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Marketing strategies for ERP

Enterprise resource planning (ERP) solutions are essential to the operations of modern businesses. Any organization may have an easier time competing in today's business climate if they use a modern ERP system that is supported by well-honed business processes. This is because the current business climate has been severely impacted by interruptions to supply chain operations as well as disruptions to traditional business operations as a result of COVID. It may be time for your organization to participate in a comprehensive overhaul of its operations if it has been depending on point solutions or a conventional on-premises ERP platform.

An ERP deployment or migration in Australia may be a challenging task, particularly for companies that have outmoded business processes that have been adapted to meet the limited capability of their existing enterprise stack. This is especially true for companies that have not kept up with technological advancements. vivid ads are perfect for the marketing of ERP. its product is useful for the marketing of ERP companies in Australia. Visit our website for amazing products

What exactly is meant by the term "enterprise resource planning"?

ERP is an abbreviation that stands for "enterprise resource planning." This solution for computerized business administration is also known as "ERP." Using this software, sales and marketing, finance, human resources, accounting, and other processes that involve direct or indirect interaction with customers are streamlined and simplified respectively. Because of this, all employees can search and share data that is vital to the operation of the company in real-time using the same system.

On the other hand, the following guidelines can assist organizations in selecting the most suitable ERP provider and integrating the new system in Australia with the least amount of difficulty and the greatest amount of success.

1. Establish a solid groundwork for your organization.

Before beginning the process of selecting vendors, organizations must first lay the groundwork by resolving any pertinent political, organizational, change management, and governance issues that arise.

Every organization faces power struggles and political difficulties as a result of the myriad of mandates and demands that its member groups must fulfill to function properly. Isn't this a perfect illustration of the rule? The conflict between IT security specialists and "shadow IT," refers to the situation that arises when different business divisions install technology without first getting express IT permission. Then there is the problem of underlying human nature about change: some individuals strive to drive evolutionary trends in the firm, while others are more reluctant, concerned that new technologies would disturb their daily work routines or perhaps take away their employment.

Because ERP touches every aspect of an organization, businesses need to resolve any political issues that may arise before pushing forward with implementation. They are obligated to put in place procedures for change management, address employee concerns through transparency and training, and deal with governance issues. Who is the owner of the ERP system? When switching to an ERP model, what happens to the company's internal information technology? These questions need to be answered first before any possible vendors are brought on board. Display most asked questions on the banner for the new customers using banners by vivid ads

2. Consider modifying the processes you use.

The installation of a new ERP system presents a fantastic opportunity to reevaluate and enhance the processes that are currently in place at your firm. The strategy of merely compiling a list of existing company processes and attempting to recreate them in a new ERP system is the wrong way to go about things.

Instead, companies ought to think of ERP adoption or migration as an essential part of their digital transformation projects and should give serious consideration to either option. According to Forrester researcher Liz Herbert, businesses might uncover unique and creative techniques to enhance business processes by engaging in activities such as design thinking or journey mapping. The process of ideation should also involve participation from non-departmental leaders inside an organization, as well as end-users, consumers, and partners at all levels of the organization.

3. Ensure that all of your data is organized logically.

Companies who are in the process of transitioning from an older ERP system, a variety of point products, or homegrown applications to a more modern and comprehensive ERP platform need to evaluate their data collecting capabilities.

According to Michael Larner, an analyst at ABI Research, the question that has to be asked is, "How robust is the source of information from which the solution may gather information to establish a single version of the truth." This is especially important for companies that are experiencing difficulties with their supply chains and require real-time visibility into their end-to-end systems, which may include e-commerce sites as well as sales, billing, manufacturing, inventory management, delivery, support, and customer care. Make a poster of your organized data using vivid posters 

4. Center your attention on the most essential requirements for the company.

Lisa Anderson, the owner of LMA Consulting Group, says that it's better to take your time and get the vendor selection process right than to rush into something that you'll later regret. While it's understandable that businesses want to get started with their new ERP system as soon as possible, Lisa Anderson advises that it's better to take your time than to rush into something that you'll later regret.

Large corporations often come up with a comprehensive inventory of their operational requirements before beginning the process of vendor selection. And the majority of service providers will tell you that they can fulfill all of your requirements. Anderson proposes narrowing that list down to a select few essential company processes that either provide a special functionality or a significant advantage over other businesses. She recommends that businesses question their suppliers about the cost, amount of time, level of complexity, and amount of training that would be required to improve some essential business operations.

5. Make plans

According to Larner, choosing a service that will give the same capabilities as you now have is never enough, especially when moving to the cloud, and this is especially true when selecting a provider. According to Larner, putting in place a new ERP system presents a fantastic opportunity to make use of sophisticated data analytics and simulations, such as those offered by digital threads or digital twin technologies, to forecast upcoming wants and problems.

Be careful to ask your vendors questions about their underlying systems so that your business may continue to thrive after the installation. "Will it help me understand what is taking on right now and what will take place tomorrow?" Is it feasible to anticipate a scarcity or a bottleneck before it happens? According to Larner, this changes the function of the ERP system update from a straightforward procurement tool to that of a strategic instrument.

6. The procedure should start with a demonstration.

Before calling the winning bidder in for a demo to show staff how the new system would function, many firms go through the complete process of selecting vendors and then go on to the next step of the process. According to Herbert, inviting in a vendor or two to perform a demo at the beginning of the process allows employees to envision the possibilities of the new system while there is still time for feedback. Additionally, from a political standpoint, it does not come across as a fait accompli that is being forced on employees without advance notice. Bringing in a vendor or two to perform a demo at the beginning of the process allows employees to envision the possibilities of the new system while there is still time for feedback.

7. Commitment throughout the long term

When it comes to migrating to a new ERP system, the majority of companies will require assistance from an external source due to limitations in their own IT people, time constraints, or a lack of expertise. According to Anderson, this necessitates making a challenging decision that will have significant repercussions: Do you deal with the ERP vendor, a reseller or systems integrator of an ERP vendor, an independent technology provider or consultancy, or all of these at the same time?

You should look for a partner who has significant knowledge of the industry, a comprehensive grasp of the processes used by your organization, and a demonstrated track record of process expertise. It is also quite important to make certain that the ERP supplier and/or third-party partner has the appropriate international reach to accommodate your specific requirements. Keep in mind that once you commit to ERP, you will be using it for the foreseeable future.

8. Make the experience of the user your top priority.

It is essential to conduct an evaluation that takes into account not only the program itself but also how straightforward it is for end-users to comprehend and make use of the new technologies. The very last thing you want to do is release software that frustrates users to the point that they put off using it until they are compelled to do so.

Investigate the vendor's communities, online instructions, and training materials, as well as any templates, to get a sense of what they have to offer. What exactly is meant by the term "onboarded"? Is there an alternative for self-service that lets end users get up and running without the need for assistance from IT?

9. Ensure that the new ERP can be integrated with other software programs.

It is not possible to use the ERP system in a vacuum. The information technology department is still in charge of making sure that all business operations are carried out without a hitch. Databases, legacy applications, other ERP applications such as customer relationship management, and industry-specific applications such as quality control in manufacturing are all examples of programs that may connect with ERP solutions. Businesses need to evaluate how well their new enterprise resource planning (ERP) system will integrate with their existing information technology (IT) infrastructure. Find out what sorts of application programming interfaces are offered.

10. Choose between standardization and personalization.

In the enterprise resource planning (ERP) sector, the conflict between standardization and customization is ongoing and never-ending. Companies are usually tempted to develop their ERP applications to improve the quality of user experiences or business processes. On the other side, the proliferation of individualized apps may, over time, lead to problems with consistency and update ability. Herbert contends that standardization makes it possible for businesses to continue along the vendor path and take advantage of the progress made by ERP providers.

Businesses should implement rules and procedures to ensure that they don't stray too far from the vendor road, but they should also allow for some customization in areas where it makes financial sense. This is because the trend in this day and age is toward uniformity, and because of this, businesses should conform to this trend as much as possible. According to Herbert, a criterion that is appropriate to follow is an 80/20 split.

11. Make advantage of technologies that are both agile and low-code.

Legacy enterprise resource planning (ERP) systems are often characterized as rigid monoliths that, due to the design of their underlying software, are incapable of keeping up with the rapid pace of modern business. With the recent shift toward agile software development and the increased democratization of IT made possible by innovations such as low-code or no-code development environments, businesses may decide to adjust this.

According to Herbert, employees were "afraid to touch anything that may knock the system down," which caused the developers to be apprehensive about releasing a new ERP version because of the possibility that it would interfere with company operations. On the other hand, as businesses increase their familiarity with ERP services that are continually updated, they will have the ability to adapt agile development principles to ERP systems. According to Herbert's explanation, "Agile reflects a dramatic shift in the adoption of ERP." What you produce and what you use could both be subject to iterative development. "You don't need to figure out every use case and every functional aspect in advance."

By utilizing low-code and no-code options, businesses can implement adjustments to business processes at the borders of the ERP system without negatively affecting the main ERP system. According to Herbert, companies who choose this strategy need to have enough governance in place if they want to be successful.

A recent poll found that eighty percent of executives working in C-suite positions throughout the world believe that marketing can be a significant driver of organizational success. This concept represents a long-awaited revolutionary shift, one in which marketing and audience involvement are moving beyond attempts to brand products and into the spotlight. Having said that, there is still a lot of work to be done.

In the same poll, 23 percent of those executives claimed that the failure of their marketing initiatives to meet that ambitious objective was due to organizational silos being to a fault. The use of enterprise resource planning is demonstrated (ERP). When enterprise resource planning (ERP) and marketing are brought together, huge benefits arise, making it possible for every employee to play an active role in the marketing success of a firm. Today, we are going to take a look at some of the most important advantages that you may anticipate gaining when you utilize an ERP solution to automate, integrate, and coordinate the marketing processes of your company.

Are you unclear about how to evaluate the performance of your marketing activities to make them more successful? Let's take a look at how enterprise resource planning (ERP) may help you support marketing strategies that keep your company moving forward.

12. Day-to-day company operation

ERP software is used to manage day-to-day company operations such as accounting, project management, risk management, supply chain operations, and so on. These are only some of the functions that may be managed using ERP software. To put it another way, the goal is to simplify individual tasks and deliver information that is correct and up to date. As a result of this, it is also referred to as an Integrated Management System.

Consequently, why should enterprise resource planning and marketing strategy be combined?

ERP gives you the ability to quickly uncover and fix any faults in your plan that may have been overlooked. The most important contributions that ERP can make to the marketing strategy of your organization are gaining an understanding of your target audience and locating the channels through which they may be reached most successfully. If your customers are unsatisfied, it doesn't matter how many technical advances you make.

The following is a list of the top four ways enterprise resource planning (ERP) could improve your marketing:

1.    Understanding What the Customers Want and Need

ERP takes use of the data that your firm has collected in the past to construct your customers' preferences, including their ever-evolving demands and influences, such as what they purchase and how frequently they buy it. Using all of this information, marketing teams can devise an efficient strategy and implement it to create firms that are focused on the needs of their customers. When you can analyze data, you essentially have a limitless number of possibilities at your disposal for adapting marketing tactics to specific clients and potential consumers.

2.    Satisfaction of the Customer

When ERP data is used, managing interactions with customers becomes simpler and more efficient. With such comprehensive and up-to-date consumer information, it is possible to easily satisfy the needs of customers. Because repeat customers are the lifeblood of every successful business, it only makes sense to go above and beyond to satisfy those customers' requirements. In this way, you may satisfy all of their criteria and go above and beyond their expectations, ultimately gaining their affection.


3.    Enhancement of the Process of Decision-Making

ERP software of the current variety may be utilized by businesses to do market research. As a consequence of this, businesses may develop more robust strategies by providing a peek into their regular operations. By depending on real-time data, marketing teams have a higher chance of establishing successful programs and maintaining better control over a smaller number of clients. As a consequence of this, both the efficiency and productivity of your ororganizationre improved.


No of the size of an organization, Customer Relationship Management (CRM) is an essential component that must be implemented. To offer you a "big picture" perspective of your customer interactions, ERP software may simply link with customer relationship management (CRM) and sales systems. It is also helpful in keeping track of all of the interactions and relationships you have with your customers. By utilizing strategic methods for the generation of leads, we may also turn prospective customers into leads. As a consequence of this, caring for them will result in their making purchases, and after that, they will become committed consumers.

4.    objective

Every organization needs to come up with a strategy that takes into account both the objectives it has set for itself and the resources it has at its disposal. In a similar vein, it is essential to monitor the outcomes and, if necessary, make adjustments to the course of action. In addition, gaining a competitive edge through the integration of ERP systems with marketing teams is possible. As a consequence of this, enterprise resource planning is the best solution for improving the strategic planning and management processes of your firm.

How exactly might ERP improve the efficiency of sales and marketing processes?

When employees at every level of the company participate in the marketing effort, the company sees an increase in productivity, an improvement in communication, and satisfied customers.

This strategy, on the other hand, calls for openness and visibility, which antiquated systems are unable to provide. Because the ERP system is centralized, these departments can successfully engage with one another at any time and from any location.

Full ERP Solutions vs. Point Solutions

When looking for ways to improve your company's marketing capability, you will most likely come across two different options:


  1. Simple solutions
  2. Complete ERP solutions

Independent marketing or CRM software solutions are known as point solutions. Some examples of point solutions are HubSpot and Salesforce. On the other hand, a complete ERP system includes not only marketing but also manufacturing, accounting, and other essential processes as well.

Why would a corporation choose a point solution if their ERP system already comes equipped with marketing functionality? Depending on the ERP supplier, the entire ERP system may offer fewer marketing capabilities than a marketing solution that is designed specifically for marketing purposes. Or, if it isn't less powerful, it isn't aligned with the particular firm goals that you have set.

 If both a point solution and a core ERP system are being utilized, it is necessary to link the former to the latter. A point solution may give a competitive advantage, but it is essential to link the latter to the former. Many companies choose to forego the trouble and expense of integrating their systems and instead construct comprehensive ERP suites and call it a day.

Here Are Five Good Reasons to Integrate ERP Into Your Marketing Procedures

Are you exhausted from the constant struggle of trying to get different pieces of software to interact with one another? Have you found that there is a big disconnect in communication across the many departments that make up your company? If this is the case, an enterprise resource planning system (ERP) might integrate your many activities under one umbrella, allowing for more efficient data dissemination and collecting.

Planning tools for the marketing department:

The following are some of the ways that enterprise resource planning tools may assist your marketing department:


Unless you have a complete understanding of the product, you won't be able to successfully market it. You could be able to find crucial information about your product with the assistance of an ERP system, which would then allow you to offer it more efficiently.

When you use the input from other departments, you will find that some of the most relevant data items include the following:

Peak selling seasons

  • Complaints or aches and pains from customers of the product
  • Schedules for the products' remaining shelf lives
  • Structures for price optimization
  • Combinations of SKUs and in-stock items that are possible
  • The number of sales (including the best- and worst-selling goods).
  • Simply clicking on a specific SKU inside your ERP system at any point will allow you to access a wealth of information about that SKU.


According to the findings of the research, 63 percent of already existing customers desire personalized communication. Is your marketing message still directed toward the same audience regardless of who receives it? If this is the case, enterprise resource planning might help you modify your approach to communication.

Using ERP, it is easy to establish which products sell best through various distribution channels, and then adapt your marketing plan to reflect those findings. Let's imagine for a moment that you operate a shoe store. If you find out that Group 1 is more interested in your running shoes than in your sandals, you won't be wasting your time sending email blasts marketing flip-flops to Group 1. Instead, you can focus on satisfying the preferences of Group 2. The purchase and sales data generated by your ERP system will include demographic information regarding your company's clients. With this business understanding, you will be able to deliver marketing efforts that are more powerful and focused. Put your cards on your attractive counters with vivid ads for every new customer


Your value proposition will be hurt, even if the product you are selling is the best in the world if the pricing structure that you are using is flawed. To narrow down a pricing window, you may use the historical price and sales data that is housed in your ERP system. To increase revenue, have you given thought to running a campaign to lower prices? ERP data can be beneficial.

By analyzing the results of previous campaigns, you can determine whether or not lowering the prices of your products leads to increased sales volume and new customer acquisition. Or did it merely make it possible for the people in your current audience to get the things they wanted at a lower price, so cutting into your profit margin?


When you use an ERP system, your sales are more than just a series of numbers. Instead, you are provided with essential information about your target audience.

You can instantly see when individuals shop, what they buy, what price drives them, and more. You can also see when they shop and what they buy. This is another opportunity to tailor the experience of your campaigns to the specific tastes of your target audience.

Could you provide any other recommendations for the online shopping cart that they use? Would it be possible for you to conduct a sales call that aligns with their order cycle? Alternately, would it be possible for you to provide a tantalizing discount around the period that their order numbers often drop? These are just a few instances of how you may exploit the data provided by your ERP system to gain a deeper understanding of your customers, meet the needs they have set out, and simultaneously boost your company's bottom line.


You have finished running a marketing campaign on social media only lately. Have you given any thought to whether or not the effort was worth it?

If you do not have an ERP solution, it may be difficult to accurately track all of your operations and expenses to determine the answer. On the other hand, if you have the right tools, you may be able to establish your true cost per lead by comparing the number of quality leads to the total sales. In addition to this, you may acquire in-depth performance statistics that will aid you in determining:

  • Possibilities that have a lot of promise
  • Things that go quickly
  • The efficiency of various promotional techniques
  • The response of a certain demographic to the campaign.

 Collaboration is very necessary for the success of modern marketers, which is why ERP and marketing should form a fruitful partnership. To keep up with a discerning and expanding audience, it is essential to know as much as possible about the things you sell and the customers who buy them.

When ERP and marketing work together, you have quick and easy access to any data you could want. You'll have the ability to properly optimize your campaigns in this way, which will allow you to attract major customers, acquire new clients, and expand your brand.

The marketing strategies that corporations that deal in technology and software need to apply are evolving, and as a consequence, it is now more necessary than ever to make use of methods that can provide actual outcomes.

In the face of increasing competition for consumers' attention across digital channels, technology companies operating in the B2B market are having difficulty improving their sales funnels by connecting with the appropriate decision-makers via the appropriate channels. The success of the vast majority of corporate information technology organizations is contingent on their capacity to communicate with key decision-makers about a crucial issue, purpose, or threat to their company.

So, what actions are recommended for a technological corporation? Organizations should look for strategies and tools that have the greatest potential to engage decision-makers by demonstrating that they understand the challenges that their target industry faces, that they are thought leaders and that they have a unique solution that can provide a significant return on investment. They should do this by demonstrating that they understand the challenges that their target industry faces, that they are a thought leader and that they have a unique solution that can provide a significant return on investment.

In this section, we will examine some of the most efficient methods that technology companies may use to achieve the aforementioned goal. The advertising strategies that enterprise IT companies may utilize to differentiate themselves from competitors can be broken down into seven primary categories. Do you want to collaborate with the ERP and technology growth agency in Australia that is considered to be the greatest in the world?

We assist rapidly expanding technology companies in differentiating themselves from competitors, improving their communication, and winning over new consumers.

Original Video Content

The use of video content as a marketing approach to promoting technology products is becoming increasingly common among organizations in this industry. Virtually everyone has the time to watch a two- or three-minute video about a solution that could be of interest to them. While not everyone has the time to go through a product or business datasheet in its entirety, almost everyone does have the time to do so.

When producing video content to promote the sale of your product or solution, it is important to keep the following things in mind:

Fantastic tales.

When using video to market your solution, your primary focus should be on telling a fascinating tale rather than focusing on demonstrating how intricate, powerful, or otherwise remarkable your technology is. Demonstrate how your product assisted a particular customer in moving from "A to Z," how your company got its start, or how a particular feature was developed by a group. First, capture people's attention with a pleasant and straightforward story, and then, on subsequent sales calls, proceed to discuss more specifics with them.

Video Games.

The fact that you work in the B2B business market does not mean that the videos you produce need to be dry and too technical. Instead, you should make it your mission to create content that is not only informative but also entertaining. You have a chance of standing out from the crowd if the movies you create are amusing, entertaining, or interesting to an unusual degree. Take the example of New Relic for instance. Not a webinar or training video is New Relic's most popular video on YouTube; rather, it is an employee's humorous rap song about coding. The film was developed by one of their employees.

Useful information

Your strategy for the content of your videos should contain instructional material. Tutorials on how to make use of your solution, product demonstrations, webinars on trends and best practices in the business, and videos of the "how-to" variety are all examples of this type of content. By requiring individuals to provide their contact information to register for a webinar, you can grow your contact database, which will allow you to engage in future marketing or sales activities with those contacts. Webinars are particularly effective because you can grow your contact database.

Client Recommendations

Your target consumer saying to themselves, "That solution worked for another business much like ours, so maybe it will work for us as well?" is one of the most powerful things that can happen in technology marketing. Testimonials from satisfied customers are credible recommendations from existing customers to prospective customers about your brand. If your product or service applies to a wide range of sectors, you should try your best to collect testimonials from customers in each of those sectors. This Salesforce customer testimonial video with Dunkin' Donuts is spot-on for some reasons, including the fact that it is directed toward the retail prospects of the company and that Dunkin' Donuts is a well-known brand.

Create interactive infographics.

The vast majority of corporate B2B organizations have been producing infographics for quite some time now. They are a straightforward and visually appealing technique for providing prospective customers with data and information about your organization or industry. On the other hand, IT companies that are more clever when it comes to marketing are taking things a step further by generating animated infographics. These small videos, which last between one and two minutes, contain all of the information that a typical infographic would typically have, but it is presented in a "slide by slide" way with music playing in the background. After that, the numerals are given animation to assist in bringing them to life. For instance, Insivia's animated infographic on video marketing statistics has a lot of the same information and visual components as a conventional infographic. The ability to captivate and thrill the audience while simultaneously guiding them through the particulars is what sets it different from other similar presentations. Not only are they useful for displaying information, but animated infographics may also be used to tell tales using that information.

Create videos with animated explanations.

Explainer animations take your business's product, service, or solution and show it to business-to-business clients in a style that is engaging and easy to understand. Have a look at the animated explanation that we prepared for the Binary Defense. In less than two minutes, viewers are provided with a solid understanding of what their vision product is, eliminating the need for them to spend time reading through a datasheet that describes what it is, the issue it solves, and how it operates. In addition, because the movie is entertaining and easy to follow, audiences are more likely to watch it from beginning to end, therefore retaining a greater amount of the material that is crucial to them.

There is a possibility that adding video to a landing page would increase conversion by 80 percent.

Customers are more likely to buy a product after watching a video about it than reading about it.

The purpose of using video and animation in marketing is to present potential consumers with enjoyable, easily digestible nuggets of information that will assist them in gaining a better understanding of your company, its technology, and its existing clientele. If they have an understanding of (and trust in) all three, then they will be more inclined to participate in a sales cycle.

Utilizing Influencers in Marketing

Business executives and organizational decision-makers regularly consult individuals who are considered to be industry experts in their field while conducting evaluations of new technologies to purchase and install. Technology companies are increasingly collaborating with social media influencers to expand their social media reach and improve their online reputations.

The constant onslaught of competitors all trying to sell their product or service makes it difficult for modern businesses to get their message through or even be heard above the din. Consumers of technology are also becoming more marketing aware and sensitive to the many forms of advertising they are exposed to regularly. Display your upcoming podcast guest pic on the street using 

As a consequence of this, people are becoming more dependent on those individuals that they respect or trust to share their experiences with corporate solutions, platforms, goods, and services before utilizing them in their organizations. Because of this, businesses now have an incredible chance to market their products or services to enterprise decision-makers by utilizing industry influencers who have developed a dedicated following and a position of authority in their respective fields.

Follow these four steps to get the ball rolling on the establishment of your influencer marketing program:

Find people that are interested in purchasing.

If you haven't already done so, the first thing you should do is build many buyer personas for the solution you're developing. You will most likely have one for the Chief Executive Officer, one for Information Technology, and maybe one for Sales and Marketing. Learn about their goals and challenges, the kind of content they appreciate, the individuals they are most likely to follow and communicate with online, and the types of people they like to interact with.

Find out who the decision-makers are in the industry.

The following stage is to figure out who your target customers follow among their peers, as well as on blogs, in publications, and as industry experts. The simplest method to get started is to establish connections on LinkedIn with some of your target prospects (as well as with some of your existing customers) to learn who they follow and what groups they participate in. If you have potential clients, you should follow a handful of them on Twitter so you can see who else they are following and who they are retweeting.  Display your Twitter id in and out of your office to connect with more customers online using flags


Build up your reputation in the community.

To be successful in corporate IT influencer marketing, it is essential to build a reputation for oneself as an independent thought leader. If influencers believe that the main reason you want to connect with them is to get free social media exposure, they will not engage with you. Because of this, the production of high-quality material such as whitepapers, blog pieces, and webinars is of the utmost importance when it comes to laying the framework for recruiting influencers.

When you have finished creating this content, you should share it on social media as well as in groups and message boards that are focused on influencers. You should also share any other useful information that you come across. It is essential to have information, to contribute something of worth, and to have a point of view.

Reduce the Gap Between the Online and the In-Person Experience.

That there is such a strong demand for influencers to participate in live events, speaking engagements, and conference appearances is fantastic. Because of this, they are in a position unlike any other to integrate your digital marketing efforts with actual in-person interactions.

In the case that you collaborate with a key opinion leader on the delivery of a live event presentation, for instance, you may provide attendees access to the presentation slides in exchange for their contact information (known as "gated content"). After then, the information might be utilized to add the prospects in question to a marketing automation system to carry out ongoing efforts of nurturing them.

In addition to these steps, there are a large number of tools that you may use to assist you in establishing your influencer network. Here are some outstanding examples:


FollowWonk enables users to search for Twitter profiles based on the number of followers and tweets that the profiles in question have. This makes it possible for you to quickly find Twitter influencers who are worth following and connecting with. After you've been active for a while, you shouldn't be afraid to pick up the phone and call them.


A wonderful tool for locating influencers, establishing connections with them, and maintaining your network of influencers. BuzzStream is a strong influencer marketing tool that can help you construct a solid strategy for generating the necessary relationships. If you want to learn more about BuzzStream, click here.


Simply upload any piece of content, and Onalytica's algorithm will determine who the most influential people in that space are. Determine who your major influencers are and how you can work with them, and then follow up by monitoring the results and impact of your influencer marketing.

GroupHigh GroupHigh can aid you in locating bloggers and other social influencers, maintaining your connections with those individuals, and even estimating the value of the content you produce.


MuckRack is a tool that supports marketers in generating media lists, finding relevant journalists and blogs, and receiving notifications. Additionally, it is useful for helping journalists, bloggers, and editors showcase their work, measure shares, and grow their following. Enhancing public relations with the use of a powerful influencer strategy may be a fantastic instrument.

Using the influencer-finding tool provided by PitchBox, you can compose tailored outreach messages, set up an automated follow-up, and evaluate the results of your efforts. Additionally, the service provides access to social profiles and contact information.


BlogDash is the most efficient and effective platform for accessing more than 200 thousand bloggers, and its user base is expanding every day. These bloggers have made the conscious decision to collaborate with businesses similar to yours to increase the visibility of your brand throughout the internet.  Display your new upcoming blog title to attract more customers using fabric banners 


The Influencer Relationship Management (IRM) platform offered by Traackr serves as a centralized center for the management, expansion, validation, and scalability of global influencer marketing.

It's possible that cultivating and utilizing your influencer network may need you to work a full-time job, but be assured that the effort and investment will be more than worthwhile.

Information of Extremely Great Value

Incredible amounts of digital content are being created at this point. It encompasses anything from high-quality, one-of-a-kind content to content mills and "clickbait" that customers don't get anything from reading. The same holds for content when it comes to B2B technology marketing.

It doesn't matter what industry you're in; there are bound to be a lot of competitors vying for people's attention, and some of them probably won't put a lot of time and effort into the content they produce. In the future, intelligent enterprise IT companies will construct a regular program of high-value content that will foster long-term trust between your target consumers and your brand. This will allow them to focus less on short-term click-throughs and more on building trust over the long run.

It can be challenging for businesses to swallow their pride and engage in content that does not always include their brand or provide "immediate wins." The production of content could come at a quite high price. However, when it comes to high-value content, there are two things that IT marketers should be aware of: the Rule of Reciprocity and the increasing competition for enterprises to be heard. Both of these things are important.

"The Rule of Reciprocity asserts that when you contribute something of value to another person, that person will feel bound to provide something of equal or greater value in return," It's possible that this won't happen right away. On the other hand, the more value you offer, the greater the number of potential customers who will come to rely on you as a source of high-quality content and give you their time in exchange."

Getting past the initial point of entry requires even more high-value information than before because there are so many other organizations competing for people's attention. If, on the other hand, you can go through that stage and win the trust of the customers you are trying to reach, you will be in a better position to complete sales than your competitors who have chosen to pursue the low-cost, low-value way.

Whether you develop content in-house or outsource it to a content agency or platform, five qualities should be included in any high-value content. These qualities are as follows:

Better Storytelling

Every piece of writing, be it an essay, a blog post, or anything else, includes a story (even clickbait). The secret to success is to be able to tell better stories than your rivals. Take the time to investigate what others in the industry are up to, and use that information to generate stories that are more unique (and helpful) than those that are currently available. Always keep in mind that serving your audience should take precedence over helping yourself.

Some of the most well-known companies in the world today tell compelling stories about how their products solve problems faced by customers, have a positive impact on the lives of customers, or simply provide an interesting perspective on their company and the culture it fosters. Think about the most convenient way for you to obtain information. To pique the interest of the persons they are trying to close deals with, a B2B technology company could utilize persuasive or even emotive content.

Consider the possibility that your existing stories may be retold in the form of a documentary on the customer journey, an in-depth interview, or a day in the life of an employee who assists customers in finding solutions to issues.

Personalize it for each stakeholder.

Again, your client personas should serve as the foundation for your strategy for producing high-quality content. You might begin with a few incredible tales, but some of them will probably be more relevant to certain professions than others. It's okay if not everyone likes what you write; everyone has different tastes. For each stakeholder to acquire credibility and thought leadership, which is what you're going for, the end goal is for everyone to come together and agree on your solution based on their intrinsic motivations. This is what you're trying to accomplish.

When developing strategies and an editorial schedule, it is essential to construct an Audience Matrix that specifies each individual at a company who could be interested in learning more about your product or deciding whether or not to use it. This can be accomplished by constructing a matrix that lists each employee's job title and department. You may determine the challenges, objectives, and forces that are motivating each of those stakeholders; but, developing a persona for each of your potential customers is an essential first step.  Host events using table clothes by vivid ads and 

Make your content experience more concentrated.

Individual pieces of content should be customized to meet the needs of certain audiences, but the overall digital experience should be cohesive and consistent with your brand. For instance, if you have a page on your website labeled "Resources," people will be able to interact with one another in a unified setting while still having access to the specific narratives and pieces of data that they require. This is true not just for your accounts on various social media platforms but also for video platforms such as YouTube.

During the sales process, the construction of a connected platform for the delivery of information will boost a prospect's confidence and enhance their level of comprehension with each new story that they engage with. When constructed properly, these platforms can direct leads from the point of acquisition through the conversion process and into your larger marketing ecosystem.

Deliver Genuine Benefits

The provision of genuine value is the element of any plan that is of the utmost importance. Your audience will not convert to the next level of your marketing process, regardless of whether that level is registration, downloading content, or making a purchase if they do not perceive that the content they are consuming has value. Even if a significant number of people discover your material, if it does not provide enough value for them, they will not proceed to the next stage, which is the ultimate goal.

Second, building a positive image for a company is facilitated by giving true value to customers. Your audience won't forget that you are the subject matter expert and that you are the best person to talk to if they need assistance since they will remember that you are the perfect person to talk to in that situation. When you make contact with them through many different channels of marketing, a positive brand image may remain in their minds for a longer period and increase the likelihood of a conversion.

Therefore, what exactly is meant by the term "true value"? It is not simply the fundamental information that can be located in other places. The challenge here is to get over the worry that comes with giving too much information away, which is something that many companies experience. If you want to acquire new customers, wouldn't it be preferable to reveal a few trade secrets to do so, rather than protecting your current clientele and missing out on potential new ones?

Your company is the best place to go for resources and expertise of this kind because it has them all in one place. What kinds of tools do you use, what kinds of questions do your customers often ask, and what kinds of procedures or approaches do you wish you had but don't? It's possible that giving more than the competition may create an edge for your company and substantially improve the trust of potential customers.

Create content that stands out from the rest.

Lastly, you should differentiate it from other similar things in some way. As a result of the strategy's growing popularity, people are currently receiving an overwhelming amount of information and content. Either the content itself or how it is presented must stand out.

Think about using different mediums such as video, animation, or apps in addition to traditional methods like sending out direct mail. If you can make the information useful and different while also presenting it unexpectedly, you will see a significant return on your investment.

"In our weekly editorial meetings, story ideas have to pass a basic litmus test, which is to answer the question, 'Has this story been done before?'" Has it been done well, and if so? Your application will be declined if the answer to either of those questions is yes."  Display your social media accounts for the new content using media banners

Which Types of Content Should You Employ When?

The following graphic illustrates the content that may be utilized in various circumstances. To appeal to customers who have a wide range of personalities, consumption patterns, and sales cycles, businesses need to offer a wide selection of content to choose from.

Integrity about Live Occasions

Even if it might not make sense in a culture that has recovered from a pandemic, face-to-face interactions are becoming increasingly important in this day and age of internet marketing.

Many business solutions may be able to present their case only through digital channels; nevertheless, many purchasers of information technology prefer to meet in person with their partners to differentiate between competitors and pretenders.

When you go to live events, you'll probably have several different priorities on your mind depending on where your product and your company stand in the market.  Hold your traditional networking events using our event and exhibition products of  vivid

There are four reasons to combine live events with your digital marketing activities, and each one is dependent on the key marketing needs that you are addressing at any particular time

The processes of awareness and branding

It's possible that being discovered in the market is going to be your largest challenge, particularly for tech startups and other businesses in their early stages. Make use of live events to showcase one or two "wow" characteristics of your product or service, as well as to provide background information about yourself and your business. The goal here is to simply spread the word so that when potential customers are ready to evaluate solutions similar to yours, you'll be one of the candidates they consider. . Display your website links in your office for new customers using 

Production of potential customers.

Face-to-face lead generation may become more vital for businesses as they progress into later phases. Be sure to get in touch with prospective customers and clients early on to increase the likelihood that they will show up to the event (and your booth). Before, during, and after the event, you should establish processes for gathering contacts, qualifying leads, and arranging follow-up sales appointments.

Interaction with the clientele

Live events provide a wonderful opportunity to meet and converse with existing clients in an atmosphere that is less formal and more amicable. Because they are already customers, you will have the opportunity to develop a closer personal relationship with them, talk informally about their achievements while using your product, and investigate whether or not there are any up-selling opportunities available.


Corporate information technology businesses often use educational content and seminars as some of the most successful live event marketing strategies they can employ. This is an excellent way to attract new prospects as well as current customers, particularly decision-makers from a technical perspective. Again, get attendees' contact information in advance of any training session, and then follow up with them afterward to find out what they learned and determine whether or not they qualify as sales-qualified leads.

Always be engaging with people on social media, both before and after the event you're planning. You should encourage your personnel, and especially your sales team, to advertise the event on social media websites like as Facebook, Twitter, and LinkedIn to boost the number of active prospects who attend the event, meet one another, and move forward in the sales cycle.

The Online and Offline Marketing Channels That Are Proving to Be the Most Effective

  • Website
  • E-Mail
  • Networking on Social Media
  • Interest Groups and Communities
  • Blogs
  • Web on Mobile
  • Mobile application
  • Texting as a means of communication
  • The Marketing of Search Engines
  • Promotion and advertising on the World Wide Web
  • Promotion Through Affiliates
  • Marketing Via Direct Contact
  • The Printed Word (Media)
  • Outdoor Advertising
  • Television
  • Radio
  • Telemarketing

The B2B Event Marketing State-of-the-Art Report is the source of this information.

Live events can provide you with immediate exposure to a large number of prospects, but because you won't have much time to spend one-on-one with them, you'll need to develop a practical plan for nurturing and converting those leads. Live events can provide you with immediate exposure to a large number of prospects. Let's begin with the process of generating leads:

Ideas for the Collection of Leads at Events

If you have a booth, you should host a drawing to collect business cards. This may take the form of a competition, a special offer, or registration for an upcoming webinar.

  • Make it a policy to deprive your salesmen of any chairs, mobile phones, or other justifications that would lead them to stand at a table. Send them out into the world to make connections and get business cards.
  • If you are hosting a workshop or lecture, you should post the slides and any other relevant resources on a landing page that requires attendees to provide their contact information.
  • You should host a happy hour for your VIP prospects, but you should check to make sure it won't interfere with the event.
  • Trade favors with attendees by informing them about other excellent booths or by offering to introduce them to a speaker (make sure you meet them early). In most cases, individuals will follow you to other booths if you direct them there.
  • Establish some contacts, either by working on follow-ups along with other booth businesses or by sponsoring a slide or the follow-up of a speaker.

Foster the Growth of Those Prospects

Even while gathering leads is extremely important, far too many companies don't make sufficient use of those leads following the event. If you don't go through with the entire process, you will have thrown away both your time and your money.

During or immediately after your event, you should add leads into your marketing automation (which will be covered in the following chapter of this e-book) or customer relationship management (CRM) software (if feasible). You should create a distinction between leads that need urgent follow-up and leads that need to be gathered to act on them. When you follow up with visitors who have attended a class or submitted a card in an overly pushy manner, you risk driving them away.

Make a non-intrusive series of follow-up emails and event direct mailers, and add any leads that come in via a "slide download" page to this section as they arrive. This is referred to as nurturing, and it should add value to the lead while also communicating your important brand ideas. Nurturing should occur after a lead has been identified.

  • The following are some ideas for low-key follow-ups after your event, that you might consider:
  • Send a summary of the important aspects of the event, including remarks from the presenters as well as materials that the receivers may not have received.
  • Take a video while you're at the event, and afterward present a summary that's similar but more fascinating.
  • It would be helpful if you could include articles, videos, or tools (checklists, calculators), all of which are relevant to the event's topic matter or the principal keynote speakers.
  • Sending out a series of emails including a collection of the speakers' slides, websites, and key pieces of information is a great way to bring further depth to the topic at hand.


Instead of immediately beginning the selling process, you should show your potential customers that you are knowledgeable, engaged, and enthusiastic about the possibility of providing them with value. Doing this first and then building up to a demo or call will open the gate, as opposed to getting a quick no from a powerful sales approach. "If you want people to come to your booth, you need to think of ways to attract them that go beyond simply collecting their business cards. Think of ways that are both enjoyable and not intimidating. In the past, individuals have been enticed to halt what they were doing and take a look at what was going on by using photo booths and other fun activities.

Instruments for the Automation of Marketing

When it comes to staying on top of prospects, making contact with them, and cultivating relationships with them, enterprise IT companies absolutely must use marketing automation technologies. To construct an income model that is both sustainable and predictable, you will want automated ways for the following: acquiring leads; establishing a marketing funnel; segmenting contacts, and marketing to them on a consistent (and intelligent) basis.

When the leads are ready, marketing automation assists B2B businesses in nurturing, qualifying, and transferring them to the sales department. Because pre-sales and sales cycles can last for weeks, months, or even years in the technology business, this is an extremely important consideration. The size of your organization, the nature of the product or service you provide, and the sort of consumer you intend to attract will influence the tool you choose.

If you haven't done so already, here are three of the most widely used and effective marketing automation tools that you should think about putting in your business:


One of the most effective marketing automation tools accessible, as well as one of the most popular. If you are already using for customer relationship management, then switching to Marketo is almost like throwing money away (CRM). Marketo is an excellent tool for efficiently organizing and segmenting email lists, as well as sending out material via email promptly. Marketo will begin to perform more slowly once it hits its capacity limit, which is reached when the number of leads in a database surpasses 750k or when a website receives a high volume of traffic.


Eloqua is a powerful B2B marketing automation technology that outperforms Marketo concerning the sheer size of its databases. Oracle just acquired the company, and it is now included in Oracle's Marketing Cloud. Eloqua also has the most powerful customer and prospect insights engine, which gives marketers access to in-depth and comprehensive data on how users respond to marketing messages. The fact that Eloqua contains so many functions may make its user interface difficult to understand and difficult to use. This is Eloqua's primary drawback. Although it has a steep learning curve, Eloqua is capable of doing more than 99 percent of the activities associated with marketing automation.


SilverPop, which is now included in IBM's marketing cloud, is a business marketing automation system that competes favorably with other similar products on the market. SilverPop differentiates itself from similar products on the market by providing enhanced mobile, text, and SMS marketing capabilities. It provides a straightforward user interface, a user-friendly database structure, and a relatively straightforward method for generating emails. Silverpop, on the other hand, does not possess the same number of native connectors as Marketo and Eloqua, and its processing speed suffers when dealing with large data sets.

There is a variety of alternative Marketing Automation Systems that may be utilized, and the majority of these systems are already included in a single platform that also provides CRM, Customer Service, and several other functionalities.

If you are a business that wants to generate leads for its sales teams, marketing automation combined with lead scoring might significantly improve the effectiveness of your overall marketing approach.

Listed below are some high-level considerations to help you get a better grasp of the benefits of marketing automation.


A system that is capable of automatically following up with prospective customers. Depending on the regulations, email sequences may be prepared to be sent to contacts that have been obtained through your website or other marketing tactics.

The Most Notable Result

You may earn points for every engagement you have with a prospect, and the more points you get, the more "qualified" a lead you become in the system when you reach a certain threshold. They will receive five points for opening an email, ten points for clicking a link, and twenty points for going to a website. By utilizing automation, we can continually communicate with a huge number of people and compile a ranking of the prospects who have shown the most interest.


Putting leads into groups with people who have similar characteristics or using data to provide leads with information that is most relevant to them. Segmentation, which is one of the most fundamental aspects of marketing, is the foundation upon which marketing automation is built.

These three aspects of marketing automation are only the tip of the iceberg, but they should spark your interest in learning more about what platforms such as these can do for your marketing, particularly for businesses that deal in technology and software.


"Marketing automation is employed by 69 percent of the top B2B performers for the acquisition of new customers, and by 50 percent for the retention of existing customers."


Understanding and utilizing marketing technology is a fundamental need for the job of around 80 percent of B2-B marketers.

Remarketing to an already established clientele

When trying to increase income through marketing efforts, one of the most effective – and sometimes disregarded – techniques for commercial IT organizations is to focus on the clients they already have. By having processes, procedures, and programs in place to remarket to active customers, you will be able to establish an architecture that enables ongoing customer retention, upselling, and cross-selling of new products, features, and services. This will help you to maximize revenue.

Investing time and money in this field may very well pay off in several ways. You may not only increase the amount of money spent by your current clients, but you may also build an army of advocates by maintaining top-of-mind status with those consumers. The majority of companies do not capitalize on the opportunities available because they do not build a consumer remarketing strategy that is authentic and thorough.

Here are three fundamental strategies for remarketing to existing customers to increase their lifetime value:


Client-facing access points or portals.

If your clientele is having a positive experience with your product, it is quite likely that they are logging in at least once a day. Maintaining relationships with your current customers might be facilitated by how you construct and administer your customer portal.

When a user logs in, you may utilize the portal to establish an "information hub" that acts as a centralized location for a variety of purposes, such as informing users of forthcoming events, asking for input from users on how to make your service better, and marketing new products and services. All of these marketing efforts are at the "head of the funnel," which means that they have the potential to result in upselling or cross-selling in the future.

Programs aimed at providing care.

The very last thing you want to do once you've successfully brought on a new customer is to delete them from the marketing automation tool you're using. On the other hand, a significant number of B2B business IT companies make this mistake. You will want to develop distinctive nurturing programs for the customers you already have.

There may be a reduction in the number of touches, and the messaging will become more consultative. Your present customer nurturing program needs to include things like webinars, classes on how to be successful with customers, and live events in the client's location. If you look at the topics that are covered in webinars that your customers participate in, for instance, you could discover more about their ongoing requirements and whether or not they are interested in purchasing any further goods or services.

Customers Organized Into Communities

Creating client communities and forums is an additional fantastic method that may be utilized to retain present customers engaged with your business daily. Users typically join communities intending to exchange recently discovered industry information, "talking shop" with their coworkers, or collaborate with other specialists.

Customers will collaborate (as well as with your employees) to get the most out of your product, but you should harness communities to retain thought leadership through high-value content to get the most out of your product.

Customer communities are an excellent place to advertise a newly published whitepaper or eBook and to learn more about the customers who are interested in a specific topic area. If you have a new publication on the horizon, such as an eBook or a whitepaper, you can use these communities to find out which customers Any customer marketing strategy worth its salt will incorporate several different channels and approaches, and will be measured and refined over time, and will be tailored specifically to the needs of the business's clientele. The two graphs that follow present an overview of the many strategies utilized by existing customer retention and marketing marketers, as well as the strategies that have shown to be the most successful.

If you do not already have a consumer marketing campaign, the information that is provided here can assist you in getting one up and running:

  • Marketing Activities Directed Toward Customers That Are Already Underway
  • Activities Performed by User Groups
  • Community of Customers Located Online
  • Program to Collect Feedback from Customers
  • Upsell / Cross-sell Program
  • Advocacy on Behalf of the Customer Program
  • Program for Customers to Refer Their Friends
  • The Program for the Satisfaction of Customers
  • Initiative for a Fresh Start

The Most Successful Marketing Channels for Customers Who Already Have an Account

  • E-Mail
  • Networking on Social Media
  • Utilizing Content in Marketing
  • Marketing through Referral
  • Optimization for Search Engines (SEO)
  • The publicity that is Put Up for Sale
  • Mobile Marketing
  • Video on Demand
  • Promotion Through Affiliates
  • The Marketing of Search Engines

Acquiring Customers for Software as a Service Companies

Customer marketing is effective in every sector, including the corporate technology, enterprise software, and software as a service (ERP) markets. There may be even more risk for ERP organizations due to high churn rates, particularly if MMR (Monthly Recurring Revenue) occurs at larger numbers of customers.

Relationship Marketing Becomes Less Effective

A high customer turnover rate is often a sign of issues with the product's market fit, functionality, user experience, or support, and it can be deadly for a software as a service company. The difficulty is that if you are losing a certain percentage of consumers every month, you will need a significant number of new customers just to maintain the same level of growth. Because of this, there is a great deal of pressure placed on marketing operations to increase brand recognition and convert at rates that are usually unsustainable. However, an ERP firm may decrease churn and the need for regularly frenetic new client acquisition activities by concentrating on current customer programs and marketing

"Right now, cut expenses by mining your community for user-generated content that can be used in marketing materials. This can be done by mining your community for user-generated content." The more marketing information you can collect from the community, the less money you will have to spend on marketing. "When a potential customer has made a purchase, joining a customer community allows them to speak about it, incorporate it into their brand, and create relationships with other customers who have made purchases that are comparable to their own. If in the future you decide to offer additional things or if you decide to give post-sale upsells and upgrades, those ties will continue to exist.


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