Marketers aren’t ditching lead magnets altogether — but the format is evolving fast.

Instead of defaulting to PDFs or checklists, more teams are turning to interactive, experience-driven formats that feel genuinely useful to the audience. The shift is simple: Stop thinking of lead magnets as files to exchange for emails — and start thinking of them as mini-experiences that deliver real value upfront and generate qualified leads as a result.

Here are five formats gaining traction — and why they’re working in today’s landscape:

Quizzes are quickly becoming one of the most popular alternatives to static lead magnets — and it’s easy to see why. They offer instant value in exchange for minimal effort, guiding leads through a short series of questions that feel more like a conversation than a pitch. Done well, quizzes offer a feedback loop: The lead walks away with personalized insight that will help them, while you gain data that improves segmentation, targeting and follow-up.

These aren’t the fluffy personality quizzes of a decade ago. Instead, think along the lines of: “What’s your biggest event marketing blind spot?” or “Which CRM strategy fits your business?” Each question is designed to uncover useful information about the lead’s pain points or goals — and each result helps position your product as a relevant solution.

Quizzes work because they deliver a quick payoff, express how you provide a solution to the lead’s problem, and unlock segmentation data you can immediately use to guide the next step. Just be sure the outcome ties naturally to your offering — otherwise, you risk giving someone a fun experience that doesn’t move them further down the funnel.

Instead of offering one file behind a form, content hubs invite leads into a full library of resources — all unlocked with a single opt-in. That might look like a simple landing page with three templates and a trend report, or a members-only area with swipe files, how-to videos and a few curated podcast episodes. Either way, the perceived value goes up. And as leads explore, you get visibility into what they’re most interested in so you can continue offering value.

Some teams take this a step further by adding interactive touches like filters by topic, suggested content based on past clicks, or even progress tracking to encourage return visits. But even a basic hub offers more depth than a one-and-done download.

Unlike quizzes, which focus on discovery and segmentation, these tools are built for decision support. They help leads crunch numbers, evaluate fit or measure progress.

Think ROI calculators, readiness checklists, cost comparison widgets or “fit checkers” that say, “Is this solution right for you?”

The appeal is practical: Leads get tailored insights they can act on immediately, and you get a deeper understanding of where they stand — whether they’re just browsing or ready to buy.

These tools often lead naturally into your next CTA. Someone who just confirmed they’re “ready to scale” or saw their cost savings potential is already thinking about what comes next — making them more likely to take action.

Giving leads access to preview your offering can ease their objections and satisfy their curiosity before purchasing. That might look like unlocking the first lesson in a paid course, offering guest access to a client portal, or showing an interactive product view. These aren’t polished demos or promotional videos — they’re hands-on samples that give people a real taste of what it’s like to work with you or use your product.

This approach builds trust and filters out less serious leads. When people experience the quality and usefulness of what you offer before handing over their credit card, they’re far more likely to stick around. And because you’re not relying on a sales page to make the case, the interaction feels more organic, less pushy — and more memorable.

If you’ve got a high-performing PDF sitting in your library, don’t scrap it — reimagine it. Interactive guides take that static content and turn it into a clickable, self-directed experience. For example, a PDF called “The Ultimate Guide to Building a Scalable Service Business” could become an interactive roadmap. Instead of scrolling through all the content at once, users could click into the stage that matches where they are — whether that’s “Getting your first few clients,” “Hiring your first team member,” or “Automating client delivery” — and receive the most relevant steps and resources for that phase.

This approach turns a one-size-fits-all download into a personalized journey that’s more relevant and useful. It also gives you valuable insight into what your leads care about most. Someone who explores the "automation" track might be further along in their business and ready for a more advanced offer, while someone in the “just starting out” track might need a nurture sequence focused on building foundational systems.