Acquisition
eBook / Whitepaper Lead Magnet
on Multi
The play
Gated content download in exchange for email. Lower-intent than tools but cheaper to produce.
2apps use this channel
Used by
Case studies
Apps that grew on eBook / Whitepaper Lead Magnet.
HubSpot
Inbound marketing + sales CRM
$2500M
Dharmesh Shah
Coined 'inbound marketing'; built the category with free tools (Website Grader, free CRM), HubSpot Academy certifications, and the OnStartups blog as cold-start audience.
Webflow
Visual web design platform
$30M
Vlad Magdalin
Webflow University (free education) seeded the designer-developer community; community Showcase drives social proof + virality.