Understanding Lead Magnets and Their Importance in B2B

When you create a roadmap or a plan for any B2B Lead Generation campaign, the strategy behind that plan plays a vital role in its success. Lead magnet is one such strategic element of your Lead Generation program. Lead magnets can positively impact your Lead Generation efforts and can create more Sales opportunities.

Let us understand what lead magnets are and how they can impact your Lead Generation results.

A lead magnet is any free offer or content assets that offer to your prospect in exchange of contact information or data of the prospect. A lead magnet can be anything from content assets, to free product demos, webinars etc. What’s most important about these lead magnets is that they should offer some value to your prospect.

Here are some interesting statistics related to lead magnets and the different forms of lead magnets-

• Almost 50% of marketers who use lead magnets report higher conversion rates (source- wpforms)
• According to a survey, the 3 top means of attracting leads is through in-person events, webinars and e-book (source-Content Marketing Institute)
• Webinars are one of the best and the most attractive lead magnets for B2B buyers. (source-Demandgen Report)
• Quizzes have an almost 31.6% lead capture value (source-LeadQuizzes)
• Almost 58.6% of marketers claim that short-form content such as e-book samples, newsletters etc. create highest conversion (source-GetResponse)
• 41.4% claim that long-form content such as White-papers, guides etc. creates highest conversions (source-GetResponse)
• Approximately 50% of marketers use lead magnets to capture emails (source-HubSpot)
• E-books are one of the top lead magnets as 27.7% of marketers use them (source-HubSpot)

Another important thing that marketers need to keep in mind is that lead magnets alone cannot perform if you do not facilitate entry points.

Entry points are the routes through which your prospects can access a lead magnet. Your lead magnets could be well-placed on your website through entry points and sources such as landing pages or forms that the prospect uses to sign in to access lead magnets.

Conclusion-

Lead Generation can bring great results if you use the right techniques. Lead magnet is one of the best techniques you can use to attract the lead in the first place. Once you have a lead in your Sales funnel, you can then nurture it to convert it into business. But what is important is that you create lead magnets and facilitate entry points to attract good leads.