How are founders getting inbound leads without running ads?

I have a mid-sized B2B Saas and have been able to get inbound leads with ads, but it's getting increasingly expensive. I know as soon as I stop paying for ads, the leads are going to stop so I'm looking for ideas from other B2B companies who are generating inbound demand outside of simply increasing ad budgets. Does anyone here have unconventional channels or other ways you've been able to generate demand?

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