A B2B lead magnet is something valuable you give away in exchange for contact details. The best ones solve a small, urgent problem quickly and lead naturally to what you sell.
15 B2B lead magnet ideas
- Free audit (website, SEO, ads, security)
- Personalised preview or mockup of the result
- ROI or cost calculator
- Templates (proposals, emails, contracts)
- Checklists (launch, audit, compliance)
- Benchmark report with original data
- Swipe file of real examples
- Playbook or guide for a specific role
- Mini-course by email
- Webinar recording
- Free tool or grader
- Industry salary or pricing survey
- Case study pack by industry
- Free trial or sandbox
- Consultation with a clear deliverable
How to choose
- Solves one specific problem your buyers have
- Consumable in under 15 minutes
- Shows your expertise and leads to your offer
- Attracts buyers, not students or competitors
Promotion and follow-up
Put it inside relevant articles, on a landing page, in LinkedIn posts and in outreach emails. Follow up with a short sequence that offers the next step. See B2B lead nurturing.
Build the page right: B2B lead generation landing pages.
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11,500 credits a month
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- About 261 done-for-you leads
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50,000 credits a month
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- About 1,136 done-for-you leads
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- or 807 AI website previews
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Frequently asked questions
What is a lead magnet in B2B?
A free, valuable resource (audit, template, calculator, report) offered in exchange for contact details, designed to attract potential business buyers.
What is the best B2B lead magnet?
Personalised assets like audits or previews usually convert best, followed by calculators and templates that solve a specific problem.