5 Alternatives to Downloadable PDF Lead Magnets for B2B Businesses
If you’re running B2B ads on LinkedIn or Facebook, you’ve probably offered some form of downloadable content—like a PDF whitepaper, case study, or cheat sheet—in exchange for a lead’s name and email. But how many of those PDFs do people actually read? Not as many as you’d hope. It’s time to rethink how you’re capturing leads. Instead of offering a downloadable PDF, here are five alternative ways to provide value and collect leads.
1. Interactive Quizzes and Assessments
People love personalized content, and quizzes are a great way to deliver it. Instead of just giving a static PDF, an interactive quiz can engage users by asking specific questions and then providing them with a tailored result or recommendation based on their answers.
Example: If you’re a marketing agency, create a quiz like “What’s Your Marketing ROI Potential?” Ask a few key questions, then provide insights based on their business type. At the end of the quiz, collect their info to send the results.
Why it works: It’s engaging, personalized, and feels like a conversation, making it more likely to be completed.
2. Free Tools or Calculators
Offering a free tool or calculator can give leads something valuable they can use right away. Instead of a boring PDF that sits in their inbox, a tool they can actively engage with will provide immediate value and leave a lasting impression.
Example: If you offer financial consulting services, create a “Business Savings Calculator” that shows potential clients how much they could save by using your services. After they input their details, collect their contact info to send more in-depth results or follow-up offers.
Why it works: Leads love actionable insights, and a calculator gives them something tangible to help solve their problem.
3. Video Series or Webinars
Instead of a downloadable PDF, offer a series of short videos or a webinar that dives deeper into a topic your leads care about. Videos create a more personal connection and can keep users engaged longer than text-based content.
Example: Offer a 3-part video series called “How to Scale Your B2B Sales in 90 Days.” With each video, focus on different strategies, and require an email to access the full series or to join a live webinar.
Why it works: Video content is more digestible and offers an opportunity for your brand to showcase expertise in a more dynamic way.
4. Exclusive Access to a Community or Group
Create a sense of exclusivity by offering access to a private group, mastermind, or Slack channel where you share industry insights or answer questions in real time. People value being part of something exclusive, and you can foster deeper relationships with them by engaging directly in the community.
Example: Invite leads to join your “B2B Growth Strategies Slack Group” where you host weekly Q&As with experts, share exclusive content, and allow group members to ask for advice on growing their businesses.
Why it works: Building a community keeps your leads engaged and positions you as an authority in the space.
5. Case Study Walkthroughs or Success Stories
Rather than offering a static PDF of a case study, take leads through a detailed case study walkthrough or success story in a more dynamic format, like a video or an interactive timeline. This could also be done as a webinar or live event.
Example: Instead of offering a written case study, host a webinar where you walk leads through how one of your clients increased their revenue by 200%. Show them real results and offer to answer questions at the end.
Why it works: Case studies are compelling, but walking through them live adds credibility and offers leads the chance to interact with your team directly.
Wrapping It Up
If you’re tired of seeing leads download your PDF and disappear, it’s time to try something different. Interactive content, video series, and tools not only provide immediate value but also create a stronger connection with your leads. By switching up your lead magnets, you’ll capture more information and keep your prospects engaged with your brand longer.
These five alternatives will help you stand out and offer value in a way that resonates—without the clutter of yet another unread PDF.
digital marketing strategist
ABOUT THE AUTHOR
Hunter Krueger
Hunter graduated from the University of Minnesota in 2021 with a degree in Marketing. His entrepreneurial spirit and dedication to creating led him to start a video marketing business at 15, creating videos for businesses, schools, and TV. Through this, he found his passion for marketing and has since worked on marketing campaigns for businesses in different industries across the country. Outside of work, you'll find Hunter at Lifetime, doing home improvements with his wife, and working on new video projects on the weekends.