How to Generate ERP Leads - Arcoro
The article from Arcoro outlines effective strategies for ERP consultants to generate leads by understanding buyer needs, targeting industries like manufacturing and healthcare that benefit from ERP systems, and engaging key stakeholders such as end users and C-suite executives through focused marketing, thought leadership, and quality prospecting.
Finding leads in any profession is a timely task that requires a lot of patience, thick skin, and perseverance. As an ERP consultant, you are aware of the challenges involved in identifying leads, nurturing them, and ultimately securing contracts. Mastering how to generate ERP leads for your business can be confusing, but with the right strategies and resources, you can improve your lead generation efforts.
Generating ERP Leads
When selling ERP software, significant time and focus must be spent on marketing your product to the right people. The biggest challenge is truly understanding what your buyers want. According to B2B Marketing, you need to understand several nuances of ERP lead generation before you can start adding quality leads:
- 1.Know what your certain segments want
- 2.Listen to what they are talking about
- 3.Stay social
- 4.Establish thought leadership
- 5.Use quality prospecting and marketing services
Which Industries Need ERP Systems?
Many businesses across various industries can benefit from an automated ERP platform to streamline tasks, break down silos, and increase efficiency. Industries that could benefit include:
- Manufacturing
- Distribution
- Professional Services
- Retail
- Construction
- Industrial Services
- Healthcare
ERP systems help address issues such as:
- Improved visibility into supply chain, payroll, accounting, CRM, human resources, and increased efficiencies
- A single source of truth for critical data
- Reducing human error and saving money
- Automating manual processes (reports, invoices, communications, product/service delivery, data transfers, sharing data between modules, etc.)
Who to Target in These Companies
Consultants should research target companies extensively before reaching out. Potential leads include:
- End users who use the platform daily
- Administrators responsible for technology maintenance
- Management end users seeking solutions for their teams
- C-Suite decision makers
Each stakeholder level can help you progress toward convincing the final decision-maker of your ERP solution's value.
Approaching Potential Leads
Before contacting leads, consider:
- Do I have a clear message?
- Is the person I am contacting a good lead?
- What is my goal during this contact? (Provide a quote, set up a demo, leave a brochure, make a sale?)
Communication Methods
- Cold Calling: A direct way to introduce yourself and your solution, though it can be challenging to get responses.
- Email: Combine with cold calling to schedule meetings and share targeted marketing content. Craft messaging that stands out.
- Social Media: Use platforms like LinkedIn and Facebook to connect with leads, share content, and participate in industry groups.
- Direct Mail: Brochures, flyers, and letters can be effective, especially with older demographics. Always include a clear call to action.
- Combine Methods: Using multiple touchpoints increases your chances of engagement.
- Outsource to Marketing Firms: If resources allow, third-party firms can manage outreach and move leads through your sales funnel.
Building Trust with Leads
Tailor your messaging to the lead's role:
- For end users, address daily pain points and process improvements.
- For C-suite executives, focus on ROI and operational improvements.
Offerings to build trust:
- Ask open-ended and discovery questions about their processes
- Offer solutions to internal process issues
- Provide an insurance plan or an “out” if your service doesn't meet requirements
- Share clear ROI measurements
- Offer high-level support for product and implementation
Nurturing Leads
After initial contact, continue interactions to move toward closing the sale. Tips include:
- Communicate Frequently: Keep your product top-of-mind without overwhelming leads.
- Share Meaningful Content: Use videos, infographics, guides, case studies, and more.
- Engage on Their Terms: Respect their timelines and preferences.
- Work Within Deadlines: Be flexible and plan follow-ups according to their schedules.
Recap: How to Generate ERP Leads
- 1.Research industries and businesses that would benefit from your ERP solution.
- 2.Identify potential leads within companies (end users, administrators, managers, executives).
- 3.Use multiple communication tactics (face-to-face, cold calling, email, social media, direct mail, or third-party firms) and tailor messaging to each lead.
- 4.Build trust through transparency and clear value propositions.
- 5.Nurture leads until the contract is signed.
- 6.Continue nurturing clients with valuable content and excellent support.
- 7.Repeat and grow your client base.
Human Capital Management and Payroll Processing Combined with ERP
ERP systems are often used for finance, accounting, CRM, and logistics, but many lack robust payroll processing and human capital management (HCM) features. Organizations seek scalable, automated solutions for managing their workforce, including:
- Payroll Processing
- Employee self-service
- Benefits Management
- ACA Compliance
- Applicant Tracking
- Time and Attendance
- Reporting
- Performance Management
- Recruitment
- Learning Management
- Succession Planning
- Onboarding
- Surveys
- Job Posting
A cloud-based, automated HCM platform can be a valuable addition to an ERP offering, providing seamless integrations and expanding market opportunities for consultants.
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