Use High-Value Offer Formats

Not all offers are created equal. Some “formats” of offers perform better than others at converting leads. For example, what’s more valuable, a whitepaper or an ebook?

Below are the type of offers, in order of performance, that generate the most amount of leads.

• Ebooks or Guides
• Templates or Presentations
• Research & Reports (ex: State of Inbound Marketing)
• Whitepapers
• Kits (multiple offers packaged together)
• Live Webinars
• On-demand Videos
• Blog (including offers in the nav or sidebar)
• Blog posts (if there is a CTA in the post)
• Middle-of-the-funnel offers: Demo Requests, Contact Sales, RFP, Etc (more sales-ready offers).

It’s important to test different types of offers with your audience to determine what works for you. While ebooks score high on our list, you may find that reports, videos or other formats do better.