Sales Loves MarketingAn offer is what a prospect gets in return for doing what you ask, whether that is buying, booking a demo or filling in a form. In B2B marketing the word most often means a free resource, such as a guide, template or webinar, given in exchange for contact details. That kind is also called a content offer or lead magnet.
How does an offer work?
Every call to action needs an offer behind it. "Download the guide", "Start your free trial" and "Get 20 percent off" all promise something specific. The visitor weighs what they get against what they give: money, time or personal data.
In a typical B2B setup:
- An ad, email or blog post promotes the offer.
- A landing page explains what's in it and holds a short form.
- The visitor submits the form and gets the resource.
- Their details go into the CRM or email tool for follow-up, if they opted in to that.
What types of offers are there?
Match the offer to how far along the buyer is.
| Funnel stage | What the buyer wants | Example offers |
|---|---|---|
| Top of funnel | To understand a problem | Guide, checklist, template, report, webinar |
| Middle of funnel | To compare ways to solve it | Case study, comparison sheet, calculator, workshop |
| Bottom of funnel | To decide | Demo, free trial, assessment, quote, discount |
A template or calculator has the advantage that people come back to it. A demo request asks for more commitment, so it suits buyers who already know they have the problem.
Why do offers matter?
People are careful with their contact details. A form alone gives them no reason to fill it in. The offer is that reason, so it is the first thing to test when a page's conversion rate is low.
It is also the first promise you keep or break. If the guide is thin or off topic, the new lead is less likely to read your next email.
What rules apply to free offers?
- United States. The FTC's guide on the word "free" says that conditions attached to a free offer must be stated clearly and conspicuously at the outset. It also says the same product shouldn't be advertised as free in one trade area for more than six months in any 12-month period.
- European Union. Article 7(4) of the GDPR says that when a service is made conditional on consent to processing it doesn't need, that counts against the consent being freely given. Ask for marketing consent separately rather than making it the price of a download.
How do you make a strong offer?
- Solve one specific problem for one type of buyer.
- Say exactly what's included and how long it takes to use.
- Ask only for the details you will use.
- Deliver it right away, and make sure it matches what the ad promised.
Related terms
Frequently asked questions
What is a content offer?
A content offer is a free resource, such as an e-book, checklist, template or webinar, that a company gives away in return for a visitor's details, usually through a form on a landing page. It is the most common type of offer in B2B lead generation and is also called a lead magnet.
What makes a good marketing offer?
It solves a specific problem for the buyer you want, it is clearly worth more than what you ask in return, and it fits the buyer's stage. Early-stage readers want something to learn from. Buyers close to a decision want a demo, trial, assessment or quote.
Are there rules for "free" offers?
Yes. In the United States, the FTC's guide on the word "free" says any conditions must be stated clearly and conspicuously at the outset of the offer. In the EU, the GDPR says that tying a service to consent for processing that service doesn't need weighs against that consent being freely given.