Apollo Sales & Marketing Group, founded in 2003, specializes in marketing, lead generation and lead management results. We employ technology, strategy and direct marketing campaigns for our clients, driving escalating returns for their marketing dollar.
Market Research Houston Texas
Using the “Lead Nurturing Cycle” we can examine the payback of on-going marketing messaging and B2B Lead Generation.
The Lead Nurturing Cycle illustrates your prospective customer's perception of trust and interest throughout the automated marketing process.
A typical B2B lead cycle progresses as follows: initial skepticism, a period of enthusiasm, a peak of excitement at the conversion to sale, a period of disillusionment after the sale and an eventual plateau of realized value.
The Lead Nurturing Cycle has a simple and clear message: To maximize revenue, SMB marketing and sales organizations must invest in managing the B2B lead management process at all points in the cycle. Companies must continue to engage a prospect beyond the Peak of Interest (conversion to sale) through the Disillusionment phase (post sale) to the point of Realized Value (customer satisfaction and loyalty).
Your customer passes through several stages on the path to realized value:
Skepticism (Initial contact through demonstration): A breakthrough, product or service demonstration, marketing launch or other event generates significant interest.
Peak of Interest (Lead Conversion): During this phase of over enthusiasm and unrealistic projections, a flurry of marketing services activity results in some buying events.
Disillusionment (Post Sale): Marketing efforts decline. Customer relationship wanes.
Enlightenment (Implementation): If your customer is continually engaged after the initial sale and there is a successful implementation of the product or service, your customer sees initial return on their investment.
Realized Value (Account Management): If an on-going marketing relationship is maintained and value is recognized, your customer feels comfortable with the reduced levels of risk and a rapid growth phase of value perception and loyalty begins. Your customer is open to additional integrated marketing for other value added products and services.
Success oriented organizations recognize the potential of each customer contact and the necessity to deliver unparalleled customer service while exploring marketing and referral opportunities. The challenge is to implement a solid leading nurturing campaign that treats every customer interaction as a selling opportunity.
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