Inbound

A motion where buyers come to you, pulled by content, search, community and word of mouth, and sales responds.

Inbound compounds: an article written two years ago still books meetings. It is also slow to start and hard to aim, which is why it rarely carries an early company alone.

The best inbound teams treat every inbound lead as a signal and go outbound around it: one person from an ICP account downloads a guide, and the rest of the buying committee hears from an SDR the same week.