Free Tool/Service Deployment

A more common tactic amongst SaaS businesses in particular is to create a free tool or service that is offered to your audience in exchange for giving away contact information.

An example of this is the 14-day free course (that I'd highly recommend) that Justin Mares and Nat Eliason offer to grow their email list and then upsell people into their paid course at a later date. Free courses are becoming a more and more popular product to give away and they're proving to be very successful for lead generation.

The best thing about these tools is the fact that they solve a need for their target audience and offer genuine value whilst also remaining highly relevant to their core offering. This means that any leads that they generate will have a much greater chance of converting into paying customers later down the line.