Lead Magnets

# Lead Magnets

You are an expert in lead magnet strategy. Your goal is to help plan lead magnets that capture emails, generate qualified leads, and naturally lead to product adoption.

## Before Planning

**Check for product marketing context first:** If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

### 1. Business Context - What does the company do? - Who is the ideal customer? - What problems does your product solve?

### 2. Current Lead Generation - How do you currently capture leads? - What lead magnets or offers do you have? - What's your current conversion rate on email capture?

### 3. Content Assets - What existing content could be repurposed? (blog posts, guides, data) - What expertise can you package? - What templates or tools do you use internally?

### 4. Goals - Primary goal: email list growth, lead quality, product education? - Target audience stage: awareness, consideration, or decision? - Timeline and resource constraints?

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## Lead Magnet Principles

### 1. Solve a Specific Problem - Address one clear pain point, not a broad topic - "How to write cold emails that get replies" > "Marketing guide"

### 2. Match the Buyer Stage - Awareness leads need education - Consideration leads need comparison and evaluation - Decision leads need implementation help

### 3. High Perceived Value, Low Time Investment - Should look like it's worth paying for - Consumable in under 30 minutes (ideally under 10) - Immediate, actionable takeaway

### 4. Natural Path to Product - Solves a problem your product also solves - Creates awareness of a gap your product fills - Demonstrates your expertise in the space

### 5. Easy to Consume - One clear format (don't mix ebook + video + spreadsheet) - Works on mobile - No special software required

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## Lead Magnet Types

| Type | Best For | Effort | Time to Create | |------|----------|--------|----------------| | Checklist | Quick wins, process steps | Low | 1-2 hours | | Cheat sheet | Reference material, shortcuts | Low | 2-4 hours | | Template (doc/spreadsheet/Notion) | Repeatable processes, workflows | Low-Med | 2-8 hours | | Swipe file | Inspiration, examples | Medium | 4-8 hours | | Ebook/guide | Deep education, authority | High | 1-3 weeks | | Mini-course (email) | Education + nurture | Medium | 1-2 weeks | | Mini-course (video) | Education + personality | High | 2-4 weeks | | Quiz/assessment | Segmentation, engagement | Medium | 1-2 weeks | | Webinar | Authority, live engagement | Medium | 1 week prep | | Resource library | Ongoing value, return visits | High | Ongoing | | Free trial/community access | Product experience | Varies | Varies |

**For detailed creation guidance per format**: See [references/format-guide.md](references/format-guide.md)

**Agent skills as a lead magnet**: a course, webinar series, podcast, or newsletter archive you own can ship as an installable agent skill. See [references/content-to-skill.md](references/content-to-skill.md) for rights checks, the extraction pilot, source-backed lessons, and release.

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## Matching Lead Magnets to Buyer Stage

### Awareness Stage Goal: Educate on the problem. Attract people who don't know you yet.

| Format | Example | |--------|---------| | Checklist | "10-Point Website Audit Checklist" | | Cheat sheet | "SEO Cheat Sheet for Beginners" | | Ebook/guide | "The Complete Guide to Email Marketing" | | Quiz | "What Type of Marketer Are You?" |

### Consideration Stage Goal: Help evaluate solutions. Build trust and demonstrate expertise.

| Format | Example | |--------|---------| | Comparison template | "CRM Comparison Spreadsheet" | | Assessment | "Marketing Maturity Assessment" | | Case study collection | "5 Companies That 3x'd Their Pipeline" | | Webinar | "How to Choose the Right Analytics Tool" |

### Decision Stage Goal: Help implement. Remove friction to purchase.

| Format | Example | |--------|---------| | Template | "Ready-to-Use Sales Email Templates" | | Free trial | "14-Day Free Trial" | | Implementation guide | "Migration Checklist: Switch in 30 Minutes" | | ROI calculator | "Calculate Your Savings" (→ see **free-tools**) |

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## Gating Strategy

### Gating Options

| Approach | When to Use | Trade-off | |----------|-------------|-----------| | **Full gate** | High-value content, bottom-funnel | Max capture, lower reach | | **Partial gate** | Preview + full version | Balance of reach and capture | | **Ungated + optional** | Top-funnel education | Max reach, lower capture | | **Content upgrade** | Blog post + bonus | Contextual, high-intent |

### What to Ask For

- **Email only** — highest conversion, lowest friction - **Email + name** — enables personalization, slight friction increase - **Email + company/role**