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Top 20 Lead Magnet Ideas With Examples

Posted by Sajitha Banu on  September 17, 2021  in Lead Generation, Popups

Email marketing never fades and is still one of the effective techniques to collect visitor’s contact information. Marketers agree that the email marketing trend will explode in 2021 and beyond.

With this in mind, most businesses continue to invest huge sums in email marketing. However, this type of marketing is cost-effective and at the same time increases your return on investment (ROI).

The actual thing is, you may have the best email marketing strategy out there. But what if you don’t have any email subscribers? Your investment is going nowhere worthy, isn’t it? And here comes the advantage of increasing your email lists, with help of lead magnets ideas.

WooCommerce or Shopify websites can incorporate any of the lead magnet ideas to increase email click-through rates. From checklists to infographics, there are various strategies you can implement to get visitor’s email addresses.

Some of the ideas might be time-consuming or labor-intensive, so research well before investing. To start from scratch, let’s discuss a few of the best b2b lead magnets ideas. Get set, Here you go!

What is a lead magnet?

First, let’s understand exactly what a lead magnet is.

Lead magnets are a type of marketing strategy that a company practices to get free email addresses and/or any other contact details. You can find countless lead magnet ideas to implement. Generally, all types of such ideas come in the digital content form that a prospective user can download to his/her device.

You can check out this blog, 10 Easy content upgrade ideas to help you grow your email list!

Guess what? more than 70% of your website visitors will never show up again. Have you experienced this? A lead magnet can hook up your visitors and convert them into a loyal customer base.

Some of the core ideas for best b2b lead magnet strategies include:

  • Educational materials
  • Proprietary data
  • Prize based incentives
  • Time-sensitive information
  • Free consultations and trials

As you can see, lead magnets come in different forms and it’s your job to pick the right one for you. It’s time to cheer up that you have discovered what is a lead magnet and the thumb rule to attract, engage and convert your visitor.

What Makes a Great Lead Magnet?

Now you know that lead magnet is so magnetizing! That has the power to make website visitors part of your business. How to create a lead magnet? To answer this, here’s the list of important features to craft a perfect lead magnet.

  • Solve a Problem for Your Business

Lead magnets must solve your visitor’s real problems and give a solution to them. Don’t try everything at once, the ideal lead magnet like tips, examples, patterns should focus on one problem.

  • Promise and Deliver Quick Win

Never make your prospects frown with a long wait. Since you aim to solve their issues, do it immediately. For instance, you can place it on a thank you page or send it via subscription after a prospect enters their contact details.

  • Be Focused on a Specific Issue

Being more general can never satisfy your prospects. To generate more leads, you have to be more specific. Also, value your prospect’s issues and give solutions.

  • High Actual and Perceived Value

The perfect lead magnet should have both high perceived value and actual value. This is one great quality of a lead magnet that you can’t deny.

  • Demonstrates Your Expertise or UVP

When a visitor finds your lead magnet, it should showcase your expertise or unique value proposition (UVP). This will help businesses to turn leads into customers.

  • Be Evergreen

Your magnet must be attractive and evergreen with the potential to grab every eyeball. Ensure to design the content that people would love to read. Therefore, an attractive lead magnet must offer value to users.

  • Easy to Access

Your lead magnet must be easy to access for every visitor. Don’t offer complicated ebooks or lengthy course materials. Just keep it simple. If you can nail all these qualities, you can increase your conversions dramatically higher across websites.

How can they supercharge every business?

If you’re an online business owner, you need a lead magnet to generate leads. The fact is whether you run a small podcast, blog, or membership. It can help!

Why? Because email marketing is a powerful strategy and encourages people to give their email addresses. But customers won’t give their email without a good incentive. Yes, you need to give a compelling reason for users to engage.

For example, let’s assume you have a blog post on the Top 11 B2B Lead Generation Strategies for 2021. In the end, you can ask readers to leave their email for more updates and stay connected.

So, now you know the importance of lead magnets, and how you can create a good quality lead magnet. Let’s explore some of the great lead magnet ideas and examples.

List of 20 Great Lead Magnets with Examples

  1. Checklist

Checklists are great for two main reasons. The first thing is, you can create a checklist easily and for users it’s super-efficient. For example, if you have a blog post, then make it a printable checklist. To make it more user-friendly, you can summarize all points in numbers or bulletins.

  1. Cheat Sheet

If you think only students use cheat sheets, then you’re wrong. This type of cheat sheet is downloadable, slightly different, and will not put you behind the bars. This will help your target audience to simplify certain complex things.

Here’s an example for the cheat sheet that drives more leads:

  1. Toolkit

Similar to checklists, this lead magnet is useful to save your potential customers time. This strategy is more straightforward and you can suggest more tools for customers online. Right from podcasts to blogs to apps, the user can simply sign up for free.

For example, Trello offers a free toolkit in exchange for the user’s contact information.

  1. Catalog

Imagine you’re providing a catalog with complete product pricing, so far so cool isn’t it? Your target audience will be happy to give their contact details. In this way, your audience will get access to your products at ease. You can find this type of lead magnet shown in the example below.

  1. Template

A Lead magnet template is an outline that is easy to copy and paste. Your target audience can modify the blanks based on their specific task.

For example, Optinly offers different types of lead magnet templates for their visitors. You can check out their super cool templates and edit how you want.

  1. State of the Industry

If you target B2B businesses, reports on the state of the industry add more value. You can concentrate on a specific industry and target an audience that your competitors are lacking.

However, this type of lead magnet strategy doesn’t require more work. All you need is to update your report and release version regularly.

  1. Workbook

A worksheet or workbook works similar to a planner, but it can help users to complete a specific task or figure out something new.

You can simply provide an editable workbook for users. This works as a medium for them to write and store easily online. Optinly offers a great workbook that you can simply download and use.

  1. Case study

Have you solved a customer’s problem regarding your services recently? What comes to your mind are testimonials or any other social proofs. Instead, you can reach out to the clients and compile all their experiences as a case study. With this, you can easily focus on their initial requirement and increase your conversion.

  1. The Ultimate Guide

In short, you can create an extensive collection of the top blogs and produce them as a guide. Be more specific about the topic and include direct links to your resources.

This type of lead magnet will trigger your target audiences to know more about your brand. Also, guides and ebooks are some of the best real estate lead magnets. You can Checkout Hubspot’s guide to internet marketing.

Hubspot Guide
  1. Webinar

Webinars have a high value when compared to audio and video. Webinars are irresistible and create urgency among the target audience.

Since live webinars will end after their specific streaming time. People will be curious to view that instantly. For example, Neil Patel has turned his entire homepage screen into a webinar registration page!

  1. Bonus Pack

Similar to guides and blog posts, this bonus pack strategy is one of the best lead magnet idea. Also, you can take this strategy one step ahead by including extra content. You can include this extra content in the form of links or tools at your convenience.

  1. Quiz or Survey

If your brand voice is sportive or fun than educational, try to include a survey or quiz as a lead magnet. This way, you can engage with the target audience more closely. You can also include an online quiz for visitors and engage with them.

How to create a quiz as a lead magnet? Check out this exit popup that appears on the Legion Athletics website as a marketing lead magnet.

Quiz Survey
  1. App

If you are not a fan of quizzes or e-books, then you can consider a free app as an interactive lead magnet. Your visitors will always love freebies, so ask them to enter an email address for a free app download.

Note: If you’re looking for more WordPress lead magnet plugins, you can check out this blog!

  1. eBook

Do you have an ebook? Most of your competitors haven’t included this strategy. Even if you have a collection of blog posts, just merge them as an ebook. In this case, your target audience will have access to all the blog posts more conveniently.

Also, Hubspot offers a free ebook on the beginner guide to email marketing. If you’re interested, you can download it here.

  1. Calculator

If your visitors have to deal with numbers, then you need to add a calculator as a lead magnet. Example of good lead magnets: VWO offers great calculators on their eCommerce website that performs as lead magnets.


These A/B Split Test Calculators are really helpful for marketers. As a result, you can find significant traffic and collect the target user’s data effortlessly.

  1. Spreadsheet

Spreadsheets are more like a programming tool that helps to create all kinds of useful resources. Your visitors can make use of such spreadsheets at their fingertips!

You can offer spreadsheets for users to organize, or calculate specific data using Google Sheets, Ms Excel, or CSV files, etc. You can even include a video guide on how to use the spreadsheet. Here’s the Hubspot spreadsheet example for an effective marketing lead magnet.

Content Calender Template
  1. Free Trial or Shipping

Free trials are mostly used in SaaS companies as lead magnets. Selling software at no cost is crucial, but you can exchange free shipping for their email address. Once you receive customers’ emails, you can offer free shipping or a discount coupon for later purposes. Here, you can find the Discount Rules for WooCommerce plugins in detail.

Examples of good lead magnets, Netflix uses a free trial campaign as their important strategy.

Free Trail
  1. A Calendar or Planner

Calendars are an extremely useful marketing lead magnet strategy for all types of businesses.

For example, Blogilates offers a workout calendar for fitness enthusiasts who are their target audience. That way, you can make your users think about planning a fitness routine every day.

Calendar Planner
  1. Video

Depending on your products or services, you can create short video demos. With help from online video makers, anyone can create high-quality video content. Using this strategy, you will grow your email list as well as engage the audience in real-time. With no further delay, incorporate videos and increase your email lists.

  1. Infographics

Infographics work well as a lead magnet for business. You can drive more visitors to your eCommerce website with help of this type of content. However, most of the customers would like to visualize a concept to understand it better.

For example, this infographic for French learners graphically summarizes important aspects of learning French in a way that is easy to understand and refer back to.


So, along with other strategies, why not include an attractive infographic? This will showcase your brand and make your lead magnet stand ahead in the crowd.

To sum up

Lead generation can be challenging for businesses initially, but it’s worth your time. Take inspiration from the list of examples, ideas, strategies, and lead magnet tools mentioned above.

What works for one might not bring exact results for another. With this in mind, understand your business goals and find your perfect lead generation strategy.

Pay attention to all these ideas and generate tons of leads to nurture your target audience.

Any tried and tested marketing lead magnet ideas missed out? Share your ideas to include in this section!


Author Bio
Sajitha Banu 
Sajitha Banu
Sajitha is a creative writer and blogger who loves to express a myriad of topics with a never say-no-attitude. She is ready for professional challenges and gives the best to any project entrusted to her. She hopes to make an impact through her writing and build a career out of passion.

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