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
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Lead magnets are an iterative growth lever. This article covers:• What separates high-converting lead magnets from forgettable ones• A curated list of proven lead magnet formats that actually work and ideas for every funnel stage, audience type, and business model• Tactical best practices to boost conversions and engagement
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.
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Hot tip: Swipe problems directly from your sales calls, support tickets, or Reddit threads. That’s where the urgency lives.
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
Lead Magnet TypeWhy It WorksWebinarsLive, time-bound education with expert value.Interactive DemosHands-on, product-driven experience that builds trust and accelerates buying decisions.Reports and Industry StudiesData-backed insights that establish authority and drive strategic discussions.NewslettersBuild ongoing relationships with high intent subscribers through value-packed updates.Free ToolsOffer immediate utility and ongoing traffic generation—perfect for product-led growth.Blog Content UpgradesContextual value add-ons that boost on-page conversions without new content creation.EbooksDeep dives into problems and solutions that demonstrate thought leadership.WhitepapersIdeal for technical audiences who need detailed analysis and research-backed content.Case StudiesPowerful social proof showing real-world outcomes from using your solution.ChecklistsQuick-win, high-utility formats that are easy to scan and instantly usable.Free TrialsLet users experience your product directly—ideal for PLG and SaaS models.ROI CalculatorsPersonalized value previews that build urgency and show business impact clearly.Free CoursesDeliver expert knowledge while positioning your brand as the go-to educator.Comparison GuidesHelp buyers navigate decisions while subtly positioning your solution as the front-runner.TemplatesPlug-and-play tools that save time and get users to “aha” moments faster.Early Access ProgramsLeverage exclusivity and FOMO to drive urgency and build engaged beta communities.QuizzesHighly personalized and engaging, ideal for segmentation and list-building.Certification CoursesOffer tangible career value while creating product advocates and community.Personalized Audits or ConsultationsHigh-conversion magnets that tie directly into your sales funnel and show expertise.Downloadable KitsBundle multiple high-utility assets for increased perceived value and longer engagement.Planners and PlaybooksStep-by-step execution frameworks that help users take immediate action.Exclusive resource librariesOnce inside, users are likely to explore multiple resources, increasing engagement.
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.
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Why it works:➡️ Creates urgency through event-based promotion – People sign up because they don’t want to miss out.➡️ Builds trust with live Q&A and real conversation – The audience hears directly from experts and can ask questions, which adds transparency.➡️ Doubles as gated content – Once the live event is done, the value doesn’t die. Drift slices it up into clips and gates the full replay behind a lead form for evergreen capture.
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Pro tip: Don’t stop at the webinar. Embed a relevant Supademo walkthrough on the “thank you” page or inside the follow-up email. If someone just learned a strategy, give them an interactive product experience that shows how to execute it using your tool.
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.
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