, give AI a structure to follow:

"Write a sales script using this structure: (1) Friendly introduction, (2) State the reason for the call, (3) Ask a qualifying question, (4) Present a clear benefit, (5) Offer a call-to-action, (6) Handle objections, (7) Close the call."

Your Turn: Refine Your First AI Prompt

Try rewriting your own AI prompt using these four steps. Here is a simple template to start with:

"Write a [type of call] script for [who is calling] reaching out to [who they are calling]. The goal of this call is to [main objective]. The tone should be [adjective, like friendly, professional, warm]. Avoid [common mistakes, like robotic phrasing or overly aggressive sales language]. Use this structure: [brief outline of the script flow]."

Now, run that prompt through an AI tool like ChatGPT and see how much better the results are compared to a vague, open-ended request.

Step 2: AI Can Write the Script, But It Cannot Deliver the Message

Even the best AI-generated script is just a starting point. It lacks the natural rhythm, adaptability, and emotional intelligence that make live conversations successful. A good call script does not just sound good on paper—it needs to flow naturally when spoken.

Here is where human refinement is essential. AI-generated scripts often miss:

• Authentic tone and pacing – The way people talk is different from how they write. AI does not always get this right.

• Emotional intelligence – AI does not pick up on real-time reactions or subtle cues that change the direction of a conversation.

• Flexibility – Calls are unpredictable. AI-generated scripts often lack built-in adaptability for different scenarios.

To fix this, you need to take what AI gives you and make it work in the real world. Here’s how.

1. Read the Script Out Loud (and Listen for Red Flags)

AI-generated scripts can look good in writing but sound awkward when spoken. The best way to test a script is to read it out loud and ask yourself:

• Does it sound like something a real person would say?

• Are there phrases that feel unnatural or robotic?

• Are there words that are too formal or complicated?

• Does the pacing feel rushed or unnatural?

Action Step: The Read-Aloud Test

1. Copy and paste your AI-generated script.

2. Read it out loud as if you were making a real call.

3. Mark any areas that feel unnatural, forced, or unclear.

4. Rewrite those sections using simple, conversational language.

Example:

AI Output:

"Hello, my name is John, and I am calling on behalf of [Company Name]. I am reaching out today to discuss our industry-leading solutions that have been proven to enhance efficiency and maximize revenue for companies like yours."

Human-Friendly Revision:

"Hi [First Name], this is John from [Company Name]. I wanted to connect with you because we help companies like yours streamline operations and increase revenue. Do you have a quick minute?"

Small adjustments make a big difference. If a phrase does not sound natural when spoken, rework it until it does.

2. Build in Flexibility for Real Conversations

AI writes scripts in a linear way—but real conversations do not always follow a script.

A strong phone script is not a word-for-word dialogue. It is a framework that guides the conversation while allowing for natural variations.

AI-generated issue:

AI often assumes that the conversation will go exactly as planned. But what happens if the prospect interrupts, asks a different question, or is in a hurry?

How to fix it:

Write scripts as conversation roadmaps rather than rigid scripts.

Action Step: Add “What If” Scenarios

1. Take an AI-generated script and identify key moments where the conversation could change direction.

2. Add optional responses for different scenarios.

Example:

Original AI-generated script:

"Would you be interested in scheduling a meeting to learn more?"

Revised version with flexibility:

"Would you be open to a quick call next week to see if this could be a fit? If now is not a good time, I can send over some details, and we can reconnect later."

By giving yourself multiple ways to continue the conversation, you avoid getting stuck in a rigid script.

3. Add Empathy and Emotional Intelligence

AI is improving, but it still struggles with tone and empathy. It might give you a polite script, but that does not always mean it feels human.

AI-generated issue:

AI tends to overuse generic phrasing or lack emotional awareness when handling sensitive topics.

How to fix it:

Adjust AI-generated scripts to acknowledge the customer’s situation and emotions.

Action Step: The Empathy Check

1. Look for areas where AI sounds too robotic or impersonal.

2. Rewrite those sections using empathetic phrasing that feels more human.

Example:

AI Output:

"I understand that you are experiencing difficulties. Please visit our website for more information."

Revised for empathy:

"I know this situation can be frustrating. Let’s walk through the steps together so I can make this as easy as possible for you."

Empathy makes conversations feel genuine rather than scripted.

Your Turn: Fix One AI Script

Take an AI-generated call script and run it through these three exercises:

• Read it out loud – Mark what feels unnatural and revise it.

• Build in flexibility – Identify points where the conversation could shift and add options.

• Add empathy – Replace robotic phrasing with more natural, human-centered language.

The goal is not to rewrite everything from scratch, but to fine-tune AI’s output so it works in real conversations.

Step 3: A Step-by-Step Approach to Writing Phone Scripts That Actually Convert

Now that you know how to structure AI prompts for better script suggestions and refine the output to sound more human, let’s put it all together into a repeatable process for writing phone scripts that actually convert.

A well-crafted call script should guide the conversation toward a specific outcome. Whether that is scheduling a meeting, resolving a customer issue, or gathering information, every part of the script should move the conversation forward.

Follow this five-step process to develop AI-assisted phone scripts that get results.

Step 1: Start With a Strong Opening

Your first few seconds on the phone determine whether the conversation continues or ends. AI-generated scripts often start with generic, uninspiring introductions that do not create engagement.

The Fix:

Make your opening clear, warm, and engaging—without wasting time.

AI Output:

"Hello, my name is Sarah, and I’m calling from ABC Solutions. I would like to introduce you to our services and discuss how we can help your business grow. Is now a good time to talk?"

Stronger Opening:

"Hi [First Name], this is Sarah from ABC Solutions. I help small business owners streamline their scheduling. I’ll be quick—are you currently handling appointment bookings manually?"

Why this works:

• Uses the person’s name for immediate engagement.

• Clearly states the value proposition upfront.

• Ends with a question to encourage dialogue.

Step 2: Identify and Address the Prospect’s Needs

Many AI-generated scripts jump straight into a sales pitch without understanding what the prospect actually needs. Instead of pushing a solution right away, start by identifying the problem.

The Fix:

Ask open-ended questions to uncover pain points before presenting your offer.

AI Output:

"Our software is designed to make your workflow more efficient. Would you like to hear more?"

Stronger Approach:

"I know that managing appointments can take up a lot of time. How are you currently handling scheduling, and what is your biggest challenge with it?"

Why this works:

Positions the prospect’s needs as the focus.

Encourages engagement rather than passive listening.

Makes the conversation feel more natural.

Step 3: Present a Clear and Concise Value Proposition

Once you understand the prospect’s challenges, position your offer as the solution. AI-generated scripts often overcomplicate this step, using generic, buzzword-heavy messaging that does not feel compelling.

The Fix:

Keep your value proposition short, clear, and relevant to the problem you just uncovered.

AI Output:

"Our state-of-the-art software uses cutting-edge AI technology to provide scalable solutions for appointment scheduling, helping businesses like yours optimize operations and increase revenue."

Stronger Approach:

"Got it. That’s exactly why we built [Product Name]—to help businesses like yours save time by automating scheduling. On average, our clients cut appointment management time by 40 percent. Would you be open to a quick demo?"

Why this works:

• Avoids vague buzzwords and focuses on a clear, specific benefit.

• Uses a statistic to add credibility.

• Ends with a soft close instead of a hard sales push.

Step 4: Handle Objections Effectively

AI-generated scripts often struggle with objections because they tend to provide generic, one-size-fits-all responses. The best way to handle objections is to anticipate them in advance and have a structured way to respond.

The Fix:

Use a three-step objection-handling approach:

• Acknowledge the concern

• Provide reassurance with a clear response

• Pivot back to the conversation

Example:

Prospect: "We already have a scheduling system in place."

Weak AI Response:

"Understood. Would you still like to hear about our software?"

Stronger Approach:

"That makes sense—many of our clients had existing systems when they started working with us. What they found is that [Product Name] helped them eliminate double-bookings and save an average of five hours a week. I’d be happy to show you how it compares to what you are using now—would that be helpful?"

Why this works:

• Acknowledges the prospect’s concern without dismissing it.

• Uses social proof to show how others in their position benefited.

• Turns the objection into a reason to continue the conversation.

Step 5: End With a Clear Next Step

One of the biggest reasons calls fail to convert is not having a strong close. AI-generated scripts sometimes end with open-ended or passive closing statements that leave prospects unsure of what to do next.

The Fix:

Always end with a clear, action-oriented next step.

AI Output:

"Would you be interested in learning more?"

Stronger Approach:

"Let’s set up a quick call next week to go over how this could work for you. Do mornings or afternoons work better?"

Why this works:

• Gives a specific, low-commitment next step.

• Removes friction by offering a simple choice.

• Keeps control of the conversation.

Your Turn: Build Your AI-Optimized Call Script

Now that you know the process, it is time to put it into action.

Write Your Own Script Using AI

1. Use the following AI prompt to generate a first draft:
   "Write a [type of call] script for [who is calling] reaching out to [who they are calling]. The goal is to [main objective]. The tone should be [adjective, like friendly, professional, warm]. Use this structure: (1) Strong opening, (2) Identify needs, (3) Present solution, (4) Handle objections, (5) Clear next step."

2. Run the script through these five steps and refine it:
   - Does the opening grab attention?
   - Does it focus on the prospect’s needs before selling?
   - Is the value proposition clear and specific?
   - Are objections handled naturally and confidently?
   - Does the close lead to a clear next step?

3. Test the script in a live call and note where it needs further tweaking.

By following this structured, repeatable process, you will get AI-generated scripts that actually convert.

AI Can Support Your Sales—But It Cannot Replace Strategy

AI is a powerful tool, but it is not a replacement for strategy, experience, or human connection. The best sales teams use AI to enhance their expertise, speed up workflows, and refine their messaging.

If you are exploring AI for sales, you don’t have to figure it out alone. At Incept, we help businesses implement AI-driven sales strategies that actually work. From optimizing call scripts to full-service lead generation, our team combines the latest technology with proven sales processes to help you book more meetings, close more deals, and grow revenue.

Let’s Build a Smarter Sales Strategy Together

Not sure where to start with AI? Want to refine your sales scripts for better results? Our team is here to help.

Contact us today to explore how AI-powered sales strategies can support your business—without losing the human touch that makes sales work.