Lead Generation Campaign for Cloud ERP Vendor [CASE STUDY]

Selling ERP software is never quick.
It takes time, education, and trust—especially when your target is still clinging to on-premise systems.

But what slows growth for most vendors isn’t a long sales cycle.
It’s a flawed lead generation process.

We’ve worked with dozens of B2B software companies who were seeing the same frustrating pattern:

Marketing hands over a full pipeline.
Sales follows up.
Nothing moves forward.

This wasn’t a messaging issue.
And it wasn’t a lack of budget.
It was the wrong leads, coming in too early—or with too little context to engage.

That’s exactly what one cloud ERP provider was dealing with when they came to us. Their campaigns were active, but results were flat. And their team was spending hours every week following up with contacts who had no real buying intent.

They didn’t need to “try harder.”
They needed a different approach—one built around relevance, timing, and data-driven targeting.

The Real Cost of Poor Lead Quality

Lead volume is easy to chase—and easy to celebrate.
But what really matters is whether those leads are going anywhere.

When the wrong prospects are entering your funnel, your reports may still look good:

• Email opens

• Form submissions

• Even a few demo requests

But none of that matters if sales can’t move them forward.
Your pipeline becomes cluttered. Follow-ups feel forced. And close rates drop—even when activity looks strong.

That’s what many ERP vendors overlook.

If you’re not qualifying leads by timing, context, and intent—then even the most well-designed campaigns will fall short.

The impact adds up quickly:

• Your sales team loses time chasing contacts who were never serious

• Marketing spends more to keep filling the top of the funnel

• And leadership starts questioning whether “lead generation” is even working

It’s not a visibility issue. It’s a misalignment issue.
The solution isn’t to reach more people.
It’s to start with the right ones—and meet them where they are.

The System We Used to Turn Stalled ERP Leads into 21,000+ MQLs

Once we understood where the breakdown was happening, the solution wasn’t complicated—it was just overlooked.

This ERP vendor didn’t need more exposure or more automation.
They needed a lead system built to identify serious buyers early and guide them through a frictionless path to conversion.

Here’s what that looked like in practice.

Step 1: Refine the Target—Down to the Behavior Level

Instead of sending generic messaging to anyone with “IT” in their job title, we built a much more specific profile:

• Companies still using on-premise ERP software

• Mid-market to enterprise buyers showing interest in digital transformation

• Verified job functions (Operations, Finance, IT leadership) across key industries

• Intent signals pulled from PMG360’s proprietary first-party database

This removed the guesswork.
Every lead was now vetted before they entered the funnel.

Step 2: Offer Insight Before Asking for Attention

No sales pitch. No “book a demo” CTA.

We started by offering a detailed whitepaper that explained the financial, operational, and risk-based reasons companies were moving away from legacy ERP systems.

This wasn’t gated fluff.
It answered the exact questions a hesitant buyer would ask:

• What will this cost to implement and run?

• How do I avoid data loss and downtime?

• What do other businesses regret (or recommend) post-migration?

The goal wasn’t to persuade—it was to clarify.
And that made all the difference.

Step 3: Combine Channels With Consent

We didn’t blast 10,000 inboxes or chase cold clicks.

Every outreach channel—email, telemarketing, and digital display—was integrated into a single strategy focused on qualified engagement.

• Emails were tailored to industry segments, always leading with value

• Calls were made after opt-ins or warm signals, not before

• Display ads followed only those who were already part of verified PMG360 records

Each interaction had a purpose.
Each contact was built on trust.
And every step moved qualified buyers closer to action—without the pressure.

The System We Used to Turn Stalled ERP Leads into 21,000+ MQLs

The Outcome: What Changed When the Right Leads Came In

Once the new lead system went live, everything clicked into place. The audience was tightly defined. The messaging spoke to real objections. And every channel—email, display, and telemarketing—worked in sync.

The result wasn’t just more activity. It was better traction.
Here’s what that looked like in numbers:

📊 Campaign Performance Highlights

• 1,000 qualified leads per month
  → Each target industry consistently delivered a thousand leads that matched the client’s ICP and were ready to engage.

• 92% of leads became Marketing Accepted Leads (MALs)
  → A high health score means leads weren’t just generated—they were reviewed, scored, and passed to sales because they showed real interest.

• 100% of MALs converted to Marketing Qualified Leads (MQLs)
  → This is rare. Every accepted lead met qualification benchmarks like job role, company size, and expressed need.

• 21,000+ total MQLs during the campaign
  → Over time, this campaign became a scalable engine for filling the pipeline with decision-makers—not random names.

• $50 average cost per lead (CPL)
  → For the ERP space, this is incredibly efficient—especially for verified, intent-driven leads that progress through the funnel.

These weren’t leads pulled from cold lists. Every contact had:

• Shown behavioral intent or matched tightly with the client’s target profile

• Engaged with educational content first—not a hard sales pitch

• Given clear consent to be contacted again

💡 The Real Shift? From Volume to Precision

Before, the sales team was working leads that barely responded.

Now, every conversation started with context—because the lead already knew who the vendor was, what problem was being solved, and why they were being contacted.

The difference wasn’t the size of the campaign.
It was the alignment between the message, the channel, and the buyer’s journey.

What This Means for ERP and B2B Vendors Like You

Most ERP vendors don’t have a demand problem—they have a qualification problem.

If your pipeline is full but nothing is closing, chances are you’re spending time on the wrong leads, at the wrong stage, with the wrong approach.

Here’s the truth we’ve seen play out across multiple verticals:

🧠 Activity ≠ Progress

• More emails won’t fix bad targeting.

• A bigger budget won’t save a misaligned message.

• Cold outreach doesn’t work if your audience isn’t warmed up.

🎯 Here’s What Worked—And Why It Still Works Today

• Start with verified data
  → Don’t guess who your buyer is. Use real behavioral and profile-based filters to build your list.

• Educate before selling
  → Lead with something useful (like a whitepaper, checklist, or ROI analysis). This builds trust and context.

• Sync your channels
  → Email, display, and calling should work together. If one touchpoint is doing all the heavy lifting, you're missing the compounding effect.

• Only pass leads that sales can close
  → A lead isn’t qualified until they match your criteria and show intent. Anything else is noise.

The ERP vendor in this case didn’t overhaul their entire go-to-market.
They simply rebuilt the part that mattered most:
🔧 How leads entered the system and how those leads were nurtured.

And once that was fixed?
Sales velocity improved. Engagement rose. Conversions followed.

Let’s See What You’re Leaving on the Table

If your team is stuck working leads that stall, there’s a better way forward.

You don’t need to start from scratch.
You don’t need more cold calls.
You need a lead system that’s built on data, timing, and trust.

That’s what we built for this ERP vendor—and it’s what we can build for you.

👇 Let’s see what you’re leaving on the table.

Book a quick strategy session.
We’ll walk through your current lead generation setup and show you where better-qualified leads could unlock bigger results.

📅 Book My Strategy Call