Hugh Macfarlane, Founder & CEO of, writes…

Who tells the stories in your company? Most of you will answer that your CEO or Director of Sales or Marketing is the default raconteur. This quality makes this ‘talent attractive to B2B marketing professionals, prospects, clients, and probably their friends and family too. It’s simple – people enjoy stories. And good nurturing involves an element of storytelling (in B2B marketing, and in general!). So why isn’t the B2B marketing team fine-tuning their ability to tell a good story?

Ardath Albee, author of eMarketing Strategies for the Complex Sale, believes that successful lead nurturing plans build relationships throughout the entire buying process. So to ensure longevity of interest, B2B marketing professionals must be producing content that tells a good story, not just shoving information in front of buyers. In her presentation at DemandCon she will be talking about “how storytelling can transform your lead nurturing programs and position your salespeople to win more often as a result.” Her 25 years of business management and marketing experience has taught her how to:

  • How to apply 7 story elements to design more engaging lead nurturing programs;
  • Why storytelling creates more good conversations; and
  • Where to find the story that sells what you offer – even when you think there isn’t one.

Of course the overarching narrative of any buying process is a Funnel Plan, and in our B2B Marketing Training Workshop on day 3 of DemandCon, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.