In this post we highlight four consulting firms who are effectively using lead magnets on their websites. These firms are using lead magnets to attract and capture leads through the valuable resources on their website and provide a good example of how you can use lead magnets in your own firm’s site. For more on lead magnets, read Why Your Site Needs a Lead Magnet.
Examples of Effective Lead Magnets
Sales Benchmark Index is a data-focused consulting firm that provides services to improve sales and marketing processes. They probably do the best job of utilizing lead magnets we’ve seen from any consulting firm. While the firm has plenty of freely accessible blog-style content on its site, it holds a variety of high value content back behind a form. Some examples of this high value content include helpful tools, templates, eBooks and webinars. Some of the top content on their site serving as lead magnets are:
- 7 Game Changing Ideas For Sales Leaders Tool
- Get Promoted to Chief Sales Officer eBook
- Lead Generating Inside of Key Accounts Webinar
Overall, Sales Benchmark index does a good job of teasing their content by providing an overview of the resource and what a user will get out of it. The form they require to access their content is not too overwhelming to someone who truly wants their content. When the form is filled out, you are taken to a page to download the content where they also promote blog content based what other people also found useful. Additionally, the firm is using progressive profiling – once a visitor completes a form initially, they can access other content on the site by entering nothing more than an email address.
First Manhattan Consulting Group provides strategy, risk management and marketing services to financial institutions. They produce a series of white papers and provide access to them by requiring visitors to select the white papers they want to receive and fill out a form to complete the request. The white papers selected are then delivered via email (would be better if the form offered instant access to the content; but as long as the email is delivered timely this is okay). They also promote subscribing to their white papers with a CTA in the header of their website to give it more attention.
Carlisle & Gallagher provides management and technology consulting and solutions to financial organizations. The most valuable resources on their site are their research papers, housed under the Insights section of their site and hidden behind a required form in order to download.
One thing they could improve is better promoting their research reports by moving them closer to the top of the page. Currently, they’re buried at the bottom where a visitor has to scroll to find them. They should also be providing an overview of their reports to give the visitor an idea of what’s included in the report before they decide to download, and to improve SEO.
LifeScale Analytics is an information consultancy for life science organizations. The valuable resources on their website are their leadership briefs which require a simple form before downloading. They do a good job of providing an overview to give visitors a taste of what’s included in the brief so they are more likely to fill out the form to read more. This sample content is also, of course, helpful from an SEO standpoint.
Hopefully, this post offered some useful examples of lead magnets to help you think about how to develop similar solutions for you own site. Are you currently using lead magnets on your site or know of a firm who is using them well? We’d love to hear about them.