The motion where prospects find you on their own, pulled in by content, SEO, community, word of mouth, or product reputation, rather than by you reaching out first.
Co-founders Brian Halligan and Dharmesh Shah coined the modern marketing usage of "inbound" in their 2009 book Inbound Marketing, and built HubSpot to be the software for running an inbound motion. By 2024 HubSpot had over 220,000 customers and a market cap above $30B, almost entirely earned by ranking on Google for marketing-related search terms.