High-profile clients appreciate free downloadables, too. This is how to level up your freebie game to attract amazing clients looking for high-ticket offers.

Nah, list-building and lead magnets are so 2010’s. 

They are for small B2C brands only. 

They won’t help us build our business and generate relevant thought-leadership.

People only download free resources but never actually implement the advice. 

Are these some of the reasons you and your team haven’t taken on the project of creating a lead magnet to generate leads and build business connections?

Or are they some of the excuses you’re using?

Lead magnet and email marketing can work in attracting clients to high-ticket service offers. However, not all strategies are built alike, and many tactics that work within the B2C market, or when marketing to very small businesses, aren’t directly applicable to bigger deals in the B2B space. 

If your brand aims to generate high-quality leads through downloadable resources and email marketing, check out these 6 + 1 high-quality lead magnets for premium brands.

1 – White Paper

Checklists, DIY templates and other quick-to-consume free downloads are popular with small brands and businesses that are marketing to consumers or solopreneurs.

However, businesses offering tailored high-ticket services can – rightfully so – brush these ideas off as lightweight or too easy-to-consume-easy-to-forget. 

Replace fast checklists with an in-depth white paper, which is based on careful background research, or even surveys and interviews. Industry trends and analysis always interest people, as do best practices and strategies.

2 – Personalised Diagnostics

Different quizzes or templates are common and mighty lead magnets, as the gamified aspect makes them attractive for readers. High-end clients aren’t immune to the addictive side of games and quizzes, but to make evaluations and assessments worth their time, add an extra layer of customisation to the table. 

This can be a one-to-one results session where you’ll discuss the results of the evaluation as well as the next steps. To keep things slightly less hands-on and more streamlined, the delivery process can also be automated, as long as the results stay relevant and customised to the client who requested them. 

3 – Roundtable Discussion

Hosting an event is a great way to both build brand awareness and to strengthen the relationships with current and potential clients. To add an extra spin to the event angle, host a roundtable discussion about a relevant industry topic.

A roundtable event is an opportunity to gather internal and external experts, to highlight your in-house expertise, and also to ensure that the topic attracts a wider audience. To vary the event format, consider hosting Q&A hours or expert talks with valued specialists whose name and expertise will attract your ideal clients to the event.

4 – Case Study

Create case studies that showcase your high-ticket services in action. A good case study puts your company’s USP’s naturally in the spotlight, and it can also lay out your working process step by step. 

In the best case, a potential client both learns about what they need to do next and has your contact information in front of them when they feel ready to take the next step.

Make your case study engaging and easy to read with clear metrics and results. Even if you end up using anonymous clients, stay true to real-life examples and actual results.

5 – Expert Guide

An expert guide offers a comprehensive guide to a specific topic related to your business or industry. As compared to shorter guides that are common in the B2C space, in the B2B world the guide needs to be more specific, and offer valuable information, tips, and insights. 

Complete an expert guide with high-quality video (great for adding a personal touch!) or a tailored checklist that will be customised to the specific industry or field of a potential client. 

6 – Free Trial or Freemium Model

Finally, let’s get back to basics: When running a SaaS model or a membership-styled business, there’s no lead magnet like a free trial or a freemium version. It’s one of the oldest tricks in the book, but it works, when your offer is just so good people won’t let go of it once they’ve had a taste. 

+ 1 Charge For Your Lead Magnet

We often consider lead magnets as free resources, but they don’t necessarily have to be 100 percent free.

It can also be a low price point offer that still delivers multiple layers of value for the investment. Still, charging even a modest price for an event, workshop or evaluation, forces the potential client to put their skin in the game. 

This automatically filters out the least motivated candidates, and it often improves the commitment of your prospect, hence leading to better results.

To sweeten the deal, you can always offer the reimbursement of the initial investment if and when they do become clients. 

Up Next: Align The Lead Magnet Strategically

These ideas have hopefully stirred up some inspiration in your mind. 

However, as you’ve probably noticed, high-end lead magnets require commitment and resources to produce. This is why it’s crucial to align your lead magnet strategically with your sales journey to ensure consistent business results.

Here are some final thoughts on what to consider when setting up your lead magnet for success:

1. Ensure your lead magnet resolves a real problem your audience is dealing with. 
2. Align the topic with your sales journey to create a seamless path to purchase. 
3. Be clear with the Call-to-Action and make taking the next step as easy as possible.
4. Map out the follow-up process, be it automated or in-person. 

Any other questions? Drop your question below or let me know on LinkedIn!

For inspiration, download my Digital Presence Audit guide below.