A Lead Magnet is a free, value-added piece of content for which visitors provide their contact details and other information. A lead magnet turns anonymous visitors into leads.
A lead magnet is used in the engagement phase in the customer journey. Examples include: Checklists, topics, resources (list of tools, blogs, companies, etc.), how-to guides, and case studies.
We refer to Engager when it is not a sales funnel. So if the goal is not sales, but other conversions.