@erol the y-axis is the average rank (the higher the better) the respondents (hundreds of them) gave to each type of content.

I am struck not by the distinction between the offers' perceived value, but by the similarity. It looks like the lowest most pedestrian consultation is about a 2.8 while the highest best download is only about a 4.5 value. 
 
 
 
Maybe a better headline would be "Download Anything Since Leads Don't Care". You get the biggest pop just by offering a download, and it is not obvious that it's worth worrying about what it is since it's not driving that much additional interest. 
 
 
 
Howard

Knowing the number of people poled is important, but so is who did you pole? Was it general public or tech savy people? Was the survey taken on-line or passerbys in a public area?

I'm surprised the free trial isn't number one. What exactly is a free kit?

Caution: I talk to more and more people who avoid downloads where contact information is the quid pro quo. No matter how enticing the download. They don't want to be called. Period.

What I really want to know is which of these offers best generates leads that will convert to paying customers/clients?

Interesting enough content, but it is a lacking in substance, considering the headline. I am curious how the subjects where interviewed because I think the answer would vary depending on the industry and the offer. A free trial of a hotel stay would have far more take up than a demo of a free wordpress theme.

Although indeed the title of this article suggests more content.... I can confirm the findings. 
 
 
 
After we started our Hubspot-Partnership in The Netherlands (Europe) we developed lots of free downloadable content. (Webinars, Downloads, Kits, Free Trial, Assessements, etc.) 
 
 
 
By offering (and market) this free content we generated 10x more leads. It's a lot off work to develop the content, but it sure pays off!  
 
 
 
I do believe that both the free downloadable information and the lead nurturing and follow-up should address the customerneed from start to finish. It has to be valuable for the "customer" all the way in order to be able to convert the initial leads into real customers. 
 
 
 
I look forward to the lessons to learn from the webinar the 12th. 
 
 
 

Interesting data. I think it's important to distinguish the difference between perceived value and response rates. I'm sure that a free consultation is perceived as highly valuable but that type of offer won't get even close to the same type of response rate as an information download. So it's important to select offers that meet your goals across the pipeline. Some offers are better for list building and others are better for lead conversion. I look forward to the webinar.

I just got an excellent idea from this blog. I could offer free lists of the Oceanfront Homes under ... say 
$450,000. Put a form on the process - 
Great idea!

Your article was very good, with the result showed that people prefer to offer content-based rather than "demo" offers the kind that suggests a more process-oriented sales.