Little Glossary · Go-to-market
Lead magnet
A lead magnet is a valuable resource a company offers in exchange for a visitor's contact details: a guide, a template, a report, a calculator or a webinar.
Common B2B formats
- Templates and checklists: quick to use and easy to value.
- Calculators and tools for ROI, savings or pricing. Useful because they give a personalized result.
- Reports and benchmarks with proprietary data or industry surveys.
- Guides and ebooks on a specific problem.
- Webinars and training, live or recorded.
- Free audits or assessments of part of the problem.
What makes it work
- It solves a specific problem for the ICP, not a generic one.
- It's related to the product: whoever downloads it should have the problem the product solves.
- It delivers value fast: a template used today usually performs better than a 60-page ebook.
- The landing page explains what you get and only asks for the data needed.
- The follow-up is useful: an email sequence that adds something, not a sales call the next day.
Gated or ungated
The debate between gated content (behind a form) and ungated content is still open. Asking for details generates measurable contacts, but reduces reach, and many people leave fake addresses. A middle ground is to keep most content open and reserve the form for the most valuable resources or for downloadable, editable versions.
How to measure it
Counting downloads isn't enough. What's useful is knowing how many contacts who came through the lead magnet become MQLs, opportunities and customers, and how long it takes.
Related terms
At Little we design and build for B2B tech companies for a monthly fee. See how it works →