Today's CMO is focused on increasing both the quality and quantity of leads. Lead nurturing is often further down the priority list. Concentrating on generating quality leads is a worthy objective, but the ability to nurture those leads is just as important.
While a few leads may be ready for sales, the vast majority are not. You must continue to engage them to move them along in the buying process. A lead nurturing process is the means to educate and better inform them. By doing so, you will build trust and sound relationship with them that, over time, will convert marketing qualified leads (MQL) into sales qualified leads (SQL). This is where brand storytelling has proven to be a successful device.
Storytelling is a meaningful way to engage, educate and empower customers and prospects. Marketers have been telling stories for years. Yet, the art of effectively using storytelling to generate and nurture leads is an ongoing challenge.
Here are a few storytelling tips to consider.