20 Lead Magnet Ideas That Actually Work (With Examples)

Lead magnets are helpful, gated resources that do exactly what it says on the tin: attract leads. 

Although technically free, businesses typically offer lead magnets in exchange for valuable contact information.

From bite-sized checklists to in-depth educational courses, the right lead magnet can turn casual website visitors into engaged prospects. 

But with so many ideas out there, which lead magnets really move the needle? 

To answer that, we've rounded up 20 proven ideas that marketers are using right now to boost their email lists and conversions.

A Roundup of Top Lead Magnet Ideas

1. Webinars

2. Interactive demos

3. Reports

4. Newsletters

5. Blog posts

6. Ebooks

7. Whitepapers

8. Case studies

9. Checklists

10. Free trials

11. ROI calculators

12. Free courses

13. Comparison charts and guides

14. Templates

15. Early access programs

16. Quizzes

17. Certification courses

18. Personalized audits

19. Downloadable kits

20. Planners

Best Lead Magnet Ideas That Actually Convert in 2024

Webinar

Webinars can be a lead generation powerhouse that rake in hundreds of relevant sign-ups in limited time. 

The secret? They tap into FOMO (Fear of Missing Out) and offer expert knowledge for free.

Why it works:

• Provides real-time value and interaction
• Options to offer expert insights, actionable strategies, and the opportunity for Q&A
• Creates a sense of exclusivity and urgency
• Allows for direct engagement with potential leads

Also, the registration process for webinars typically requires participants to provide their contact information, allowing the brand to capture qualified leads who are interested in topics relevant to your brand or product. 

Example: Clearscope's webinars on SEO topics, like keyword gap analysis, are goldmines for marketers. It's like getting a masterclass in SEO from experts for free. 

Pro tip: Don't forget to record your webinar. These recordings can be sliced and diced it into bite-sized snippets for social media, blog posts, or email campaigns, extending the lead generation potential even after the live event has concluded

Interactive demo

Ever wished you could test drive a product before buying? That's exactly what an interactive demo does for your SaaS offering.

This hands-on approach can significantly increase engagement and interest in your offering. 

Example:

Storylane's homepage demo exemplifies this, inviting visitors to dive right in and explore.

With Storylane, your first demo can be up and running in less than 10 minutes. To try it out, start a free trial or book a demo. 

Why it works:

• Allows prospects to explore the product at their own pace
• Offers a hands-on experience that text alone can't match
• It seamlessly integrates call-to-action buttons within the demo, encouraging users to take the next step—whether that’s signing up for a free trial or scheduling a consultation—effectively guiding them further down the sales funnel.
• Demo analytics help you see where leads are spending the most time and which accounts are completing the demos, supporting better lead scoring. 

Pro tip: Embed your demo on websites, landing pages, or even social media profiles for maximum reach. 

Also read: How to improve your demo CTA conversion rate

Reports

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Data-driven reports featuring original research are powerful lead magnets that position your brand as an authoritative industry expert. 

You differentiate yourself with your research and present unique insights that no one else has, setting your brand apart in a crowded market. 

They offer valuable insights that make your audience feel like insiders. Plus, they're share-worthy, extending your reach.

Example: Take the Search Engine Journal's report on State of SEO trends for 2025. It's not just data - it's a roadmap for digital marketers to navigate the ever-changing SEO landscape.

Why it works:

• Provides valuable industry insights, emerging trends, and actionable strategies for SEO and marketing teams
• Positions your brand as a thought leader
• Offers data-driven content, such as surveys from nearly 1000 SEO professionals to identify trends and evolutions 

Pro tip: Make your report visually appealing with infographics and charts. It's like dressing up your data for a night on the town—it'll catch more eyes and hold more attention.

Newsletter

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Newsletters are the backbone of many successful email marketing strategies. 

It keeps your audience engaged and coming back for more. The key? Consistency and value. Well-crafted newsletters offer a mix of valuable content, industry news, and product updates. 

Example: Exit Five's newsletter proves that when done right, a newsletter can be the lead magnet that effectively drives traffic. This newsletter delivers B2B marketing wisdom straight to inboxes and nurtures an engaged email list of qualified leads.

Why it works:

• Focus on a niche audience which ensures relevance
• Consistent publishing on a weekly basis fosters engagement and establishes reliability
• Exclusivity enhances perceived value, encouraging sign-ups
• Reinforces the Exit Five brand as a thought leader in the B2B marketing space

Pro tip: Newsletters can be segmented and personalized, increasing relevance and engagement for different subscriber groups. They also allow for easy tracking of subscriber interests based on click-through rates.

Free tool

A free tool is a starting point for users to engage with your brand and see the value of your product.

They provide immediate, tangible value to your audience while showcasing your expertise.

Example: Bitly's QR Code generator is a prime example—it's useful, free, and has led countless users to its paid features.

Why it works: 

• Allows users to finish their tasks effortlessly
• Fosters trust in the brand 
• Once users have benefited from the free tool, you have the opportunity to upsell additional features or service

‍Pro tip: Requiring an email to access the tool builds a list of highly qualified leads. Use these leads to share your product updates, upsell, and cross-sell platform features.

Blog posts 

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High-value blog posts can serve as standalone lead magnets. 

They offer in-depth, actionable content that solves real problems for your target audience. They also boost your SEO, drawing in organic traffic over time.

Example: Charlie HR's comprehensive post on salary benchmarking exemplifies this approach, attracting HR professionals seeking practical guidance.

Why it works:

• Addresses specific pain points, attracting highly qualified leads
• Emphasizes the importance of choosing the right tools- plugging in the product in the process
• Positions the brand as a knowledgeable resource in the HR space

Pro tip: Consider adding gated content within blog posts (like downloadable resources), which can capture leads directly.

Ebooks

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Don't write off ebooks just yet-they offer the versatility to dive deep into topics while remaining easily downloadable and shareable.

Ebooks allow you to explore a topic in-depth, showcasing your expertise comprehensively. They're perceived as high-value content, making them excellent for lead generation.

Example: Lattice’s e-book "How to Transform Your HR Strategy With AI" provides valuable, in-depth insights into a topic that resonates with its target audience.

Why it works:

• Ebook positions the brand as a knowledgeable authority in the field
• Offers a structured framework for integrating AI into HR practices
• Structured to target potential customers in their ICP

Pro tip: Ebooks are versatile and can be repurposed by breaking them down into smaller pieces for social media or blog posts.

Whitepaper

Whitepapers are like having an expert break down tricky business problems for you. They transform complex information into digestible insights, giving readers those "aha!" moments. 

They're perfect for diving deep into complex topics. As a brand, they position you as a thought leader in your field. Overall, they can be excellent tools for moving leads further down the sales funnel.

Example: Shopify's whitepaper on checkout optimization showcases how to present technical information in a valuable, lead-generating format. It helps online retailers improve their checkout process to increase conversions and revenue.

Why it works:

• Whitepapers break down complex products or services
• They cover best practices, case studies, and expert advice positions
• They often include original research or data, providing unique value to readers. 
• Attract a wider audience seeking to optimize their checkout experience

By offering valuable content behind a lead capture form, Shopify can build a qualified email list of potential clients interested in enhancing their online sales performance.

Pro tip: Create an executive summary infographic to accompany your white paper. This works as a trailer and piques user interest.

Case studies

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Case studies are like a “before-and-after” advertisement for your product. 

They provide social proof, showing real-world applications of your product or service. They also tell a story, making your offering more relatable and tangible to prospects.

Example: ClickUp's case study featuring the restaurant chain Chick-fil-A shows how Chick-fil-A significantly improved productivity by saving 10-15 hours weekly. 

Why it works:

• Case studies can address specific pain points, attracting leads with similar challenges
• Include quantifiable results, which can be very persuasive for decision-makers
• It also works as excellent content for sales teams to use in their outreach

This way, case studies enhance credibility and encourage leads to consider the platform as a solution.

Pro tip:  Structure it like a three-act story: the challenge, the journey, and the triumph. This helps you show potential customers exactly how your product helped drive tangible results.

Checklist

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Ever felt the satisfaction of checking items off your to-do list? 

A well-crafted checklist gives your audience that feeling while subtly making you their go-to expert.

Checklists offer immediate, actionable value to your audience. They simplify complex processes, making them more approachable for your prospects. 

Example: Take HubSpot's checklist for Facebook paid ads. It's like having a Facebook ads guru in your pocket, guiding you step-by-step through ad creation.

‍Why it works:

• It’s a practical, step-by-step resource that simplifies the complexity of running Facebook ad campaigns
• They’re easy to create and quick to consume, perfect for busy professionals
• Checklists can be themed around various stages of the buyer's journey, nurturing leads effectively
• Packages expert knowledge into an easy-to-use format.

Pro tip: Make your checklist interactive and shareable. This way, you can capture leads and build a targeted email list of potential customers, ultimately driving conversions and brand loyalty.

Free trial

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Free trials act as a sampling station, allowing prospects to experience and evaluate a product before making a commitment.

They lower the barrier to entry and showcase your value. This gives your prospects a chance to test the waters, push all the buttons, and really see if your product is right for them. 

Example: Senja's free trial page is an effective lead magnet because it offers potential users a no-risk opportunity to experience the platform's features firsthand. 

Why it works:

• Lower barriers to entry, especially for higher-priced or complex offerings
• Shows the platform's value and functionality
• Opportunity to nurture leads with onboarding emails and support
• Also generates usage data, helping you improve your product and marketing

Pro tip: Ensure you also have an onboarding sequence for trial users. For instance, personalized emails with features they can explore or tips can make them feel valued and help them get the most out of the experience.

ROI calculator

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ROI calculators transform abstract benefits into concrete figures, making numbers engaging and meaningful for businesses and individuals alike.

They show prospects exactly what they stand to gain and help justify the investment in your product or service.

Example: Salesforce’s CRM Benefit calculator provides potential customers with a personalized assessment of the financial benefits they could gain from using Salesforce's CRM solutions. 

Why it works:

• Tools help generate tailored insights based on specific business data 
• Provide an interactive element to your website, increasing engagement
• Highlights potential revenue increases and return on investment
• Makes the tool’s value proposition tangible and relevant

This interactive tool engages users and uses their contact information in exchange for the results, enabling Salesforce to capture qualified leads. 

Pro tip: Include industry benchmarks in your results. It's like giving your leads a financial report card—they'll see exactly where they stand and where they could be. 

Free courses

Want to educate your audience and generate leads? Free courses are your ticket. 

They provide immense value and position you as an expert. Plus, they're perfect for nurturing leads over time. 

Example: EmailOctopus's 8-day email course demonstrates how to package expertise into an engaging, lead-generating format. It structures essential topics into 15-minute daily micro-lessons that cater to busy professionals.

Why it works:

• Appeals to a wider audience 
• Allows for in-depth exploration of topics relevant to your audience
• Nurture leads over time, building a relationship with potential customers
• The course builds credibility and positions EmailOctopus as a trusted authority in the field

Additionally, requiring an email address for access allows the company to capture qualified leads and enable further nurturing with relevant content and offers.

Pro tip: Free courses can also naturally upsell paid products or services within their content. They also help capture detailed information via progress tracking. 

Comparison charts and guides

Many people feel overwhelmed when choosing SaaS software due to the abundance of options available.

A comparison guide is like having a friendly expert point out the best option for you.

Comparison charts simplify decision-making for prospects considering multiple options. They position your brand as a helpful, unbiased resource in your industry. 

Example: Capterra's JIRA vs. SAAS First comparison exemplifies how to present complex information clearly and helpfully. By providing a side-by-side comparison of features, pricing, and user ratings, the guide offers actionable insights that help readers make informed decisions.

Why it works:

• Highlights the strengths of products or services, along with a side-by-side comparison of features, pricing, and user ratings,
• Highly shareable, potentially increasing your reach
• Provide valuable data on what features matter most to your audience

Additionally, this guide reinforces Capterra's position as a trusted resource for software selection, enhancing its credibility and appeal among potential users.

Pro tip: Structure comparison content in digestible formats, such as charts, tables, or images, which help users skim through it.

Templates

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Templates provide a ready-made solution for giving your audience a headstart on various tasks or projects.

They provide immediate value and showcase your expertise. Plus, they're a shareable asset, and a productivity booster.

Example: Airtable's project tracker template provides a visually appealing and highly customizable solution for managing projects, tasks, and deadlines. 

Why it works:

• Templates can be customized for different industries or use cases
• Highly shareable, potentially expanding your reach organically.
• Upsell-related products or services naturally

Airtable attracts potential customers by making it an attractive option for professionals seeking to streamline their workflows.

Pro tip: Create templates that are gated and free. The free ones help potential leads experience the platform's capabilities firsthand and for free. 

Early access

Early access programs create a sense of exclusivity and urgency. 

They appeal to people's desire to be first and to have insider knowledge. Early access can create buzz and anticipation for your full launch.

Example: Assumable's early access creates exclusivity, which drives sign-ups from individuals eager to get a head start on using the tool.

‍Why it works:

• Offers potential customers the opportunity to be among the first to experience the platform
• Generate valuable feedback for product improvements
• Create buzz and anticipation for your full launch.

Additionally, capturing user information during the early access registration process can help build a qualified email list of engaged users who are likely to become paying customers once the platform is fully launched.

Pro tip: Create an exclusive community for your early access members. Engage with them via different platforms and share personalized content. 

Quiz

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Interactive quizzes bring the fun of personality quizzes from magazines to the online world while also helping users learn more about a brand or product.

Quizzes also have an addictive element because, let’s face it, people love learning about themselves. Quizzes can be designed to guide leads toward specific products or services. 

Example: Take Go Pro’s interactive quiz for instance, which helps users find the right product for their needs.

Why it works:

• An entertaining way to educate prospects about your offerings
• Questions tailored to needs and preferences
• It is interactive and requires an email address to reveal the results

This approach fosters a connection with potential buyers and positions GoPro as a helpful resource, increasing the likelihood of conversion into a sale.

Pro tip: Offer personalized resource recommendations based on results. Turn your quiz into a personal shopper—it doesn't just tell users what they need; it shows them where to get it. 

Certification course

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A certification course is the same feeling as a gold star in school, but with added career benefits.

Certification courses provide real value and enhance your authority. Plus, they create a community around your brand.

Example: Take Semrush's SEO Crash Course with Brian Dean. It works as a strong lead magnet idea by offering the right insights from an expert in the field. 

Why it works:

• Semrush not only educates potential customers but also familiarizes them with its software suite
• Increases the likelihood of conversion to paid users post-course
• The opportunity to earn a certificate further incentivizes participation

Certifications also lead to word-of-mouth marketing as participants showcase their achievements on different platforms.

Pro tip: Create a community forum for your certification course participants. It's like building a digital study group—it enhances learning, creates connections, and keeps your brand at the center of the conversation.

Personalized audit or consultation

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Personalized audits are your consultation station. They provide immediate value and showcase your skills.

Example: Centori's free SEO consultation is a perfect example of this high-value, high-engagement lead magnet. It offers personalized value in exchange for lead information.

‍Why it works:

• Provides potential clients with value without any initial commitment
• Tailored sessions with prospects to understand their unique needs
• Opportunity for businesses to showcase expertise and build trust

This approach allows for direct engagement and builds stronger relationships with potential customers, which can lead to long-term client engagement and conversion.

Pro tip: Follow up your audit with a customized action plan or follow-up emails. This way, you can demonstrate how your service can help address specific challenges. 

Downloadables and kits

Downloadable kits are an effective way to become your audience's one-stop shop. These kits bundle multiple resources for maximum value, essentially providing a toolbox full of solutions.

Kits allow you to showcase a range of your expertise in one package. Due to their multiple components, they're perceived as high-value.

Example: HubSpot's A/B testing kit demonstrates how to package related tools and resources effectively. It works as a fully equipped toolbox for marketing experiments.

Why it works:

• Resources are designed to address specific pain points or interests of the target audience
• Offers practical solutions or insights
• Includes tried and tested practices 

Downloadable resources require users to fill out a form with their email address to access the content. This allows brands to capture qualified leads who have already demonstrated an interest in the offered value. 

Pro tip: Include case studies of successful kit users on the toolkit's landing page. This enhances the trust factor among leads. 

Planners

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For those struggling with time management, digital planners offer a practical solution by streamlining tasks and enhancing productivity throughout the day.

They help your audience boost productivity while being a reminder of your brand. 

Example: Hemlock & Oak's daily planner shows how to combine practicality with brand promotion in a digital tool. This can attract potential customers who are interested in improving their time management skills.

Why it works:

• Offer practical value to users looking to enhance their organization and productivity
• Helps improve their time management skills
• Planners can be customized for specific industries or roles, increasing their appeal.
• They offer opportunities for subtle branding and product promotion.

By providing a well-designed, downloadable planner, brands can engage users and encourage them to share their contact information to access the planner, effectively capturing leads.

Pro tip: Make it customizable. It's like offering a Build-A-Bear workshop for productivity.

Playbooks

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Many people feel like they're fumbling in the dark regarding strategies, which is where playbooks come in.

It’s like having a seasoned pro who gives the right tactics at the right time. 

Example: Gong offers five free sales playbook examples, covering everything from objection handling to coaching techniques. It's like getting a cheat sheet for acing your sales game. 

Why it works:

• Tackles common hurdles head-on
• Playbooks position the brand as a trusted authority in the sales domain
• Gives away valuable, actionable strategies (who doesn't love good advice?)

The content within these playbooks is designed to be immediately applicable, incentivizing potential customers to share their contact information in exchange for access to the resource. 

‍Pro tip: Spice up your playbook with real-world examples, case studies, and customizable templates. Your leads will thank you for saving them time and effort.

Wrapping up

Remember, the key to a successful lead magnet is to provide real value to your potential clients. 

If you can offer them something they can't get elsewhere, they'll likely sign up for your services.

So, take these lead magnet ideas for a spin and set the stage for lead capture. And lastly, test, analyze, and refine your approach based on the results.