Inbound refers to a marketing approach that attracts buyers through valuable content, education, and experiences rather than direct outreach. Instead of pushing messages outward, inbound strategies draw prospects in by aligning content with genuine questions, challenges, and research behaviours.
In B2B, inbound plays a key role in building early-stage trust and shaping buying decisions long before sales involvement. High-quality assets help prospects understand their problems and explore potential solutions at their own pace.
