A Premium Offer, in the context of the empowered marketer, refers to an offer that you make to visitors of your site in exchange for some of their contact info. By engaging with your premium offers, those visitors are transformed into leads that you can pursue. In an Inbound Marketing approach, the premium offer is an important step in generating leads. Without providing some sort of exchange for contact information, no visitor will leave their info. By providing an ebook, webinar, or white paper, you are providing the visitor more information about their desired topic, while getting precious lead info. Everyone wins!