The ultimate guide to creating effective B2B SaaS lead magnets with Icebreaker.vc portfolio

Mari Luukkainen
9 min readMay 22, 2023

B2B SaaS startups rely on lead generation to grow their customer base and revenue. One effective strategy for lead generation is using lead magnets — incentives that encourage potential customers to provide their contact information.

In this article, we’ll explore the key elements of effective B2B SaaS lead magnets and provide tangible examples of content for each element. Let’s learn lead magnet building with Logmore, Hoxhunt, Vespia and IPRally from Icebreaker.vc portfolio.

Effective B2B SaaS lead magnet elements:

  1. Clear value proposition: Your lead magnet should communicate a clear and compelling value proposition that addresses your target audience’s pain points and needs. For example, “The Ultimate Guide to Streamlining Your Sales Process” or “The Top Tools for Enhancing Your Marketing Strategy.”
  2. Targeted audience: Your lead magnet should be specific to your target audience and the industry you serve. This will help ensure that the leads you generate are qualified and more likely to convert. For example, “The Top Tools for Enhancing Your B2B Marketing Strategy” or “The Ultimate Guide to Streamlining Your Sales Process for SaaS Companies.”
  3. High-quality content: Your lead magnet should provide high-quality and valuable content that helps your target audience solve a problem or achieve a goal. For example, a comprehensive e-book, a research report, or a case study.
  4. Engaging design: Your lead magnet should have an engaging and visually appealing design that captures the attention of potential customers. Use high-quality graphics, images, and formatting to make the content more appealing and easier to digest.
  5. Simple lead capture form: Your lead magnet should have a simple lead capture form that asks for only the essential information. The form should be easy to complete and not require too much time or effort from potential customers. For example, asking for their name, email, and company name.

By incorporating these elements into your B2B SaaS lead magnets, you can create effective incentives that drive lead generation and help you grow your customer base. Remember to test and iterate on your lead magnets to continually improve their effectiveness.

Examples of B2B SaaS Lead Magnets:

  1. E-Book: “The Ultimate Guide to Scaling Your B2B SaaS Business”
  2. Webinar: “How to Optimize Your Sales Funnel for B2B SaaS Companies”
  3. Case Study: “How Company X Increased Their ROI with Our SaaS Product”
  4. Research Report: “The State of B2B SaaS Marketing in 2021”
  5. Checklist: “10 Essential Features to Look for in a B2B SaaS CRM”

B2B SaaS companies that have used clever lead magnets

Before digging into Icebreaker.vc’s portfolio lead magnets, here are a few examples of later stage B2B SaaS companies that have used clever lead magnets to drive lead generation:

  1. HubSpot: HubSpot offers a wide range of lead magnets, including free tools like the Website Grader and the Marketing Grader, as well as e-books, webinars, and research reports. One of their most popular lead magnets is the “Ultimate Sales Kit,” which includes email templates, call scripts, and other resources to help sales teams close more deals.
  2. Canva: Canva offers a free design tool that allows users to create professional-looking graphics and visuals. This tool is a clever lead magnet because it not only provides value to users, but it also helps Canva generate leads by requiring users to sign up for an account to access the tool.
  3. Intercom: Intercom offers a free course called “Intercom on Starting Up” that provides practical advice and insights for startup founders. This lead magnet not only provides value to potential customers, but it also helps establish Intercom as a thought leader in the startup space.
  4. Drift: Drift offers a free chatbot tool that allows users to automate their customer support and sales processes. This tool is a clever lead magnet because it not only provides value to users, but it also helps Drift generate leads by requiring users to sign up for an account to access the tool.
  5. Hootsuite: Hootsuite offers a free social media training program called “Hootsuite Academy,” which provides users with access to courses and certifications in social media marketing. This lead magnet not only provides value to potential customers, but it also helps establish Hootsuite as an authority in social media marketing.

Icebreaker.vc portfolio’s lead magnets

Logmore — success stories for social proof

How Megalabs Standardized Pharmaceutical Logistics QA with Logmore — Logmore Success Story

Caring for people’s health is a value that transcends borders. Megalabs strives to enable access to drugs while meeting global high quality standards.

Logmore’s success story with MegaLabs is a good lead magnet for a few reasons:

  1. Provides social proof: The success story provides social proof by highlighting a real-world example of how Logmore has helped a customer. This can help build credibility and trust with potential customers who may be considering Logmore’s services.
  2. Specific industry focus: The success story is specific to the pharmaceutical industry, which is a key market for Logmore. This can help attract potential customers in the same industry who may be interested in learning more about Logmore’s services and how they could benefit their own operations.
  3. Provides concrete results: The success story provides concrete results by showcasing the specific ways in which Logmore helped MegaLabs improve their operations, such as reducing temperature deviations and streamlining data management. This can help potential customers understand the tangible benefits of working with Logmore.
  4. Easy to consume: The success story is presented in a visually appealing and easy-to-read format, with clear headings and bullet points. This makes it easy for potential customers to quickly understand the key takeaways from the success story.

Overall, Logmore’s success story with MegaLabs is a good lead magnet because it provides social proof, is specific to a key industry, provides concrete results, and is easy to consume. This can help attract potential customers and generate leads for the company.

IPRally — deep understanding of the target audience

IPRally blog: The explainable patent search

The story of our first steps towards explainable patent search. In the end of the post you get to test our unique approach, which is one of the first few serious attempts to provide real world value from explainable NLP deep learning models.

Written byJuho KallioCTO, Co-Founder

The “Explainable Patent Search” offered by IPrally is a good lead magnet for a few reasons:

  1. Specific target audience: The lead magnet is targeted specifically towards patent attorneys, making it highly relevant to the audience. This can help ensure that the leads generated from the lead magnet are highly qualified and more likely to convert.
  2. Solves a problem: The lead magnet addresses a specific pain point for patent attorneys, which is the time-consuming process of conducting a patent search. By offering an “explainable” search process, IPrally is able to help attorneys save time and streamline their work processes.
  3. Provides value: While the topic of patent search may seem boring at first glance, the value provided by the lead magnet is clear. Patent attorneys who are struggling with the patent search process can benefit greatly from the information provided in the lead magnet.
  4. Clear call-to-action: The lead magnet includes a clear call-to-action, with a button prompting users to “Request a Free Search.” This makes it easy for potential customers to take action and generate leads for IPrally.

Overall, while the topic of patent search may not seem exciting at first glance, the “Explainable Patent Search” offered by IPrally is a good lead magnet because it is highly relevant to the target audience, solves a specific problem, provides value, and includes a clear call-to-action.

Vespia — e-books to build thought leadership

The Library

Learn more about AML compliance with our ebooks.

Vespia

Vespia’s collection of e-books is a great example of a B2B SaaS lead magnet that can also serve as a thought leadership tool for the company.

By offering well-written and informative e-books on topics related to B2B SaaS, Vespia is positioning itself as a thought leader in the industry. By providing valuable insights and advice to potential customers, Vespia is building credibility and establishing itself as a trusted source of information and expertise.

In addition, the variety of topics covered in the e-books shows that Vespia has a deep understanding of the challenges and opportunities facing B2B SaaS companies. This can help attract potential customers who are looking for a partner that can provide not only a product or service, but also thought leadership and strategic guidance.

By positioning itself as a thought leader in the industry, Vespia can differentiate itself from competitors and establish a strong brand identity. This can help attract potential customers and generate leads for the company in a crowded and competitive market.

Overall, the collection of e-books offered by Vespia is not only a valuable lead magnet, but also a powerful thought leadership tool that can help the company stand out in the B2B SaaS industry.

Hoxhunt — thought leadership through timely relevant content

Behavioral Cybersecurity Statistics — Hoxhunt

Which industries and job roles are most at risk for phishing? To find out, we analyzed 24,7 million phishing simulations across 100+ countries.

Hoxhunt logo

Hoxhunt’s e-book on “Behavioral Cybersecurity Statistics” is a good lead magnet for a few reasons:

  1. Addresses a timely and relevant topic: Cybersecurity is a pressing concern for businesses of all sizes, and the e-book’s focus on behavioral cybersecurity statistics makes it particularly timely and relevant. This can help attract potential customers who are looking for insights and information on this topic.
  2. Provides valuable insights: The e-book provides valuable insights and data on the behavioral aspects of cybersecurity, which can help potential customers better understand the risks and challenges they face. This can also help position Hoxhunt as a thought leader in the cybersecurity space.
  3. Presents information in a clear and engaging way: The e-book is presented in a visually appealing and easy-to-read format, with clear headings and bullet points. This makes it easy for potential customers to quickly understand the key takeaways from the e-book.
  4. Positions Hoxhunt as a trusted resource: By providing valuable insights and data on cybersecurity, Hoxhunt is positioning itself as a trusted resource and a go-to partner for businesses looking to improve their cybersecurity posture.
  5. Includes a clear call-to-action: The e-book includes a clear call-to-action, with a button prompting users to “Download Now.” This makes it easy for potential customers to take action and generate leads for Hoxhunt.

Overall, Hoxhunt’s e-book on “Behavioral Cybersecurity Statistics” is a good lead magnet because it addresses a timely and relevant topic, provides valuable insights, presents information in a clear and engaging way, positions Hoxhunt as a trusted resource, and includes a clear call-to-action. This can help attract potential customers and generate leads for the company in the cybersecurity space.

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Mari Luukkainen

Pre-seed VC investor, growth operator, startup growth advisor, and keynote speaker. Pitch me on Call of Duty.