Acquisition
Free Tool Lead Magnet
on Multi
The play
Standalone free utility on your domain. Drives SEO + email captures + brand. The HubSpot Website Grader playbook.
3apps use this channel
Used by
Case studies
Apps that grew on Free Tool 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.
Typeform
Conversational form platform
$10M
David Okuniev
Design-as-marketing — every form embedded on a partner site is a Typeform brand exposure. Free tier scaled brand worldwide.
SparkToro
Audience research for marketers
$80K
Rand Fishkin
Rand Fishkin's audience from Moz days transferred 1:1. Free tools (Audience Intelligence Report) gave reasons to come back monthly.