How to Build a Lead Magnet That Actually Fills Your Pipeline

Most B2B “lead magnets” are boring PDFs nobody reads.

Whitepapers. 35-page ebooks. Downloadable guides with zero soul.

Let’s be clear: That’s not a lead magnet. That’s gated homework.

If you want to win at modern B2B GTM, you need a lead magnet that does two things:

1. Attracts qualified ICPs like a magnet

2. Moves them closer to a sales conversation

In this drill, I’ll show you how to create one that actually converts — with examples, formats, and distribution plays.

🧲 What a Lead Magnet Really Is

A lead magnet is not just content.

It’s a trust accelerant. A smartly packaged idea that helps your buyer:

• Understand a real problem they’re facing

• See you as the solution

• Take a step closer to a sale

Done right, it should do 70% of the selling before you ever get on a call.

🎣 5 High-Performing Lead Magnet Formats (With B2B Examples)

Here are formats that crush in the B2B world — especially in outbound and early-stage GTM:

1. Mini Playbook (5–8 Pages Max)

📌 Example: “The 5-Email Cold Sequence We Used to Land 10 SaaS Unicorns”

Why it works:

• Short. Tactical. Immediately valuable.

• Shows you know your ICP’s workflow.

• Easy to skim, easy to forward internally.

Perfect for: Sales agencies, GTM consultants, SaaS tools for sales teams.

2. ROI Calculator / Scorecard

📌 Example: “What’s Your Sales Efficiency Score?”

Why it works:

• Personalized. Interactive.

• Moves them from awareness to “I need help” fast.

• Leads to a natural CTA: “Want us to review your score?”

Perfect for: Service providers, analytics SaaS, tools that replace spreadsheets or manual workflows.

3. Private Notion Template or Resource Vault

📌 Example: “Notion Dashboard: GTM Planning Template Used by Top SaaS Operators”

Why it works:

• Feels “insider” and exclusive.

• Solves a real problem (e.g. planning, tracking, onboarding)

• High perceived value. Low production cost.

Perfect for: Founders, solopreneurs, RevOps tools.

4. Teardown or Analysis Doc

📌 Example: “How Rippling’s SDR Team Handles Objections — Real Call Scripts”

Why it works:

• Built-in social proof

• Educational and entertaining

• Helps your buyer benchmark themselves

Perfect for: Sales trainers, B2B GTM consultants, sales tools.

5. Video Breakdown (Under 5 Minutes)

📌 Example: “Why 90% of B2B Sales Pages Are Broken — And How to Fix Yours”

Why it works:

• You show your face → builds trust

• You teach → builds authority

• You control the narrative

Perfect for: Consultants, productized services, solo agencies

🛠️ How to Build It — Step-by-Step

1. Pick a Pain Point

   • Must be painful enough to fix now.

   • E.g. “Cold emails aren’t converting” > “Email strategy 101”

2. Give It a Sexy Title

   • Specific + Quantified + Aspirational

   • “How We Booked 42 Meetings in 3 Weeks — With No Ads”

3. Make It Skimmable

   • Bold headers, short paragraphs, visual examples

   • Use storytelling + tactics (not just theory)

4. Add a CTA

   • Don’t just say “thanks for downloading”

   • Say: “Want this play customized to your team?” → [Book a call]

5. Distribute It Like a Product

   • Drop it on LinkedIn, Twitter, Slack communities, cold DMs, email PS’s

   • Pin it. Tease it. Reuse it.

⚡ Real-World Example: The PDF That Closed 6-Figures

A GTM consultant I know packaged their outreach methodology into a 6-page PDF called:

They gave it away in DMs, posts, and cold emails.

That one asset:

• Booked 40+ intro calls

• Closed 6 figures in consulting

• Led to a mini-course later

Why? Because it did what every good lead magnet does:
➡️ It solved a real problem
➡️ It proved they knew what they were doing
➡️ It opened the door

📌 Your Drill for the Week:

• Pick one lead magnet format from the list above.

• Draft the title. Write a 3-sentence outline.

• Post it as a teaser on LinkedIn or Twitter.

Want feedback? Send me your draft. Let’s make sure it actually converts.

Because boring PDFs don’t build pipelines.
High-signal assets do.