Choose lead magnet types that match buyer stage. Create offers so valuable buyers would pay for them. Design forms that balance conversion with qualification. Promote across channels. Nurture downloads toward demos.
B2B lead magnets solve specific problems. Guides educate early-stage buyers, templates provide immediate value, tools offer ongoing utility, assessments create personalised insights and webinars build relationships.
High-value lead magnets solve one specific problem completely. Use Alex Hormozi's framework: narrow your avatar, identify their dream outcome, show the path and make it so good they'd pay for it.
Lead capture forms balance conversion with qualification. Ask for email upfront, use progressive profiling for returning visitors, try multi-step forms for complex offers and always include GDPR consent.
Promote lead magnets across every channel. Optimise landing pages for SEO, share on LinkedIn, add to email signatures, run paid ads and ask partners to promote to their audiences.
Track the full funnel: landing page conversion rate, lead magnet download rate, lead-to-MQL conversion, MQL-to-SQL conversion and cost per SQL. Optimise stages with the lowest conversion.
After download, send a nurture sequence that delivers on the promise. Share related content, address common questions, show case studies and invite them to book a call when they're ready.
Use what you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
All in one CRM with marketing, sales and service, strong when you want one system that teams adopt.
Visual site builder with CMS and clean code export, powerful for marketing teams that want speed and control.
Landing page builder with A B testing and dynamic text, solid for paid traffic when you need fast iteration.
Landing page builder with fast templates, A B testing and collaboration, ideal for campaign pages at speed.
Landing page and lead capture tool with templates and easy forms, aimed at quick campaign launches.
Collaborative design tool for layouts and assets, great for landing pages, ads and quick iteration with stakeholders.
Web analytics that tracks user behaviour and conversions, essential for understanding traffic and lead sources when configured well.
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
Create an outreach strategy that defines who to target. Configure domains and infrastructure properly. Build targeted lead lists. Write emails that sound human. Design multi-touch sequences.
See playbookBuild proposal structure that wins. Present pricing effectively with clear tiers. Create reusable templates with dynamic fields. Automate generation from CRM. Track when prospects open proposals.
See playbook
Map the customer journey from signup to value realisation. Create 30-60-90 day milestones. Build automation that delivers consistent onboarding. Develop resources customers use to get wins fast.
See playbook
Create battle cards that position you against competitors. Develop case studies that prove results. Build ROI calculators. Write objection handling scripts. Design sales decks that advance deals.
See playbook
Run quarterly roadmap sessions and reviews. Plan monthly priorities and review performance. Hold weekly planning sessions. Track weekly scorecards. Resolve issues fast in weekly meetings.
See playbook
Define your organic growth strategy with traffic goals. Build a content production workflow. Create content that educates and converts. Optimise for search engines and AI. Repurpose across channels.
See playbook
