Today’s buyers don’t give up their email for free. They need a reason—and that reason better be valuable, fast, and frictionless. That’s where lead magnets come in.

A lead magnet is an intentional value exchange. You offer something genuinely helpful (not fluffy), and your audience gives you their contact info in return. It’s the first handshake in a relationship that, done right, turns into revenue.

In this post, we’re not just giving you a laundry list of tired ideas. We’ve rounded up 22 battle-tested lead magnet types—with real examples you can rip, remix, or launch tomorrow.

Whether you’re in SaaS, eCommerce, consulting, or content, you’ll find magnets that actually attract, engage, and convert.

Let’s get into it.

TL;DR

What makes a great lead magnet?

Not all lead magnets are created equal. Slapping together a PDF and gating it behind a form won’t cut it anymore. Buyers are savvier, more distracted, and way more selective about who gets access to their inbox based on how far along they are in the lead generation funnel.

If you want to earn that email, your lead magnet has to do four things exceptionally well:

1. Solve a real, painful problem

Your lead magnet needs to hit a nerve. The best ones speak directly to something your audience is actively struggling with—whether it's “how to increase demo show rates” or “what metrics actually matter for SaaS retention.”

Here's an example -

If it doesn’t solve a problem they care about right now, it won’t convert. Period.

2. Be stupid-easy to access and consume

Time is the new currency. If someone needs to create an account, confirm an email, and sit through a webinar replay to get value—you're losing them.

Think instant gratification: one-click downloads, short Loom-style videos, interactive walkthroughs (shoutout Supademo).

Your lead magnet should say: “Here’s something useful you didn’t know you needed—and it’ll take less than 5 minutes to see results.”

3. Offer something specific and actionable

Generic = ignored.

“10 Marketing Tips” isn’t a lead magnet. “10 LinkedIn Hook Formulas That Got Us 2,500+ Followers in 30 Days”? Now we’re talking.

The more specific your promise, the more compelling the magnet. Bonus points if you can make it swipeable, fill-in-the-blank, or plug-and-play.

4. Design + CTA matter more than you think

People absolutely judge the content by its cover.

Your lead magnet should look polished and modern. Use clean design, clear headlines, and tight layout—even if it’s just a checklist. This isn’t just about aesthetics. Good design signals trust and professionalism.

Pair it with a high-converting CTA like:

• “Get the Free Toolkit” (not “Submit”)

• “Download the Playbook” (not “Learn More”)

• “Try the Demo” (with a Supademo embed right in the CTA flow)

Visual hierarchy matters. CTA buttons should pop. Forms should be short. And value should be obvious at a glance.

22 Lead magnet ideas with examples

1. Interactive demos

Example: Supademo’s Sales Enablement Tour

Supademo doesn’t just demo products—it turns them into self-serve, interactive experiences that guide users step-by-step. Their Sales Enablement Tour is a great example of how a lead magnet can show, not just tell. Instead of asking someone to read a case study or watch a video, Supademo puts them inside the product—clickable, branded, and friction-free.

It’s the difference between “here’s what we do” and “here’s what it’s like to use us.”

Interactive demos are the modern way to deliver product-led value without asking for a meeting or signup. Supademo makes this easy by letting you build no-code walkthroughs in minutes, complete with branching paths and engagement analytics baked in.

Why it works:
➡️ Shows product value instantly – Prospects don’t need to book a demo or talk to sales to experience the core product benefit.
➡️ Frictionless lead capture with built-in analytics – You can gate a demo after a few steps or use analytics to qualify based on engagement.

➡️ Ideal for sales enablement and partner training – The same asset used for lead gen can also be reused to ramp reps or resellers.

Pro tip: Don’t just use Supademo at the top of the funnel. Embed it across your site—product pages, feature breakdowns, post-webinar follow-ups, even onboarding flows. It's one of the rare lead magnets that works before and after someone converts.

Execution idea:

Homepage CTA: Replace “Request a Demo” with “See It in Action” and link to an ungated Supademo tour.

Blog lead magnet: Embed a Supademo inside blog posts to show how to execute what the content teaches.

Sales follow-up: Share tailored demos via email, tracking who clicks, how far they go, and what they interact with.

Stack it with: ROI calculators or ebooks. For example, after downloading a “Productivity Playbook,” serve a Supademo that visually walks them through how to apply the concepts using your tool.

2. Webinars

Example: Drift’s Conversational Marketing Masterclass

Drift doesn’t treat webinars like a checkbox—they treat them like prime-time events.

Their Conversational Marketing Masterclass features real practitioners (not just internal folks), dives into specific pain points, and gives attendees clear frameworks they can act on immediately. The tone is casual but credible, and the content is always grounded in what’s working now—not theory.

This is what separates webinars that generate pipeline from those that fizzle out. Drift positions the session as a must-attend experience, not just a long-form sales deck. And they build anticipation ahead of time: teaser posts on LinkedIn, email countdowns, and calendar invites that lock in attendance.

Execution idea:

• Before the webinar: Create a landing page with a strong CTA (“Reserve your spot for a 30-minute growth teardown with [guest expert]”).
• During the webinar: Share a Supademo live to walk attendees through a real workflow or product tactic.
• After the webinar: Gate the replay, follow up with bonus assets, and include Supademos as great webinar leave-behinds to drive next-step action.

3. Reports and industry studies

Example: HubSpot’s State of Marketing

Every year, HubSpot drops a beautifully packaged, data-heavy State of Marketing report. It’s not just fluff—it’s stacked with benchmarks, trends, charts, and pull quotes that marketers use in decks, meetings, and strategy docs. It ranks in search, gets cited in newsletters, and earns backlinks from agencies, consultants, and VCs.

This kind of content is a lead magnet powerhouse when done right: it positions your brand as an authority, attracts top-funnel interest, and gives sales teams a non-promotional asset to lead with.

Execution idea:

• Launch the report via a dedicated landing page with email capture.
• Share teaser stats on LinkedIn with a link to download.

4. Newsletters

Example: Lenny’s Newsletter

Lenny Rachitsky turned his Substack into a B2B juggernaut by delivering tactical insights for product and growth leaders every single week. The content is clear, tight, and super relevant. He built trust not by selling—but by showing up consistently with real value. That consistency compounds.

A good newsletter isn’t a broadcast—it’s a relationship channel. It warms up leads over time, earns attention, and drives organic referrals from people forwarding it to teammates.

Execution idea:

• Offer a 3-part “welcome series” with your best past issues.
• Segment subscribers by topic interest and send lead magnets matched to their niche.
• Use Supademo in email campaigns to turn educational content into product discovery moments.

5. Free tools

Example: VEED.IO’s Subtitle Generator

VEED doesn’t just sell video editing software—they give creators immediate value with free tools like a subtitle generator. And they have tons of tools like these.

No account required, no forced signup. The tools are useful on their own, and that’s the point. Users arrive, solve a problem, and only then get nudged toward premium features.

This “tool-first” approach is the blueprint for product-led growth. The user gets a win, and you earn the right to convert later.

Execution idea:

• Use Ahrefs or Google Search Console to find tool-related keywords you already rank for.
• Build a lightweight version of your product to match that intent.
• Bonus: Embed Supademo inside the tool to showcase the tool in action with deeper use cases and trigger upgrade CTAs at peak engagement.

6. Blog content upgrades

Example: Backlinko’s SEO Checklist

Brian Dean of Backlinko pairs his blog posts with ultra-relevant downloadable checklists—offered via inline CTAs at the exact moment the reader wants to take action. For example, a post on link-building strategies might offer a gated PDF checklist to execute those steps.

The best part? He doesn’t have to create new content. He just repackages what’s already working into a more usable format.

Execution idea:

• Pick 5–10 high-traffic blog posts with strong time-on-page.
• Create 1-page checklists, cheat sheets, or swipe files based on that content.

7. Ebooks

Example: Intercom’s Customer Support Guide

Intercom packaged blog posts, product insights, and third-party data into a beautifully designed ebook on modern customer support. It’s informative without being preachy, easy to skim, and visually on-brand. The result? A lead magnet that doesn’t feel like one.

Ebooks still work—but only when they’re specific, well-designed, and solve a real problem. Intercom nails the balance between thought leadership and tactical value.

8. Whitepapers

Example: Salesforce’s CRM Trends Report

Salesforce regularly publishes long-form whitepapers aimed at executives and IT buyers. These are technical, data-heavy, and strategy-driven—exactly what stakeholders need to justify big-ticket decisions internally.

Whitepapers aren’t for everyone—but if you’re selling into the enterprise or need to speak to compliance, security, or transformation, they’re gold.

Execution idea:

• Gate it behind a short form (name, email, role).
• Use the download as a sales trigger for follow-up.

9. Case studies

Example: Asana’s Enterprise Success Stories

Asana presents customer stories segmented by industry and use case. These are clear, visual, and outcome-driven—with stats like “cut onboarding time by 40%” or “shipped 3x faster with cross-functional workflows.”

Great case studies build trust fast. They help buyers see themselves in the success of others—and de-risk the decision emotionally.

10. Checklists

Example: Trello’s Content Checklist

Trello offers a downloadable checklist that helps content teams set up workflows, communication norms, and project tracking. It’s simple, visual, and immediately actionable—exactly what busy team leads are looking for.

Checklists are the ultimate “quick win” lead magnet. They're short, clear, and solve a focused problem. Plus, they’re easy to brand or co-brand, making them useful assets for both marketing and sales enablement.

Execution idea:

• Add it as a CTA inside related blog posts or onboarding sequences.
• Bundle multiple checklists into a downloadable “starter kit.”

11. Free trials

Example: Grammarly’s Free Tier

Grammarly gives users instant access to core features like spelling, grammar, and clarity suggestions—all without a credit card. Smart nudges promote their premium upgrade after the product proves its value.

Free trials are powerful because they give users direct access to the value you offer. But to work, they need to be paired with onboarding that gets users to their first “aha” moment fast.

Execution idea:

• Shorten your signup flow—remove friction and unnecessary fields.
• Use in-app messaging to surface key features at the right time.
• Track trial drop-offs and retarget with relevant content + demo links.

12. ROI calculators

Example: Vendr’s SaaS Savings Estimator

Vendr offers a calculator that shows potential cost savings from centralized software purchasing. Users answer a few quick questions, see a teaser result, then enter their email for a full savings breakdown.

ROI calculators are one of the highest-performing lead magnets for decision-makers—because they tie your solution directly to dollars.

Execution idea:

• Create separate calculators for different ICPs or pricing tiers.
• Use the results to auto-personalize follow-up emails.
• Let sales use the calculator as a consultative tool in live calls or pitches.

13. Free courses

Example: HubSpot Academy

HubSpot offers a library of free, high-quality courses on everything from inbound marketing to sales automation. Each course includes video modules, quizzes, and completion certificates that learners can add to LinkedIn.

Free courses work because they build trust and competency. You're not just educating your market—you’re equipping them to become long-term users, customers, or advocates.

Execution idea:

• Gate the course after module 1 to qualify only engaged users.
• Use Supademo between lessons to let users try the product while learning.
• Segment learners based on course path and trigger contextual upsells.

14. Comparison guides

Example: Webflow vs. WordPress

Webflow directly addresses the “Which one should I choose?” question by producing comparison pages that are clear, visual, and obviously favor Webflow’s value. The comparison guide is honest—but strategic.

This lead magnet type is perfect for switchers, evaluators, or buyers in the decision stage. You control the narrative while educating the user.

Execution idea:

• Create versions tailored to specific roles (“Webflow vs. WordPress for designers”)
• Offer a downloadable PDF or checklist at the end of the page.
• Include Supademos that show product UI differences side-by-side.

15. Templates

Example: HubSpot’s Email Marketing Templates

HubSpot gives users instant access to proven email templates they can customize, copy, or download. These are practical, usable, and designed for real business scenarios.

Templates convert because they eliminate friction. Instead of saying “here’s how,” you’re saying “here it is—just use it.”

Execution idea:

• Use exit intent pop-ups on blog posts to offer the related template.
• Bundle several templates into a kit and gate it behind a single form.

16. Early access programs

Example: Superhuman’s Waitlist Model

Superhuman built hype by keeping their product invite-only. Interested users had to apply, explain their use case, and wait. That exclusivity created curiosity and drove massive word of mouth.

Early access programs turn gated access into a marketing asset. When positioned right, they flip the usual funnel—people chase you for access.

Execution idea:

• Run the waitlist as a mini-lead funnel with email drips and sneak peeks.
• Offer early access users a bonus (swag, lifetime discount, founder call).
• Drop a Supademo teaser walkthrough to preview what they’re waiting for.

17. Quizzes

Example: The Predictive Index’s Personality Assessment

PI offers an interactive quiz that helps users identify their behavioral type and team fit. It’s engaging, surprisingly accurate, and instantly shareable.

Quizzes work because they’re personalized, gamified, and curiosity-driven. And when you gate the results, they become high-converting lead magnets.

Execution idea:

• Build quiz logic around pain points or product fit.
• Share average results data in a follow-up report or blog post for added SEO lift.

18. Certification courses

Example: Google Ads Certification

Google’s certification programs are widely recognized and often used by marketers to boost credibility on LinkedIn or resumes. It’s education plus professional value.

Certifications turn learners into advocates. They reward completion, improve product mastery, and foster community around your ecosystem.

Execution idea:

• Use Supademos as part of the certification test: “Click through this workflow and identify the right action.”
• Follow up with advanced courses or specialized paths (e.g. “For SDRs” vs. “For CS”).

19. Personalized audits or consultations

Example: KlientBoost’s CRO Audit

KlientBoost offers free landing page audits where a CRO expert records a video teardown with actionable feedback. It’s tailored, direct, and high-value—no fluff.

Audits convert because they feel 1:1. Even if templatized behind the scenes, they speak directly to a prospect’s current setup and pain points.

Execution idea:

• Frame it around a bold promise: “Get 3 CRO quick wins in 48 hours.”
• Create audit templates by segment (SaaS, eCom, service) for speed.
• Use insights from audits to build content themes that resonate.

20. Downloadable kits

Example: Shopify’s Store Launch Kit

Shopify bundles checklists, templates, guides, and tutorials into a “Launch Kit” that helps new users hit the ground running. It’s not just one asset—it’s a packaged experience.

Kits work because they increase perceived value and reduce decision fatigue. It’s the Costco model: give more, win faster.

Execution idea:

• Theme the kit by use case: “Product Launch Kit,” “Lead Gen Starter Pack,” etc.
• Include a Supademo in the kit that ties it all together with a visual walkthrough.
• Promote via lifecycle emails tied to onboarding stages or pain signals.

21. Planners and playbooks

Example: ClickUp’s Productivity Playbook

ClickUp created a multi-page playbook that walks teams through how to structure tasks, plan sprints, and build repeatable systems. It’s not just theory—it’s execution guidance.

Planners and playbooks work because they bridge the gap between knowing and doing. They’re also highly adaptable to your product’s workflows.

Execution idea:

• Include callouts in the playbook like: “Want to see this in action?” → link to Supademo.
• Offer co-branded versions to partners or community leaders.
• Run paid ads targeting niche roles (e.g. PMs, CS leaders) with planners built for them.

22. Exclusive resource Libraries

Example: HubSpot’s Marketing Resource Library

HubSpot offers an exclusive collection of templates, guides, eBooks, and more—available only after users provide their contact info. It’s a comprehensive, curated library that offers great value for marketers looking for ready-to-use resources.

This approach not only attracts leads but also builds authority in the marketing space.

Execution idea:

• Divide the resources into clear categories (e.g., “Email Marketing Templates,” “Social Media Guides,” etc.) to make navigation intuitive.
• Make the resources downloadable in different formats (PDFs, Google Docs, Notion templates) to appeal to different preferences.

Tips for creating high-converting lead magnets

Most lead magnets fail for two reasons: they try to do too much, or they look like an afterthought. A great lead magnet is focused, frictionless, and conversion-optimized.

Here’s how to nail it:

1. Keep it focused and solve one problem

Don’t try to teach your entire methodology. Solve one urgent, specific issue. Think: “Fix X” not “Understand Y.”

2. Use plain language and tight structure

Write like you talk. Bullet points. Short sentences. Give people the clarity they’re too busy to find elsewhere.

3. Make it look pro

Design matters. A clean layout, strong headline, and a bold CTA button can double your opt-in rate. Treat the landing page and asset as a branded experience—not a PDF afterthought.

4. Test formats, not just headlines

One audience may love a checklist. Another wants a demo. Run A/B tests across formats and CTAs to find what moves leads to action.

Wrapping up!

Lead magnets aren’t just about email capture—they’re the first value exchange in your sales process. Get it right, and you’ll turn strangers into subscribers, subscribers into buyers, and buyers into advocates.

There’s no one-size-fits-all. Try different formats. Track your conversions. See what actually gets downloaded, clicked, and shared—and iterate fast.

If you're looking to create high-converting, interactive lead magnets easily, Supademo is built for that. You can create product tours, walkthroughs, and onboarding flows that double as powerful top-of-funnel magnets.

👉 Try Supademo free.