6 Super Effective Lead

Magnet Ideas for

Established B2B

Companies

Legalcopywritingcentral.com

Mathis/6 Super Effective Lead Magnet Ideas for Established B2B Companies

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Copyright © 2019 by Stacey Mathis

All rights reserved. No part of this publication may be reproduced or transmitted

in any form or by any means, electronic, or mechanical, including photocopying,

recording, or by any information storage and retrieval system, without

permission in writing from the publisher.

Published by:

Stacey Mathis.

244 Fifth Avenue, Suite S 208

New York, New York 10001

Phone: 800-862-0361

Website: www.legalcopywritingcentral.com

NOTE: This publication contains the opinions and ideas of its author. It is intended

to provide helpful and informative material on the subject matter covered. It is sold

with the understanding that the author and publisher is not engaged in rendering

professional services in this book. If the reader requires personal assistance or advice,

a competent professional should be consulted. Every effort has been made to accurately

represent this product and its potential. However, there is no guarantee of earnings

using the techniques and ideas in this publication. Examples in this publication are not

to be interpreted as a promise or guarantee of earnings. Earnings potential is entirely

dependent on the person using our product, ideas, and techniques. The author and the

publisher specifically disclaim any responsibility for any liability, loss, or risk, personal

or otherwise, which is incurred as a consequence, direct or indirect, of the use and

application of any of the contents of this publication.

Mathis/6 Super Effective Lead Magnet Ideas for Established B2B Companies

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Introduction 4

Educate with Webinars 5

Present Case Studies 8

Write Ebooks 10

Offer Manuals and Guides 11

Produce White Papers 12

Make Videos 14

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“. . . you want your core lead magnet to address a question they have right now, before they're

ever willing to buy from you." Amy Porterfield

Introduction

Not long ago, a successful b2b website needed only a few elements to generate leads: a

Homepage with a visually-appealing layout, a Services and/or Products page, and an informative

About Us page. Today, however, b2b websites have stiffer competition. Options available to

potential customers are everywhere – domestically and internationally. Presenting an even bigger

digital challenge to established b2b companies are new, unexpected players - start-ups and

competitors with business models that are poised to exploit an unfilled or uncreated customer

need.

People visit websites to find not only basic contact information, but also to find some resources

which establish you as an authority in your field. The bottom line is: a digital strategy has to be

woven into your corporate strategy for your business to come out in one piece. And strong lead

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magnets are certainly one way, an affordable way, your company has to face disruptive

skirmishes.

What is a lead magnet?

“A lead magnet (aka gated content) is a valuable offer or incentive — usually a content

download, demo, or free trial — behind a landing page. Marketers provide online users this

content in exchange for their contact information (email address at the very least). Lead magnets

are one of the most powerful marketing assets that brands have because of their ability to

generate business leads.” Instapage.com

There's no limit to the types of content you could produce, but some are more effective than

others at driving traffic to a b2b website.

What types of content should you offer?

1) Educate with Webinars

Webinars were reported, in 2017, as one of the top revenue drivers for B2B marketers. (Source).

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Webinars are a marketing favorite among the b2b crowd. If you want to teach your readers

something, especially something that requires a lot of visuals, then a webinar is a great option.

The key is to remember that you are not creating the webinar (or any content for that matter)

simply to generate leads. You are creating the b2b2 webinar because it has real informative

value for your target audience’s business. There are countless ways to put together a webinar

that both excites and educates your audience.

Brands today experiment with the following new types of webinar formats:

• Live workshops

• Q&A sessions

• Live audits

• Hybrid pre-recorded seminars

According to Gotowebinar’s findings, the following title formulas work better than others:

A. List formats – Lists are an ideal way to show your expertise and value to your b2b audience.

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B. How to – How to’s show your topic authority and let your b2b audience know your webinar

is chock full of practical and actionable take-aways.

C. 101 – 101’s work best if you are talking about a trending subject that everyone is eager to

learn more about.

D. Training, Classes and Workshops – These titles indicate that your webinar offers huge

benefits, including extensive content

E. New - When titles contain the word "new," your b2b audience knows to expect material, data

and announcements that are hot and timely.

F. Trends - Trends routinely are thought-leadership webinars with content that is part of a larger

conversation.

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2) Present Case Studies

As to where in a sales funnel certain demand generation tactics work for b2b marketers,

according to Marketing Charts, “Events help generate leads; case studies move them through the

funnel.”

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Case studies are special reports that can be considered extended testimonials about a finished

project you worked on. It’s your client’s personal story and is a living example of what your

company can do to help other businesses. A case study is useful for presenting data in a

streamlined, compelling manner and should only include details that support your main

argument. Case studies are usually no more than two pages long.

The basic questions you answer in a case study are:

• Who did you help?

• What was the problem?

• How did you solve it?

Example of case study excellence at work: IDEO

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Have you ever emailed a client about participating in a case study? If not, why not

download this Case Study Participation Request Email to do so?

3) Write Ebooks

63% of B2B buyers listed ebooks as the material they were most likely to share with colleagues.

(Source: DemandGen 2017 Report)

This is a practical option for your business if you regularly post content on your blog. Once you

have a series of posts completed, put the information together and format it as an Ebook. Readers

won't have to spend time searching individual blog posts when they can access all of the text at

once.

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4) Offer Manuals and Guides

Manuals and Guides are popular because they tell you more succinctly than books how to do

something specific. They can, but don’t always, list step by step how to achieve an objective:

how to file a business complaint, how to walk 1,000 steps every day. Guides don't require a lot of

background research; they present the basics. Some refer you to other sources for additional

information.

Think like a user: When you create guides or manuals, you must think like a user. If your

b2b customer is not a tech geek, you cannot tell him that all he needs to do is unzip a file and

upload it to the public_html (webroot) in the File Manager of is host’s cpanel.

Focus on reader: Use “you” so that you emphasize the message that the information is

intended for the reader. Connect with your reader, and make the information in the manual

relevant to him or her.

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Use active voice:

Don’t’ say - Tools that will be required to complete step 1 are . . .

Say this - To complete step 1 you will need . . .

Establish standards: For example, use one way to spell a word. Don’t write barbecue,

then barbeque, then BBQ (although, they are all correct). Choose one and stick with it.

Write clear instructions: The ideal way to create a manual whose purpose is to instruct

users on how to complete tasks is to make them concise. Use numbered lists; begin each item

with a verb; and leave out information the reader does not need to know.

5) Produce White Papers

76% of b2b buyers listed white papers as the material they were most likely to share with

colleagues. (Source: DemandGen 2017 Report)

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White papers, also spelled whitepapers, are often confused with case studies. They’ve also been

created as though they are a sales or product brochure, which they are not. They are powerful

tools for solving problems and establishing authority. White papers that are written correctly,

are not opinionated, not too promotional and not out-of-date. These reports (which are longer

than blog posts, but shorter than ebooks) contain more substantial information and often use

academic, esoteric language. Yet, despite the esoteric language, white papers should not be

dense or difficult to get through.

The best white papers, are:

• timely

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• logical

• to-the-point

• fact-based

• supported by graphics and images

And all of these attributes must be valuable to its b2b audience.

6) Make Videos

“Marketing is no longer about the stuff that you make, but the stories you tell.” – Seth Godin

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Regardless of what industry your business is in, if it hasn’t already, video will become an

important component in your marketing mix. Video has been listed as one of the marketing

tactics with higher conversion performance. It’s an excellent way to create trust in your company

and build brand awareness. And leveraging video content has never been easier. Brands have

successfully used one or more of the following strategies:

• Showcase employee stories

• Keep potential customers current on what’s happening in your niche, industry or

company.

• Livestream industry conferences, interviews or other events your target audience would

want to be in on.

• Provide customer testimonials.

• Produce demo videos to showcase key information about the benefits of your products or

services.

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Remember that building your email list is the ultimate goal of offering gated content, though it

may take some trial and error to determine which type of lead magnet will drive the most traffic

to your website. You may even find that a combination of items is most effective.

Lastly, if you’re pressed for time and want a shortcut to creating a very valuable piece of content,

do what many successful marketers do. Don’t start from scratch. Repurpose content you already

have. For instance, if you’ve created a blog post that many people have found beneficial, take the

next step and repurpose it into infographics, videos, podcasts, ebooks . . .”