ERP Software – Not All Customers Need To Know You’re Expanding

Posted on July 28, 2012 by

Expansion occurs in different forms but it’s always seen as a good sign. Setting up a factory could mean that you’ve increased production. Developing new features for your ERP software can be a mark of innovation. Even just an increase in business size (and profits) looks promising enough. In any case, they all indicate one thing: growth.

It’s natural to see that business growth is a mark of success. Your ERP software business is making more and more money as you serve more and more businesses. Why wouldn’t you celebrate it?

However, your current customers may not always be willing to ‘share’ in the celebration.

What does this mean? Well, you know those moments where you try to tell them that you’ve successfully expanded in any of the different ways mentioned above?

Here’s the bad news: they don’t always care about that.

You might think that putting up a new factory or office somewhere might mean something to you. The doesn’t mean the same thing to your prospect if the location isn’t all that relevant.

You might think that adding new features or developing specialized versions of enterprise solutions might improve the overall quality of your business. On the other hand, your clients might wonder how that matters if none of those features cater to any need they have at the moment.

You might think having more employees and more profits is something everyone needs to know. But the truth is, they’ll only care if an increase in employees includes a bigger and better customer service department.

So, why do you need to be aware of this?

You have to be if announcing these successful expansions is your way of getting your foot in the door and testing to see which among your current clients can make for new software leads. While making leads out of your current (or even past) clients is a classical marketing strategy, it’s still prone to some of the same mistakes businesses make when approaching entirely new prospects.

The key to avoiding these mistakes is to see things from the prospect’s perspective. If you want some ideas, go back to the different ways you can expand your business and see why marketing them may not matter to particular clients.

More Production? – Recall the reasons why you chose to increase production. Can any of these give your clients an advantage of their own? For example, will it lower costs? Does the actual location enable you to reach out to businesses nearby?
New Features? – Do these features address the needs of your client? What drove the innovations in the first place? If you did a survey which indicated the demand for these features, maybe you should start with the clients who participated in it instead of all of them at once.
Bigger Business? – More likely, only your stakeholders and investors will care about this more compared to your customers. Then again, this is ERP. Maybe some (if not all) your customers can be considered stakeholders as well. But like all stakeholders, you need to tell them how it directly affects their own business.

In summary, expansion is good but it’s also good by itself. You don’t necessarily have to announce it to the whole world. Maybe you just need to limit the announcements to those who also think such expansions help their own business and can see the reason to celebrate.

Turn Current ERP Clients Into Cloud Computing Leads (But Only If They’re Ready!)

Posted on July 27, 2012 by

As you may have heard, many big-names in the tech world are slowly making their way into the cloud and foreshadowing heavy competition. Like some of them however, you may have already felt the change in the winds and have started to lift up a version of your previous, on-premise system into the cloud. Now all you need is to start generating cloud computing leads.

But wait, since this is a new market and the competition is just starting to come in, new challenges are bound to surface. Finding new leads might be hard because companies are still trying to familiarize with not only the benefits but also the risks that come with using cloud-based software for their business processes. As a new cloud-based provider yourself, you need to be careful about approaching those who are still using on-premise systems. While it does sound like the cloud can give you an edge over competitors who still market those systems, they might be hesitant if you just appear out of the blue.

On the other hand, you might just have a better chance if you start turning your own clients first into cloud computing leads. You’ve already developed a cloud-based version of your software. Now it’s time you took your current client’s software into the cloud too.

Make no mistake, this doesn’t mean they’re not ready either. You still have to be careful. Still, the advantage is they’re already clients. They won’t be as surprised when you approach them. All you need to do is to ask yourself the following questions before approaching them.

How satisfied are they with your software?- Obviously, if even your traditional, on-premise system isn’t serving them as well as both of you had hoped, then how will the cloud be any better? Careful now, that question can become a double-edged sword. Maybe your cloud is better or maybe they’d first have their on-premise system improved in the same way you improved things in the cloud before considering it. Either way, you need to make sure your enterprise software solution is at least satisfactory.
How have you handled complaints and inquiries so far? - In other words, how good is your customer service? This is an age-old question but so is the relationship between marketing and customer relations. If you’re not there to help your customers during times of need, then how will shifting to the cloud give you more reason to do better?
Do they like your software but also wish it cost less? – A popular selling point among cloud-computing marketers is low costs. It may not always be the main concern but in this case, this would be a good time to say that your cloud-based software has the cost advantage over your previous products.
Are they looking to shift more responsibility to the cloud? – Another advantage of the cloud is having to devote fewer resources to technical maintenance. That responsibility will be shifted to you, the provider. However, not all businesses are willing to turn over that responsibility (even your current clients). Major (and tricky) issues like compliance are just some of the reasons. Properly using ERP software can be a hassle for both the vendor and the client but there are times when the latter likes to learn instead of giving up responsibility.

All these questions can be answered if you know how to gather information that indicates that your clients are ready. For a start, you can outsource telemarketing to do a quick survey or improve your customer service to acquire more information.

Going Social – Another Trend For ERP Software

Posted on July 24, 2012 by

When Microsoft acquired Yammer about a month ago, it’s easy to see that going social is going to be the next step for enterprise software. As stated by Yammer’s CEO David Sacks:

“When Adam Pisoni and I started Yammer, we set out to do something big. When most people thought social networking was for kids, we had a vision for how it could change the way we work. Four years ago, we started paddling out to catch the wave that we’re riding today.

With the backing of Microsoft, our aim is to massively accelerate our vision to change the way work gets done with software that is built for the enterprise and loved by users.”

Now spotting trends is part of what marketing does and, to an extent, it’s supposed to shape the finer details of software lead generation. It’s only common sense to say that if you know what new innovations are dominating the market, then you’ll know which direction to take your B2B software firm and promote the appropriate technology.

In this case, social enterprise is one such trend and if you want further confirmation, Tony Byrne from InformationWeek has this to say about the actual necessity of making enterprise software more social.

“In other words, your colleagues are creating records while they engage, and seeking to engage while they manage formal documents and participate in structured processes. Ditto for your interactions with customers and other partners beyond your firewall.”

This also points to an even greater trend that’s set around configuring technology to enable social engagement. No doubt one can see the influence of social media sites when they spawned the popularity of social media marketing. This kind of marketing however demands engagement with customers (whether they’re B2B or B2C).

However, perhaps Byrne’s most driving point is the reality of engagement as a need in many business endeavors. There is now a need to integrate social interactions with the main processes of enterprise management. In the same way, marketing is now in need of a similar integration via social media.

Setting that aside, if you’ve engaged in social media marketing, then you may have already seen this coming. Adding a social aspect is a trend that’s beginning to encompass various forms of today’s technology (from the consumer level all the way up to the enterprise level). What should be noted however is that social engagement isn’t necessarily limited to digital channels. The main value of this engagement is still the enriching exchange of information. You can accomplish this even through more traditional channels of communication (whether it’s a face-to-face meeting with all your colleagues or using telemarketing services to engage customers with actual phone conversations).

In conclusion, going social is a trend that’s not just another trend for ERP but a trend that’s driven by more underlying principles. It’s driven by the need for humans to add a social element in many activities (be it in marketing or enterprise management). Use this trend to mold not just the way your software will drive engagement but the way you drive your business to similar engagement with your customers.

ERP Software – Cloud Computing Currently Ahead

Posted on July 21, 2012 by

B2B Lead Generation It seems that despite the past disasters that have compromised the cloud, this new industry is still leaving its mark on the competition. In this article from Network World, statistics show that an increased spending in favor of the cloud is outrunning spending on IT overall:

“Cloud computing is expected to grow 19% in 2012, becoming a $109 billion industry compared to a $91 billion market last year. By 2016, it’s expected to be a $207 billion industry, according to Anderson’s latest findings. That compares to the 3% growth expected in the overall global IT market. While it’s true that the $109 billion cloud market represents just a 3% chunk of the overall $3.6 trillion spent on IT globally, Anderson says it’s still responsible, in part, for a slowdown in growth for traditional on-premise hardware and software sales. ”

Now whether you’re offering a cloud-based version of your enterprise software solution or are still banking your sales on continued on-premise delivery model, this recent update should give everyone a reason to speed up their lead generation services.

Cloud-based Software

This increase in spending is an indication that the market is growing more promising for cloud-based software services. Regardless, you shouldn’t turn a blind eye to the challenges that are currently being faced by cloud-based software companies. Aside from the vulnerability of the infrastructure (due to storms and power outages), an even bigger threat is cyber crime. Given that there are major breaches even for web giants like Yahoo!, hackers and online criminals remain a popular cause of hesitation among software prospects. Be prepared to inform your clients (as well as potential clients) about the current status of your cloud-based system. Set appointments or use outsourced telemarketing to send out advisories that will recommend courses of action they can take in case of downtime or serious breaches in security. The market might have more potential in yielding cloud computing leads but don’t underestimate the opposition.

On-premise Software

All is not lost. While cloud-based software is gaining, the report also indicates that it’s merely 3% of total spending on IT. However, you shouldn’t waste any more time. You can either start developing cloud-based alternatives to your own software or you could also use the challenges as a basis to develop entirely new solutions (e.g. like a means to back up data lost on the cloud or additional security features). You still have a chance to catch up. Stay in tune for any updates on the cloud computing industry and use the information gained for your lead generation and marketing campaigns.

Either way, it’s clear that cloud computing is driving a change in the IT industry. As far as marketing is concerned at least, this is something everyone should have a stake in. As a matter of fact, despite how promising the market is for cloud-based companies, they still have to compete with each other. Furthermore, on-premise software companies are either shifting to the cloud themselves or are looking to cover for the current vulnerabilities in the cloud. The race is still on and change like this can only mean more reason for everyone to keep up!

How To Integrate Telemarketing With Other B2B Lead Generation Methods – #2 Website

Posted on June 14, 2012 by

Software Lead Generation

In the world of telemarketing, there will always be the occasional clash with online marketing advocates. No doubt the developments in IT and communications have really broadened the capacity of businesses to engage their market. However, trying to pit the old against the new is to set yourself up for false dilemmas and narrow your perspective. Aside from the usual debates of email marketing versus telemarketing, you also have those who say website marketing is a better, newer, and less disruptive approach.

Below is list of common reasons (with one particularly exclusive to B2B software):

It’s inbound-oriented – The reason why it’s not disruptive is that you’re using the internet to broadcast your company’s image, gain massive exposure, and attract potential clients to your business instead of your people going into their inboxes or telephones.
Being searched already marks interest – A site that is well-optimized with the right use of keywords will show up when people search. And when people search, it means that they’re really in the market for your product. That alone already indicates a good chance that they’ll take interest in your ERP software.
Websites work well with online-based services – This applies really well to those who have decided to offer B2B software systems in the cloud. The very nature of your service automatically demands that your site has a strong online presence.
It’s offers a clearer way to educate your audience – Online content is supposed to be informative. And thus, a business site obviously must inform your client on the basics of what you’re offering.

There’s no doubt that those are some impressive advantages over telemarketing. The latter has long been decried as disruptive, persistent, and conversations can be too short to be as informative. On the other hand, website marketing is not without weaknesses either (with these same weaknesses stemming directly from their strengths). Like all inbound-type approaches, there’s always a danger of inactivity when there’s not a lot of people giving your site attention. The task of SEO is also not without its own challenges because your site is just one of the hundreds of others out there competing for search engine rankings. Some people would also prefer just talking to you directly than interacting with a website (even if you are an online service). Furthermore, interacting with a website itself can waste your prospect’s precious time. A decision maker has more important things that they’d rather do than read pages upon pages of content.

Just like email though, telemarketing can be used together with websites to overcome those obstacles. Phone calls may be too short but it can help in calling the attention of your prospects to your website when SEO is not working too well. Opening yourself to phone inquires allows you to be flexible towards the many possible preferences your incoming prospects might have. Finally, websites need not bombard the prospect with too much information but giving them the option to call allows that call to give them that information at their own pace. In the end, it might even set you up for successful appointment setting. Again, software lead generation need not be limited to just one approach. Improve both methods by integrating them together!

How To Integrate Telemarketing With Other B2B Lead Generation Methods – #1: E-mail

Posted on June 7, 2012 by

B2B Lead Generation

With so many new means of communication, you can’t possible think that only one is needed to successfully connect (and stay connected) with clients. Today, more B2B marketing professionals are starting to see that relying on a single medium for contacting prospects is inconvenient and counterproductive to the whole process. The best solution is no longer based on rejection but integration. What methods can you use besides the one you just tried?

But before that, you’re probably wondering: why is it so counterproductive? Many people are often in favor of one method over another. In fact, lead generation companies have a natural tendency to defend the method with which they use to serve their own clients. Who is to be believed?

The problem is just that. They’re not comfortable discussing the shortcomings of their methods. You can be a direct mail, email, or even telemarketing company and still this would be something you all would have in common. There are flaws to each, singular approach but instead of thinking outside the box, they resort to defensiveness and business apologetics.

Speaking of which, consider telemarketing as the main example because it’s one of the oldest yet still common means of contacting business owners and decision makers. However, it’s not without its limitations. Gatekeepers pose as one of the major obstacles to telemarketers. It takes a lot of skill and preparation to know the right words that will convince them to let you through. If not gatekeepers, voice mail also poses as a problem because that too is being monitored (be it by the decision makers or one of their secretaries).

Now there’s another method which has been gaining increasing support ever since the internet has begun impacting the way businesses engage with their market: email.

Granted, there have been signs indicating the email isn’t all that new anymore either. Regardless, it’s the type of message that’s more likely to bypass the gatekeeper. It’s fast too and you don’t have to wait too long with the handset to your ear before hanging up (or rehearsing a message to leave in voice mail). You’re just leaving the message directly at their online doorstep. If the prospect replies, there can be plenty of room for a very detailed discussion.

And yet, just like telemarketing, it has its own flaws. Where telemarketers have gatekeepers, email marketers have spam filters. And even in the event that you managed to bypass it, you have to be careful with how you word everything from the subject line to the content. When you think about it, that’s hardly any different from rehearsing a script to make it not sound like a sales pitch.

At this point, this is where you should consider integration. Combine the two methods so that you can bypass both their obstacles. In the following, you will find several ways this can be done:

You can send an email to announce the call. Even if the message wasn’t read, you can tell the gatekeeper about it. If it was sent successfully, you have a really high chance of being let through.
If you’re not really eager to disturb, simply make the call first and tell them you’ll send an email later. Just to be safe, you might want to give this message directly to the decision maker.
When a prospect responds, there’s also the wise option of asking them how they’d like to continue. Decision makers are still people too and they have preferences on how they’d like to communicate.

Types of Information For Software Sales Leads – Type #4: Budget

Posted on May 21, 2012 by

Appointment Setting

Everyone knows that finding out the needs of a potential client is critical because that information will help in the attempt to make a sale. However, another piece you need to find is the budget of the company you’re targeting.

Sure, you’ve made contact, figured out how to serve them in the context of their industry, and more importantly, learned about their needs and how you can serve them. Sadly, if they can’t afford that service, what would be the point?

Some would say that a budget is simply another extension of a potential clients needs. However, you need to know exactly how such a thing translates into those needs so that you can adjust your qualification process accordingly.

First, a budget denotes time, time needed to make it bigger so that they can afford.
Secondly, the time needed also implies timing. Your follow-ups must be timed accordingly or else you either risk giving competitors the opportunity or rushing the prospect
Thirdly, budget naturally affects the disposition of a potential client to do business with you.

As you may have noticed, these all revolve around both needs regarding time and money. However, what’s interesting is that these needs are all reflected once you know a company’s budget. There’s also the fact that ERP software is expensive so you can’t just expect clients rushing in and crowding around you for it. In fact, the implementation project itself requires its own share of time at the very least. You can even say it’s a culmination of their needs because time and money are major factors in all business decisions. As such, it’s another type of information all on its own and you need to put it on your list on what you need to know like everything else.

Types Of Information For Software Sales Leads – Type #3: Needs

Posted on May 18, 2012 by

ERP Leads

All right you’ve obtained some contact information about a business, checked out what kind of industry they’re in, and now preparing yourself to contact them. At this stage, you might already be preparing to send an email with an impressive template or readying a very convincing telemarketing script.

However, you might want to step back because chances are, you’re assuming a sale a little too soon. There’s still something you need to know.

The good news is you can still push through with contacting the prospect even if you don’t know what that is. That being the needs of the business you’re calling.

ERP software deals covers a lot of departments. As such, you have so many features and so many solutions to many problems but guess what? Not all companies have the same problems (or even set of problems). Whether you’re already calling/emailing or formulating the words to say/write, you need to find out these needs.

If you’re planning on doing it beforehand, try researching more in-depth. Do they have news about them on their own website? Can you look them up on LinkedIn? Have they made postings and requests somewhere where they’re looking for a software solution.

Now if you’re already contacting them, don’t try to sell your product right away. Instead, use your first contact as a means to ask about any problems they might have, introduce your business, and simply ask up front if they have had any problems (sometimes they don’t even know how to check).

Decision makers don’t want to be sold to. They’d rather want to be helped and the only way you can do that is by finding out what they need help with.

Types Of Information For Software Sales Leads – Type #1: Contact Details

Posted on May 16, 2012 by

B2B leads

ERP software is a product that not only handles vast amounts of information, it also requires vast amounts of information in order to market and generate leads for. Companies who supply these systems need various types throughout all stages of the lead generation and appointment setting process.

Now there are various methods that even a small company can start with and some go as far as to integrate several more together in the long run. Some companies prefer to make outbound calls or emails. Others prefer to attract those same inquiries inbound via a website. However, none of these approaches can even start without something basic.

That something is contact information. No matter how you get it, it’s obvious that communication cannot start if you don’t even know who to call. When you’re targeting businesses, do remember that you’re targeting organizations. There’s more than one person involved but you need to contact the ones who are relevant and can speak for the company regarding your product.

Of course, this doesn’t eliminate the possibility of needing other parties to have their say. Still, that’s why you’re targeting the one who is most relevant because they will be your connection to those people so chances are, what they say will be relayed (and vice-versa). This all means nothing though if you don’t know who that person is and how to contact them. It doesn’t matter if you outsourced a company to get it and contact them for you, bought a list from an online database, or even just manually scoured a directory for a few hours. You can’t start without basic contact information.

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