B2B Lead Magnets That Convert

Paolo Trivellato

Growth Expert

Starborn is a growth agency that specializes in getting high-ticket clients monthly on a pay per results basis. Follow him on LinkedIn.

Every day I get 2 – 5 meetings. That’s 60 – 150 calls a month JUST from LinkedIn.

And pretty much all of them came from creating and sharing B2B lead magnets.

So in this article I’ll show you how I use B2B lead magnets to generate 7 figures in pipeline for myself and my clients. And build a community of followers in the process.

Let’s get started!

How B2B Lead Magnets Work

The process for generating both awareness and engagement on LinkedIn is straightforward.

Offer your audience a valuable piece of content in exchange for their engagement. When they comment on your post, their network also sees your post.

This creates a network effect where more comments drive more views and even more comments. Your post can reach a large audience with relative ease and potentially go viral.

LinkedIn views engagement like comments to be a strong indicator of quality content. So the algorithm can make your post even more visible across your network.

To get lots of early engagement make it clear why the reader needs your lead magnet. How will their situation change? What value will they get? The more enticing the benefit, the more likely people are to comment on your post to receive the resource.

That said, don’t make your outcomes seem too over the top because people won’t trust your claim – especially on LinkedIn.

Be sure to add a preview media to your post to generate curiousity. For example, you could add an image, blurred screenshot, or sped up video gif.

When you’ve captured your audience’s attention, ask them to take action.

The perfect lead magnet CTA is split into 2 parts:

1. Necessary actions – e.g Comment “leads” + Follow/Connect to get access
2. Bonus actions for bonus rewards – e.g P.S – repost if you want a bonus {{resource}}

The more steps you add, the more friction is created.

This will lead to less comments and therefore less reach. So make it as easy as possible to take the next steps.

How To Create A Popular B2B Lead Magnet

Here are the steps to create a lead magnet that goes viral.

First, look at top creators in your industry. What kind of lead magnets are they creating? Which ones are the most popular?

Get inspiration from B2B lead magnets that are already successful. So take note of the:

Type of media
Idea
Hook

And make your lead magnet even better than the ones with proven success.

Here are 6 common resource types you might find.

ChatGPT prompts for [niche] – e.g ChatGPT Prompts for Marketing / Sales
[Strategy] Playbook/Masterclass – e.g LinkedIn Lead Gen Playbook
List/Database – e.g 100 LinkedIn Hooks Database
Checklist/Quiz – e.g Google Ads Audit Checklist
Notion Template for [Niche] – Notion Template for Agencies
Template File – e.g Make Template File

What If You Don’t Have Any Followers?

“Easy for you to say! I don’t have any followers. My post will never go viral because no one is going to see it!“

Actually, when you’re starting out that’s a little bit true. It IS hard to make a post go viral when you don’t have an existing audience.

So let me share something I’ve never heard anyone speak about.

It’s a B2B marketing partnership I call “repost trades”.

Find someone with a similar audience size and similar target audience and offer a repost trade.

They repost one of your posts (lead magnets will work the best). And you repost one of theirs.

You both win by getting a bit of access to each other’s audience.

If it goes well once, these ‘repost trades’ turn into recurring partnerships.

If you have absolutely no following then you can offer something in return for a repost.

There are even repost networks where you can purchase reposts. But be careful with these, LinkedIn can penalize artificial engagement.

Often only one repost on a killer post is what you need. You can even just ask your existing clients or connections:

“Hey man, got a huge favour to ask. Would you be able to repost this {{link}}? – I’m trying to grow and I’d appreciate any help I can get.”

Here are some repost trade successes I experienced:

My X from 20 → 1.7k followers in 48 hours from one post with ONE repost (audience size 20k)

My friend’s LinkedIn went from 150 → 2,600 followers in <30 days

One of my clients 2x’ed his followers (1k → 2k) in 10 days

My LinkedIn went from 1k → 6k followers in 2 months

Your B2B Lead Magnet Needs A Strong Hook

To get engagement you need casual scrollers to STOP and pay attention to your post.

In other words, you need a hook. Without a hook your readers will just keep scrolling past your post without stopping to read it.

If you can get your reader to stop and click ‘read more’ then your hook has worked!

There are 3 core emotions that are evoked in social media hooks:

1. Desire – e.g “This is how I generated $121,034 with my agency last month”
2. Curiousity – e.g “The secret outreach strategy that you’ve probably never heard of”
3. Fear – e.g “My 10 biggest regrets as a 40 year old prisoner”

Look at the hooks that make you stop and read – and apply them to your own lead magnet.

Here are some ideas for hooks that will stop readers in their tracks. And get them to click on, ‘read more‘.

Structure	Example
[bold/controversial claim] + [solution (build curiosity)]	“AI is bad at lead gen”if you havent used these tools…
How I [desired outcome] in [timeframe]	How I booked 15 meetings in 7 days with no outreach
How to [tutorial] ([FOMO])	How to use AI to write like a PRO (everyone is doing this in 2025)
[accusation + relatable question]	Do you get low response rates?
[X Lessons] learned from [experience]	20 Lessons I learnt from sending 500,000+ Cold Emails:
Why [thing] isn’t working anymore	Why cold email isn’t working anymore
I [studied/talked to X] and here’s what I learnt:	I studied 20 of the fastest growing SaaS businesses in 2024. Here’s what I learnt:
[outcome] Here’s How:	Last week I got 2 new clients from my newsletter, Here’s how:
I recently asked a [niche expert][question][answer]	I recently asked a 7 figure agency owner:” How did you get your first 5 clients?”
Last night [controversial experience]But I’m more concerned about [niche] [problem using controversial experience]	Last night, my home was destroyed But I’m more concerned about agency owners destroying their own business:
The secret to [thing] isn’t [common misconception]	The secret to happy customers isn’t a good product
I can [bold claim]Here’s my secret	I can write 1 LinkedIn post in 30 seconds. Here’s my secret
[bold claim]Kidding.Here’s the [strategy] I would use if I did [bold claim]	I’m restarting my agency. 0 dollars, 180 days. Kidding…Here’s the exact roadmap I would use if I had to scale an agency to the $30k/month in 180 days:
I’m tired of [controversial/unpopular opinion][bold claim]	I’m tired of guru’s telling you to spam your ICP.Volume doesn’t matter.
X things I NEVER do in [situation]	6 things I NEVER do on LinkedIn
Here’s how I got [result] + [comparison]	Here’s how I got more engagement than a top creator who has 140k followers
[bold claim]. It’s easy	I fixed 3 struggling 8-figure DTC brands. It’s easy.
How I use [method/tool]to achieve [outcome]	How I use ChatGPTTo close 5 figure deals
[call out] + [controversial statement][reinforce]	99% of agency owners are doing cold outreach wrong.Yes, that includes you.
[Relatable callout][Pinpoint + statement]	You write 100 posts.99 are meh.
Steal the [strategy] I used to go from [undesired/bad situation] to [dream outcome]	Steal the 5 step system I used to go from 5 meetings a month to 5 meetings a day.
X steps to achieve [outcome]	10 steps to protect your focus (my deep work routine):
On this day [X] years ago, I [Important life change].	On this day 2 years ago, I quit my job and moved to Madrid so my wife could get her MBA.
In [X], I [Unimpressive stat]. [X] days later, I [Impressive stat]	In 2016, I made $50,000/year as a copywriter at an ad agency. 30 days later, I was making $20,000/month as a freelance writer.
[Mistake] cost me [Important thing]	6 weeks partying cost me my contract at Spurs. It’s my biggest regret.
(Something undesirable) that caused (Desirable outcome)	209 Rejections changed my life!
[desired outcome or case study]The secret?[Method]	Pixar grossed $14 billion.The secret? Masterful storytelling.
[Latest problem][Present Solution]	The last few weeks have been terrible for cold email deliverability. After countless hours of testing, here’s the latest on what’s working:
Over [timeframe], I collected X [resource]. Here’s the top 10:	Over the past 2 years, I collected 100+ LinkedIn post templates.Here’s the top 10:
7 visuals that change the way you think about [topic]What’s your favourite? (Mine is [visual])	7 visuals to change how you think about SEO:Which is your favourite? (Mine is “SEO is dead”)
What people think [topic] is:[List]What [topic] actually is:[List]NOTE: BEST WITH GRAPHIC	What people think SEO is:–What SEO actually is:–
[likely-successful (effortful) input/task][unlikely outcome]	I sent a prospect a really good well-researched email…No response.
If you’re in [undesired situation], stop. Instead:	If you book 0 meetings through LinkedIn DMs, stop. Instead:
X lies you have been told about [topic]1. ….	16 lies you have been told about sales: 1. You only hit quota by hitting activity targets.
What 99% of [thing] looks like:What the other 1% looks like:	What 99% of sales emails look like:What the other 1% looks like:
[Callout]: remember what really matters.Hint: It’s not [thing]	Salespeople: remember what really matters.Hint: it’s not your quota
14 Brutal truths you need to hear as a [callout]	14 Brutal truths you need to hear as a CEO:
If you’re in [common situation], here’s what you should do:	If you’re friend just launched a company, here’s what you should do:
In [timeframe], [undesirable outcome]. And [cause] was the reason for it.	In a single day, Nike lost $25 billion of their market cap. And their marketing strategy was partly to blame.
[Topic/Principle] is going to change.Instead of common [sub-strategy], [uncommon strategy]	Marketing is going to change. Instead of scaling organic traffic, we need to scale attention. It’s different.
[Crazy change][Outcome of change]	AI is going to be incredibly disruptive for marketing services. There’s a future where entire agencies are replaced by AI agents fine-tuned on specific tasks.
[Uncommon/Controversial claim]You’ve been lied to.	There are no linkedin rules.You’ve been lied to.
99% of [target audience] do [thing] wrong.Yes, that includes you.	99% of agency owners do cold outreach wrong.Yes, that includes you.