Back to Glossary

Lead Magnet Defined

Lead magnets are incentives or valuable resources businesses offer in exchange for a visitor's contact information, usually their email address. The purpose of lead magnets is to attract potential customers or leads and encourage them to share their information, which can be used for future marketing efforts.

Lead magnets can take many forms, including eBooks, whitepapers, checklists, guides, free trials, discount codes, webinars, or exclusive content. The key is that they provide value to the visitor and address a specific pain point or problem that the visitor may have. For example, this State of Customer Messaging Report contains valuable benchmark statistics, industry insights, and trends that can help marketers and product developers enhance and optimize their engagement strategy.

Lead magnets are an important component of any lead generation strategy because they help businesses build their email list and establish trust with potential customers. By providing value upfront, businesses can increase the likelihood that leads will engage with their brand and eventually convert into paying customers.

How to Use it in a Sentence

Lead magnets are important to many B2B and B2C lead generation strategies.

Common Lead Magnet FAQs

There are several benefits to using a lead magnet in your marketing strategy. Some key benefits include:

  1. Attracts potential customers: Lead magnets are designed to provide value to potential customers, which makes them more likely to engage with your brand and consider your products or services.
  2. Builds your subscriber lists: By offering a lead magnet in exchange for contact information, such as an email address, you can build a targeted email list of potential customers who are interested in your brand and what you have to offer.
  3. Increases conversion rates: Lead magnets can help increase conversion rates by providing a clear incentive for potential customers to take action, such as filling out a form or making a purchase.
  4. Establishes authority: By providing valuable information or solving a problem for your target audience, you can establish your brand as an authority in your industry and build trust with potential customers.
  5. Enables personalized marketing: Once you have collected contact information through your lead magnet, you can use this information to personalize your marketing messages and provide more targeted offers to your audience.
  6. Generates sales: Ultimately, the goal of a lead magnet is to generate sales by nurturing potential customers and building a relationship with them over time.

  1. Free trials: Mobile and web apps can offer a free trial period to new users, providing them with access to all features of the app for a limited time. This allows users to experience the full value of the app before committing to a purchase. Similarly, some eCommerce companies such as Amazon offer "try before you buy" options where you can receive a good and try it before being charged.
  2. In-app currency: Some mobile apps offer in-app currency or credits that users can use to unlock premium features or make purchases within the app. These can be offered in exchange for signing up or completing certain actions within the app.
  3. eBooks or guides: Yes, ebooks are a popular type of lead magnet. eBooks can be used to provide valuable information to potential customers and establish your brand's authority in your industry. For example, a workout app may offer a free eBook with workout tips and nutrition advice.
  4. Webinar or video series: Companies can host webinars or create videos related to their product niche or industry. These can be offered as a lead magnet to attract potential users and/or customers and provide value to them before they make a purchase.
  5. Checklist or template: Similar to eBooks, checklists and templates are valuable and actionable resources that leads can use to solve a challenge or accomplish a goal. For example, our free User Journey Mapping Template is designed to help markers and product teams better understand and optimize their user journey.

To ensure that your lead magnet is effective, you should ensure it addresses a specific problem for your target audience, is visually appealing and easy to access, and includes a clear call-to-action that directs users to your landing page, app, or form. You should also test and optimize your lead magnet for better results over time.