Use Case: Lead Magnets

use-case-lead-magnet1Lead Magnets are things like ebooks, software, online courses or some other enticing product or offer, for immediate download or access online, which can be had in exchange for submitting an email address. In other words you get people to give you their email address and they get some (usually) digital product for free.

Precisely what that digital product should be, is up to you. Common examples include an ebook (possibly made by combining several of your best blog articles), a course delivered by email, a handy bit of code you developed, a bundle of PLR articles, a collection of graphics, etc. Something which the subscriber can get immediate value from.

In this use case you will learn how to:

  • Create a mailing List
  • Create a form
  • Create an autoresponder
  • Create a trigger
  • Deliver the product
  • Add a tag


Level: Easy

  1. Create lead magnet
    First of all you need to create or acquire a product to serve as your Lead Magnet, and place it online somewhere. Usually you would also create a page for it, where it can be downloaded from – this page can be used as the Thanks page in step 2. Alternatively, you could deliver the product as email content in your auto-responder, as in step 4.
  2. Create mailing list
    Next you need a mailing list to add your leads to, when they use the subscribe form to get the lead magnet product you are offering.When configuring the List Redirections section on the New List popup, you can use the Thanks URL to actually deliver the product. Either add a download link to your thanks page or make the thanks url be the actual download link itself.
  3. Create form and embed
    Now create a subscribe form and an form embed of type Script (recommended) or Raw HTML. Your form should contain an email field at least, but you can add any other field you want. Paste the form embed code on to your site, wherever you want to collect leads.
  4. Create auto-responder sequence
    Create several email messages and add them to the mailing list you created in step 2, and assign them to a sequence. These emails can be for delivering an email course, or you could have the first email in the sequence contain the direct download link for your lead magnet product.
  5. Create a Trigger
    Next you should create a trigger to add a tag to your captured leads, which could be used to indicate which lead magnet they downloaded. So, in the new trigger popup:

    • Define the Triggering Event – Subscribed
      In the WHEN section, select Lead Cycle: Subscribed and give the trigger a name such as Tag on Download, and a Description.
    • Define Condition – List Match
      The IF condition simply checks if the subscription is to a specified list. To do that, select List: Match a List and then select the List you created in step 1.
    • Define Action – Add Tag
      The last part of a Trigger is the Action, which in this use case is to add a Tag. Just select Lead Data: Add Lead Tags and then type in a keyword, such as “magnet1” and press Enter.
  6. Activate Trigger
    When you are happy with your trigger definition, you can activate it by checking the Active box at the top right corner of the EVENT section in the New Trigger popup.