30 Lead Magnet Ideas for Customer Success Teams

Customer success teams see what happens after the sale. They know where customers struggle during onboarding, what drives adoption and what makes people renew or leave. That knowledge is usually used to help existing customers, but it's also incredibly valuable for attracting new ones.

Prospects want to know whether they'll succeed with a product before they buy it. Resources based on real customer success experience answer that question and attract prospects who are serious about getting value. Here are 30 ideas.

Onboarding resources

1. Onboarding planner. A step-by-step plan for the first weeks with a new product.
2. Kickoff meeting template. An agenda for starting a customer relationship well.
3. Success plan template. A format for defining goals and milestones with a new customer.
4. Onboarding checklist. Tasks to complete during onboarding.
5. Welcome email sequence. Templates for welcoming new customers.

Implementation resources

1. Implementation checklist. Steps for rolling out a new tool across a team.
2. Implementation timeline. A typical timeline for getting up and running.
3. Stakeholder roles guide. Who needs to be involved in implementation.
4. Data migration checklist. Steps for moving data into a new system.
5. Integration planning worksheet. Helps teams plan how tools will connect.

Adoption resources

1. Adoption playbook. Strategies for encouraging teams to use a new tool.
2. Training plan template. A format for planning user training.
3. Champion program guide. How to identify and support internal champions.
4. Usage goals worksheet. Helps teams set targets for adoption.
5. Feature adoption checklist. Steps to encourage use of key features.
6. Internal announcement templates. Messages for introducing new tools to a team.

Health and measurement resources

1. Maturity assessment. A framework showing stages of product adoption.
2. Customer health scorecard. A template for assessing account health.
3. Success metrics guide. The metrics that indicate a customer is getting value.
4. Quarterly business review template. A format for reviewing progress with customers.
5. ROI tracking template. Helps customers measure the value they're getting.

Renewal and expansion resources

1. Renewal preparation checklist. Steps to prepare for a renewal conversation.
2. Value summary template. A format for summarizing results before renewal.
3. Expansion readiness checklist. Signs a customer is ready to expand usage.
4. Churn warning signs checklist. Early indicators that a customer might leave.

Team resources

1. Customer success playbook template. A starting structure for documenting success processes.
2. Handoff template. A format for passing customers from sales to success.
3. Customer journey map template. A layout for mapping customer stages.
4. Escalation process guide. Steps for handling customer escalations.
5. Customer feedback template. A format for collecting and sharing feedback.

Acquisition from post-sale expertise

Many companies overlook customer success as a source of lead magnets. But prospects often worry about implementation, adoption and whether they'll actually get value. Resources addressing those worries reassure prospects and attract those who are serious about success.

An implementation checklist, for example, shows prospects that you have a clear path to value. A maturity assessment helps them understand where they are and where they could be.

Two audiences

Customer success resources can serve two groups. Prospects evaluating your product want to know they'll succeed. Other customer success professionals want tools to improve their own work. Decide which audience you're targeting with each resource.

Following up

Someone who downloads an implementation checklist is likely planning a rollout. A follow-up asking about their timeline and goals can reveal whether your product is a good fit.

Where to share your resources

If you're targeting prospects, share customer success resources on your website near pricing and product pages, where evaluators are deciding whether they'll succeed with your product. Sales teams can also use them in conversations, sending an implementation checklist to a prospect who's worried about rollout. If you're targeting other customer success professionals, communities, LinkedIn and industry events are the best places to share.

A quick example

A software company noticed that prospects often hesitated because they feared a long and painful implementation. The customer success team created a "30-Day Implementation Plan" showing exactly what the first month would look like. Sales began sharing it during evaluations, and it was added to the company's website as a gated resource. Prospects who downloaded it tended to close faster, because the plan answered their biggest worry before they had to ask.

Keeping it honest

Make sure your resources reflect the real experience customers have. If the plan says implementation takes 30 days, it should. Honest resources build trust that carries through into the customer relationship.

Measuring what works

Give each resource its own Gluuer link, and consider separate links for sales-shared versions and website versions. The Insights page shows views and conversion per link, so you can see where the resource does the most good, and whether prospects or peers find it more useful. Keep your resources grounded in the real experience of your customers. Specific examples and realistic timelines make them far more credible to prospects than polished promises, and credibility is exactly what an evaluator is looking for. Prospects who trust your onboarding story tend to become customers who stay, renew and recommend you to others in their network, which is exactly the outcome every customer success team works toward.

Acquisition content can be built from post-sale expertise. What you know about helping customers succeed is exactly what prospects want to hear.

Useful customer knowledge can attract better-fit prospects. Share what you've learned about success, and you'll draw in customers who are ready to get real value. Start with the worry prospects raise most often during evaluation. A resource that answers it clearly can shorten sales cycles and set the tone for a strong customer relationship from the very first interaction, long before the contract is signed.

Happy Gluuering!

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