Case Study
LightHouse ERP
With a 17 year long track record of a superior product and 80%+ successful implementations, LightHouse ERP was ready for significant growth and wanted to cross 100Cr+ annual revenue within 2 years. Already having 150+ clients in core manufacturing sectors, they now wanted to diversify and focus on Australia & Africa, while also doubling down on India for their digital growth.
Campaign
Lead Generation – Worldwide
Industry
ERP Solutions – SaaS
Key Growth Levers
6 Months In, Here Were Our Results
Here's How We Did It!
Key Challenges
1. With hardly much existing presence in Australia and Africa – how can we make LightHouse ERP’s name to stand out in these markets and attract leads?
2. 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?
Approach
We used LinkedIn to engage our target audiences and grow brand preference by sharing quality content. At the same time, we also used Google to convert them to leads as and when they searched.
- Campaign Structure Design
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.
- Campaign Optimisation
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 Led Brand Trust Growth
With limited budgets, we utilised LinkedIn primarily for targeted awareness and engagement only. We created industry specific high value content that was promoted to targeted audiences. Audiences engaged for the value in the content and that improved overall brand trust and conversion rates on all channels.
