“Free” tools for lead gen sound like a growth hack, until they start eating your team’s time.
You ship a calculator, quiz, or scanner. Leads pour in. But then:
– 90% aren’t ICP
– Support gets flooded
– Sales wastes hours qualifying junk
– Your infra bill creeps up
The build was cheap. The follow up isn’t.
The real cost isn’t hosting. It’s handling. Every free tool creates downstream work: routing, scoring, educating. If your funnel isn’t ready, you’re not generating leads. You’re generating friction.
So before you launch that free scanner or audit tool, ask:
– Who’s following up?
– What’s the conversion rate to pipeline?
– Can we automate qualification?
Free isn’t bad. Just make sure it pays you back. Otherwise, it’s not a lead magnet. It’s a distraction.
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