Most marketers will agree that lead magnets are a powerful way to capture leads.
However, when many marketers put together their marketing campaigns, they often rely on their own intuition to determine what, where, and how they use lead magnets. Unfortunately, making decisions based on instinct doesn’t always make for the most effective marketing strategy.
With limited resources, it’s important to be strategic about how you use lead magnets, and there is no better way than by using hard data to back your decisions.
Here you can find 12 lead magnet stats that can help you effectively grow your email list.
1. 50% of marketers who start using lead magnets report higher conversion rates. (wpforms)
2. The 3 top-cited highest performing means of securing leads for B2B marketers include in-person events, followed by webinar lead magnets and ebook lead magnets. (Content Marketing Institute)
While disproportionately more respondents indicated that in-person events such as trade shows are most effective for collecting leads, digital lead magnets have their own unique benefits. For instance, while in-person events often require travel, webinars don’t which can save a ton of time and money.
Additionally, while in-person events can only happen once, ebooks and guides can be offered multiple times for months on end to continuously collect leads.
3. 51% of B2B buyers are willing to share information about themselves or their company to register for webinars, making webinars more attractive to B2B buyers than any other lead magnet. (Demand Gen Report)
This stat was drawn from a survey of 214 B2B executives. The executives in the study were asked which types of content assets (from a list of 10 content assets) they would share information for. While webinars proved to be most popular, research/survey reports were a close second (50%), white papers came in third (48%) and ebooks came in 4rth (44%).
4. 46% of B2B marketers used banner ads to promote content such as ebooks and webinars. (Content Marketing Institute)
5. 12.3% of B2C marketers claim that monetary value lead magnets (deals, coupons, discounts, free shipping, product samples) make for the highest conversion rates while only 8.4% of B2B marketers say the same. (GetResponse)
6. The average quiz has a 31.6% lead capture rate (LeadQuizzes)
There are many other quiz funnel builders that are similar to LeadQuizzes. On a more general level, there are numerous other software for building lead magnets of different varieties as well.
7. 58.6% of marketers claim that short-form written lead magnets (newsletters, checklists, copy examples, smaller files, ebook samples) make for the highest conversion rates while only 41.4% claim that long-form written content (guides, whitepapers, reports, email courses, spreadsheets, curated or personalized reports) makes for the highest conversion rates. (GetResponse)
1. Short-form content is often gated by fewer fields (e.g. name and email address fields in return for an email template), than long-form content (e.g. name, email address, phone number, job title, number of employees at the company, etc. in return for a comprehensive industry report). Generally, the fewer forms on a field, the higher the conversion rate.1
2. Perhaps prospects generally prefer concise info that can be quickly consumed. After all, time is money, and perhaps some prospects would rather opt-in for a quick checklist than spend the time trying to glean valuable insights from a 12,000-word industry report.
8. Roughly 50% of marketers use lead magnets to capture emails, 40% don’t use them, and about 10% don’t know if they are or aren’t (HubSpot)
9. Forms promoting contests as lead magnets received a 35% form conversion rate compared to 11% for general lead generation forms (typically used for gated content downloads or webinar registrations)(Formstack)
10. The average ebook lead magnet is between 5,000 and 10,000 words long (HubSpot)
The extra time and energy needed to make an ebook 5,000 words longer might not make too much of a difference to your audience: especially if the content is thin. On the other hand, if your ebook is too short, your audience might feel cheated and might regret opting into your email list in the first place.
To see examples of ebook lead magnets (with word count included) see this post here.
11. Ebooks are the most popular lead magnet, with 27.7% of marketers using them, 24.9% using webinars, and 21.3% using free tools (HubSpot)
By using lead magnet statistics such as these, hopefully, you can devise your lead generation game plan more strategically. Data-backed decisions make for better marketing efforts.
However, keep in mind that all statistics should be taken with a grain of salt. After all, data can sometimes be misleading depending on the sampling method used to gather that data. For instance, a claim that X offer performs better than Y offer based on the respondents in a dozen different industries, might not necessarily mean that X offer performs better than Y offer in your specific industry.
That being said, it likely would be unwise to base your strategy on one piece of information alone. Learning from multiple reputable sources may be the best way to set yourself up for success.