How to choose a B2B SaaS Lead Magnet

My lead magnets bring in $10k MRR per month.

I have a few:

• My Marketing Help Newsletter for Founders

• Free B2B Marketing Office Hours

• Step-by-step Guides

After helping 50+ founders build their lead magnets, I found that two factors dictate their effectiveness at driving revenue:

1. You like making the content
2. The content matches the expectations of your audience

Today I’ll tell you how to figure out both of these.

If you’re struggling to get customers with your lead magnets and this is helpful, message me on LinkedIn or reply to this email and let me know!

Make content you like.

If you don't like doing it, you won’t be consistent. Trust me. It sucks making content you hate.

I started Marketing for Founders on webinars. I hate webinars.

So I transitioned to live office hours.
See the difference for yourself.
This was my last webinar that drove NO new business:

Compared to my last monthly office hours event that drove 10 new meetings and 3 new customers within a week:

Don’t know what type of content you’ll like?

Just think about how you like to communicate about your product.

Here are a few communication methods and how they equate to content

• Instructional product videos = Step-by-step videos

• Voice messages = Podcast & Webinars

• 1:1 calls = Office Hours & Workshops

• Emails = Guides & Newsletters

• Web Design = Infographics

Pick the one that is easiest for you.

Match the expectations of your audience.

Your audience expects content that solves the same problem that your product solves.

And they want it in a format that makes sense to fix the problem.

I ask 3 questions when matching expectations:

1. Do they need ongoing help or a one-time fix?
2. How much does this affect their day-to-day?
3. How much time do they devote to this already?

Here are some examples of good and bad lead magnets for your audience and how I evaluate them.

Selling software development projects to non-technical teams?

❌ Don’t do a weekly newsletter on software best practices

✅ Do a step-by-step software buyer’s guide

They won’t care about actively improving their knowledge of software, but they WILL care about making this project smoother with help.

Selling a productivity SaaS to busy product teams?

❌ Don’t do a one-time webinar
✅ Do a weekly productivity-tips newsletter.

They aren’t going to take time out of their busy day to sit through a webinar, BUT they will like bitesize tips that make their jobs easier.

Still unsure what lead magnet will work for you?

I’ll give you some suggestions.

Reply to this email with:

• Your website URL

• The type of people you sell to

I'll reply back within a day with a recommendation

Want more help with your founder-led marketing?

Schedule a walkthrough of Marketing For Founders HERE.

See you so