You wouldn't want to go to a party where you didn't know anyone. If you were choosing a restaurant, you might be more inclined to eat somewhere your friends recommended.
And that's how you should think about getting marketing referrals: it's better to go with a lead who was referred to you by a colleague or existing client than one that you're basically cold-calling.
Leads that come from referrals are often the easiest to close, since they're reliable and don't require you to go in blind.
Here are a few tips on how to focus your inbound marketing strategy on getting strong referrals: