Overview
Most B2B sites bury their best lead magnets two clicks deep. This framework treats lead magnets as the homepage of the funnel, not a marketing afterthought.
Key takeaways
KEY TAKEAWAYS
- 01Lead magnets should be navigation, not a banner.
- 02Each magnet maps to one ICP and one sales motion.
- 03Capture flow is part of the asset, not bolted on after.
The lead magnet portfolio
Three to five evergreen assets, each owning a specific buyer question. Together they form a portfolio that compounds traffic and capture.
Information architecture
Magnets get top-level nav. Hub pages route by ICP. Each magnet has its own URL, structured data, and capture flow tuned for its audience.
From download to pipeline
Capture, qualify, route. Every download triggers an enrichment + qualification step before it lands in sales — or in a nurture sequence built for the magnet, not a generic newsletter.
Checklist
CHECKLIST
0/5What's next
Pick your first magnet using What Lead Magnet Should We Build?