The qualities of a good lead magnet:

  1. Should offer genuine value
  2. Which is measured by whether someone is willing to exchange their email address in exchange for accessing it.

I say genuine value, because we’ve all been burned by an enticing offer that turned out to be a total dud.

Practical example: at Net-Results we offer a free comparison chart that puts our platform against some of our biggest competitors, amongst which are Marketo and Pardot.

Marketo doesn’t publish their pricing, but our elaborate network of little birds helped us find out, anyway. We offer the chart to folks looking for Marketo pricing – and in exchange, we get a moment to introduce ourselves as an alternative.

How do I know it works? Well, folks download it every single day.

(Grab it here if you’re interested.)

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Henrik Becker

Marketing Automation Consultant