Tired of chasing leads that ghost you?

A tailor-made inbound sales strategy flips the script. Instead of pushing—start attracting.

Buyers don't want pitches. They want answers. And that's exactly what inbound delivers: qualified leads who come to you, thanks to SEO, content, and smart positioning.

Forget cold calls. Forget spammy emails. Inbound sales is about creating value, building trust, and closing deals with prospects already in research mode. It's a customer-centric strategy that increases B2B sales.

This guide breaks down what makes an inbound sales strategy work, what a winning inbound funnel looks like, and how sales reps can collaborate smarter with a CRM. Plus, see how essential tools like folk CRM can help manage leads, conversations, and conversions—all in one place for teams of 20-50 people managing complex inbound sales processes.

What is an inbound sales strategy?

👉 An inbound sales strategy is a customer-first approach where leads find a business through value-driven content like blogs, SEO, webinars, and white papers.

Instead of reaching out cold, prospects come to you—already interested. They usually start the conversation by calling, emailing, or filling out a form.

The key is not just to attract leads, but to qualify them carefully based on their needs, timing, and fit with your offer.

Why Inbound Sales Are Essential for Driving Revenue

Today's buyers do their research online. They seek solutions and information before making a decision. That's why inbound sales are crucial for generating real sales.

Inbound sales attract prospects by providing valuable, relevant content that addresses their needs. It's about building trust and guiding them through their buying journey.

To make it work, you need more than just content. A CRM system helps track interactions and nurture leads, turning them into long-term customers. It's the backbone of effective inbound sales, ensuring no opportunity is missed.

Outbound tactics, like cold calling, can still play a role—but inbound strategies should be your foundation for steady growth.

How do you get generate an inbound sales lead?

Getting an inbound sales lead requires close collaboration between your inbound sales teams and organic marketing team. Below we unpack the entire sales process your inbound sales teams should consider.

The buyer journey: An inbound sales funnel

A successful inbound sales process is based on three essential elements that uses different content marketing techniques to take leads through each stage of the sales funnel. The main stages of the funnel are:

1. Awareness stage: At the top of the funnel the primary goal here is to make new prospects aware of your products and services. This is traffic built through lead generation.
2. Consideration stage: At the middle of the funnel the goal here is to nurture your leads. They're aware, and are conscious they have a problem your product or service might solve. This is lead nurturing.
3. Decision stage: At the bottom of the funnel is the decision stage. At this point, it's about lead conversion so that your leads buy your product or service.

1. Inbound lead Generation

Lead generation is the first step in the inbound sales process. It involves attracting potential leads to your business using organic and paid marketing strategies such as SEO, content marketing, and social media.

An effective inbound sales team can leverage these techniques to engage potential customers and guide them through the sales funnel. But beware: even though you might get a lot of leads, not all of them are going to be qualified leads. So your content needs to align with your target market and target audience. At this stage, informative content such as blog posts, podcasts and social media posts allows businesses to organically foster warm leads with a higher likelihood of conversion.

2. Lead Nurturing

Lead nurturing is your opportunity to provide valuable information and building trust with prospects. It involves understanding what each prospect needs and leveraging targeted content that addresses the unique needs of each of your buyer personas to boost the odds of conversion. At this stage, case studies, email marketing, and gated content such as white papers and fact sheets can help to build brand authority and trust through multiple touchpoints.

3. Lead Conversion

Lead conversion focuses on understanding prospects' needs and offering tailored solutions to address them. Sales reps assess prospects' problems and determine how the product or service can be utilized to solve them by doing a demo. At this stage, product reviews, customer testimonials and sales collateral are key for your sales professionals to convert prospects. You also need to make sure an inbound salesperson follows up in a timely manner.

Top of the funnel marketing techniques for inbound sales and efficency

When inbound sales meets sales efficiency.

Leads at the top of the funnel are the least qualified, so the goal is usually to maximize lead generation to generate awareness. There are a few marketing techniques you can use at this stage including:

• Search engine optimization (SEO)
• Organic marketing
• Buying journey (Funnel steps)
• Data capturing

You also need to make sure your sales and marketing teams are collaborating. We go into this in a bit more detail below.

Search Engine Optimization (SEO)

If you want to be seen at the top of search engines, you need an SEO strategy. Semrush defines SEO as a set of processes aimed at improving your website's visibility in search engine result pages (SERP). An effective SEO strategy fuels organic traffic and lead generation for businesses. By optimizing web pages and content for specific keywords, businesses can improve their search engine rankings and increase their visibility to potential buyers. The trick is not to get overly carried away and fall into the trap of keyword stuffing.

Organic marketing

Organic marketing is a strategy that focuses on creating valuable content to attract a potential customer. You need to have a strong understanding of your ideal buyer persona to tailor your content and get the right attention. Organic marketing efforts focuses on creating content that attracts and engages prospects without relying on paid advertising. Thus, bringing in organic traffic. High-quality, shareable content naturally attracts potential customers and nurtures their interest. This approach can be particularly effective for inbound sales teams, as it helps create awareness of the product or service. There are several best practices to consider for organic marketing success. Defining funnel steps, capturing and analyzing relevant data, and fostering collaboration between sales and marketing teams are just a few strategies that can help drive growth and maximize results.

Funnel steps

What does your customer journey or buying process look like? Defining your funnel steps is a critical aspect of inbound sales success. It helps guide prospects through the buyer's journey from initial awareness to conversion. By clearly outlining each stage in the sales process, businesses can ensure that potential customers receive the right information and support at the right time, ultimately leading to higher conversion rates. Understanding the buyer's journey also helps businesses to craft tailored content and campaigns.

The Key Data You Need to Close More Deals

Good inbound sales start with good data. The right information helps you target smarter and personalize every interaction.

Here's what to track:

• Lead source
• Discovery date
• Predicted Customer Lifetime Value (CLV)
• Company fit

Tracking this data gives you clear insights into who your best prospects are—and how to turn them into loyal customers. A CRM makes it easy to collect, organize, and use this data without missing a beat.

Collaboration Between Sales and Marketing Teams

Effective collaboration between sales and marketing teams is critical for ensuring a consistent and successful approach to inbound sales. Aligning objectives, exchanging data, and capitalizing on each other's strengths allow sales and marketing teams to collaborate effectively, driving growth and maximizing results.

Foster a strong collaboration between your sales and marketing teams by having weekly catch up calls so each team can share insight into the latest content, on-going conversations and more.  

How to use a CRM to manage your pipeline

To support the inbound sales strategies, inbound sales teams need the right tools to manage and track leads, customer interactions, and sales cycles. CRM (Customer Relationship Management) platforms like folk CRM are essential for teams of 20-50 people who need to coordinate complex lead nurturing processes across multiple team members.

👉🏼 Try folk now to centralize inbound leads and automate follow-ups for your 20–50 person team

Introducing folk: an intelligent CRM

folk CRM is a lightweight, customizable CRM platform that can easily adapt to your needs and is specifically designed to handle the complexity that medium-sized inbound sales teams face. It offers a range of functionalities, including contact management, lead scoring, marketing automation and automated workflows, to help businesses develop stronger relationships with their customers. With a free plan and affordable paid options starting at $18 per month, folk CRM is an accessible choice for teams of 20-50 people looking to streamline their inbound sales processes without overwhelming complexity.

folk can help you:

• Automate pipeline creation
• Fill in missing data gaps with its contact enrichment feature
• Auto-deduplicate any contacts you might've accidentally doubled up on
• Save time writing ultra-personalized messages with the use of AI and more.

How to manage your pipeline using folk

You can optimize your team's workflow by choosing how you want them to be able to view a contact list. This includes:

• Pipeline view for both people and companies
• Table View
• Inbound leads
• Outbound leads

Simply do the following:

1. Go to the group of contacts you want to organize
2. Click 'new view'
3. Select people or companies depending on the contact type you want to activate.
4. Choose how you want to organize your pipeline by selecting the right field in the group such as 'status' or 'stages'. If you don't have one, it will automatically create a status field for you.
5. Once you click create your contacts will be automatically organized in your pipeline.

Send ultra-personalized messages to your leads with the help of AI

folk has a clever AI integration called 'Magic Field'. With it, you can create something called a magic field which is an AI-based field that generates custom data for your contacts. You simply have to create a prompt telling the AI what to take into account about each contact such as their first name, job title and more. So next time you send a message, you can use these prompts to save time.

👉🏼 Try folk now to organize your inbound pipeline and never miss a high-intent prospect

Conclusion

Your inbound sales process and strategy is the best way forward to address the changing nature of your consumer's behavior. Now that you know what the inbound sales best practices are and how you can use folk to manage your leads and new contact information. So it's safe to say, you'll be on your way to hitting your revenue target in no time. Try folk today, free.

More Resources

• Sales Workflow: Everything you need to know to generate revenue
• Inbound Sales: Strategies and Best Practices

FAQ

What is an inbound sales strategy?

A customer-first approach where buyers discover a business via content, SEO, and referrals. Sales engages after interest is shown, then qualifies by need, timing, and fit, guiding prospects from awareness to decision.

How do you generate inbound leads?

Publish problem-solving content, rank for buyer-intent keywords, host webinars, and capture emails with clear CTAs. Promote on social and partnerships. Measure what converts and prioritize top channels.

What are the stages of the inbound sales funnel?

Awareness: attract traffic and educate. Consideration: nurture with case studies, emails, and demos. Decision: address objections, prove value, and close. Qualify throughout to focus on high-fit prospects.

How does a CRM support inbound sales?

A CRM centralizes contacts, tracks touchpoints, scores leads, and automates follow-ups. It surfaces fit and intent data so reps act fast and personally. Tools like folk streamline pipelines and prevent missed deals.