ERP Brand Lead Generation
A 17 year old mid-scale ERP company wanted us to improve their brand presence and increase lead generation via their own website.
With over 17 years of being in the ERP market and already having 150+ clients in core manufacturing sectors, this ERP brand now wanted to increase their leads via their own website. They wanted to focus on India, Australia & Africa for their digital growth.
With a long B2B sales process, ERP lead generation is not very straight forward as the product is fairly technical and there are multiple stakeholders at the buyer’s end. How can we engage them all while also generating quality leads.
We created industry and location specific campaigns on Google Search to drive quality traffic to relevant solutions pages. With a very clear need-solution fit – the conversion rates were high and that allowed us to bid higher while still maintaining CPA. Over a period of 3 months we were able to stabilise campaigns with negative keywords and audience targeting to drive quality leads. We also tied back the lead quality score as a continuous feedback to Google audiences and that kept improving our lead quality month over month.
LinkedIn Ads can be very expensive compared to other channels. With limited budgets, we utilised LinkedIn primarily for targeted awareness and engagement only. That gave us a good touch point with our target audiences, improved overall brand trust and hence conversion rates. All this, while keeping our overall CPA within control.
Search Engine Optimsiation
Our SEO plan was strongly focused on improving technical issues, on-page score and quality link building. With many technical issues on the website, it was challenging for us to gain keyword ranking for the initial months.
First, we worked on cleaning the website & making it SEO friendly so that search engines can read pages easily and index on SERP. Next, we started improving on page scores and implementing structured data to get featured on the knowledge graph. On the other side, we created targeted content for each of the stakeholder personas to talk about their problems and solutions from the ERP.
Overall efforts kicked in and we started seeing growth from Month 4 onwards and have been clocking 20% month on month growth since then.
About the Client
India, Australia & Africa
ERP, CRM, HRM
Key Growth Levers
Search Engine Optimization
With a strategic budget conscious approach towards increasing leads, we delivered measurable growth to the brand on their goal towards 100Cr+ revenue.