How to Build a LinkedIn Lead Magnet Machine

Hosted by Will Leatherman

In this video

What you'll learn

Choose the right lead magnet format for your audience

Learn which of the 5 high-converting formats (templates, checklists, scripts, calculators, guides) works best.

Write comment CTAs that attract buyers, not freebie-seekers

Master the language patterns and positioning that pre-qualify leads and filter out tire-kickers before they DM you.

Build your comment-to-client automation workflow

Set up the complete system: comment trigger → automated DM → lead capture → qualification → sales conversation.

Track metrics that matter and avoid LinkedIn spam detection

Focus on comment rate, DM reply rate, and meeting conversion benchmarks. Plus learn automation guardrails to stay safe.

Why this topic matters

Most B2B founders waste time on LinkedIn lead magnets that attract freebie-seekers instead of buyers. The problem isn't effort—it's format, delivery, and follow-up. When you nail these three things, comments become conversations, conversations become meetings, and meetings become clients. This system has generated over 1M automated DMs and countless sales conversations. Learn the exact playbook.

You'll learn from

Will Leatherman

Founder at Catalyst Content. Builds AI content systems for B2B GTM teams.

Will helps B2B founders automate content research and ideation using AI agents. He's worked with teams at Valley, HeyReach, and Salesforge to create workflows that monitor industry trends and extract insights from customer conversations automatically.

Go deeper with a course

Founder-Led Content: Turn Cold Buyers Into Warm Pipeline
Will Leatherman and Jacob Bank
View syllabus