Can you remember the last time you were on a website that failed to offer you a guide, coupon, ebook, white paper or something else in exchange for your contact info? (And no, Facebook doesn’t count.) If you spend a good amount of time on the internet, it’s likely you run into a dozen of these every day (I actually have a library of “free” content offers collecting dust on my hard drive). The practice of generating leads through gated content offers, also known as lead magnets, has become so widespread that if you don’t encounter a pop-up or slide-in form during your visit, you might get the feeling something’s missing.