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They are a crucial success factor in modern online marketing and work excellently in both the BC and BB sectors. But what are lead magnets actually? What role do they play in acquiring new customers? What do you need to pay attention to when creating them and what makes lead magnets successful? Let's start from the beginning. What is a lead magnet anyway? A lead magnet – also called a content offer or freebie – is a free offer that companies make available to their users in order to generate high-quality inbound leads .