A lead magnet is something that you can offer on your company website for free in exchange for contact information. According to Joe Elkind, this is a key to offer something relevant and valuable to the target market. This is because, you can get some information like email address or contact information, so you can follow up. This is also one of the ways to grasp the information from a customer about to leave the business website. For instance, marketors can use a lead magnet exit popup in order to present a special coupon.