5 B2B Lead Magnet Ideas and Examples

Did you know that 70% of website visitors leave and never return? Imagine if you had a physical store and 7 out of 10 people who walk through your doors left without buying anything. Wouldn't that be alarming? 

Well, that's exactly what might be happening on your website, and how can we stop this from happening? By offering your visitors an irresistible lead magnet.

Here are five B2B lead magnet ideas and examples that will help you convert more of your visitors into warm leads.

What exactly is a lead magnet?

A lead magnet is an incentive you offer website visitors in exchange for their contact details. It can be any downloadable content such as:

  • free PDF;
  • report; 
  • checklist;
  • whitepaper or;
  • video

I want to share with you some best practices for creating a lead magnet.

1. Solve a specific problem

To be considered valuable and desirable to your website visitors, your lead magnet should solve at least one problem that your target audience is experiencing.

What problem should you solve?

Look at some of your past customers or clients and think about the problems that you've helped them solve. That might become the content for your next lead magnet. 

2. Short and to the point

At the end of the day, people don't want to read a 200-page eBook online. You don't need to spend a lot of time creating such a big, definitive guide on your subject matter. 

What's valuable is that you solve people's problems. You can create a short lead magnet that create solutions such as a one page checklist, a template, or even a video. 

Again, people don't care about length, they care that you can solve their problems.

3. Professional design

You want to invest in a professional design cover or image that represents the digital asset that is your lead magnet online. Now, just because your lead magnet is free, doesn't mean that you shouldn't invest in a professional design.

We want people to see it and really think, wow, this is going to be great! If you're on a budget, you could use a free platform like Canva, and use one of their templates to design the lead magnet image. Another option is go over to Fiverr to invest in inexpensive design to get your lead magnet design created.

Now, let's talk about the five lead magnet ideas and examples.

1. Checklists are super easy and quick to create, and prospects and visitors love them because they're easy to consume and read.

5 B2B Lead Magnet Ideas and Examples

Just look at this example from optinmonster.com, this is an on-page SEO checklist. And this is going to be valuable for anyone who's looking to really optimize their page so that they can rank better in Google search engine. They can download it, read it, and get that result quickly, and that's why that makes this checklist such a valuable lead magnet.

2. Guide, now this doesn't have to be a long, detailed and 200 page guide, this could be just a couple of pages, but a guide is a great idea when you want to educate your visitors, your reader, on a particular topic or something that's happening in the industry, maybe it's a trend that's going on right now, or, again, just some information that you want to share with them.

That's also a good opportunity to use in that guide references and examples to your own business, so they get a sense of what you do, the benefits of working with you, and why they should choose you over the competition. 

SEO Copywriting

Here's an example of a guide that we wrote, a style guide for brickworks.com, and Brickworks is one of Australia's leading building supplies companies. And what I love about this is it's a style guide that covers the color schemes that are going to help people really perfect the style of the interiors inside their house. So it's a great little guide, and a great example of a lead magnet. 

3. Worksheet or workbook can be a really useful lead magnet, especially if you want to help your visitors plan, calculate or figure something out.

Copywriting Services

Here's an example of a worksheet. This is an email campaign worksheet that we provide our clients who want to figure out what emails they need to write for their email marketing campaign. Often they might need five to eight emails and in order to get all of that information from their heads down into a worksheet. This helps them plan and organize that campaign, they find this worksheet really useful. 

4. White paper report, this is similar to a guide.

You want to educate and inform your readers about a specific subject matter or your expertise. You might focus on solving a problem in that white paper, or you might educate them on a specific topic that you're an authority on. And the goal really, is to not just give value, but also provide links and contact information. So, if people are ready to work with you, they'll know how to contact you as well. 

Website Copywriting

Here's an example of a white paper from, white paper report, from hubspot.com. They call it "The Essential Guide to Internet Marketing". And, again, that's going to educate people on internet marketing, and, again, provide links and promotional material about the company offering the white paper report, which is hubspot.com

5. Offer a free consultation or demonstration. Now, what's so great about doing this is it takes no time to create. People love assessments, consultations or demonstrations. It's because they know that they're going to get personalized feedback on their specific situation, and that's what makes them highly valuable as a lead magnet. 

Marketing Copywriter

The example here is from toothdoctor.com, this is a free online consultation that they offer. Again, people fill in their details, and then they get a report or assessment from a qualified dentist, and that's obviously very valuable to them. 

So there you have it! We covered five ideas and examples of how you can create a lead magnet and turn more of your website visitors into warm leads, and, eventually, paying customers and clients. 

If you would like some help in creating your lead magnet or your website content, marketing or advertising materials, then we'd love to help you out.