Content Marketing World is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Content Marketing World 2020 - Session Viewer

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

Check back often as we will be adding more sessions and speakers frequently. Please note that session dates and times are subject to change.

Our CMWorld 2020 Mobile app will launch this summer so you will be able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, sessions do fill up fast. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

Use Serial Storytelling to Drive Demand for Complex Solutions

Ardath Albee  (CEO, Marketing Interactions Inc.)

Date: Tuesday, October 13

Time: 1:00pm - 4:00pm

Pass Type: All Access, Main Conference Plus - Get your pass now!

Session Type: Workshop

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

The traditional way of nurturing is to continuously provide prospects with information to help them evaluate and choose your solutions. This results in a lot of content buyers say is “high quality” but not compelling. It’s not working. More customers are sticking with status quo than are choosing to change.

Whenever you see examples of storytelling in B2B they are usually related to a campaign or a video—often one piece of striking content. But that’s not enough to get the job done. If your buyer’s process takes 6 to 9 months and requires 12 content assets to move the deal forward, one compelling piece won’t get the job done. It’s also selling your hero (buyer) short.

Serial stories build the case for change, remove the doubt, show your hero how to mitigate the risks and slay the naysayers. They help your buyer command consensus and activate change as a preferred and achievable course of action focused on a vision of the future that’s been out of reach until now—with your help. Story frameworks give your buyer the starring role…and a lot of stage time.

Choose to flaunt tradition to get the job done with serial storytelling.

Takeaway

In this hands-on workshop, you’ll:

  • Learn why buyers are wired for story and how to use stories to generate opportunities
  • Choose buyer insights that define characterization and plot for your stories
  • Build a Serial Storytelling Framework so you can drive greater demand for your solutions



FOLLOW CONTENT MARKETING WORLD ON SOCIAL