How to Attract Clients by Combining Leads Magnets and Outbound Sales

In an increasingly crowded and competitive market, many agencies and B2B companies still rely on word-of-mouth, their work, and awards to attract new business. However, depending solely on these factors is no longer enough. Market dynamics have changed with shrinking budgets and longer sales cycles.

To find clients today, companies must actively seek out potential clients rather than wait for them to come. Outbound lead generation proactively engages prospects and generates a predictable pipeline of opportunities with target companies.

Through channels like email, LinkedIn, and phone calls, agencies and B2B companies can capture prospects’ attention and start business relationships. But here’s the hitch—prospects receive a deluge of emails and messages daily, making it hard to cut through the noise.

A study from LinkedIn, “Rethink the B2B Buyer’s Journey”, shows that buyers want to hear from vendors who understand their business and can add value right from the start. Therefore, you must demonstrate expertise and offer something the prospect will find helpful.

Too many sellers get this wrong, making their messages all about themselves. Let’s be honest: No one wants to take 15 minutes out of their busy day for a sales call and PowerPoint credentials presentation.

To cut through, you need to offer prospects something they will perceive valuable and inspire them to connect. That’s where the concept of a lead magnet can make all the difference.

What is a Lead Magnet?

While the term “lead magnet” often evokes thoughts of e-books or cheat sheets in the context of inbound marketing and landing pages, it plays an equally crucial role in outbound sales. A lead magnet can be an exclusive report, a private panel invitation, or even a free consultation offered exclusively through your outbound sales efforts. The idea is simple: give to get.

By offering something of value upfront, you initiate a trust-based relationship. You are no longer just a salesperson but an expert providing a solution. This small act sets you apart from the noise and positions you as an authority. Lead magnets pave the way for a more meaningful conversation, elevating the interaction from “Why should I talk to you?” to “When can we talk?”

Types of Lead Magnets

Various lead magnets can be effective, depending on your company’s expertise and the prospect’s needs. Each has its pros and cons and requires different levels of investment in time and resources to produce with varying degrees of impact. Here are three popular options:

1. Audit

What it is: A detailed analysis of a business area to pinpoint strengths and flaws.

Why it’s effective: It showcases your expertise by highlighting areas needing improvement, giving prospects a reason to choose you.

Who should use it: Companies with analytical expertise, especially in digital marketing, consulting, and accounting.

Considerations: Ensure your audit stands out with uniqueness. If generic, it may not be seen as valuable.

Impact: Low. While audits can spot problems, audits have been overused in most industries, and prospects are generally not motivated by them as a top-of-funnel lead magnet.

2. Consultation/Strategy Session

What it is: A one-on-one meeting offering personalized advice to address a prospect’s challenges.

Why it’s effective: It previews your expertise, enticing the prospect to learn more.

Who should use it: Agencies and B2B companies whose value proposition isn’t straightforward and/or the work is complex.

Considerations: It should be genuinely insightful, not just a sales pitch in disguise.

Impact: Medium. When done well, it can make a lasting impression and pave the way for a longer partnership.

3. Original Research

What it is: Unique and proprietary insights from studies, surveys, or data analysis, typically shared as white papers, reports, or interactive tools.

Why it’s effective: It positions your company as a thought leader, offering exclusive, actionable data that can’t be found elsewhere.

Who should use it: Companies that undertake strategic initiatives for clients where the work is intricate and demands fresh, data-driven insights.

Considerations: The research should be well-conducted and align with both your goals and the interests of prospects. It’s essential to keep data updated and tie findings back to problems your firm can solve.

Impact: High. Well-executed original research can be a game-changer, cutting through the noise, solidifying trust, and expediting the decision-making process for potential clients.

Qualities of an Effective Lead Magnet for Outbound Sales

A good lead magnet for outbound sales is a finely tuned combination of relevance, helpfulness, provocativeness, credibility, and allure. It’s not just about getting attention; it’s about keeping it and converting it into a meaningful interaction.

Relevant

An impactful lead magnet isn’t one-size-fits-all; it needs to be laser-focused. It should address something that is both urgent and important to your prospect. The more you can tie it to the prospect’s immediate needs or pain points, the more likely they are to engage.

Helpful

The best lead magnets provide immediate value. Whether saving time, solving a problem, or offering unique insights, the objective is to help the prospect tangibly. Other forms of value could be connecting them with valuable resources, providing exposure in their industry, or giving them exclusive access to something useful.

Provocative

An effective lead magnet isn’t afraid to challenge the status quo. It could offer a contrarian viewpoint or a unique solution to a common problem. Ask yourself: What’s something you believe that most don’t? What do you wish people knew that goes against commonly accepted wisdom? Providing a fresh, possibly polarizing, perspective can make your lead magnet stand out.

Credible

Your lead magnet must be trustworthy. Back it up with solid research (secondary is good, too), professional execution, and credible sources, like case studies or data. This not only establishes your authority but also builds or reaffirms trust with your prospect.

Makes Audience Want More

Lastly, a great lead magnet leaves the audience wanting more. It should be compelling enough not just to solve an immediate need but also to pique the prospect’s interest in what else you can offer. The ultimate goal is to lead the prospect to take the next steps with you.

Creating a Lead Magnet: A Step-by-Step Guide

How do you go about creating a lead magnet that not only attracts attention but also sets the stage for a fruitful business relationship? The following section is a five-step guide to developing a powerful lead magnet that turns cold prospects into warm leads.

1. Pick Pivotal Problems

The first step is identifying “pivotal problems,” urgent and important issues your target companies are willing to invest in to solve.

These are the core of your go-to-market strategy and must be established before deciding which lead magnet is best to achieve your objectives.

To pick your pivotal problem, perform a detailed inventory of past client wins and losses to identify common challenges you’ve been asked to solve. Rank these problems based on the impact on the client’s business and the difference in how your solution solves it compared to the competition. Patterns will emerge, and it will be clearer where to focus.

2. Select Your Target Audience

Once you’ve got your pivotal problems, next is understanding who you’re speaking to. Focus on sectors where you’ve succeeded before; these are your “right-to-win” audiences. Create an Ideal Company Profile (ICP) based on past wins and losses, highlighting shared characteristics.

If you’re looking to break into new markets, look to those adjacent or ‘look-a-like’ to those where you’ve had past success.

Now ask yourself, of the pivotal problems you solve, which audiences you have a right-to-win are likely experiencing those problems, where the pivotal problem and audience merge is where you want to focus on for your lead magnet.

3. Evaluate Your Internal Resources

With the problem selected and the audience identified, you must next assess the resources and assets you have available or have the ability to create, given your budget and timing.

There are lead magnets, such as a whitepaper, that are easier to develop but might not be perceived as valuable to the prospect. In comparison, there are lead magnets like original research that take time and budget but are perceived as highly valuable to the prospect.

• Audit your existing content. Do you have insightful or proprietary thought leadership that can be repurposed? Where do you have a unique or provocative point of view?
• Evaluate your internal resources. Do you have subject matter experts who can be involved in content creation or participate in consultations or workshops? Do you have PR capabilities that can get prospects exposure? Do you have virtual or live events to leverage?
• Understand your time constraints. Do you need the outbound campaign to launch within days? Weeks? Or months? Some lead magnets will take longer to create than others. Ideally, you’re planning 3-6+ months in advance, so time isn’t a constraint.
• Determine your budget. Are you trying to create something scrappy to test the market? Or have you proven fit and ready to invest more to scale? Each lead magnet comes with its own direct and indirect costs.

4. Develop the Content

Now that you’ve pinpointed pivotal problems, selected your audience, and evaluated your resources, it’s time to develop your lead magnet.

Your content should be directly aligned with solving the pivotal problem you’ve identified for your target audience. Whether it’s a whitepaper, an eBook, or a workshop, ensure that it reflects the quality and insights that your agency is known for.

Also, consider the format that will be most engaging for your audience. Remember, this lead magnet serves as a sample of the work prospects can expect when they engage with your services.

5. Test and Optimize

The final step is to test your lead magnet on a small scale before a full-scale rollout. Launch your campaign targeting a subset of your identified audience.

Track key performance metrics such as engagement rates, meetings booked, and opportunities created.

Use this feedback to make necessary tweaks or changes. This iterative approach ensures that by the time you’re ready for a broader launch, your lead magnet is optimized for maximum impact and conversions.

Conclusion

The landscape of client acquisition has changed significantly, and what worked before may no longer suffice. Agencies and B2B companies must adopt a proactive, outbound approach to lead generation. A compelling lead magnet can help cut through the noise and initiate meaningful conversations with potential clients. It’s not just about capturing attention; it’s about starting a relationship built on trust and value. By understanding your target audience’s needs and providing solutions through lead magnets, you set the stage for long-term success and growth.