In B2B marketing, lead magnets that work best are usually informative and offer valuable insights to businesses. Examples include: 1. Ebooks: Detailed guides on industry trends or best practices. 2. Whitepapers: In-depth reports on specific topics relevant to the target audience. 3. Webinars: Live or recorded sessions that provide educational content. 4. Case studies: Real-life examples of how a product or service helped other businesses succeed. 5. Templates: Tools that help businesses improve efficiency or solve common problems. These types of content are effective because they showcase expertise and provide tangible value to potential leads, enticing them to provide their contact information in exchange for the valuable resource.