Content Marketing

Top B2B Lead Magnet Examples

Top B2B Lead Magnet Examples

Attracting qualified leads to the sales pipeline is crucial for B2B businesses. Identifying prospects and cultivating relationships will increase sales conversions and create loyal customers.

With email marketing filling up a prospect’s inbox from your company and competitors, it is important to offer valuable content that will help your product stand out. Finding ways to establish yourself as an expert in the industry and producing informative marketing materials can help create lasting customer relationships.

When trying to find potential clients and obtain their contact information, utilizing a lead magnet can kickstart the conversation. Use the links, or keep reading, to learn about lead magnet examples and how your company can benefit from their usage:

What is a Lead Magnet?

Number of lead magnets on websites

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Simply defined, a lead magnet is an incentive that companies can provide to prospects in exchange for contact information. More than that, though, this type of offer can start building trust with potential clients from their first interaction with a business.

Types of lead magnets can vary across industries, but all of them should provide value to the recipient. For example, retailers may offer first-time website visitors a small discount code if they join their mailing list. 

For B2B companies, lead magnets can be more than just a way to grow their email marketing outreach. Connecting with prospects and exchanging contact information is vital for building out a B2B sales pipeline. 

By utilizing a lead magnet, prospective clients can begin to see the value your product offers. With this in mind, planning and executing lead magnets may be different for each potential customer. 

There isn’t a one-size-fits-all approach to this marketing strategy, and businesses that provide innovative and informative lead magnets can boost themselves ahead of competitors. The content within the lead magnet is crucial to forming the foundations of a strong business relationship.

Lead magnets are not seen as optional for businesses that want to remain competitive within their industries. These tools can help plot the trajectory of a prospect’s customer journey by providing a valuable glimpse into a business’s product. 

For technical industries, a lead magnet tends to lean into a demonstration of a product’s solution. This can be done in many ways, like White Papers or Webinars, but the content should provide valuable market insight. 

The Importance of Customizing Lead Magnets

Just like any other marketing tool, customization of outreach is important for lead magnets to be used to their fullest potential. Whether your business has a large array of products or only a few solutions to offer, customers will be coming to you with unique problems that are specific to their organization.

Initial content provided by your business, especially as a way to gain contact information and create first touchpoints, should begin the process of selling your solution. The magnet isn’t a sales pitch itself, though. Rather, it’s a marketing tool to generate interest and educate prospect’s on your product’s capability.

The goal of your marketing efforts is to be seen as an expert in the field. This means prospects and current customers will look to your content for industry insight. Using a lead magnet should entice prospects to provide contact information because they want to engage with the content of value.

Knowing your audience and understanding their needs will help create trust between customers and the business, as well as cultivate interest in your products. Alongside providing solutions, loyal customers will appreciate customized content that caters to their interests.

Before choosing the types of content you want to produce, it is important to identify your target audience and take the time to understand their needs. Research prospective clients, find pain points that your product can help alleviate, and pay attention to market trends. 

Identifying and targeting the correct audience will make sure your content is providing information to those who are most likely to become loyal customers. By investing in research to understand your prospect’s interests, your company should see a higher ROI for lead magnets and other marketing materials.

Along with customization for specific customer bases, making sure your content is up-to-date and relevant to current events can help create engagement. Utilize statistics to show ongoing trends in your industry. For example, as the economy continues to recover from the COVID-19 pandemic, providing customers with content that addresses this topic will help your business be seen as an informed source.

Lead Magnet Examples

Lead Magnet with Highest Conversion Rate

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Email marketing, lead generation, and content engagement are all important tools for becoming a successful B2B company. These are no longer optional if you want to be a competitor in the market. On top of utilizing digital marketing to reach prospects, any content provided to potential clients should begin to build a relationship.

Creating sales pipelines and adding qualified leads to the funnel can be a tough task. Some prospects may be weary of providing contact information, and others may have no idea who your company is. 

By creating and providing quality lead magnets, your business should be able to showcase its value to these potential clients to build trust and begin the sales journey.

Not all lead magnets are the same. Some will serve different purposes depending on the type of customer you are working to attract. All of these tools should be enticing enough to earn contact information. 

Digital marketing continues to evolve as new social media platforms pop up and customers continue to be inundated with content. However, lots of clients are still beginning their search for solutions by turning to Google. 

Attracting potential clients through organic web traffic is a great way to score contact information from potential leads. This is where lead magnets can become a huge game changer. This content should be accessible on your website, in exchange for contact data, and it should be interesting enough to catch a prospect’s attention.

Below are lead magnet examples that can help your business take its lead generation to the next level.

White Paper

This tool is one of the top lead generators for B2B companies, but it needs to be interesting enough to garner interest from website visitors. There are several approaches you can take to white papers, and any form should provide unique information that is specific to your client’s industry.

A white paper is a tool that provides industry information using facts and statistics, but also helps build a case for the product that is sponsoring it. This content provides research-backed knowledge and promotes a solution through authority on the topic. 

As with all lead magnets, the content within the paper should be valuable, and it is important to make sure it’s enough to convert a prospect into a qualified lead. The subject should be creative, but something that can be heavily backed by data.

Providing a professional reference guide or one written by a C-Suite member can be a great start for a white paper. Allowing the CEO or COO to be the face of a paper on a trending topic in the industry can help establish your company’s expertise.

A professional reference guide would act as a comprehensive resource for professionals in your industry. While this type of content may seem basic and geared toward beginners in the field, it helps show off the knowledge of your company. This content is also easily refreshable, which takes fewer resources to maintain. 

Taking a more statistical approach can help gain points from prospects who may value insight into market trends. Analyze a case study or write about market predictions based on past trends. This content can help establish your organization’s credibility and focus on how your product fits into the current market. 

A simple type of white paper can be a comprehensive product breakdown to provide crucial insight into the solutions your business provides. This helps with the technical aspect of your sales pitch and can help introduce prospects to your tools.

Webinars

Leaning into a product demonstration, webinars are an easily accessible avenue for prospects to become acquainted with your company. Live webinars are a great resource to pitch your product to potential customers who may be exploring several solutions. 

These live streams provide in-depth product demonstrations and leave time for questions that participants might have. By showcasing your product and demonstrating your team’s expertise through answering questions in real time, webinars help prospects familiarize themselves with the solution your company provides.

Also, webinars make capturing contact information extremely easy. Many platforms require participants to sign in with their email addresses and include information regarding their role within the company. This allows your team to start targeted outreach to these prospective clients as soon as the webinar begins.

Live webinars help give easy to provide participants with a call-to-action at the conclusion of the demonstration. After seeing your product and its features, potential clients can easily take the next step to set up a meeting with one of your business development employees.

Another option for webinars is creating an ongoing series that is relevant to current market trends. This moves the presentation away from a simple demonstration and allows your team to discuss your product’s role within the industry.

This type of series helps create fresh content to promote engagement from prospects and loyal customers. Along with providing valuable market insight, these conversations and the Q&A following can help potential clients see the way your team interacts with existing customers.

By showcasing your customer service and your expertise within the industry, prospects may feel more inclined to move along within your sales funnel.

Risk-Free Trials

A classic lead magnet for many B2B companies is offering a free trial of the product. This is particularly popular for businesses that are promoting software as a solution. Some prospects may benefit from exploring the product on their own to determine if it’s a good fit.

Important factors for a risk-free trial to be successful in qualifying leads include clear communication about the trial’s terms and ease of cancellation before being charged for the service. 

Free trial sign-up forms will capture contact data so your team can reach out to these prospects and discuss their needs while they’re trying out the product. This is a great way to establish a relationship and help potential customers see the full benefit of your services.

Another aspect of the risk-free trial is gaining feedback from prospects as they self-navigate your product. Conducting check-ins to the contact information provided can start the conversation and allow your team to hear about the customer experience.

This type of lead magnet does require a product that can be easily trialed, but other types of products may be able to utilize a virtual demonstration if a free trial is not possible. Allowing prospects to test the software before purchasing can help build trust. 

Communication is important for successfully providing free trials as a lead magnet. Make sure your team is able to reach out to the user as they work, listen to feedback that’s given, and be transparent about the subscription details. 

eBooks

Similar to a white paper, an eBook is a long form of content that can serve as an informational guide to prospects. However, an eBook tends to cover general topics and may combine multiple pieces into one piece of content.

This type of lead magnet is great if your marketing team works heavily with blogs or has a series on specific topics that relate to your product and industry.  Different from a white paper, an eBook tends to be less academic and bundles more information together.

Sharing an eBook with prospects helps them save time that they would’ve spent searching through your website. The information covered in the content can go over trending industry topics and the solution your product provides. 

Since prospects won’t be able to view the content in your book before providing contact information, the brief overview and title should be catchy enough to catch their interest. 

Quizzes

A creative option for lead magnets is creating a quiz that prospects can take on your website. This type of content encourages direct engagement with your site, and should tell the potential client something about themselves and your product at the end of it.

A quiz can be a fun way to introduce your product and help clients feel comfortable sharing their contact information with your business. 

Making sure you’re implementing an appropriate quiz format is important for this type of lead magnet to be successful. Create a relevant title that entices website visitors to engage.

For example, if your company offers multiple solutions to workplace problems, you could use something as simple as “What Type of Product is Right For You?”. Next, the length of the quiz matters. Avoid making it too long because you don’t want prospects to get bored and abandon the activity.

The results of this should prompt action from the prospect. Try to tailor the results to collect contact information from qualified leads. You can take it a step further by using a quiz to assess where the prospect is in their customer journey.

This type of lead magnet can provide your team with data to move the lead within the sales funnel, as well as encourage prospects to take the next step with your product.

Templates

Offering a way for a prospect to streamline their process by simply providing contact information in return is an easy way to start building a relationship. Often, potential clients are trying to achieve something through their search and that’s how they’ve ended up on your webpage.

By providing templates as a lead magnet, customers are able to gain access to a quick solution and then explore your product in more depth as your team begins targeted outreach. Templates are a great resource for your marketing team to create as well because they don’t require constant refreshing.

Templates can also be used for most industries since they are easy to create in any form. For example, your business can offer email, design, social media, or spreadsheet templates. This type of content targets qualified prospects by tapping into their needs and providing a quick solution.

While templates don’t necessarily demonstrate how your product works, they are able to provide market insight. Tailoring these templates to things such as “Cold Outreach” or “Instagram Posts” can help your prospect see the understanding you have of the industry.

Email Courses

While online courses are easily accessible, taking it one step further and implementing an email course can expand your reach. According to a Statista survey, 96% of workers check their email outside of office hours, and 13% say they check theirs multiple times per hour. 

Email inboxes are cluttered with promotional emails and irrelevant content, so it is important to find ways to reach your prospect with valuable information. Email courses are a great way to allow potential clients to opt-in to a sequence providing insight into industry topics.

This helps establish a relationship between your company and the customer, and they are actively engaging with your content by reading the course. Also, it can help promote the ways your product integrates with the topics covered in the emails.

An email course provides multiple touchpoints to continue nurturing the lead and qualifying their needs. While some prospects may download an eBook but never get around to reading it, email courses provide a consistent stream of digestible content.

This helps your company stay at the forefront of prospect’s mind while they are searching for solutions to their needs. By sharing educational content, the customer will feel like your business has added value and they may be more inclined to move forward in the sales process.

Another great thing about email courses is they can help continue engagement with prospects who may not be ready for purchase yet, but will want to buy your product in the future. These sequences serve as a quick reminder of your business and help cultivate the business relationship, even before a sale is made.

Using Lead Magnets to Demonstrate Product Solutions

Lead magnets are resources that your marketing team is investing time and money into creating, which means you want it to serve a strong purpose. Rather than passively capturing contact information, a lead magnet should do more than just expand your email campaign lists.

Using these tools to their full potential means finding ways for them to demonstrate how your product provides solutions. Potential clients want to see the value your business can share, and a lead magnet is a great first step.

By relating the magnet to your service, your business should be able to qualify the incoming leads and ensure they are getting to the right salespeople. High-tech service providers need to demonstrate the value of their product, whether its data analytics or AI software. By using a lead magnet to begin showcasing the product’s features, potential clients will start to understand the solution.

While it may seem like the easiest way to do this is using a free trial as a lead magnet, other formats can provide the same kind of experience. Webinars, email courses, and white papers help establish businesses as key players within their industries while building trust with clients.

The important thing is to make sure lead magnets are providing educational information, not just serving as an advertisement for the tools your business offers. White papers can lean into your product’s ability while providing data-backed research on market trends. Webinars and email courses can cover industry-specific topics and demonstrate the solutions offered by your product.

This content should be specific to the audience you are trying to engage. Lead magnets should be tailored to the interests of your potential clients and refreshed as needed to stay relevant within the industry. By demonstrating how a product works and the features it has, targeted prospects should feel more confident in allowing your business to provide the solution.

To get started with engaging prospects with these lead magnet examples, check out Leadboxer’s free trial. 

How to Create a Successful Content Marketing Strategy

How to Create a Successful Content Marketing Strategy

Want to stimulate interest in your brand without paying for ads? Content marketing is the answer. This type of marketing involves making videos, blogs, and social media posts that solve problems for your ideal customers, thus building loyalty to your brand and encouraging them to buy from you. 

This strategy is essential for staying ahead of competitors. A 2021 report from HubSpot found that 70% of over 1,500 marketers surveyed are actively investing in content marketing. The same study noted that 40% of marketers consider content marketing vital to their overall strategy.

Creating and implementing a content marketing strategy doesn’t have to be time-consuming. The following techniques will set you up for success.

Read on or jump ahead to these topics:

Get Company-Wide Support

Great content marketing happens when everybody in a company collaborates. To do this, you’ll need to get the leaders of various teams and departments behind you.

Ardath Albee of Marketing Interactions explains, “You need executive backing to fund and source a content strategy. You also need the support to ensure there is enough commitment to see a content marketing strategy through.”

To get leaders of your company on your side, position content marketing as a way to help their departments reach their goals.

Understand Your Audience

Before creating content, you need to think carefully about your ideal customers and anticipate what videos, blogs, or resources they want. Consider these questions:

  • Who is the ideal person reading your content?
  • What information do people want that isn’t readily available?
  • What pain points are your customers feeling?
  • How does your target audience make buying decisions?

By creating content that anticipates and answers your ideal customer’s questions and pain points, you can simplify their decision to buy from you.

Invest in Branding

Consider hiring a reputable agency to develop your brand’s look. The visuals and messaging used to represent your company impact your bottom line. A 2019 Reboot study of 2,500 consumers found that the right color can increase brand recognition by 80%. Furthermore, a 2019 Lucidpress survey of 400 organizations found that a consistent presentation of brand imagery, messaging, and values across channels can increase revenue by 33%.

Publish Guest Blog Posts

Curating blog posts from thought leaders in your industry is a win-win for all involved. It creates new content for your website with less lift from your marketing team and gives contributing writers a platform for sharing their ideas.

Guest blog posts also encourage the creation of backlinks, or links connecting one website to another. This happens when the contributing writer shares the article on their personal site. Backlinks signal to search engines that your content is valuable, which in turn boosts your site’s ranking on search engine result pages (SERPs).

Here are some tips for finding and recruiting credible guest bloggers:

  • Visit other blogs in your industry and see who is writing for them
  • To grow your audience quickly, reach out to in-demand writers with large audiences and offer to pay them
  • Mention the benefits of writing for you, such as the number of monthly visitors to your site and the exposure writers will receive

Create Evergreen Content

While new content is helpful for keeping social media and email audiences engaged, there’s no need to churn it out all the time. Instead, invest energy in creating evergreen content, or resources that are always relevant. Examples include:

  • Frequently asked questions
  • How-to guides
  • Tutorials
  • Encyclopedia pages
  • Troubleshooting articles

Over time, these pieces of content will rise to the top of SERPs and draw new prospects into your audience.

Repurpose Content

Another way to save your marketing team time is to reconfigure content for different channels. For example, transform an interview between a member of the marketing team and one of your executives into a podcast episode, blog post, infographic, and series of social media posts. 

Content repurposing ideas

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This gets more mileage out of the original piece of content and can help you reach audiences on various platforms.

Organize Content on Pillar Pages

A pillar page is a high-level article that provides prospective customers with an overview on a topic. The page includes links leading to blog posts or pages that cover subtopics in more depth.

Pillar page blog structure

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Pillar pages help keep your site organized. They’re also another effective way to reuse existing content.

Include Videos and Graphics

Visuals help break up long blog posts, appeal to visual learners, and can increase site traffic and the amount of time visitors spend there. A 2020 survey conducted by Wyzowl found that 86% of marketers say video has increased traffic to their website. The same survey noted that 83% of marketers credit video with helping increase the average time visitors spend on a page.

Measure Your Results

Analyzing the effectiveness of your marketing helps determine what types of content lead to the most sales and what parts of your strategy need improvement. To measure your results, use a tool like Google Analytics or LeadBoxer to study your site’s data.

LeadBoxer tracks what your leads do on your website or when you email them. You can see what pages they visit, how much time they spend there, and what resources they download.

Leadboxer content analytics features

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By comparing customer journeys, you can identify common pathways or pieces of content that lead to sales. You then know which content types are most effective and worth replicating. You can also determine which pages to keep updating and sharing on social media.

Final Thoughts

Content marketing is vital for attracting, nurturing, and retaining customers. By anticipating and answering questions with your content, you establish your brand as a thought leader with unparalleled customer service.

Techniques like publishing guest blog posts, creating evergreen content, organizing content into pillar posts, and repurposing content across channels help your marketing team reach the most people with the least amount of lift.

A tool like LeadBoxer helps you analyze your strategy. With LeadBoxer, you can see what pages or downloadable resources are driving the most sales. Get started today with a free trial.

content marketing traditional advertising

Content Marketing Will Replace Traditional Advertising

Blog posts, ebooks, email drip campaigns, and similar marketing activities will replace traditional advertising.

It’s a bold statement, but it’s hard to deny that there is currently a massive surge in interest in content marketing from all types of brands underway.

With this surge in interest in content marketing happening, a more tactical approach is now required to turn readers into email subscribers, social followers, repeat readers, and then eventually customers.

There is a very simple reason why content marketing will replace traditional advertising: it works really well. …