Among the materials offered to visitors to our websites, social media, and campaign products, there are those offered in exchange for user data or actions.
These contents can be downloaded as ebooks, videos, business owner database or graphics, and are highly valuable because, in addition to connecting the brand with the public, they also create the possibility of maintaining subsequent contacts.
Communicating with leads can bring them into our sales funnel and convert them into real customers.
B2B lead magnets attract users with the potential to become customers.
These materials, when used in inbound marketing between companies, are called lead magnets in B2B ( business-to-business ) companies . These " lead magnets " should have the following characteristics:
Free. Its exchange value is the data or activities the user gives us in return.
Be lightweight and portable. Easy to download, access, and use in universal formats.
Have value. It must contain interesting and relevant information that is specialized and novel for the corresponding buyer persona.
Have quality. Its presentation, design, and usability must be outstanding and attractive.
We must consider that every B2B Lead Magnet is part of the brand's added value. While attracting traffic and converting leads, it must enhance the company's prestige and authority.