What Are Inbound Leads? - Inbound leads are those who contact a company on their own rather than being passively pursued by an advertisement. These leads are generated through marketing tactics that use social media and search engine marketing. The goal of inbound marketing is to attract visitors to a company's website, and then convert them into qualified leads. These leads are interested in a particular product or service, or they have engaged with the company's content. Once qualified, they may then become customers.