Lead magnets are all about converting traffic into leads. In other words, turning anonymous visitors into contacts with a name, email, phone number or similar. Great SEO can bring you more website traffic and some direct sales, but most visitors aren’t ready to buy. Lead magnets therefore help businesses nurture visitors until they’re ready to make the jump. But what makes a great lead magnet? What are the different types of lead magnets? How can you build one? Find answers to all these questions and become a lead magnet pro by reading this guide.

When I joined CleverTap in early 2017, we had a couple of folks in marketing and the function was in its nascent stages. I had previously managed teams at B2B SaaS brands such as Twilio, Splunk, Cisco, and EMC. I had seen the value of what building a data-driven organization adds to the top-line. I wanted to do the same at CleverTap and the management team was extremely supportive. We all realized that creating product differentiation is great, but creating organizational differentiation is equally important. If you build a marketing function that cannot be copied, you have a huge competitive advantage. Why the Focus on Data? As our sales and marketing teams grew, we had to come to the right answers but before that we needed to ask the right questions. We had data in multiple places: Excel sheets, CleverTap business accounts, Google Docs, emails, etc. But there was no one single source of truth that we could go to look at for our leads, MQLs, or the conversion ratios across all marketing channels. Our data was exponentially growing and and so were the data silos. As a company, we were growing and there was a huge need to convert that data into knowledge. In just one year, our marketing team grew 600% and the sales team grew significantly, too. We needed an acceptable hand-off between marketing and sales which we could both adhere to and assume responsibility for without conflict. We also needed definitions around marketing qualified leads (MQLs), sales qualified leads (SQLs), opportunities, and customers. Some questions we had to ask were: How do we assign KPIs to marketing and sales and hold them accountable? What is a hot lead? How long should marketing run a drip campaign? What does lead qualification look like? What is the average sales cycle? The questions were endless.

Everyone knows how to check how many sessions you got this week, and most people even know how to see how many conversions you got. But outside of the basics, Google Analytics knowledge tapers off pretty quickly... It takes a lot of time to learn how to become a great analyst, and it takes a lot of time to learn the ins and outs of specific platforms. Google Analytics, while more intuitive than many platforms, is no exception. In addition, there are many features that are powerful but are underrated and underutilized. I talked to dozens of experts to find out what they believe the most underrated features and reports are. Here are the top 12.