Creating and Using Lead Magnets With the HubSpot CMS

Dave Snyder


December 11, 2023 (Updated: December 12, 2023)

Creating and Using Lead Magnets with the HubSpot CMS.

In the last guide, we covered how to create content using the HubSpot CMS to support a successful content marketing campaign through blogging with Jennifer Nixon. We looked at the features and how to get started creating content in the blog editor.

This week, we’re looking at lead magnets and how you can create compelling lead magnets using HubSpot’s tools. You’ll have a clear picture of the features you can use in HubSpot to streamline the process of lead magnet creation. Plus, you’ll have more expert insights from Jennifer Nixon of WORQFLOW on how lead magnets support a larger content marketing strategy.

Importance of Lead Magnets in Inbound Marketing

The purpose of a lead magnet is to collect contact information from potential customers. I say “potential customers” because, ultimately, you want to engage with leads enough to drive sales. The goal is to collect names, emails, and phone numbers to build connections with potential customers. You do this by creating a relationship with your audience through email marketing, special offers, exclusive resources, sneak peeks of new products or services, and more.

But you can’t build lasting customer connections without a way to communicate with your audience. This is where lead magnets come in. Using dynamic forms of lead generation, you can collect prospective customers’ contact details and move them through your sales funnel.

Once you have information from your lead magnets, you can continue to build customer relationships, educate prospects on your company’s products and services, and increase trust and loyalty. Over time, these connections will be more likely to consider a purchase with your brand over others. This is the power of building authority, trust, and awareness with your audience. 

Here are just some of the ways in which lead magnets help support a larger inbound marketing strategy:

  • Builds trust and authority by creating opportunities for prospects to learn about and get to know your company and its products and services.
  • Targets more qualified prospects with content tailored to a specific need, problem, or challenge that a certain group or market will have.
  • Positions you as an expert in your industry as prospects look to your company to guide them through solving a challenge or accomplishing a goal. 
  • Creates a more defined audience by focusing only on those prospects whose needs your product or service will fulfill.
  • Fosters connections with your audience through consistent and meaningful communications.

Types of Lead Magnets

Depending on the types of leads you’re targeting in your strategy, the lead magnets you develop and launch will and should be unique to the campaign. That said, some of the most successful lead conversions come from a mix of dynamic forms of content.

White papers and eBooks are effective forms for capturing the curious types of leads, or those who are just learning about and engaging with your company. On the other hand, you might launch a webinar series highlighting products or services for leads who are further along in the buyer journey.

Many forms can take shape, but the key is using the forms that make the most sense for your business. Take CopyPress, for example. We utilize several types of lead magnets, all centered on driving leads through inbound marketing. Below are several lead magnet design ideas your team might consider for your content marketing strategy:


  • eBooks.
  • White papers.
  • Newsletters.
  • Webinars.
  • Mini guides.
  • Case studies.
  • Access to gated content.

Tools and Resources

  • Training materials.
  • Calculators.
  • Checklists.
  • Workbooks.
  • Quizzes.
  • Templates.
  • Courses.

Other Freebies

  • Product or service discounts.
  • Free consultations.
  • Free product trials.
  • Free service subscriptions.
  • Free product or service with first purchase.

Choosing the Right Lead Magnets for Your Business

Not all forms of lead magnets are right for every type of business. There are a multitude of factors to think about here that are going to be unique to different brands and what they’re offering and trying to accomplish overall. However, the priority is your target audience. This group of prospects needs to be the focus of your messaging, value proposition, and ultimately, CTA to convert. Focusing on your target audience, start answering these questions:

How Does Your Target Audience Engage With Content?

Look for what your audience engages with the most online. This can be video, written content like eBooks, online tools, and more. Understanding what the target audience consumes the most will direct the lead magnet format you use for your strategy.

Note: Businesses targeting audiences that consume written content the most would benefit from eBooks, newsletters, white papers — and case studies as a way to engage with leads actively considering purchases. On the other hand, using videos, webinars, and animated graphics would be better suited for brands engaging visually motivated audiences.

What Is Your Target Audience Most Concerned About?

Identify the problem you’re solving or the need you’re fulfilling with the offer. This should be front and center and clearly defined, no matter the type of lead magnet. Think of CopyPress as an example.

When engaging prospects who are looking for content creation services, we need to accomplish two things:

First, we need to find out how they consume content online and second, what their biggest challenges are. This helps us determine the best approach to creating the most effective lead magnet.

How Will You Deliver the Message?

Understanding how your target audience consumes and engages with content and what their most pressing concerns or challenges are will direct how you position your offer and CTA. No rule says you have to stick with one format of lead magnet.

Note: The key is experimentation. Select the formats that are going to have the highest likelihood of attracting your target audience. Sometimes this is a free guide with a downloadable worksheet. For another campaign, it could be exclusive access to a live webinar course.

How To Create Effective Lead Magnets With HubSpot

HubSpot’s CMS and marketing tools are part of the brand’s larger CRM platform. For marketing purposes, we’ll look at landing pages as lead magnets for driving prospects to your offer — whether that’s an eBook, webinar, free workbook, consultation, or other high-value offer.

1. Identifying the Audience and Crafting a Compelling Offer

The first step to creating any lead magnet is to first identify your target audience. As I mentioned, the audience is your primary focus. Their challenges, goals, and needs will ultimately direct the type of lead magnet you’ll use. Since we’re focusing on creating landing pages, we’ll look at how the HubSpot CMS is set up to help content creators develop and launch these types of lead magnets.

In the CMS dashboard, you’ll navigate to the “Marketing” dropdown and then to “Landing Pages.” This brings you to the menu to choose the website and page name of your project. Choose the layout you want, or start from scratch.

2. Using the HubSpot Tools To Create Your Lead Magnet

The HubSpot CMS is a powerful tool that gives you plenty of options for your landing page template. Consider your offer here and select from the layouts, build from saved templates, or start with a blank slate. Set up your content, connect to your offer, and customize the page. Utilize the CMS tools in your menu to optimize for SEO, add UTM parameters, and build your conversion path.

Note: You should also look into HubSpot’s newsletter builder, which is equally as powerful as the rest of the CMS tools.

“One of the most underutilized features of Marketing emails in HubSpot is personalization, beyond “Hi {first name}” there are so many ways to personalize content with personalization tokens, smart rules, and list segmentation to deliver the right message, to the right person, at the right time.” -Jennifer Nixon

3. Distributing Lead Magnets and Tracking Performance

Creating and launching all your content — from blogs to landers to newsletters — right in HubSpot gives you the ability to connect everything within a campaign for easier tracking. When you have created your landing page, navigate to the “Publish” option. To schedule publishing in advance, toggle the arrow and set up your date and time. You may also schedule a day and time for existing landers to “unpublish” to avoid running lead magnets that are no longer viable.

“HubSpot makes it really easy to create landing pages for your lead gen content that you can connect to ads, social posts, and more, and then connect it all together in a campaign to track ROI. Whether you use the Tracking URL Builder or manually add UTM parameters, it’s easy to break out your session traffic to analyze performance across sources. Including an embed of the Meetings tool so contacts can book a call directly is a great way to increase conversion rates.” Jennifer Nixon, WORQFLOW

What Makes a Lead Magnet Successful?

The key to creating an effective lead magnet is to have a specific goal in mind. What do you want to accomplish with your lead magnet? For most businesses, this is generating conversions like mailing list signups, free product trials, and, eventually, sales. Begin with the goal and then you can break down the process you’ll use in your lead magnet to get there.

That said, the most effective lead magnets will have several key elements:

  • Value offering: First and foremost, your lead magnet needs to give prospects a high-value offer.
  • Immediate gratification: Provide immediate gratification and deliver on the promise when leads offer their contact information.
  • Clear messaging: Go for short-and-sweet with your lead magnet content. Use scannable copy, maximize white space, and have a clear call to action with a specific direction you want leads to take.
  • Solutions or guidance: Showcase your brand’s expertise and guide prospects to their desired outcomes, such as a solution to a problem or support for achieving a specific objective.

Remember, it’s all about providing the most value to prospects in exchange for their contact information. When you deliver on the promise, you’ll build trust with your audience and set them up for continuous engagement with your brand.

CopyPress Lead Magnets in Action

We can’t discuss the elements of a successful lead magnet without looking at them in action. With 50% of marketers attributing their primary sources of leads to inbound strategies like landing pages and on-site forms, it’s no surprise these tools can be essential to any campaign.

Take a look at CopyPress as an example:

We started with our goal in mind: to generate more leads for our free Content Analysis Tool. We then analyzed the target audience to identify who would be the most likely to need the insights this tool provides.

We must look at both lead magnets CopyPress created: the landing page and the tool itself, which gives prospects an overview of how this resource works to support content marketing initiatives.

The conversion path we set up: begins with the traffic flow to the landing page, and then from the landing page to the Content Analysis Tool. From there, we connect with potential clients via personalized communication, updates, and exclusive sneak peeks at new features. This helps nurture our leads to eventually win conversions.

Even in just the past 30 days, we have gained a 3% increase in leads to our Content Analysis Tool from our landing page. This is a significant improvement and growth factor for CopyPress since we began redesigning our brand and website.

With effective lead magnets, you have a higher likelihood of drawing in your best customers. And using the HubSpot CMS, you’ll have the tools you need to craft a compelling offer and launch a successful lead gen campaign.

Sign up for the CopyPress Content Marketing Newsletter so you don’t miss the next guide on creating newsletters using the HubSpot CMS. Be among the first to receive this series deep-dive with Jennifer Nixon of WORQFLOW, and more.

About Jennifer Nixon

Jennifer Nixon of WORQFLOW

Jennifer is a HubSpot-Certified Trainer with 40 certifications from HubSpot Academy and is one of the top Champions in the HubSpot Community. She’s the leader of the SEO + Performance + CMS HubSpot User Group with over 25 years of experience building and optimizing websites.

She’s currently the Director of Revenue Operations for WORQFLOW and a HubSpot Diamond Solutions Partner with her focus on aligning people, processes, and systems for the agency and its clients.

Learn more when you book a consultation with Jennifer and find out how the HubSpot CMS can power your content marketing strategy.

Check out these additional resources from HubSpot for more on lead magnets:

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Dave Snyder

CopyPress writer

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