16 Eye-Catching B2B Lead Magnets to Inspire Your Next Advertising Campaign


One of the best tools you have in advertising is the work of others—you can create much more dynamic campaigns when you see what other companies are doing and how they are dominating their industries or markets. Sure, you could try to come up with ideas all on your own, but why waste the time when you can already get a glimpse of what’s working for someone else and use that to create your own successful campaigns?

Of course, you can’t just start tossing out lead magnets and hoping they stick. You’ve got to do your homework and consider what your audience would like best, as well as what would garner the highest conversion rates. There are other factors to consider, as well. To help you get a better idea of where to start with your own advertising campaign, we’ve collected a whopping 16 examples that will provide plenty of inspiration. 

What is a lead magnet?

Lead magnets are what you offer customers or visitors in exchange for personal information, such as their phone number or email address. These “magnets” are usually offered in the form of:

  • eBooks
  • Webinars
  • Research reports
  • Whitepapers
  • Videos
  • Product demos
  • Free consultations
  • Other resources or content on an exclusive basis

A quality lead magnet will solve a problem, promise a quick solution, and provide high value for the people who receive it. It should be specific, easy to understand, instantly accessible, and able to demonstrate the value your company offers. 

The list 

1. Smart Marketer

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Training is the lead magnet here, and it’s a great thing to offer your B2B customers. It’s offered as a free resource as long as users offer up their email address, and it shows people what they’ll get before they even spend a dime or commit to anything, which is always a win. 

2. Wild Apricot

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This membership management platform makes it clear that they want to help you out. Their lead magnet is a free trial, which is something that many businesses love because budgets are tight. What’s better than trying a platform for a full 30 days? 

3. List Goal

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List Goal already wins by offering a free software tool, but the integration is even better. You can signup and use the plugin via the Google Chrome browser. Then, when you’re following goals, you’ll see your progress right in front of you. 

4. OptinMonster

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This lead magnet works because it catches the eye, offers statistics, and promises to help unlock unlimited sales potential. Plus, it’s a quick and easy download that people can get just by entering their name and email address. When it comes to lead magnets, eBooks are a big hit. 

5. Mulesoft

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As part of this lead gen program, MuleSoft offers visitors a selection of different eBooks on its landing page. This SaaS company offers information about technology and the shared benefits of the Internet to expand your market without additional resources. 

6. Bluewire Media

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Here’s the “meta” example of the list. Bluewire Media has a great checklist lead magnet that covers, ironically enough, how to create a winning lead magnet. It includes a definition, how-to tips and advice, and examples. 

7. Amy Porterfield 

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A professional consultant, Amy Porterfield is also a marketing expert. She teaches everyone how to build better email lists and become more effective in sales. Plus, the homepage features the freebie front and center. You’ll even have your choice of the cheat sheet that you download, giving it even more customization. 

8. ExcelHelp

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This is an example of a free consultation lead magnet. It’s prominent, easy to see, and promises exactly what people want to know. Plus, it takes seconds to fill out the form and get the requested information. 

9. HubSpot

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With this guide to lead management, HubSpot is catching leads that want to know more about building their lead database and keeping things streamlined. Plus, it comes with the HubSpot stamp of approval and offers a lot of useful info for no investment. 

10. Social Triggers

Ebook lead magnet example

In this campaign, visitors are immediately greeted with the huge words “5000 subscribers for free”. That’s enough to get their attention, and then they can download an eBook in just seconds. Make sure that the magnet promises and delivers, too. 

11. HubSpot

Webinars as lead magnets

Yes, they’re making the list twice, and this time for their FREE webinars. On the site, you can find a whole selection of free webinars, with easy-to-search listings categorized by topics. And, it’s all free, which puts HubSpot in a great position of industry authority. 

12. James Wedmore

Lead magnet example

This is a prime example of providing additional content for people when they want to give their contact information in exchange. You can start offering a report or study and then make the rest available via download, like this example. 

13. Cabela’s

Catalog example

This might seem like a basic lead magnet. In 2022, are catalogs even relevant? The fact of the matter is that they are, and offering them like this gets a lot of results for Cabela’s (and other retail brands). 


14. Marcus Krieg


In this ad, Krieg is generating leads by giving people a lot for their information: templates for video scripts or written scripts to help people improve themselves or sell products better. 

15. Neil Patel

lead magnet ideas webinar

While we could choose any number of lead magnets from the laundry list of Patel’s landing pages, this particular offering is a great example of using lead magnets appropriately. It highlights key features and includes urgency with the time at the bottom.  

16. Smith.ai

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At Smith.ai, we know all about lead magnets, but our bigger focus is on providing you with the information and solutions that you need. You can sign up to get our eBook on how to make the best use of our services. Plus, Smith.ai was recognized by Clutch as a top sales outsourcing provider.

Our selection offers a more personalized touch and gives more companies the chance to find the resources that they need. Plus, our team is always standing by on the live website chat to help answer any questions leads may have when they come to us. 

While you’re catching leads, find out how the 24/7 virtual receptionists at Smith.ai can field phone calls, schedule meetings and appointments, and even assist with outbound sales and support. Schedule your consultation now or reach out to us at hello@smith.ai or (650) 727-6484. 

Business Education
Marketing Advice
Written by Sean Lund-Brown

Sean Lund-Brown is a current Marketing Assistant for Smith.ai. A graduate from Metropolitan State University of Denver, Sean graduated with a BA in Music and an individualized degree in Teaching Vocal Pedagogy.

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