Strategies to Improve Inbound Leads and Marketing Channels for Startups

I have a question I've been thinking about for a while. Most, if not all GTM strategies and tools today are focusing on outbound, and its activities. What are we doing differently to get the inbound fully baked leads? I'd love to hear from other startup's and leaders on what channels, signals, strategies did you focus on to improve on marketing and their inbound leads