I’ve worked with many different ERP providers and have spoken to them at depth about their marketing strategies. I’ve seen what works for ERP lead generation and what doesn’t, and I’m here to provide you with everything I know. Get ready, because this is going to be a long one!

Key Challenges For ERP Providers

If you run an ERP business, you’ll know that generating high-quality ERP leads is no easy feat. By any means. The amount of people looking for an ERP system is small, and the amount of consulting firms looking for these leads is big. So tough competition, combined with low demand, means you need to have an extremely well rounded strategy. You need to cover as many touch points as possible to give yourself the best chance of finding those prospects, and having a healthy pipeline at all times.

In my experience, the 4 main issues all ERP providers face is:

1. Long Sales Cycles: Unlike simpler B2B products, ERP sales can stretch over months, if not longer. This means you may end up wasting a lot of time and resources on sales processes that don’t convert.
2. Multiple Decision-Makers: ERP purchases often involve input from finance, IT, operations, and upper management. This means you don’t have to win over just 1 person, you have to win over multiple, and this can be tough.
3. Significant Investment: A lot of ERPs require a pretty significant investment, both time and money wise. This can put a lot of people off from going ahead, and can mean project kick offs and go-lives can get pushed back a lot.
4. Change Management: Change can be difficult, and prospects may be hesitant to replace their existing systems, especially if they’re accustomed to their current processes. This means you need to guide the prospect carefully through the process, and not push them before they’re ready (which can be hard to achieve).

These challenges mean that ERP providers need to have a very well-rounded, holistic marketing and sales strategy. One that emphasises relationship-building, addresses concerns head-on, and showcases your understanding of industry-specific needs.

Understanding your UCP & Buyer’s Journey

Before diving into specific strategies, it’s super important that you understand 2 things; your unique customer persona and the ERP buyer’s journey.

Your Unique Customer Persona

Your unique customer persona is essentially a semi-fictional representation of an ideal customer, built from a mix of real data, industry research, and insights into customer behaviour and preferences. In order to create your UCP, you need to think about all the key characteristics of your typical customers. Their gender, their age, where they work, how they think, how they make their buying decisions and more. Below is an example:

Chris the Cost-Conscious Co-ordinator: Chris is a 38-year-old Operations Manager at a mid-sized manufacturing company with around 200 employees. With over a decade in the industry, he’s responsible for overseeing production efficiency, managing supply chain operations, and ensuring timely delivery of products. Chris’s role is both strategic and hands-on; he has to streamline operations to stay competitive while keeping a close eye on costs.

He’s familiar with the basics of ERP systems but has yet to find a solution that addresses his specific needs without feeling unnecessarily complex or overpriced. Chris will look for ERP solutions with clear ROI, and he favours ERP providers that offer a fast, straightforward implementation and a user-friendly interface, minimising disruption to his team.

With this UCP in mind, you can make content that appeals to Chris. This would be by focusing on the cost of your product and demonstrating it’s ROI. This could be in the form of pricing blogs, module breakdowns, and/or ROI calculators.

You won’t just have one UCP though. You will have various, so sit down and have a good think about all the qualities of your past customers.

The ERP Buyer’s Journey

Once you’ve got your UCPs down, you need to consider the journey that buyers make before they purchase something. In general, the buyer’s journey goes:

• Awareness – People become aware that they have a problem
• Consideration – People do research to find out how they can solve their problem
• Decision – People make a decision and purchase a way to solve their problem (either a product or service)

In ERP, buyers tend to follow a longer, multi-stage journey from initial awareness to final decision. As the investment into an ERP is a big one, it often means that people can jump between the different stages, or they can blend into one another. For example, some people may be about to make a decision, but then need to go back and consider their options further.

ERP providers who succeed in lead generation align their strategies with each stage of this journey. It’s about providing the right content and engagement at the right time, and educating your prospects on the ERP’s potential to solve their pain points.

As such, considering your different UCPs at each stage of the buyer’s journey is essential for creating the perfect marketing strategy. For example, cost-conscious Chris needs more information on return-on-investment, discounts and efficiency at the consideration stage.

Whereas someone more interested in the ERPs features needs more information on the modules, their features and how they can ensure all business processes are executed. Creating information for both people ensures you’ve covered all bases and will attract as many leads as possible.

Effective Lead Generation Strategies for ERP Providers

Generating leads for ERP solutions requires a comprehensive approach that combines content, targeted outreach, and partnerships. Each strategy below is focused on specific tactics that can attract, engage, and convert prospects who are genuinely interested in what your ERP can deliver.

SEO & Content Marketing

For ERP providers, one of the best ways to get leads is by inbound marketing. There’s already a generous amount of people actively searching for what you provide. For example, the keyword “ERP software” gets over 80,000 searches per year! Instead of chasing cold prospects,

SEO is also a path of accelerating returns. It takes time to build your base, but once you achieve top rankings, the return on your investment is huge and will keep compounding.

It’s therefore essential to create content that educates and engages your target audience on all things ERP. You need to carry out keyword research to find the best keywords to target. If you are just starting out in your SEO journey, go for longer keywords with lower search volume.

For example, don’t go for “ERP software”, it’s way too competitive and you won’t see any results for a couple of years. Instead, go for “small business ERP software for manufacturers”. This will be much less competitive and you will be able to rank for this much quicker than higher volume keywords. SEO is all about strategy and going for the keywords that will give you the best wins for where your site is at.

If you are worried about getting the strategy right, then don’t worry. I have extensive experience working with ERP companies, and I can help you make sure you maximise your budget. Get in touch and we can discuss your requirements!

Given the technical and operational questions prospects may have, high-value, research-backed content is crucial. Here are some ideas for different content formats that you could include:

• Pricing Guides: ERP pricing can be very confusing, and is often one of the main things prospects are searching for. Make it easier for them by providing in depth information on how your ERP pricing works and what they can expect.
• In-Depth Industry Guides: Create detailed resources that address sector-specific ERP needs, from manufacturing and retail to logistics. Each guide should tackle common pain points, regulatory concerns, and integration challenges unique to that industry, helping prospects understand how an ERP system fits within their business structure.
• White Papers and eBooks: Offer downloadable assets that go deeper than blog posts, exploring ERP-related challenges, trends, or case studies. For instance, a white paper on ERP integration for mid-sized manufacturers could discuss specific operational benefits, implementation timelines, and cost considerations.
• Webinars and Video Content: Live webinars allow for interaction with prospects, while recorded sessions can become long-term assets. Topics could range from “Optimising Financial Reporting with ERP” to “ERP Implementation Best Practices,” with content aimed at answering frequent queries and demonstrating practical ERP applications. Webinars with Q&A sessions enable prospects to address their specific needs in real-time, which can deepen engagement.
• Case Studies and Success Stories: By publishing real-world examples, you can showcase your expertise and give prospects trust in your services.

By choosing the right keywords, creating content that engages and converts, and having a bit of patience, SEO will be one of your best marketing channels.

Paid Search

As mentioned, ERP buyers often begin their journey with a targeted online search, looking for solutions that address specific needs or challenges. We’ve covered SEO, but this takes time. You need to combine SEO with PPC so that you can capture leads straight away, whilst building for the future. The following strategies can help create a well-rounded PPC campaign:

• Keyword Optimisation: Develop a focused strategy around high-intent keywords such as “ERP implementation for [industry]” or “ERP solutions for UK manufacturers.” Include long-tail keywords that capture specific pain points, like “ERP for inventory management” or “ERP for finance consolidation.” Creating optimised landing pages for each solution or industry segment can further improve relevance and ranking.
• Geo-Targeted Paid Ads: For ERP providers working in specific regions or industries, geo-targeted Google Ads can boost visibility among local decision-makers. Target ads to focus on pain points that prospects in a particular region or industry are likely to face, such as compliance requirements or supply chain challenges.
• Remarketing Campaigns: ERP decisions take time, and prospects often return to research multiple options. Remarketing can keep your solution top of mind for those who’ve visited your site but haven’t yet converted. Customise ads to bring prospects back with content offers, demo invitations, or relevant case studies.

Try and think of ad campaigns that will really capture the attention of searchers. Don’t just create ads that funnel people to your homepage, give them value that they won’t find from somewhere else. This could be in the form of an ROI calculator, a pricing generator or a white paper with industry data.

Email Marketing

When done right, email campaigns can be a great source of leads. The key to their success is making them personalised. Your target audience are busy and intelligent people, so they don’t want their time wasted with generic emails. Developing a cold email sequence that incorporates personalisation is a great way to increase your lead flow. Make sure you are following email outreach best practise so that you can maximise your email deliverability.

For already captured leads, here are some ideas for how to nurture them through the funnel:

• Lead Segmentation and Personalisation: Segment leads based on industry, company size, or previous engagement with your content. This allows for highly targeted messaging, ensuring each email aligns with a prospect’s level of interest and specific needs.
• Educational Series: Offer a series of educational emails for top-of-funnel prospects who are in the research phase. Content could include introductory ERP guides, benefits of cloud-based ERP, or articles debunking ERP myths. Each email in the series should be focused on educating, without a hard sales push, gradually nurturing interest.
• Product-Focused Drip Campaigns: For mid-funnel prospects, create a product-specific drip campaign that highlights the key differentiators of your ERP system. This could include a series covering core features, case studies, and unique benefits relevant to their industry.

Social Media Engagement

Social media, especially LinkedIn, is highly effective for ERP providers looking to connect with decision-makers and industry influencers. Use these platforms not only to promote content but also to engage in industry conversations and provide value directly.

• Posting Thought Leadership Content: Share industry trends, ERP insights, and expert perspectives on ERP best practices. Content can range from short posts to full articles on topics like “What to Look for in a Modern ERP System” or “ERP and the Future of Supply Chain Management.”
• Engagement in Industry-Specific Groups: Join relevant LinkedIn or industry groups where ERP topics are discussed. Participation here offers the opportunity to engage with prospects directly, answer questions, and demonstrate expertise. Look for opportunities to share relevant blog posts, whitepapers, or insights when they naturally fit into the conversation.
• LinkedIn Ads for Targeted Outreach: Use LinkedIn’s targeting options to reach decision-makers by job title, industry, and company size. This can be especially effective for promoting events, webinars, or high-value content offers to a highly relevant audience.

Partnerships and Referral Programmes

Strategic partnerships can unlock new lead opportunities by expanding reach within complementary networks. Building relationships with consultants, technology providers, and service firms in adjacent fields creates a mutually beneficial ecosystem for lead sharing.

• ERP Consultants and Implementation Partners: Forge relationships with consultants who advise clients on technology decisions. Consultants can become advocates for your ERP solution, as long as they see the value it brings to clients.
• Referral Incentives: Establish a structured referral programme that incentivises partners for lead sharing. Providing partners with access to co-branded marketing materials and offering financial or service-based rewards for leads that convert can make your ERP solution their top recommendation.
• Technology Partnerships: Align with software providers who offer complementary solutions (e.g., CRM, HR, or supply chain management systems). Jointly developed content, webinars, or events can showcase the compatibility and combined value of your solutions.

Optimising Digital Assets for Conversions

No lead generation strategy is complete without optimising your digital assets for maximum conversions. From your website to specific landing pages, make sure that every interaction with your content can lead seamlessly to conversion.

Engagement Triggers: Use engagement triggers like exit-intent popups or live chat to capture leads who may otherwise leave without taking action. Popups offering a consultation or downloadable resource can prompt users to engage, especially if they’ve shown interest by viewing multiple pages.

Clear, Focused Landing Pages: For each lead generation campaign, create dedicated landing pages that match the messaging of your ads and emails. Include a clear value proposition, concise explanations of key features, and a single, prominent call-to-action (e.g., “Request a Demo” or “Download the Guide”).

Effective Lead Capture Forms: Reduce friction by asking only for essential information on lead forms. For top-of-funnel content, keep the form short, requiring just an email address and name. For more valuable content or demos, request additional information but make it clear why each field is needed.

Showcasing Real-World Results: Case Studies and Testimonials

Nothing builds trust like a well-crafted case study. By showcasing tangible results, you demonstrate not only your product’s capabilities but also your ability to solve real challenges in a client’s specific industry. Client testimonials add credibility, too, as prospective buyers value endorsements from peers who have faced similar challenges.

Aligning Sales and Marketing for Lead Nurturing

For ERP sales, a tight alignment between sales and marketing teams is essential. A well-coordinated handoff process ensures that marketing-qualified leads are effectively nurtured once they reach sales. Schedule regular check-ins between teams to review lead quality, feedback from prospects, and optimise the nurturing process.

Using Analytics to Measure Success and Refine Campaigns

To make informed decisions, it’s essential to track the right metrics. Key indicators like conversion rates, lead quality, and cost per lead provide insight into what’s working and where improvements are needed. Use analytics to understand how prospects engage with your content, where they drop off, and what channels are most effective in driving qualified leads.

Final Thoughts

For ERP providers, lead generation is a marathon, not a sprint. By creating a strategy that addresses the specific challenges of ERP sales, you can build a pipeline that consistently attracts and nurtures qualified leads. Remember, successful lead generation is about maintaining a long-term view, continually refining your approach, and staying aligned with your prospects’ needs at every stage.