Email marketing, social media, blogs, PPC, calls to action and landing pages. These are just some of the tools in any successful marketers toolbox. For years, these pieces—just like other offline outbound techniques—were used (and misused) for one purpose: To generate a large quantity of leads. And most of those leads were bad. Why? Because the pieces were never made whole through marketing storytelling.
Marketing storytelling is a narrative science. You use the data you have learned about the leads in order to tell them a story about your brand. And you build the story, not through one email or tweet, but rather through a series of interactions (lead nurturing) that move the narrative forward. Your lead nurturing should tell a complete story... in three acts: