Top 10 lead-magnets for school decision-makers
Getting your foot in the door with a school decision-maker – whether a Head Teacher, Business Manager, Head of Department, or IT lead – can be tough. Their inboxes are packed. Their time is tight. So how do you cut through the noise?
The answer: a compelling lead magnet. Something genuinely useful, instantly accessible, and directly relevant to their role and current challenges.
At Buzz Education, we help education suppliers generate leads through smart, strategic email campaigns. Here’s our curated list of the Top 10 Lead Magnets for school decision-makers that are proven to attract attention and spark engagement.
1. Free Guide or eBook
Perfect for: Establishing thought leadership and providing real value.
Give school staff a downloadable resource packed with insights – think “The Ultimate Guide to Managing School Budgets in 2025” or “10 Ways to Improve Student Wellbeing Through EdTech.”
Tip: Use your email to tease the value, then gate the full guide behind a short form.
2. On-Demand Webinar or CPD Training
Perfect for: Professional development and increasing perceived authority.
Offering a short, CPD-certified webinar is a great hook – especially if it addresses pain points like managing behaviour, safeguarding updates, or integrating technology.
Tip: Use your email to tease the value, then gate the full guide behind a short form.
3. Template or Checklist
Perfect for: Offering time-saving tools.
School leaders love anything that saves time. Try lead magnets like “Lesson Planning Template for SENCOs” or a “School Budget Forecasting Checklist.”
These are quick wins that make your brand memorable.
4. Free Resource Pack
Perfect for: Subject leads and classroom staff.
Create a downloadable pack of lesson starters, classroom posters, or curriculum-aligned worksheets. Just be sure the content clearly aligns with the decision-maker’s subject or key stage responsibilities.
Example: “KS3 Science Starter Activities – 5-Minute Downloads for Busy Teachers.”
5. Exclusive Research or Survey Results
Perfect for: Appealing to data-driven leadership.
Share the findings of a recent study, even if it’s your own customer survey. Titles like “What 500 Headteachers Say About AI in Schools” or “Trends in Primary Assessment 2025” generate intrigue and authority.
6. Competitions or Prize Draws
Perfect for: Driving immediate engagement.
Offer a simple incentive in exchange for sign-up. It could be a book bundle, CPD voucher, or even a free resource. Just make sure the prize aligns with your product and audience.
7. Interactive Tool or Calculator
Perfect for: Data led decision makers.
Think budgeting calculators, workload planning tools, or even pupil engagement estimators. Embed them in a landing page and offer the results via email in exchange for contact details.
8. Trial or Demo
Perfect for: EdTech and software providers.
Go beyond “book a demo” with “Request a 7-Day Access Pass” or “Get Instant Demo Access (No Sales Call Needed).” This digital-first approach reduces friction and increases uptake.
9. Mini Email Course
Perfect for: Nurturing longer-term interest.
Deliver a 5-day email course – one tip or insight per day. Keep it concise and hyper-relevant.
Example: “5 Days to a More Inclusive Classroom” or “The Leadership Email Series for Aspiring Headteachers.”
10. Case Study or Success Story
Perfect for: Demonstrating proven results.
Show real outcomes from schools you’ve worked with. A well-crafted PDF or video case study focused on measurable impact (e.g. “Improved pupil engagement by 30%”) can do wonders.
Email idea: “See how one secondary school reduced teacher workload using [Product].”
Key takeaway
Every email you send is an opportunity to start a conversation. But if you’re not giving school decision-makers a compelling reason to click, read, and engage, your campaign might fall flat.
Lead magnets aren’t just about collecting emails – they’re about offering real value, building trust, and showing that you understand the challenges faced in schools today.
Want help building high-performing email campaigns that get your lead magnets seen and clicked by school staff and decision-makers? Get in touch with our team.