How to Generate High-Quality ERP Leads in 2025: A Step-by-Step Playbook

Introduction

Generating high-quality leads for ERP (Enterprise Resource Planning) solutions is both a critical opportunity and a challenge for B2B companies in 2025. ERP deals are complex, high-value, and involve multiple stakeholders – meaning ERP lead generation requires a strategic, data-driven approach. If your sales pipeline isn’t consistently filled with qualified ERP prospects, you’re not alone: over two-thirds of B2B businesses struggle with lead generation (2). And quantity isn’t everything – in fact, 80% of new leads never translate into sales (3), underscoring the importance of quality over volume. The good news? By following a step-by-step playbook grounded in industry best practices, you can attract and convert more high-intent ERP buyers while avoiding common pitfalls.

Common B2B lead generation pitfalls include focusing on quantity over quality, poor targeting, overly aggressive tactics, and misalignment between marketing and sales. Avoiding these traps is essential for an effective ERP lead gen strategy.

In this comprehensive guide, we (Martal Group’s team) will walk you through how to generate ERP leads effectively in 2025. We’ll cover each step – from defining your ideal customer profile to deploying multi-channel outbound campaigns – with pro tips, statistics, and examples to illustrate what works. You’ll also find insights on leveraging content marketing, account-based marketing, intent data, and more to build a predictable pipeline of ERP opportunities. Throughout, we maintain a professional, data-backed tone aimed at senior B2B sales and marketing leaders like you, with actionable tactics you can implement. Let’s dive in.

Understanding the ERP Lead Generation Landscape in 2025

Before jumping into the playbook, it’s important to understand why ERP lead generation is uniquely challenging – and rewarding – in 2025. ERP solutions typically involve long sales cycles (often 6–18 months) and large buying committees. In fact, the average B2B buying group now includes about 10–11 stakeholders (4) (and can exceed 15 people for enterprise deals). These stakeholders range from CFOs and CIOs to operations managers and end-users, each with different priorities. Winning an ERP deal means convincing all of them – which requires tailored messaging and patience. It’s no surprise that buying decisions for complex B2B solutions take around 11–12 months on average (4), with extensive research and evaluations along the way.

At the same time, the opportunity for ERP providers is huge. Companies across industries are pursuing digital transformation, and many are upgrading or replacing legacy ERPs. But to capture this demand, you need to be visible and credible where modern buyers are looking. Consider that 89% of B2B buyers research solutions online before ever talking to sales (8), consuming at least half a dozen pieces of content in the process. And they’re not just Googling – 75% of B2B buyers use social media (like LinkedIn) to inform decisions (8). In 2025, your prospects are digitally savvy and self-educating: they expect rich online content, peer reviews, and personalized outreach.

Another trend redefining lead gen in 2025 is the rise of AI-powered search and assistants. Business buyers now ask tools like ChatGPT questions (“What’s the best mid-market ERP for manufacturing?”) and get instant answers. Brands that neglect SEO and AI optimization risk invisibility – as one report notes, technical SEO excellence is now essential to surface in both traditional search results and AI-driven responses (1). In short, ERP lead generation today must blend classic relationship-based selling with cutting-edge digital marketing.

Finally, quality has overtaken quantity as the north star. Flooding your funnel with unqualified “leads” does more harm than good – it wastes your sales team’s time and lowers conversion rates. Smart marketers focus on high-intent leads. Nearly 42% of B2B companies say low-quality leads are a top marketing challenge (6), and 68% of businesses report struggling specifically with generating quality leads (2). The takeaway: targeted lead generation strategies that emphasize lead quality (through better data, targeting, and nurturing) are paramount. As we’ll explore, tactics like account-based marketing and intent-driven outreach help ensure you’re connecting with prospects who actually need your ERP solution, not just anyone who clicks an ad.

What is ERP lead generation and why is it important in 2025?

ERP lead generation is the process of attracting and converting potential customers (businesses) into leads specifically interested in ERP software or services. 

It involves multi-channel marketing and sales efforts tailored to the ERP buyer’s journey – from awareness (educating prospects on ERP benefits) to consideration (nurturing them with content, demos, etc.) to decision (converting to a sales opportunity). In 2025, ERP lead generation is more important than ever because the ERP market is highly competitive and buyers are more discerning. Companies are investing in digital transformation, but they have abundant options and information at their fingertips. If you don’t actively generate and nurture leads, you risk missing out on opportunities or leaving it to competitors to influence your prospects. Moreover, modern B2B buyers conduct much of the buying journey independently (up to 70% of research done before talking to sales (5)). Effective lead gen ensures your solution is in the consideration set during that self-guided research. It also feeds your sales pipeline with qualified prospects so that your sales team can consistently meet revenue targets. In short, ERP lead generation is the engine driving sales – without it, even the best ERP product can languish with low visibility.

How are ERP leads different from regular B2B leads?

ERP leads tend to be higher-value and require more cultivation than a typical B2B lead. Here’s why:

1. ERP solutions are complex and often expensive, so buyers involve multiple stakeholders (finance, IT, operations, executives). This means an ERP lead might actually be a buying group rather than one individual, and you need to address diverse concerns. 
2. The sales cycle for ERP is usually longer – often many months – compared to simpler B2B products. So ERP leads demand longer-term nurturing and follow-up. 
3. Evaluating an ERP is a strategic decision for a company (it can fundamentally change how they operate), therefore leads will deeply research and require proof of ROI, case studies, etc. They may also be more hesitant to engage early, wanting to educate themselves first. 
4. ERP leads often have higher acquisition costs because the marketing and sales efforts needed (e.g. personalized demos, on-site meetings, detailed RFP responses) are substantial. 

However, their lifetime value is also high if converted. In essence, ERP leads are typically “enterprise software” leads – they share characteristics like longer decision cycles, committee buying, and a need for consultative selling. As a result, generating ERP leads successfully relies on more targeted, content-rich, and relationship-driven approaches than, say, leads for a low-touch SaaS tool.

With this landscape in mind, let’s move into the step-by-step playbook for ERP lead generation. Each step builds on the last, creating a holistic approach to fill your pipeline with sales-qualified ERP leads. We’ll start at the foundation – knowing exactly who you should be targeting.

10 Steps to ERP Lead Generation Success 

Step 1: Identify Your Ideal ERP Customer Profile (ICP)

Successful ERP lead generation begins with a crystal-clear picture of your ideal customer profile (ICP). It’s tempting to cast a wide net (“our ERP can serve any industry or size!”), but targeting everyone often means resonating with no one. Instead, focus on the sweet spot accounts where you have the highest win rates and best product-market fit. To define your ICP for ERP leads, analyze your past and current customers: what industries do they belong to? Company size and geography? What business challenges drove them to seek an ERP? Who were the key decision-makers involved?

Start by profiling the companies: for example, you might find your best clients are mid-market manufacturers with $50–500M revenue, or perhaps multi-location retailers struggling with inventory visibility. Next, identify the buyer personas within those companies. A typical ERP buying committee includes roles like:

• Chief Financial Officer (CFO): cares about total cost of ownership and ROI.
  
• IT Director / CIO: focuses on technical integration, data security, and compatibility.
  
• Operations Manager: concerned with workflow disruption, training, and process improvement.
  
• CEO or GM: interested in strategic outcomes and high-level value.
  

Each persona has distinct pain points – and your outreach should address them. For instance, if targeting a CFO, emphasize financial outcomes (e.g. “improve reporting efficiency by 30%”); for IT, highlight architecture, security and support. Account-based marketing principles come into play right from this ICP stage: rather than a broad spray-and-pray, you’ll identify specific accounts and stakeholders that are high-value and craft your strategy around them (1).

Keep in mind the trigger events or firmographic qualities that signal a likely ERP buyer. Examples: a company that just raised a funding round (suggesting resources to invest in new systems), rapid growth causing their current systems to strain, mergers/acquisitions (needing system consolidation), or new regulatory compliance requirements. Tools like LinkedIn Sales Navigator, industry news sites, and intent data providers can help surface companies that match your ICP and show signs of ERP interest (1).

By narrowing your focus to ideal-fit prospects, you set the stage for higher conversion rates. It’s better to have 50 well-qualified ERP leads that actually convert than 500 generic leads that go nowhere. In fact, one study found that multi-channel campaigns targeted to specific accounts achieved a 31% lower cost per lead than generic outreach (6). The bottom line for Step 1: know your audience inside-out. Document your ICP criteria and target list. Everything else – content, messaging, channels – will align to reach these right-fit prospects. When you speak directly to the needs of the right people, you’ll find it much easier to capture their interest.

Step 2: Build a Data-Backed Lead Generation Strategy (Plan & Goals)

With your ICP defined, the next step is crafting a lead generation strategy and goals around that target. Think of this as your blueprint or playbook within the playbook. Too many teams jump into random tactics (“Let’s run a webinar” or “We should do LinkedIn ads”) without an overarching plan. Instead, take time to map out your approach:

• Set Specific Goals: Determine what success looks like. For example, “Generate 50 Marketing Qualified Leads (MQLs) per quarter for our ERP solution with at least 10% converting to opportunities.” Make goals SMART (Specific, Measurable, Achievable, Relevant, Time-bound).
  
• Define Lead Criteria: Align with sales on what constitutes a “high-quality ERP lead.” Perhaps it’s a prospect from one of your target industries with $X revenue who has engaged with at least 2 pieces of content. Marketing and sales alignment is critical here – agree on the qualification criteria and handoff process so no leads slip through cracks. (Misalignment can be a pitfall; over 1 in 5 companies have 6+ people involved in buying, making coordinated nurturing essential (6)).
  
• Choose Key Channels and Tactics: Based on your ICP, decide which channels will likely yield the best results. Will you focus on inbound (content, SEO, webinars) to capture active researchers? Outbound (cold email, calls, LinkedIn) to proactively reach target accounts? Perhaps a mix (often ideal). We’ll dive deeper into each channel in coming steps – the point here is to outline your multi-channel mix. For instance, you might plan 60% inbound (blogs, SEO, PPC) and 40% outbound (email sequences, LinkedIn outreach, etc.), ensuring they work in tandem.
  
• Allocate Budget and Resources: Determine your budget for paid campaigns (e.g. Google Ads for ERP keywords, LinkedIn sponsored content) and tools (marketing automation, lead databases). If you have an internal Sales/BDR team, assign roles – who writes content, who handles follow-ups, etc. If you lack in-house capacity, this is where considering an ERP lead generation company or outsourcing sales partner (like Martal) comes into the picture – more on that later.
  

By documenting the above, you create a roadmap that keeps your efforts focused and measurable. It also helps get buy-in from leadership by clearly linking lead gen activities to pipeline and revenue goals. As part of this strategy phase, set up analytics and tracking from the start: ensure your CRM or marketing automation can attribute leads to sources (so you know what’s working), and establish sales KPIs like Cost Per Lead, lead-to-opportunity conversion rate, etc. Data-driven refinement is key to long-term success – for example, businesses that nurture and track leads diligently generate 50% more sales at 33% lower cost (11).

In summary, Step 2 is about planning for success. It transforms lead gen from a haphazard gamble into a systematic process. With clear goals, target definitions, and a channel game-plan, you’re ready to execute the tactics that will actually bring in those high-quality ERP leads.

Step 3: Leverage SEO and Content Marketing to Attract ERP Prospects

No ERP lead generation strategy is complete without a strong inbound marketing component, and that starts with SEO (Search Engine Optimization) and content marketing. Why? Because modern B2B buyers actively research solutions online – often before they ever speak to a vendor. If your company consistently publishes valuable, relevant content that ranks well on Google, you’ll attract those prospects organically and earn their trust. In fact, SEO is cited as the highest-impact channel for lead generation by nearly 60% of B2B marketers (2). Content marketing can generate 3X more leads than outbound marketing at half the cost (3) when done right.

Here’s how to harness SEO and content for ERP leads:

Conduct Strategic Keyword Research: Identify the search terms your ICP might use at different stages of their buyer’s journey. These range from early-stage informational queries (e.g. “ERP implementation challenges for SMEs”, “cloud ERP vs on-premise pros and cons”) to late-stage, high intent terms (e.g. “best ERP for manufacturing 2025”, “SAP S/4HANA vs Oracle Fusion comparison”). Look for specific long-tail queries that indicate pain points or solution searches. For example, someone searching “QuickBooks vs ERP when to upgrade” is likely a SMB finance leader considering an ERP – a great opportunity to capture a potential lead with the right content. Map keywords to funnel stages (awareness, consideration, decision) so you create content that covers each step of the decision process (1).

Create High-Quality, Educational Content: Content is king in attracting ERP leads – but only if it’s genuinely useful. ERP buyers don’t want a shallow sales pitch; they want insights that help them make informed decisions. Focus on prospect pain points, not just product features. For example, write blog posts or guides on topics like “How to calculate ROI for a new ERP system”, “Data migration best practices”, “ERP implementation timeline: what to expect”, “Top 5 manufacturing inefficiencies an ERP can solve”. These kinds of pieces address real questions and concerns prospects have. By educating your audience, you position your company as a trusted advisor rather than a pushy vendor (1). Remember, an informed prospect is more likely to become a qualified lead – especially if they learned from your content. Notably, 60% of B2B buyers finalize their purchase decision based largely on digital content they consume (8), underlining how content can pre-sell your solution.

Optimize On-Page and Technical SEO: Ensure your website and content follow SEO best practices so they rank well. This includes using your target keywords in page titles, headings (H1, H2s), meta descriptions, and naturally throughout copy. Make sure your site loads fast and is mobile-friendly (Google prioritizes page experience). Implement schema markup for FAQ pages, reviews, or product info where applicable – this can enhance how your content appears in search results and even help surface it in AI search overviews (1). A pro tip from 2025: structure your content clearly with headers, bullet points, and Q&A sections, as AI assistants prefer well-structured, factual content (1). For instance, having a clearly labeled FAQ section on “ERP Lead Generation” or “ERP selection” can increase your chances of being quoted by an AI answer engine.

Consistency is Key: One challenge many ERP providers face is consistent content publishing, since internal teams juggle content creation with other duties (1). Yet, maintaining a regular cadence (whether weekly, biweekly, or monthly) is crucial. Search engines reward fresh content, and prospects begin to expect ongoing insights from you (1). An irregular blog that goes silent for months can result in “inconsistent lead flow” and lost keyword rankings (1). Treat content like a pipeline – it needs continuous input. If bandwidth is an issue, consider outsourcing to writers who know the ERP space or batch-create content during slower periods (1). The investment will pay off: companies that prioritize content see significantly higher inbound lead volumes over time.

Diversify Content Formats: People learn in different ways, so don’t limit your content to just blog articles. Consider creating whitepapers or eBooks (for deep dives that double as lead magnets), short video demos or webinars (especially effective for showing product capabilities or hosting expert talks), infographics (to visualize data or processes), and case studies (to showcase real ROI and use cases). Having a mix of formats can engage multiple stakeholders – e.g. a technical whitepaper for the IT manager, an ROI calculator tool for the CFO, a quick video for the CEO. According to research, most B2B buyers consume 5-8 pieces of content during the purchase process, often in varied formats (8). By offering rich content variety, you keep your audience engaged across channels and stages (1).

In summary, SEO-optimized content marketing is your engine for attracting ERP leads. It pulls in prospects actively seeking answers and builds trust by helping them navigate their ERP journey. This inbound foundation will complement your outbound lead generation efforts later. A user who reads your guide on “ERP implementation best practices” today might join your email list and become a sales lead next month. Or your SEO landing page on “Cloud ERP for distribution” might capture a high-intent inquiry via a form. Every piece of quality content is like a fishing line in the water – the more you have (targeted to the right spots), the more bites you’ll get. And crucially, these inbound leads often have higher win rates, since they’re self-qualified by their interest.

Step 4: Optimize for AI Search and Evolving Buyer Research Habits

While closely related to SEO, optimizing for AI-driven search in 2025 is a new imperative worth calling out as its own step. Business buyers are increasingly turning to AI assistants and chatbots for quick answers. Whether it’s asking ChatGPT, Bing’s AI chat, or voice assistants, the way prospects discover information is changing. As an ERP provider, you want your expertise to be wherever the questions are being asked.

To capture leads through AI search, adapt your content and SEO strategy in the following ways:

• Incorporate Natural Language Q&As: Think about the conversational queries someone might pose to an AI. For example: “Which ERP is best for a 500-employee manufacturing company?” or “How to reduce ERP implementation cost?” Create content (blog sections, FAQ pages) that directly ask and answer those questions in natural language (1). Use those exact questions as subheadings (H2/H3) in your content – this not only improves traditional SEO (as long-tail keywords) but also aligns with how AI retrieves info (1).
  
• Provide Structured, Factual Information: AI tools favor content that is rich in facts, figures, and clear structure. Ensure your content includes concrete data points (e.g. “ERP implementations have a typical payback period of 2-3 years” or “Inventory turn rates improved 25% after ERP, according to XYZ study”) with citations. Use bullet points or numbered steps when listing processes or benefits – as we’re doing in this article. The more digestible and structured your info, the more likely an AI will “quote” it in an answer (1). Some companies even create AI-friendly content hubs, essentially knowledge base articles on common industry questions.
  
• Add FAQ Schema Markup: On key pages, implement FAQ schema or Q&A schema in the HTML. This is a bit technical, but essentially it marks your question and answer pairs so that search engines and AI understand them clearly. This can increase your chances of being featured in Google’s featured snippets or AI overview responses (1). For instance, a question on your site “What is ERP lead generation?” with a concise answer might get pulled when someone asks an AI the same.
  
• Monitor AI Search Appearance: Regularly test queries relevant to your industry on AI chatbots to see what responses come up. If you find competitor content being referenced, that’s a clue which topics to cover or strengthen on your own site. This field is new, but staying proactive will give you an edge.
  
• Maintain Technical SEO Excellence: As noted, traditional SEO and AI discoverability are deeply linked (1). If your site has poor SEO (slow, not indexed well, irrelevant content), AI will likely ignore it too. So optimizing for AI is really an extension of great SEO practices, with extra emphasis on clarity and factuality.
  

The bottom line: AI search isn’t replacing Google; it’s adding another layer to how buyers find information. Brands that adapt will gain visibility among high-intent decision makers who use these tools (1). For example, if a VP of Operations asks an AI “How can I improve supply chain visibility?” and it cites a tip from your blog about using ERP dashboards, that prospect may then click through to your site or at least become aware of your brand. This indirect influence can later translate to them engaging with your content or contacting sales. It’s an emerging area, but given how fast AI adoption is growing, early movers can capture more mindshare.

By implementing Steps 3 and 4, you lay a strong inbound foundation: prospects find you through organic search and AI-driven channels, consume your content, and enter your funnel (by downloading a resource, subscribing to a newsletter, filling a demo request, etc.). Now let’s turn to the proactive outreach side of the playbook – going after the leads you want, rather than waiting for them to come.

Step 5: Use Account-Based Marketing (ABM) to Target High-Value ERP Leads

For ERP solution providers, Account-Based Marketing (ABM) is one of the most potent strategies to generate quality leads. Unlike broad marketing that aims to attract lots of eyeballs, ABM is about laser-focusing on specific target accounts (often large or strategic companies) and treating them as “markets of one” with highly personalized campaigns. This approach is especially effective for ERP sales because of the complex, high-stakes nature of the deals (1).

Why ABM for ERP? Think of landing a new ERP customer – it’s typically a high-value sale (possibly six or seven figures over the project lifetime) and involves convincing multiple stakeholders. ABM acknowledges this by crafting messaging for each stakeholder within a target account and coordinating efforts to engage them collectively. For example, for one target account (say, a big manufacturing company on your wish list), an ABM campaign might involve: a customized email sequence to the CFO focusing on ROI, a separate LinkedIn outreach to the Operations Director focusing on process improvements, and perhaps sending a tailored whitepaper or case study to the IT Manager addressing integration concerns – all orchestrated in parallel. This level of personalization shows the prospect you truly understand their business, which dramatically increases your chances of engaging decision-makers (1).

How to Implement ABM:

• Build Your Target Account List: Based on your ICP from Step 1, choose a finite list of high-value accounts to pursue (e.g. 20, 50, or 100 companies). These might be accounts that fit your ideal profile and have shown some intent (visiting your site, engaging on LinkedIn) or accounts in markets you want to break into. Sales and marketing should collaborate on this list, and even assign an “owner” to each account (for example, a specific SDR or account exec is responsible for orchestrating outreach to ACME Corp) (1).
  
• Research Each Account Deeply: Do homework on each company – their strategy, news, pain points, any existing systems they use. Look for triggers: e.g., a press release about expansion (which could mean they need more scalable systems), a new CIO hire (often signals a willingness to consider new tech), or public complaints about their current systems. LinkedIn, news sites, annual reports, and tools like ZoomInfo/6sense (intent data) are your friends here (1).
  
• Tailor Your Value Proposition: Frame your ERP’s value in terms of that account’s specific context. If you’re targeting a manufacturing firm, emphasize inventory, production scheduling, supply chain optimization. For a services company, focus on project management, resource allocation, scalability (1). Speak their industry language. You may even create account-specific content – such as a mini audit or custom slide deck addressing how your solution would benefit them.
  
• Coordinate Multi-Channel Touchpoints: ABM is not a single campaign; it’s a multi-pronged assault (in a friendly way!). Use all relevant channels in a coordinated fashion: personalized emails, LinkedIn connection requests and messages, targeted ads (you can do IP-based or company-targeted ads so only people from that company see banners or LinkedIn Sponsored Posts), and even direct mail or gifts for top targets. The idea is that someone in that account starts seeing your brand/helpful content in various places – it builds familiarity and credibility. On average it takes 6–8 touches to get a meaningful meeting in B2B, but ABM touches are highly tailored, making each interaction count.
  
• Engage and Influence the Buying Committee: Within each account, identify the key personas (again CFO, CIO, etc.) and map out how you’ll reach each. Perhaps your SDR connects with mid-level managers to glean info and warm the account, while your VP of Sales tries to get a meeting with the CFO. Share insights across your team so that, for instance, if the CIO responded to an email about integration, your next call with the ops manager can reference “your IT team’s focus on integration,” showing a united front. When done well, ABM campaigns often result in shorter sales cycles and higher close rates compared to one-size-fits-all leads (1), because you’ve essentially pre-sold the account by addressing concerns upfront.
  

One caution: ABM takes time and effort. It’s not about instant lead volume; it’s a strategic pursuit. However, the leads it does generate are as “high-quality” as it gets – they’re the exact companies you want, engaged on a deep level. As a data point, companies employing ABM have reported significant improvements in deal size and ROI on marketing. For example, one survey noted that 85% of marketers who measure ROI describe ABM as delivering higher returns than any other marketing approach (1). Our own experience echoes this – when we at Martal execute ABM-style campaigns for clients, focusing on a shortlist of big fish, we consistently see better conversion and revenue outcomes than generic campaigns. It’s truly a “quality over quantity” play.

In summary, Account-Based Marketing is a game-changer for ERP lead generation. It aligns perfectly with selling to large enterprises or any scenario where the personal touch and relevance make the difference. By investing in ABM, you’re effectively paving the way for your sales team to have warmer, more receptive conversations with dream clients.

Step 6: Implement Multi-Channel Outbound Outreach (Cold Email, Calling & LinkedIn)

While inbound marketing and ABM set the stage, outbound prospecting remains a powerful way to generate ERP leads – especially when targeting a defined audience. Outbound outreach means proactively reaching out to potential customers via channels like email, phone, and LinkedIn, rather than waiting for them to find you. In 2025, the key is to do outbound smartly and strategically so that it’s personalized and value-driven, not spammy.

A multi-channel approach is proven to yield better results than any single channel alone. In fact, multi-channel campaigns achieve a 31% lower average cost per lead than single-channel efforts (6), and help you reach prospects in their preferred medium. Here’s how to orchestrate effective outbound:

Cold Email with Personalization: Email remains one of the most effective outbound channels for B2B – 78% of businesses use email as their primary lead gen channel (2). But the days of “spray and pray” mass emails are over (and likely to land you in spam). To generate ERP leads via cold email, focus on highly targeted, personalized messages. Use your ICP and research from earlier steps to craft emails that speak directly to the recipient’s context. For example, a cold email to a CFO might open with a relevant insight: “Hi [Name], I noticed [Company] is expanding its distribution centers – we’ve helped similar firms like [Client] reduce inventory costs 20% through better ERP visibility…”. Keep emails short, address a specific pain point, and include a clear call-to-action (e.g. suggesting a brief call or sharing a relevant resource). Also, warm up your sending domains and follow deliverability best practices (proper DNS settings, unsubscribe options, etc.) to avoid spam filters – without strategy, “cold outreach efforts are either ignored or banished to spam”, as Martal’s deliverability team likes to say. We often run sequences of 3-5 emails spaced out over a few weeks, each with a fresh angle or piece of value (not just “did you get my last email?”). Persistence combined with personalization is key.

Cold Calling 2.0: The phone call is far from dead – in fact, when targeting senior decision-makers, a well-timed call can cut through digital noise. Cold calling for ERP leads, however, requires a consultative approach. Your reps (or outsourced SDR team) should lead with insight, not a hard sell. Example opener: “Hi [Name], we’ve been working with several [industry] companies on streamlining their operations. I have a quick insight on how some are reducing backorders by 30% – is that a challenge you’re looking to solve?” The goal is to spark a conversation about their needs, not to pitch features immediately. It often takes many dials to connect, but those conversations can yield gold (information about their current system, upcoming projects, etc.). Notably, even in 2025, cold calling has around a 4.8% success rate (meaning % of calls that turn into meaningful engagement) (3) – which, while seemingly small, can be impactful if you’re calling highly qualified lead lists. Additionally, consider leveraging technology: Martal, for instance, uses an AI-driven platform analyzing 3,000+ intent signals to prioritize who to call and when. Integrating calling with your other channels (e.g., referencing an email you sent in the call, or following up calls with LinkedIn messages) creates a seamless experience for the prospect.

LinkedIn Outreach and Social Selling: LinkedIn is a goldmine for B2B lead gen – 89% of B2B marketers use LinkedIn for lead generation, and 62% say it produces effective sales leads (10). To generate ERP leads on LinkedIn, use a mix of direct outreach and content engagement. Direct outreach means sending connection requests and messages to prospects in your target accounts. Personalize connection notes (e.g., comment on a post they made or a company news). Once connected, avoid immediately pitching; instead, nurture by sharing valuable content or insights via LinkedIn messages. Separately, engage publicly: join industry groups, comment on posts from your prospects or about relevant ERP topics. Post content on your own profile about industry challenges and successes (not just product plugs). This positions you as a thought leader. We’ve seen that a sequence like: connect → engage with their content → then message referencing that context yields much better response rates than cold InMails. LinkedIn can also be combined with other touches – for example, if you email someone and they don’t reply, viewing their profile or liking their company’s post the next week can bring you to their attention in a more organic way. According to Oktopost, LinkedIn drives 80% of B2B social media leads (2), so it’s definitely the platform to focus on for social selling.

Orchestrating Multi-Channel Sequences: The real power is when you choreograph these channels together. For instance: Day 1, send a personalized email. Day 3, connect on LinkedIn referencing that email. Day 7, send an email follow-up. Day 10, attempt a call (and maybe leave a voicemail mentioning the email). Day 14, send a LinkedIn message with a piece of content (“Thought you might find this ERP checklist helpful”). This way, you’re not relying on one channel – if they ignore email, maybe they’ll respond on LinkedIn; if they don’t see LinkedIn, a call might grab them. Each touch reinforces the others. An omnichannel lead generation approach also prevents what Martal calls “channel fatigue” – not bombarding via one medium, but lightly touching across many. Our own omnichannel outreach campaigns have driven great results; in one case, Martal booked hundreds of meetings for a client by combining LinkedIn, email, and calls, reaching decision-makers across 50+ industries. Prospects often remark that our outreach felt everywhere – but in a helpful, personalized way.

One more note: Timing and frequency. Use intent data or engagement signals to prioritize who gets more attention. For example, if a prospect clicked a link in your email or engaged with your LinkedIn post, that’s a cue to follow up promptly (strike while the iron is hot). Conversely, if someone hasn’t opened any emails, perhaps try calling at a different time of day or interacting on LinkedIn before sending more emails. Keep your sequences persistent but respectful – typically 6-10 touches over a month is a reasonable balance. Always make it easy for the prospect to opt-out or schedule a later time if now isn’t good.

In summary, outbound outreach is alive and well for ERP lead gen, but it must be done in a targeted, multi-channel, and personalized manner. By meeting prospects where they are – in their inbox, on their phone, on LinkedIn – with consistent messaging tailored to their needs, you significantly improve your chances of turning cold contacts into warm ERP leads. And if this sounds like a lot of work… it is! But it’s exactly the kind of work that specialized ERP lead generation companies (like Martal and others) do every day on behalf of clients. If you lack the internal SDR muscle, outsourcing inside sales can keep your pipeline full (we’ll discuss outsourcing in Step 9). Before that, let’s look at a couple more pieces of the playbook: paid campaigns and conversion optimization.

Step 7: Accelerate Lead Generation with Paid Campaigns (PPC & Ads)

In addition to inbound and outbound tactics, paid advertising can play a strategic role in your ERP lead gen playbook – especially to generate leads quickly or target very specific searches. While content marketing is a long-term game, PPC (pay-per-click) campaigns on Google and ads on platforms like LinkedIn can deliver more immediate visibility among high-intent prospects. The key is to do it in a cost-effective way, given that ERP-related keywords and audiences can be pricey.

Google Search Ads: When prospects are actively searching for ERP solutions, a well-placed Google ad can capture that lead for you. Focus on high-intent keywords – those indicating the searcher is in a late stage of consideration. Examples: “ERP software for construction industry”, “Top ERP systems 2025”, “[Competitor ERP] alternative”, “ERP implementation partner in [Region]”. Avoid very broad terms like “ERP software” alone, which are not only expensive but often too generic (they might be researchers, students, etc.). According to industry data, 73% of U.S. advertisers with lead gen goals say Google search outperforms social in driving high-quality leads (12) – likely because search ads catch prospects at the moment of need. Craft your ad copy to mirror the keyword (e.g. if someone searches “NetSuite vs Dynamics cost”, an ad headline like “NetSuite vs Dynamics – Get a Cost Comparison Guide” directly matches their query). Then send them to a dedicated landing page that delivers what was promised – be it a comparison guide, a demo offer, etc. Quality Score matters for Google; higher relevance lowers your cost per click.

LinkedIn Ads: LinkedIn’s advertising allows extremely granular targeting by job title, company size, industry, etc. This is ideal to reach personas (say, all CFOs at 200+ employee manufacturing firms) with relevant content. LinkedIn Sponsored Content or Message Ads can promote, for example, a whitepaper or webinar specifically for that audience. The cost per lead on LinkedIn can be high, but the lead quality is often high too. Use compelling content offers to maximize conversions. For instance, sponsor a post like “Free ERP Modernization Webinar for Manufacturing CFOs – Save Your Spot” targeting the exact demographic. LinkedIn also offers Lead Gen Forms that auto-fill the user’s info, which can boost conversion rates since it removes friction. Just keep in mind content is key – B2B buyers on social need to see clear value.

Account-Based Ads: If you’re doing ABM (Step 5), consider account-targeting ads. Tools and platforms now let you upload a list of target companies or even specific individuals (via email list matching) and serve ads just to them. This is powerful for reinforcement – while your SDR is emailing them, an ad on their LinkedIn feed or a display ad on news sites subtly backs up your presence. These ads can carry messaging like “[Account Name]: Transform Your Operations with Our ERP – See How” for a personal touch (dynamically inserting account name if scale allows).

Budgets and ROI: Paid campaigns require careful budget management to ensure ROI. Set a cost-per-lead target based on your conversion rates and lifetime value. For example, if an ERP deal is worth $100k+ and you convert 1 in 10 marketing leads to a sale, paying $200 per lead could be acceptable (10*$200 = $2k cost per acquisition for a $100k sale – a good trade-off). However, if those leads are lower intent, you’d adjust. The average B2B lead costs $31–$60 (2) across industries, but ERP leads might skew higher. Track conversions from each campaign religiously – use UTM parameters and analytics to see which ads or keywords yield not just form fills but actual pipeline. Then double down on what works and cut what doesn’t.

Landing Page Optimization: Getting the click is only half the battle – ensure your landing pages are optimized to convert visitors into leads. A good landing page for an ERP offer should have: a clear headline matching the ad (“Learn How [Target Industry] Firms Boost ROI with ERP”), bullet points of what they’ll get, a form with as few fields as necessary (maybe 3-5 fields – name, work email, company, and one qualifier like “ERP project timeline” to gauge intent). Include trust signals on these pages: client logos, testimonial quotes, industry accolades. If you’re a lesser-known vendor competing against big brands in ads, these credibility elements are crucial. Also, remove distractions – no full website navigation (use a simplified header or none), so they focus on the call-to-action. An example best practice: use ad extensions in Google (sitelinks, callouts) to add info and increase CTR without extra cost, then follow through with a tight, relevant landing page that directly addresses the query.

Retargeting: Another paid tactic: retargeting ads to website visitors. If someone visited your ERP product page or pricing page and left, retarget them with display ads or LinkedIn ads showing a relevant message (“Still evaluating ERP? See what you missed…”). This keeps you top-of-mind. Given the long sales cycle, gentle reminders via retargeting can nurture leads who aren’t ready yet. Just set a frequency cap so it doesn’t become overbearing.

Used wisely, paid campaigns can accelerate your lead generation by capturing active buyers and boosting your overall reach. It’s like adding a bit of fuel to the fire you’ve built with content and outbound. We recommend using paid to complement, not replace, other efforts – for example, covering gaps (if SEO will take time to rank for certain keywords, run ads there in the interim) or scaling up volume when needed (e.g. promoting a big webinar to get more sign-ups). Keep an eye on cost per lead and downstream quality; it can vary, and you may need to optimize or pause campaigns that underperform. When executed well, though, PPC and social ads can deliver a steady stream of leads who are actively shopping for ERP solutions – just the folks you want to talk to.

Step 8: Optimize Your Website and Conversion Pathways

Driving traffic and engagement is great, but converting that interest into actual leads requires an optimized website and conversion funnel. Think of your website as the central hub of all your lead gen efforts – whether a prospect finds you via Google, an email, or a webinar, they’ll likely end up on your site to learn more or sign up for something. If your site isn’t optimized to capture leads, you’ll leak potential opportunities. In 2025, B2B buyers have high expectations for web experiences. Let’s ensure your site meets them and turns visitors into actionable leads.

Optimize Key Landing Pages: Identify the pages on your site that are most likely to be entry points or decision points for prospects. Common ones include: your homepage, ERP product/service pages, the “Pricing” or “Request Demo” page, and any high-traffic blog posts or resource pages. These pages should have clear calls-to-action (CTAs) and easy ways for visitors to raise their hand. For example, if someone is reading a case study about an ERP implementation, have a sidebar or end-of-article CTA like “Interested in similar results? Get a free assessment”. On product pages, include a demo request form or at least a prominent button linking to a contact form. It sounds basic, but you’d be surprised how many B2B sites bury their contact links or don’t prompt the visitor to take the next step.

Use Lead Capture Forms & Lead Magnets: One proven technique is to offer valuable resources in exchange for contact info. These are often called lead magnets. For an ERP audience, this could be things like a comprehensive ERP buyer’s guide PDF, a ROI calculator tool, a benchmark report (e.g. “2025 ERP Trends”), or a free 30-minute consultation. Offer these through forms on your site. For instance, a pop-up or banner might say “Download the Ultimate ERP Selection Checklist” and ask for name, email, company, etc. Make sure the content is genuinely useful and not just a brochure – the more value, the more people will trade their info. 84% of B2B marketers leverage on-site form submissions to convert leads (13),  showing how critical web forms are. But also note: keep forms as short as possible (each extra field can reduce conversions). You can always gather more info later in the sales call.

Test and Improve Conversion Rates (CRO): Engage in Conversion Rate Optimization practices on your site. This could involve A/B testing different headlines, button texts (“Get Pricing” vs “Request Demo” might yield different results), or layouts. Test offering different resources. For example, if a generic “Contact Us” isn’t getting clicks, experiment with a more enticing CTA like “Talk to an ERP Expert” or “Get a Personalized ERP Plan”. Tools like Google Optimize or more advanced CRO tools can help run experiments. Pay attention to user behavior via analytics: high bounce rates or drop-offs on key pages indicate something’s turning them off. Maybe the page is too slow (speed is crucial – many visitors will abandon if a page takes >3 seconds to load), or maybe the content is not matching what they expected when they clicked the link. Streamline your pages – clear value proposition, trust elements, and one primary CTA per page (don’t confuse with multiple competing offers).

Ensure Mobile-Friendly Experience: More and more B2B research happens on mobile devices, or at least initial discovery does. If an executive clicks your LinkedIn ad on their phone and your site isn’t mobile-optimized, that lead is as good as lost. Use responsive design and test forms on mobile. Check that any downloadable assets have mobile-friendly previews (or perhaps send to their email instead of immediate download, which also helps capture a verified email).

Live Chat or Chatbots: Consider adding an on-site live chat feature or AI chatbot that can engage visitors in real-time. For example, if someone is lingering on your ERP features page, a chat prompt can pop up: “Have any questions about how [Your ERP] could fit your business? Chat with us!” This can capture leads who are interested but not filling a form. Chatbots can qualify visitors by asking a few questions (“Are you looking for a new ERP system? What’s your timeframe?”) and then route hot leads to a live rep or schedule a meeting. Many buyers actually appreciate quick answers via chat. Just ensure you have coverage (or a good AI bot flow) so queries don’t go unanswered.

Customer Proof and Trust: We touched on trust signals earlier, but to reiterate – social proof can significantly improve conversion. Display relevant customer logos (especially if you have recognizable brands in the industries you target), quote testimonials or short case outcomes (“XYZ Corp reduced costs 15% with [Your Company]”). If you have awards or Gartner mentions, include those. Prospects want reassurance that you’re credible. One study indicated that over three-quarters of B2B buyers review at least 5 pieces of content (case studies, reviews, etc.) before making a decision (8) – so make such content easily accessible on your site. Perhaps have a “Customer Success” section or sprinkle mini-case studies throughout.

Navigation and Content Flow: Ensure your site’s navigation is intuitive. Create sections or hubs for key information: ERP features, solutions by industry, resources/insights, about us, etc. A confused mind won’t convert. Also, interlink your content pieces: if a blog talks about “improving inventory management”, link it to your ERP inventory module page or a case study on that. Guide visitors logically towards conversion points.

By optimizing your website and conversion paths, you maximize the return on all traffic you’re generating. It’s like fixing holes in a leaky bucket – there’s no point pouring more leads in (via SEO, ads, etc.) if most are slipping away. This step often yields some of the quickest wins in lead gen: small tweaks in wording or layout can boost your form fill rate substantially. For instance, Martal helped a client tweak their website messaging and saw the on-site demo requests jump by 30% in a quarter, simply because visitors more clearly understood the value and next step. Don’t neglect these “last mile” optimizations – they turn interest into tangible leads in your CRM.

Step 9: Leverage Intent Data and Lead Nurturing Sequences

Not all leads will be “sales-ready” the moment they enter your funnel. In fact, 59% of leads are still in the consideration stage and not yet ready to buy (3). That’s where lead nurturing and intent data come in. This step is about capturing subtle signals of buyer intent and nurturing early-stage prospects until they become high-quality ERP opportunities.

Intent Data for Prioritization: Intent data refers to information indicating that a company or individual is actively researching or showing interest in a topic (in this case, ERP solutions). This can come from third-party providers (like Bombora, 6sense, ZoomInfo Intent) which track spikes in content consumption on ERP topics, or from your own digital touchpoints (like multiple visits to your pricing page, repeated downloads). By leveraging intent data, you can identify which accounts are “warming up” in the market. For example, if a target account starts reading lots of ERP articles on tech sites, you’ll know they might be in an early buying stage. You can then proactively reach out or tailor content to them. Martal’s approach involves integrating real-time intent signals – e.g., monitoring which companies are searching for terms related to our clients’ solutions – so our outreach is timed when interest is peaking. Using intent data, you ensure your sales efforts focus on those most likely to convert soon, improving efficiency. It’s like having a cheat sheet to know who’s raising their hand quietly.

Lead Scoring: Implement a lead scoring model in your CRM or marketing automation. Assign points to various behaviors: visiting key webpages, downloading an eBook, opening multiple emails, job title fit, company size fit, etc. As leads engage more, their score increases. Work with sales to set a threshold at which a lead is considered “Sales Qualified” or worthy of direct follow-up. For instance, you might decide that any lead with a score above 50 (indicating multiple engagements and good fit) should be fast-tracked to a phone call. This prevents your sales team from chasing every download and focuses them on the most engaged prospects. It also alerts you to leads that might be slipping by – e.g., someone low in the funnel who hasn’t been contacted yet.

Email Nurturing Sequences: For those leads that aren’t ready to talk to sales yet, build email nurturing workflows to keep them engaged and educated. Say a mid-level IT manager downloads your ERP whitepaper – great, you have a lead, but they may just be researching. Instead of having a salesperson hound them (which could turn them off), put them in an automated email drip campaign that sends valuable content over time. For example: Email 1 (sent immediately or next day) thanks them for downloading and offers a case study relevant to their industry. Email 2 (a few days later) might share a blog post or video about a common pain point. Email 3 might be an invite to a webinar or an ROI calculator tool. Each email should have a soft CTA (like “If you’d like to discuss your specific challenges, we’re here to help”) but primarily give value. These sequences build trust and keep your brand top-of-mind, so that when the lead eventually has a real project or need, they think of you. Just don’t overdo it – a cadence of once every week or two is usually fine, and make sure each touch has something genuinely helpful. Statistics show nurtured leads make 47% larger purchases than non-nurtured leads, on average (3), likely because nurturing helps them see more value and align with the right solution (yours).

Personalization in Nurturing: Use what you know about the lead to tailor the nurture content. If you captured their industry, use dynamic content in emails to reference it (many marketing automation tools allow this). If they came in via a specific campaign, keep the theme. The more relevant the nurture, the higher the engagement. For instance, we run separate nurture tracks at Martal for leads interested in different services – an ERP-focused lead would get different content than, say, a cybersecurity solutions lead.

Retarget and Remarket: Beyond email, use retargeting ads and social touches as part of nurturing. If a lead in your database hasn’t responded to emails, perhaps they’ll see a LinkedIn post you promoted. Or invite them to follow your LinkedIn page for ongoing insights. Also, consider adding them to a custom audience for ads – they already know you (somewhat), so seeing an ad for your upcoming webinar might get them to re-engage.

When to Hand Off to Sales: The dance between marketing nurture and sales outreach is delicate. Use your scoring and perhaps sales development representatives (SDRs) to bridge the gap. For example, if a lead hits a certain score or exhibits a “hand raise” action (like clicking “Contact me” or repeatedly visiting the pricing page), that could trigger a personal outreach from an SDR: “Hi John, I noticed you’ve checked out a few of our resources on ERP ROI. I’d be happy to answer any questions or share insights specific to [their company].” This shows attentiveness and timeliness. Many modern buyers appreciate when a vendor reaches out with context (“oh, they noticed I was interested in this topic”) as long as it’s helpful, not pushy.

In short, Step 9 ensures no potential ERP lead is left behind. By monitoring intent signals and nurturing leads thoughtfully, you convert many “cold” names into warm, educated prospects ready for a sales conversation. It’s about patience and persistence – remember, an ERP buying cycle is long. Nurturing is how you accompany the buyer through that journey, so that when the internal discussion at their company turns serious, your company is already seen as a knowledgeable partner. This approach also maximizes ROI: instead of dumping leads that weren’t ready, you cultivate them until they blossom.

Step 10: Align Sales & Marketing and Continuously Refine Your Approach

The final step in our playbook is about people and process: ensuring your sales and marketing teams work in tandem, and that you’re continuously learning and improving your lead generation efforts. Generating ERP leads isn’t a one-time project – it’s an ongoing, iterative process that can always be fine-tuned for better results.

Sales-Marketing Alignment: We cannot overstate the importance of sales and marketing being on the same page (often called “smarketing”). Lead generation is only as good as the follow-up and conversion that happens after. If marketing is bringing in leads that sales deems “junk,” or sales isn’t following up on good leads promptly, you have a problem. Regularly sync up on definitions (What is a Marketing Qualified Lead vs. Sales Qualified Lead? At what point does sales accept the lead?), lead feedback, and pipeline status. Perhaps institute a weekly or biweekly stand-up meeting to discuss lead quality and progress. Share insights: marketing can tell sales which content a lead engaged with; sales can tell marketing which pain points they hear most on calls (great fodder for new content). When this alignment is tight, companies see 36% higher customer retention and 38% higher sales win rates (14) – a significant boost. In ERP deals, where trust and consultative selling are crucial, having a seamless experience from first marketing touch to sales close gives you an edge over competitors who might be siloed.

Use Data & Analytics for Continuous Improvement: Every quarter (if not more often), review your lead gen metrics against targets. Which channels are yielding the most leads? Which are yielding the best leads (perhaps lower volume but higher close rate)? Maybe your SEO efforts are bringing a ton of traffic but few qualified leads – why is that? (Do you need more targeted content, or is it attracting the wrong audience?) Or maybe your LinkedIn Ads are expensive per lead, but those leads all turn into pipeline – then it might be worth scaling that up. Dive into the funnel: from lead to MQL to SQL to closed deal, and identify drop-off points. If many leads stall at the demo stage, perhaps the quality needs improvement or sales needs better enablement for demos. If certain campaigns (like that webinar you did) produced lots of leads but none closed, examine if it attracted more tire-kickers and how to adjust messaging next time. In 2025, we have a wealth of tools – from CRM dashboards to marketing attribution software – use them to glean insights and guide decisions.

Stay Agile with Market Changes: The B2B buying environment evolves – new platforms rise (who predicted a few years ago that AI chat would be a consideration?), industries face new challenges (e.g. supply chain disruption became a hot topic in recent times). Keep an ear to the ground on your target industries. Perhaps a new regulation or trend will create urgency for ERP upgrades (like stricter data privacy rules forcing better system controls – a messaging angle you can use). Be ready to adjust your campaigns and content to what’s resonating now. This might mean refreshing your SEO keywords annually, adding a new case study addressing a timely issue, or testing out emerging channels (is there a niche forum or community your buyers frequent? Could you sponsor it or contribute content there?).

Test New Ideas, but Double Down on What Works: Always allocate some portion of your effort to experimenting. Maybe test a new outbound tool that uses video messaging, or try an account-based direct mail campaign (sending a physical booklet to top accounts). See if attending certain virtual events or conferences yields leads. These tests can uncover a goldmine or prove not worthwhile – either way you gain knowledge. On the flip side, when you find something that clearly works (say, webinars in a particular format, or a certain email sequence that converts many SQLs), standardize and scale it. Create playbooks that your team (or an outsourced partner) can repeat.

Feedback Loop with Customers: Once leads become customers, don’t stop learning. Interview recent customers (or have product marketing do so) to ask: What was the buying process like? What information did you wish you had? Why did you choose us over others? These insights can refine your marketing messages for future leads. For example, if you learn that many customers also considered a competitor but found your implementation timeline faster, you’d want to highlight “quicker implementation” in your content for prospects. Or if they consistently mention they needed internal buy-in, perhaps create a “CFO’s guide to justifying ERP investment” that your champions can use internally (and thereby move the sale along).

Scaling with the Right Resources: As you refine and find what works, consider scale. This might mean investing in tools (maybe a better CRM, or a content experience platform for ABM), hiring additional staff (another content writer, or more SDRs as lead volume grows), or partnering with lead generation experts to augment your efforts. This brings us to a crucial consideration – knowing when to get external help.

When to Consider ERP Lead Generation Companies

Generating high-quality ERP leads is resource-intensive. If your team is stretched thin or you need to accelerate results, partnering with an ERP lead generation company can be a smart move. These firms (Martal Group included) specialize in doing much of what we’ve outlined: from sourcing targeted contact data to running outbound campaigns, setting appointments, and nurturing leads – effectively acting as an extension of your sales and marketing. As one industry source explains, ERP lead generation companies can streamline the process of identifying and nurturing potential clients for ERP solutions by employing systematic outreach and even booking meetings on your behalf (9). They bring expertise, tools, and manpower that might take significant time for you to build internally.

Here are a few scenarios where outsourcing lead generation or using a lead gen service makes sense:

• Lack of In-House Bandwidth or Expertise: Maybe you don’t have a dedicated SDR team, or your marketing team is primarily focused on product marketing rather than demand gen. A lead gen partner can fill that gap so your salespeople get qualified leads without having to cold prospect themselves. As Martal often says to clients, “you don’t have to be a lead generation expert to grow your business – we’ll handle the B2B prospecting so your team can focus on closing deals”.
  
• Need for Faster Scale: If you’re entering a new market or have aggressive growth targets (e.g. after getting funding), you may need to ramp up outreach fast. Hiring and training a team could take months, whereas a demand generation agency has a ready-made team. Martal’s model of providing “Sales Executives on Demand” is exactly for this purpose – to let companies scale their pipeline quickly without scaling staff. Our clients have leveraged this to hit the ground running in new regions or verticals.
  
• Access to Data and Technology: Lead gen companies often have subscriptions to premium data sources, intent platforms, email deliverability tech, and such. They also have refined processes (A/B-tested cadences, cold call scripts, etc.). For example, our team uses a proprietary AI platform combined with human touch, analyzing thousands of signals to optimize outreach timing. This kind of setup might be costly for one company to assemble on their own.
  
• Desire for Qualified Meetings, Not Just Names: A good lead gen partner will not just hand over a list of “leads” and wish you luck; they will typically qualify and book meetings. They qualify leads so you only spend time with sales-ready leads (7). This can dramatically improve your sales productivity. One client case: Martal’s appointment setting service consistently filled their sales reps’ calendars with 10–15 qualified meetings per month, effectively doubling their opportunities versus before (citation from our case studies).
  
• Cost Considerations: Outsourcing can be cost-efficient relative to hiring full-time staff, especially if you only need, say, part-time effort or want to pilot in one market. Many agencies offer flexible contracts or pilot campaigns (Martal offers a 3-month pilot, for instance, to prove ROI).
  

When choosing a partner, do your diligence. Ensure they understand the ERP space (complex B2B sales are a different beast than, say, simple SaaS or B2C leads). Look at their track record – have they worked with similar clients or target industries? Discuss what quality means (What is their process for qualifying leads? Can you listen to call recordings or review email copy?). Also be wary of any that promise the moon or rely solely on one channel (e.g. just telemarketing without digital support – a modern approach should be multi-channel).

Working with an ERP lead generation company should feel like a seamless extension of your team. They bring strategic guidance as well. For instance, Martal doesn’t only execute campaigns; we also help refine messaging and target profiles using our broad experience across 50+ industries. We’ve learned what resonates in different sectors (education vs. manufacturing vs. tech) and can quickly pivot campaigns if something’s not hitting the mark. This kind of cross-industry insight is a hidden benefit of using an experienced sales agency.

Of course, outsourcing isn’t an all-or-nothing choice. You might outsource a portion of activities (like top-of-funnel outreach) while keeping later-stage nurture and closing in-house. Or use an agency to jump-start things for 6-12 months while building your own team in parallel.

In conclusion, whether you generate ERP leads internally or with outside help, the principles in this playbook remain the same. It’s about having a strategic foundation, executing consistently across channels, and constantly sharpening the saw through data and feedback. By following these steps – from ICP definition through to continuous refinement – you can build a high-performing ERP lead generation engine that drives predictable growth.

Now, as we wrap up, let’s distill some of the frequently asked questions and key takeaways for quick reference.

Final Thoughts on ERP Lead Generation

Generating high-quality ERP leads in 2025 requires a strategic blend of marketing savvy, sales alignment, and persistence. We’ve outlined a comprehensive playbook – from defining your ideal targets and creating compelling content, to reaching out across multiple channels and nurturing relationships over the long sales cycle. By following these steps, you’ll build a robust pipeline of ERP opportunities that can drive substantial revenue growth.

Remember, success won’t happen overnight, but with consistent execution and optimization, the results will come. Whether you implement these tactics in-house or partner with experts, the key is to remain data-driven and customer-centric at every turn. Educate and genuinely help your prospects, and you will earn their consideration – and ultimately, their business.

Finally, don’t go it alone. If you’re looking to accelerate your ERP lead generation or need a proven team to supplement your efforts, we at Martal Group are here to help. With over a decade of experience in B2B lead gen and sales outsourcing, we’ve helped tech companies (including ERP providers) fill their pipelines with qualified leads through targeted outbound campaigns, inbound optimization, and everything in between. We can act as your fractional SDR team, handling cold calling, cold emailing, LinkedIn outreach, appointment setting, and even training your internal team on best practices. Our data-driven approach and omnichannel outreach have enabled clients to ramp up sales 3× faster while reducing costs by up to 65% – results we’re proud of and ready to deliver for you.

Take the Next Step: If you’re ready to supercharge your ERP lead generation, let’s chat. We’ll assess your current strategy, share insights from our successful campaigns, and show how Martal’s outsourced sales services can plug into your process to drive immediate pipeline impact. In the complex world of ERP sales, you don’t have to do it all on your own – partner with experts who do this every day. Get in touch with us to learn how we can help your sales team’s calendar stay booked with high-quality ERP prospect meetings, so you can focus on what you do best: delivering great ERP solutions and closing deals.

References

1. SmithDigital
2. Blogging Wizard
3. Digital Silk
4. Corporate Visions
5. DemandGen Report
6. Sopro
7. YourShortlist
8. DemandSage
9. SaveMyLeads
10. HubSpot
11. Marketo
12. GoogleAds
13. DemandSage Lead Generation Statistics
14. Zoominfo