Case Study | Lead Generation | EMarketz | Enterprise Resource Planning

ERP Software

ERP software is designed to automate various business processes and provide a single source of truth for all data. This can save time and improve efficiency by reducing the need to repeatedly enter information into multiple systems. ERP software also allows for better planning and forecasting, as well as improved communication between different parts of the organization. Enterprise resource planning (ERP) software plays a vital role in managing day-to-day business activities.Today,with organizations across the globe adopting this controlled software, companies providing ERP solutions are experiencing business expansion like never before with the global Enterprise Resource Planning (ERP) software market projected to grow from $49.28 billion to $90.63 billion by 2029, at a CAGR of 9.1%

Growth Outburst

This growth was not controlled merely by the key players but nascent enterprises stepped in to be a part of this seemingly explosive market. ERP Ninjas was one such enterprise resource planning software provider which marked its highest sales in 2018. ERP Ninjas was a medium sized company offering niche ERP solutions to the manufacturing industries. From July to November 2018, the company acquired 82 leads (on an average) with a conversion rate of 24%. After witnessing a remarkable growth in 2018, in 2019, ERP Ninjas chose to expand its territories to the healthcare sector.

Challenging Developments

The new venture was a right one but the outcomes were not as expected and provided a lesson on how even in a bustling market environment, without the right lead generation strategy, failure is inevitable.

Having catered to various needs of the manufacturing sector, the company was confident enough to fulfill the requirements of the healthcare sector. ERP Ninjas was also aware of the mud that needs to be crawled to identify and nurture leads. However, the company could generate only a handful of leads and failed in maximizing the sales. From March to May 2019 the company was able to acquire merely 31 leads with conversion rate being 12%.

ERP Ninjas revised its lead generation strategies and focused on advanced digital marketing techniques such as online PR, paid search marketing, and mobile marketing. Despite using these proven digital marketing solutions, ERP Ninjas was able to acquire barely 36 leads (on an aver- age) in the next three consecutive months (i.e. June to August) with conversion rate being 14%. Also, the “distance to decision” was approximately 63 days.

The expansion to the healthcare sector post 2018 with the company seeing its qualified leads fall way below its earlier marker and conversion rate taking a hit as well. The problem was also inaccurately diagnosed considering that the June to August 2019 period was the outcome stage of post improvements where the company employed several marketing strategies to increase the lead generation and conversion, the expected outcome was underwhelming as the improvements were inconspicuous if anything.

Where we factor in

Having failed in increasing the leads considerably, ERP Ninjas approached EMarketz and gave its last try in generating leads and staying afloat in the healthcare sector. After understanding the service provided by ERP Ninjas and the challenges faced, our team scrutinized its lead generation strategies and other aspects that curbed the company from establishing itself in the industry. Having analyzed the sector, we determined the major loophole: lack of knowledge of ERP solutions among the target audience. We built our strategies on thorough research and analysis of the ERP requirements into the healthcare industry and organized actionable objectives to increase leads and improve conversion rates.

The Process

Generating leads requires precision and timely solutions. Our team of professionals employed a blend of technology & human touch and enabled ERP Ninjas to address its pressing issue. The writers and designers developed content (in the form of blogs, infographics, whitepapers, etc.) that guides on the benefits of ERP solutions for the healthcare sector and placed them in our pool of inhouse directories/websites. Alluring landing pages with click-to-action (CTA) were also placed on our websites.

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  Manual Verification
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  In house directory
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  A/B Testing

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  Landing Page Development
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  Content Pruning
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  SEO Optimization

Research & Analysis of ERP in Healthcare sector

The team ensured to utilize the websites to the fullest by implementing long-tailed keywords, meta title and description in the content developed to target the healthcare sector. The SEO experts also adopted off-page tactics to make the website & content visible to the target audience. We then studied the behavior of our website visitors (via A/B testing) and ensured to remain in touch even after they abandoned our website by sending them follow up Emails, messages, etc.

On acquiring leads, our team manually verified the details provided and ensured that the leads delivered by us are authentic.

Future Forecast for ERP Companies like ERP Ninjas

“The outbreak of COVID-19 is anticipated to provide remunerative opportunities for market expansion during the forecast period. This is attributable to the rise in digital transformation trends in the enterprises, upsurge in demand for ERP solutions that are hosted or managed in the cloud, and rapid increase in problems due to disruption of the supply chain in the manufacturing sector. Moreover, during the post pandemic, companies will focus more on solutions, which will support advanced planning and mitigate the impact of similar events in the future. Hence, the companies are expected to invest heavily in the ERP software.”

The report from Allied Market Research suggests that there will be an expansive market for ERP software in the coming years, but like our case study, exploiting an explosive market means attracting leads from specific sectors like in this case which requires heightened market research and expert optimization of various factors which can drive in potential customers and improve conversion rates.

Outcome Comparison