Creating tailored lead magnets can help businesses move prospects along the funnel

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 01, 2020, 3:06 PM UTC

Lead magnets offer value in exchange of prospects' email addresses.

Brands should create lead magnets like eBooks or reports in the top of the funnel to gather email signups. Businesses should ensure lead magnets are specific for different audiences, consisting of small and actionable tips and do not need regular updates.

Businesses should educate prospects about brand solutions and benefits through email marketing to establish trust and affinity. Brands should then choose the lead scoring metrics that consider all the actions customers might take leading up to conversion, like opening the emails or attending a webinar.

In the last stage, marketers can aim for conversions through the landing pages like making prospects sign up for a demo or free trial. But, businesses should regularly audit their lead generation strategies to identify the gaps for improvement.

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