Interesting Infographics: Nurture Your Leads With Narrative

Louis Foong 2

Have you considered how to use strategically timed stories to nurture your leads and accelerate your sales funnel? This week’s infographic by Marketo focuses on how to use narrative to nurture leads and reminds us that it can take an average of 10 marketing touches for a prospect to move through the sales funnel to a purchase.

In the early stage of the funnel, our prospect is usually not ready to buy and has little knowledge of the products and services we provide.  According to the infographic, we should be offering educational material at this time such as ebooks, blog posts, research data, infographics, curated lists and funny videos. If you are on the fence about using videos, 82% of marketers said using video had a positive impact on their business.

At mid-stage, the prospect has displayed some buying behaviour and engaged with the content sent to him or her.  This is the time to offer materials that showcase your product or service sucy as a buying guide, templates, ROI calulators, analyst reports or an RFP.

The final stage indicates the lead is close to becoming a customer. At this point in time, offer materials to support the purchase process such as pricing demos, third-party reviews and case studies.

To help inspire you to create and deliver this content, decide on the right story genre (via Sam Boush, founder and president of Lead Lizard):

Red Carpet Track:  Give leads the celebrity treatment by showing them how we can cater to their needs

Sales-Nado Track:  Pick up stagnant “sales-qualified leads” and accelerate them through the sales funnel

Detective Track: Build systems that can follow a lead’s trail to qualify them as leads and for sales.

Sleeping Beauty Track: Send targeted content to sleeping contacts to re-capture their interest

Finally and most importantly, your story and message should be personal and incorporate these top 5 emotional factors:

  • curiosity
  • amazement
  • interest
  • astonishment
  • uncertainty

Which genre will you focus on and how has this information inspired you to revise your message to accelerate your leads through your sales funnel?

Nurture with a Narrative Infographic


  1. Rick Lance Studio March 2, 2015 at 2:48 pm - Reply

    Narrative… Yes, that’s a key word to me!
    As a full time Voice Actor, I am often hired to voice various types of short web videos for promotional uses for many different types of corporations. These videos are a proven way of reaching out …. and touching… prospective clients or customers. They can be product or service illustration, explainer videos, sales training or other formats.They can be produced quickly and cost effectively these days, do not have to be flashy… just simple and real… and can be uploaded to YouTube, Vimeo, etc. and with links being sent out in your newsletters, sales packages and email campaigns.

    Thought you may like to hear this endorsement from an insiders’ point of view.

    Rick Lance
    The Voice of Americana

    • Louis Foong April 24, 2015 at 12:57 pm - Reply

      Appreciate it Rick, thank you very much.

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