/iblai-marketing-lead-magnets

Plan lead magnets that capture emails, generate qualified leads, and feed product adoption.

Step 0: Context Check

Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md on older setups) first. Only ask for what isn't there.

Pull this context:

1. Business Context

• What the company does
• Ideal customer
• Problems the product solves

2. Current Lead Generation

• How leads are captured today
• Existing lead magnets or offers
• Current conversion rate on email capture

3. Content Assets

• Existing content to repurpose (blog posts, guides, data)
• Expertise you can package
• Templates or tools used internally

4. Goals

• Primary: email list growth, lead quality, or product education?
• Target buyer stage: awareness, consideration, decision?
• Timeline and resource constraints

Principles

1. Solve a specific problem. One clear pain point, not a broad topic. "How to write cold emails that get replies" > "Marketing guide."
2. Match the buyer stage. Awareness needs education. Consideration needs evaluation. Decision needs implementation help.
3. High perceived value, low time investment. Should feel worth paying for. Consumable in under 30 minutes (ideally under 10). Immediate, actionable takeaway.
4. Natural path to product. Solves a problem your product also solves. Creates awareness of a gap your product fills. Demonstrates expertise.
5. Easy to consume. One clear format (don't mix ebook + video + spreadsheet). Works on mobile. No special software required.

Types

Per-format creation guidance: [references/format-guide.md](references/format-guide.md).

Match Lead Magnets to Buyer Stage

Awareness

Goal: educate on the problem. Attract people who don't know you yet.

Consideration

Goal: help evaluate solutions. Build trust and demonstrate expertise.

Decision

Goal: help implement. Remove friction to purchase.

Gating Strategy

Options

What to Ask For

• Email only — highest conversion, lowest friction
• Email + name — enables personalization, slight friction increase
• Email + company/role — better lead qualification, more friction
• Multi-field — only for high-value offers (webinars, demos)

Rule of thumb: ask for the minimum needed. Every extra field cuts conversion 5-10%.

How to Frame the Exchange

• Make the value obvious: "Get the full 25-page guide free"
• Show a preview: table of contents, first page, sample results
• Social proof: "Downloaded by 5,000+ marketers"
• Reduce risk: "No spam. Unsubscribe anytime."

Form optimization: /iblai-marketing-form-cro. Popup implementation: /iblai-marketing-popup-cro.

Landing Page & Delivery

Landing Page Structure

1. Headline — clear benefit: what they get and why it matters
2. Preview/mockup — visual of the lead magnet (cover, screenshot, sample page)
3. What's inside — 3-5 bullets of key takeaways
4. Social proof — download count, testimonials, logos
5. Form — minimal fields, clear CTA button
6. FAQ — address hesitations (Is it really free? What format?)

Landing page optimization: /iblai-marketing-page-cro.

Delivery Methods

Thank You Page Optimization

Don't waste the thank you page. After conversion:

• Confirm delivery ("Check your inbox")
• Offer a next step (book a demo, start trial, join community)
• Share on social (pre-written tweet/post)
• Recommend related content

Promotion & Distribution

Blog CTAs & Content Upgrades

• Relevant CTAs within blog posts (inline, end-of-post)
• Post-specific content upgrades (bonus checklist for a how-to post)
• Content upgrades convert 2-5x better than generic sidebar CTAs

Exit-Intent & Popups

• Trigger on exit intent or scroll depth
• Match the popup offer to the page content
• See /iblai-marketing-popup-cro for implementation

Social Media

• Share snippets and teasers from the lead magnet
• Carousel posts from key points
• Use the lead magnet as the CTA in your bio/profile
• See /iblai-marketing-social-content for strategy

Paid Promotion

• Facebook/Instagram lead ads for top-funnel lead magnets
• Google Ads for high-intent lead magnets (templates, tools)
• LinkedIn for B2B lead magnets
• Retarget blog visitors with lead magnet ads
• See /iblai-marketing-paid-ads for campaign strategy

Partner Co-Promotion

• Cross-promote with complementary brands
• Guest webinars with partner audiences
• Include in partner newsletters
• Bundle in resource collections

Measuring Success

Key Metrics

Benchmarks by format and industry: [references/benchmarks.md](references/benchmarks.md).

A/B Testing Ideas

• Headline: benefit-focused vs. curiosity-driven
• Format: checklist vs. guide on the same topic
• Gate level: full gate vs. partial preview
• Form fields: email-only vs. email + name
• CTA copy: "Download Free Guide" vs. "Get Your Copy"
• Delivery: instant download vs. email delivery

Lead Quality Signals

A good lead magnet attracts quality leads if:

• Higher-than-average email engagement
• Leads progress to trial/demo at expected rates
• Low unsubscribe rate after delivery
• Leads match ICP demographics

Output Format

When building a lead magnet strategy, return:

1. Lead Magnet Recommendation

• Format and topic
• Target buyer stage
• Why this format for this audience
• Estimated creation effort

2. Content Outline

• Key sections/components
• Length and scope
• What makes it unique or valuable

3. Gating & Capture Plan

• What to gate and how
• Form fields
• Landing page structure

4. Distribution Plan

• Promotion channels
• Content upgrade opportunities
• Paid amplification (if applicable)

5. Measurement Plan

• KPIs and targets
• What to A/B test first

Task-Specific Questions

1. What existing content or expertise could become a lead magnet?
2. Where does your audience spend time online?
3. Most common question prospects ask before buying?
4. Email nurture sequence set up for new leads?
5. Budget for design and promotion?

Related Skills

• iblai-marketing-free-tool-strategy: Interactive tools as lead magnets (calculators, graders, quizzes)
• iblai-marketing-copywriting: Writing the lead magnet content itself
• iblai-marketing-email-sequence: Nurture sequences after capture
• iblai-marketing-page-cro: Optimizing lead magnet landing pages
• iblai-marketing-popup-cro: Popup-based lead capture
• iblai-marketing-form-cro: Optimizing capture forms
• iblai-marketing-content-strategy: Content planning and topic selection
• iblai-marketing-analytics-tracking: Measuring lead magnet performance
• iblai-marketing-paid-ads: Paid promotion of lead magnets
• iblai-marketing-social-content: Social media promotion