31 March 2026
Marketing Strategy
The Death of the PDF Lead Magnet
The PDF lead magnet is dying. AI has raised the bar on what counts as valuable enough to hand over an email for.
Gerard argues the modern equivalent is not a document; it is a small tool. An AI agent, a calculator, a bespoke assistant — something that applies your expertise to do a specific job for the user out of the box.
The exchange is still value for contact details. The definition of value has moved from "here is what I know" to "here is what I know, working."