Suede Lead-Magnet Systems

Suede designs lead magnets as useful, rights-clear assets with an honest value exchange and a measurable path to product value. Choose the format, depth, gating, delivery, and follow-up based on audience need and qualification, not on maximizing raw email capture.

Before Planning

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Business Context

• What does the company do?
• Who is the ideal customer?
• What problems does your product solve?

2. Current Lead Generation

• How do you currently capture leads?
• What lead magnets or offers do you have?
• What's your current conversion rate on email capture?
• Where does the audience spend time online?
• What's the most common question prospects ask before buying?

3. Content Assets

• What existing content could be repurposed? (blog posts, guides, data)
• What expertise can you package?
• What templates or tools do you use internally?

4. Goals

• Primary goal: email list growth, lead quality, product education?
• Target audience stage: awareness, consideration, or decision?
• Timeline and resource constraints?

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Lead Magnet Principles

1. Solve a Specific Problem

• Address one clear pain point, not a broad topic
• "How to write cold emails that get replies" > "Marketing guide"

2. Match the Buyer Stage

• Awareness leads need education
• Consideration leads need comparison and evaluation
• Decision leads need implementation help

3. High Perceived Value, Low Time Investment

• Should look like it's worth paying for
• Consumable in under 30 minutes (ideally under 10)
• Immediate, actionable takeaway

4. Natural Path to Product

• Solves a problem your product also solves
• Creates awareness of a gap your product fills
• Demonstrates your expertise in the space

5. Easy to Consume

• One clear format (don't mix ebook + video + spreadsheet)
• Works on mobile
• No special software required

Defaults to Refuse

Named cliches this skill does not produce, whatever the brief says:

• The 40-page "Ultimate Guide to [Category]" nobody finishes.
• The "10 Tips" PDF that restates the blog post it gates.
• The checklist whose items are all "consider X" rather than a decidable action.
• The template that is a blank document with headings.

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Lead Magnet Types

Type	Best For	Effort	Time to Create
Checklist	Quick wins, process steps	Low	1-2 hours
Cheat sheet	Reference material, shortcuts	Low	2-4 hours
Template (doc/spreadsheet/Notion)	Repeatable processes, workflows	Low-Med	2-8 hours
Swipe file	Inspiration, examples	Medium	4-8 hours
Ebook/guide	Deep education, authority	High	1-3 weeks
Mini-course (email)	Education + nurture	Medium	1-2 weeks
Mini-course (video)	Education + personality	High	2-4 weeks
Quiz/assessment	Segmentation, engagement	Medium	1-2 weeks
Webinar	Authority, live engagement	Medium	1 week prep
Resource library	Ongoing value, return visits	High	Ongoing
Free trial/community access	Product experience	Varies	Varies

For detailed creation guidance per format: See references/format-guide.md

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Matching Lead Magnets to Buyer Stage

Awareness Stage

Goal: Educate on the problem. Attract people who don't know you yet.

Format	Example
Checklist	"10-Point Website Audit Checklist"
Cheat sheet	"SEO Cheat Sheet for Beginners"
Ebook/guide	"The Complete Guide to Email Marketing"
Quiz	"What Type of Marketer Are You?"

Consideration Stage

Goal: Help evaluate solutions. Build trust and demonstrate expertise.

Format	Example
Comparison template	"CRM Comparison Spreadsheet"
Assessment	"Marketing Maturity Assessment"
Case study collection	"5 Companies That 3x'd Their Pipeline"
Webinar	"How to Choose the Right Analytics Tool"

Decision Stage

Goal: Help implement. Remove friction to purchase.

Format	Example
Template	"Ready-to-Use Sales Email Templates"
Free trial	"14-Day Free Trial"
Implementation guide	"Migration Checklist: Switch in 30 Minutes"
ROI calculator	"Calculate Your Savings" (route to suede-free-tools)

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Gating Strategy

Gating Options

Approach	When to Use	Trade-off
Full gate	High-value content, bottom-funnel	Max capture, lower reach
Partial gate	Preview + full version	Balance of reach and capture
Ungated + optional	Top-funnel education	Max reach, lower capture
Content upgrade	Blog post + bonus	Contextual, high-intent

What to Ask For

• Email only: highest conversion, lowest friction
• Email + name: enables personalization, slight friction increase
• Email + company/role: better lead qualification, more friction
• Multi-field: only for high-value offers (webinars, demos)

Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion by 5-10%.

How to Frame the Exchange

• Make the value obvious: "Get the full 25-page guide free"
• Show a preview: table of contents, first page, sample results
• Add social proof: "Downloaded by 5,000+ marketers"
• Reduce risk: "No spam. Unsubscribe anytime."

For form optimization: route to suede-site-alchemy. For popup implementation: route to suede-site-alchemy.

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Landing Page & Delivery

Landing Page Structure

1. Headline: Clear benefit: what they'll get and why it matters
2. Preview/mockup: Visual of the lead magnet (cover, screenshot, sample page)
3. What's inside: 3-5 bullet points of key takeaways
4. Social proof: Download count, testimonials, logos
5. Form: Minimal fields, clear CTA button
6. FAQ: Address hesitations (Is it really free? What format?)

For landing page optimization: route to suede-site-alchemy.

Delivery Methods

Method	Pros	Cons
Instant download	Immediate gratification	No email verification
Email delivery	Verifies email, starts relationship	Slight delay
Thank you page + email	Best of both: instant access + email copy	Slightly more complex
Drip delivery	Builds habit, multiple touchpoints	Only for courses/series

Thank You Page Optimization

Don't waste the thank you page. After they've converted:

• Confirm delivery ("Check your inbox")
• Offer a next step (book a demo, start trial, join community)
• Share on social (pre-written tweet/post)
• Recommend related content

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Promotion & Distribution

Blog CTAs & Content Upgrades

• Create post-specific content upgrades (bonus checklist for a how-to post)
• Content upgrades convert 2-5x better than generic sidebar CTAs

Exit-Intent & Popups

• Trigger on exit intent or scroll depth
• Match the popup offer to the page content
• Route popup implementation to suede-site-alchemy.

Social Media

• Route social strategy and post production to suede-social.

Paid Promotion

• Facebook/Instagram lead ads for top-funnel lead magnets
• Google Ads for high-intent lead magnets (templates, tools)
• LinkedIn for B2B lead magnets
• Retarget blog visitors with lead magnet ads
• Use suede-ads for campaign strategy

Partner Co-Promotion

• Route partner cross-promotion, guest webinars, and bundled resource collections to suede-co-marketing.

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Measuring Success

Key Metrics

Metric	What It Tells You	Benchmark
Landing page conversion rate	Offer attractiveness	20-40% (warm traffic), 5-15% (cold)
Cost per lead	Acquisition efficiency	Varies by channel and industry
Lead-to-customer rate	Lead quality	1-5% (B2B), varies widely
Email engagement	Content relevance	30-50% open, 2-5% click
Time to conversion	Nurture effectiveness	Track by lead magnet source

Benchmarks are industry ranges for calibration only: never assert them as this asset's expected or achieved result.

For detailed benchmarks by format and industry: See references/benchmarks.md

A/B Testing Ideas

• Headline: Benefit-focused vs. curiosity-driven
• Format: Checklist vs. guide on same topic
• Gate level: Full gate vs. partial preview
• Form fields: Email-only vs. email + name
• CTA copy: "Download Free Guide" vs. "Get Your Copy"
• Delivery: Instant download vs. email delivery

Lead Quality Signals

The lead magnet passes the quality check when at least 3 of these 4 hold:

• Higher-than-average email engagement
• Leads progress to trial/demo at expected rates
• Low unsubscribe rate after delivery
• Leads match ICP demographics

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Output Format

When creating a lead magnet strategy, provide:

1. Lead Magnet Recommendation

• Format and topic
• Target buyer stage
• Why this format for this audience
• Estimated creation effort

2. Content Outline

• Key sections/components
• Length and scope
• What makes it unique or valuable
• Every third-party asset the magnet embeds (stock imagery, quoted data or charts, borrowed templates, screenshots of other products), named individually with its license or the gap stated. An unresolved gap blocks production of that asset.

3. Gating & Capture Plan

• What to gate and how
• Form fields
• Landing page structure

4. Distribution Plan

• Promotion channels
• Content upgrade opportunities
• Paid amplification (if applicable)

5. Measurement Plan

• KPIs and targets
• What to A/B test first

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Boundaries

• Do not claim conversion, demand, originality, or audience fit without evidence.
• Do not publish assets, create forms, collect contacts, start campaigns, or change consent settings without explicit authorization.
• Do not gate material the user must provide freely for legal, safety, account, or support reasons.
• Do not decide privacy, licensing, compliance, or retention policy for captured data.

Routing

• Use suede-free-tools for calculators, graders, quizzes, and generators.
• Use suede-copy for asset and landing-page copy and suede-emails for post-capture nurture.
• Use suede-content-strategy for topic selection and suede-analytics for measurement.
• Use suede-ads or suede-social for distribution and suede-co-marketing for partner promotion.
• Use suede-site-alchemy for landing pages, forms, and popup implementation.
• Use suede-ab-testing to design and evaluate the tests in A/B Testing Ideas.