How do you create effective B2B lead magnets?

Markets who know their customers best will be the winners of tomorrow. Buyer research is one the main pillars of marketing but still many marketers never talk to their customers. They have no clue and only listen to sales. What you should do is to design and implement a proces so you will conduct interviews on a regular basis. Always ask the same 2-4 main questions. Always note or record your conversation and analyse what your customer actually says. Make this your primaire skill. And BTW.. customers love to be interviewed.

Here are some steps to help you create an effective B2B lead generation strategy by knowing your buyer persona: 1. Research and gather data 2. Create buyer personas 3. Tailor your messaging 4. Choose the right channels 5. Develop content that resonates 6. Implement lead nurturing strategies 7. Continuously analyze and refine By understanding your buyer persona, you can tailor your lead generation efforts to effectively reach and engage your target audience. This will increase the chances of converting leads into customers and drive business growth.

Here is your recipe for B2B lead magnet that works 99% of the time: -Identifying pain areas of the industry you are in and address it in your content - Back it with how you are going to solve it and how better you are going to solve it. - add some relevant data with it. - Mix some testimonials of other customers This will work more like an ad copy that converts :)

The goal of any ideal customer (or buyer persona) research is to understand where your customer lives, online and off, so that you can meet them there with the value you provide. It's not just avatar-esque details like demographics; high-quality ideal customer personas (ICPs) provide data-based insights into psychographics, preferences, and influences. For me, live interviews are the gold standard. When I'm working with B2B clients to build an ICP, I typically interview at least three of their best customers. I also run a broader, anonymous survey of similar folks. That helps provide different levels of intimacy and granularity. After all, to market to someone effectively, you need to truly understand them.

The most important aspect is understanding what the outcomes your buyer wants, what they are struggling with, and what would be enticing to them enough to trade their details for. You can uncover this information via consultative sales calls and a deep understanding of your industry.

In general, people are tired of whitepapers. Therefore, your whitepaper has to be really good to attract attention. My advice: create a research paper in that year's specific industry. For example, "Content marketing insights 2023". From my own experience, that always works well.

It's all about choosing the right one for your goals. Pick what best captures attention, meets needs, and positions you as the go-to resource.

If you know your ideal customer well enough, you'll have a good idea about the format that they'll like best. How do they like to learn? What are they most likely to share? How do they perceive your brand - and how would you like them to perceive it? These types of customer-focused questions can help you make the right decision about the format for your lead magnet, so that it has maximum impact.

The format should cater to the buyer's persona and tell a story. Every content, whether an eBook, case study, or webinar, should follow a narrative. A story-driven format captivates attention and makes the information memorable.

Underpromise, overdeliver. There are way too many lead magnets out there that are so obviously gated only to collect email addresses. If you ask that a visitor reveal themselves to you, at least make it worth their while with some exclusive content, practical tips, and know-how that you normally wouldn't give away. Pay it forward.

You can't afford to be vague and generic. Zero in on a specific pain point your audience needs fixed and tailor your lead magnet to help them conquer a concrete goal.

Addressing pain points in lead magnets is essential. By aligning content with stages in the buyer's journey – awareness, consideration, and decision – you can ensure that your lead magnet addresses the specific challenges the buyer faces at each stage.

Here are some tips to help you deliver on your promise and increase your chances of converting B2B leads into customers: 1. Understand your target audience 2. Provide valuable content 3. Personalize your approach 4. Follow up promptly 5. Provide exceptional customer service In conclusion, delivering on your promise is crucial for B2B lead generation success. By understanding your target audience, providing valuable content, personalizing your approach, following up promptly, and providing exceptional customer service, you can increase your chances of converting B2B leads into loyal customers.

No one likes a bait-and-switch. And while overpromising might lead to more leads in the short term, it can also create a bad impression among the leads you do generate. This is arguably worse than not attracting the leads at all; almost 80% of prospects will back out of a deal due to poor customer experience, according to one American Express survey. Your lead magnet is probably the first time a buyer will trust your company. Don't let it be the last.

Authenticity is key. Just as businesses must genuinely differentiate themselves, lead magnets should offer real value, not just surface-level information. Delivering on promises establishes trust and positions you as a thought leader.

Deliver on your promise in the initial opt-in, and then continue to over-deliver in your nurture sequence. Ensure that your automated strategy is setup for maximum conversions over time (rather than relying on your opt-in to be a one hit wonder).

A call-to-action is good, but make sure your lead magnet delivers value first. And after that, add the call-to-action. Often, webinars or white papers are to much focussed on sales. Therefore: deliver value first and then ask for something in return.

Definitely include the call-to-action in your lead magnet itself. Don't hesitate to reiterate it in follow-up emails, texts, or resources. Most of us are busy - we're reading quickly, skimming, or multi-tasking. Your buyers are no different. An extra reminder can be incredibly helpful, especially if you're truly delivering on value.

Crafting B2B lead magnets isn't about dazzling with complexity, but connecting with simplicity. Strip away the jargon and technicalities. Ask: 'Would my grandmother understand this?' If not, simplify. Instead of extensive whitepapers, consider punchy checklists or a short video. When time is gold, brevity and clarity are the real magnets. Attract with substance, but always keep it succinct.

It's surprisingly easy to tell if a lead magnet is working: just look at the conversion rate on your landing page. I recommend finding industry-specific conversion rate benchmarks to measure your company against; for most, it's in the neighborhood of 15% or higher. If fewer than 15% of people who visit your landing page fill out the form to get the lead magnet, there's room to improve either the quality of traffic, the lead magnet itself, or just the messaging of the landing page. Please note that if you're promoting your lead magnet primarily or exclusively via a pop-up, your conversion rate benchmark would be lower. Those types of forms are effective, but they serve a different purpose and typically have different conversion rates.

Promote scarcity and exclusivity by limit access or availability to increase perceived value. Make prospects feel special for opting in. Keep it short and scannable. People don't read every. single. word. Respect readers' time and use things like bullet points, headers, and visuals. Make the title irresistible. Repurpose and expand. Test and optimize versions.

- A mixed gating strategy combines gated and ungated content policies based on content type. - Low-intent content, can remain ungated to improve top-funnel metrics like website visits. - This approach avoids generating low-quality leads from users not yet ready for a sales call. - High-intent content, such as guides or specialized resources, can be gated to attract leads genuinely interested in the topic. - Gated content may have lower lead volume but higher quality. - Remarketing campaigns can bridge the gap by targeting users who engaged with ungated content with promotions for high-intent gated content. - Leads generated through remarketing are expected to have higher conversion rates, improving overall lead quality.

Lead magnet.. doesn't it have a dirty feel? Like 'bait' used to 'lure' customers and catch them in you endless funnel? Of course you can give your target audience content that provides real value for them, but if you want to build a relationship with them you could start to trust them to come to you when its relevant for them.