Service Magnets For B2B

The idea behind a lead magnet is simple.

You share valuable content to establish your domain expertise. And in doing so you take the first step towards building long term awareness with your audience.

Which is why B2B lead magnets are devastatingly effective.

But there’s a problem with these lead generation powerhouses. And you probably already know what it is.

Someone who downloads your ebook probably isn’t ‘in market’ for your solution right now.

And nurturing them until they’re ready to buy can take years and cost a Scrooge McDuck level fortune.

So in this article we’ll explore a seldom-used category of b2b lead magnets known as ‘service magnets‘.

For many companies they’re the perfect way to capture interest, while allocating maximum resources to your engaged prospects.

Let’s get started!

The Best B2B Lead Magnet?

Lead magnets are great for getting attention and demonstrating thought leadership.

But they don’t always translate into direct ROI. Quick, what’s the ROI on the ebook lead magnet you hired a designer to work on? Or how about that video you spent hours making?

Someone who requests your ebook ONLY wants the information. They aren’t waiting by the phone in case you call.

You probably already know this from your own behaviour. Did you even open the last 5 ebooks you requested? Or did they sit in your inbox until you realized you couldn’t be bothered?

And what about the ebooks you actually looked at? Did you pick up the phone and ask to be a client?

I’m guessing you didn’t.

It’s time to consider a better approach – service magnets.

Why Use ‘Service’ As A B2B Lead Magnet?

A service magnet is where your B2B lead magnet is providing no risk, free service.

Here’s how it works.

Break down your client fufillment steps into small chunks. What do they get first? What’s the first bit of recognizable value they receive?

For lead generation clients one of the first things we do is research their ideal client market. And then we build out an contact list of their ideal prospects.

A few years ago we offered this value 100% free of charge. We contacted companies and offered them 1000 human researched contacts that perfectly matched their ICP.

If that sounds like a TON of work, you’re right.

But it was worth it for a few reasons.

• It wasn’t an open offer. We only sent it to companies that looked like a good long term fit for our business.

• We required an ‘on-boarding’ meeting to make certain that we understood their ICP in detail. This qualification step got rid of many, many tire-kickers. And it gave us a chance to sit with our ideal prospect and basically do a hybrid discovery call / onboarding call.

Naturally lots of companies agreed to accept the free value we offered. And it lead to some good partnerships over the years.

Why Service Magnets Work

Service magnets are a ton of work. But they may be worth it for your business.

Providing free service enables you to:

• Give prospects a chance to know you and understand your business. Your solution might be completely new to them.

• It gives them a chance to try you out before they make a larger commitment.

• Since there’s no risk on their end it creates a way to build trust quickly.

• It enables your prospects experience value without any risk.

• And it means you can do value-led outreach.

 ‘Service’ B2B Lead Magnet Examples

Now I know you’re wondering, “How could I do this in MY business?” Here are a couple of examples of service lead magnets to get you started.

Instagram Ads Specialist

Let me run your Instagram ads for 1 week. If I don’t lower your cost per lead by 20%, the week is on me.

CRM Automation Expert

I’ll set up one automated workflow in your CRM. If it doesn’t save you 5 hours a week, lunch is on me.

Cold Calling Agency

Let me handle your cold calls for 1 week. If I don’t secure at least 3 qualified appointments, it’s free.

Email Marketing Consultant

I’ll design and send your email campaign for 2 weeks. If open rates don’t improve by 10%, the service is on me.

Website Conversion Expert

Let me optimize your website for 2 weeks. If your lead generation doesn’t increase by 10%, no payment needed.

LinkedIn Outreach Specialist

I’ll manage your LinkedIn outreach for 1 week. If I don’t get you 5 new leads, you pay nothing.

E-commerce Lead Generation

Let me run lead generation ads for your e-commerce store for 1 week. If I don’t generate at least 5 sales, it’s on me.

PPC Management

Let me optimize your PPC ads for 2 weeks. If I don’t reduce your cost per click by 15%, the service is free.

Content Marketing Agency

Let me research & design your content strategy and publish your first article. If you love what we’re doing we discuss a longer engagement.

Sales Funnel Consultant

I’ll audit your sales funnel within 1 week. If I don’t provide 3 actionable improvements, the audit is free.

Outreach Campaign Specialist

Let me create a cold outreach campaign for you in 1 week. If I don’t secure 5 responses, it’s on me.

Email Automation Setup

I’ll set up your email marketing automation in 1 week. If it doesn’t save you at least 5 hours weekly, no charge.

Facebook Ads Specialist

Let me manage your Facebook ads for 1 week. If I don’t bring in at least 10 leads, you pay nothing.

Google Ads Consultant

I’ll optimize your Google Ads campaign for 2 weeks. If I don’t improve your ROI by 20%, you don’t owe me.

Client Onboarding Expert

I’ll manage your client onboarding for 1 week. If I don’t reduce onboarding time by 20%, it’s on me.

SEO Audit Consultant

Let me run an SEO audit of your website in 1 week. If I find 5 areas that will meaningfully impact your traffic then we’ll meet to discuss.

Landing Page Optimization

Let me optimize your landing page for 2 weeks. If I don’t increase your conversion rate by 10%, it’s on me.

Drip Email Campaign Setup

I’ll set up a drip campaign for you in 1 week. If I don’t bring in at least 5 new leads, it’s free.

Retargeting Ads Specialist

Let me run a retargeting ad campaign for 1 week. If I don’t recover at least 5 lost customers, it’s free.

A Better B2B Lead Magnet

Service magnets are hard work and they don’t scale well. You can share 1000 ebooks a day. But only do 1 or 2 onboarding calls.

And sometimes it feels like you’re giving away too much value.

But here’s the thing. ‘Service magnets’ pull prospects deep into your sales funnel. You get real, high-trust conversations with your ideal buyers at a fraction it would cost to get the same result with paid ads or other marketing channels.

And that’s the whole point of marketing.