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What are inbound leads? Their importance for inbound marketing

Dominik Rapacki
CEO @meetergo
2 minutes reading time
Table of contents

Generating leads is part of the core business of every marketer. A lead is a potential customer who has shown interest in a company or service. Leads can be generated in a variety of ways, through online marketing campaigns, email marketing, landing pages, and more. Inbound marketing is one of the most effective ways to generate leads, and inbound leads are a key part of that.

What are inbound leads?

In contrast to outbound leads, inbound leads are not actively acquired, but come to the company on their own. Inbound marketing strategies are designed to make potential customers aware of the company through content marketing, blogs, social media and SEO. If the potential customer is interested in the service or product offered and makes contact, they are an inbound lead.

The difference to outbound leads

Outbound leads are actively acquired. It uses email, phone calls and advertising to reach potential customers and draw their attention to the company. The target group is therefore addressed by the company itself. In contrast, with inbound leads, the potential customer actively searches for information and approaches the company on their own.

Inbound lead generation

In order to generate inbound leads, it is important to be present and visible on the internet. There are various strategies for this, such as content marketing, social media marketing, search engine optimization (SEO) and landing pages. The aim is to address potential customers and draw their attention to the company by offering them added value.

The role of inbound marketing

In inbound marketing, various channels are used to make potential customers aware of the company and get them to act. These channels include SEO, social media, content marketing, and paid media. The goal is to take potential customers to a landing page where they can get in touch or fill out a form for more information or to make a purchase.

google analytics dashboard

Why are inbound leads important for inbound marketing?

Inbound marketing is designed to support customers in their customer journey in order to ultimately convert them into loyal customers. The generation of inbound leads is an important step. Because only if a potential customer becomes aware of the company and is interested in it can he be turned into a lead at all.

Inbound marketing measures for lead generation

In inbound marketing, potential customers are made aware of the company through valuable content. This can be a blog post, an e-book, or a webinar. This content draws the potential customer's attention to the company and may show interest in its service or product. An inbound lead can develop from this.

Inbound Marketing and the Customer Journey

In inbound marketing, the focus is on the customer. The aim is to support them in their customer journey and to help them in an individual way. By generating inbound leads, potential customers can be addressed in a targeted manner and they can be accompanied on their way to making a purchase decision.

How are inbound leads and lead generation related?

No leads, no customers. So it is important to constantly generate new leads to keep the business going. Inbound leads are an important part of lead generation because they show that potential customers are interested in the company.

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Tactics for generating inbound leads

Draw attention to the company

A potential customer can become aware of the company in a number of ways. For example, by sharing content on social networks, customers can become aware of a company. Another option would be for them to find the company through a search engine.

Use content for inbound leads

Content marketing is an important part of inbound marketing and an effective way to generate inbound leads. By offering valuable content, such as blog posts, e-books or white papers, you can arouse interest in potential customers and convert them into inbound leads.

Create landing pages

A landing page is a specially designed page that allows potential customers to fill out a form for more information or value. Here you can generate targeted inbound leads by creating a landing page with relevant content and a clear call-to-action.

Convert inbound leads into customers

Lead scoring in qualification

Lead scoring is a process of qualifying potential customers. Various criteria such as interactions on the website or opening e-mails are evaluated. Based on this evaluation, one can decide whether a potential customer is ready to become a customer or needs further processing.


Lead nurturing describes the process in which potential customers are specifically addressed and looked after in order to turn them into customers. Targeted e-mail marketing campaigns or personal contact can be used to develop inbound leads into customers.

The role of the company in the customer journey

The company plays an important role in supporting the customer on their customer journey. The aim is to help the customer every step of the way and to offer them an optimal customer experience. It is important to communicate transparently and openly and to always offer the customer added value.

hubspot auf laptop


HubSpot is an inbound marketing platform that helps businesses generate and convert inbound leads. With HubSpot you can optimize your own marketing strategy and support the customer in his customer journey.

HubSpot benefits

HubSpot offers many benefits for generating inbound leads. For example, the platform can be used to create landing pages, run email marketing campaigns, and track and analyze marketing activities. The user-friendly interface and the various tools make generating inbound leads child's play.

Tracking of leads and campaigns

HubSpot offers a comprehensive analysis and evaluation of marketing activities. For example, campaign tracking, keyword analysis and lead scoring can be carried out. With built-in data analytics tools, you can see exactly how marketing is impacting traffic, conversions, and revenue.

HubSpot also offers the ability to send automated emails and plan and manage email campaigns. With the help of personalized landing pages, interested parties can be specifically addressed and won over for your own offer.


What is the importance of inbound leads for inbound marketing?

Inbound leads are an important basis for the inbound marketing concept, since the main goal of inbound marketing is to generate qualified leads and accompany them through the sales funnel to completion. With the inbound methodology, companies can achieve a higher conversion rate and win more new customers in the long term.

What is the difference between inbound and outbound leads?

The difference between inbound and outbound leads lies in the way they are generated. Inbound leads are gained through targeted marketing measures and a value-added offer for potential customers, while cold calling is used to generate outbound leads, for example.

How does inbound marketing work?

Inbound marketing is based on providing potential customers with relevant and helpful content to guide them through the sales funnel to completion. Various formats such as blogs, videos or e-books as well as search engine optimization and the use of keywords are used.

What is lead generation?

Lead generation describes the process of acquiring qualified leads, i.e. potential customers who show an active interest in the company's products or services. The aim is to increase the number of these potential customers and to guide them through the sales funnel to completion.

How can more leads be generated?

More leads can be generated by using targeted marketing measures that draw the attention of potential customers to the company and arouse interest. Various formats and channels such as blogs, social media, videos and e-mail marketing can be used here.

How does inbound lead generation work?

Inbound lead generation is based on the provision of relevant and helpful content for potential customers and the targeted addressing of this target group. Various measures such as blogging, social media, e-mail marketing and landing pages are used to address potential customers and lead to interactions that result in qualified leads.

What are buyer personas?

Buyer personas are fictional but detailed descriptions of typical company customers. They serve as the basis for the creation of targeted content and marketing measures in order to address potential customers in a targeted manner and thus generate more qualified leads.

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