The ERP market is evolving quickly, shaped by a more informed, digital-first buyer. Traditional outbound tactics like cold calls and trade shows no longer meet the expectations of prospects who prefer to research solutions online.
Gartner reports that 77% of B2B buyers found their last purchase complex, often due to overwhelming choices and unclear vendor messaging. ERP resellers and ERP vendors using outdated methods risk missing the chance to influence buyers early.
Inbound marketing offers a smarter approach. Through SEO, content marketing, and CRM integration, ERP resellers can generate high-quality leads, accelerate sales cycles, and differentiate themselves in an increasingly saturated market. Read on to explore inbound strategies that align with how today’s buyers research, evaluate, and choose ERP systems.
ERP resellers today face a dramatically different market shaped by the growth of cloud-based ERP systems, SaaS platforms, and hybrid deployment models. Selling enterprise resource planning solutions now requires not only technical knowledge but also the ability to meet buyers online with content that speaks directly to their business needs.
ERP software sales have grown more complex as modern buyers now conduct most of their research independently across social media platforms, search engines, and peer reviews. Whether they're evaluating cloud-based ERP systems or planning to implement an on-premise ERP solution, decision-makers want relevant information long before engaging with a vendor.
This shift means ERP resellers must engage earlier in the buying journey using inbound marketing strategies that offer value and context. Buyers today respond better to marketing solutions that help them understand how ERP systems address issues like inventory management, CRM integration, and resistance to change.
Traditional marketing methods like trade shows and print ads once played a central role in ERP software sales, but these approaches now deliver diminishing returns. They often fail to reach small and medium-sized businesses or enterprise buyers, where they spend their time online.
Without strong visibility across digital channels, ERP resellers are missing out on high-intent prospects actively seeking solutions. In a competitive software market, relying solely on outbound marketing risks falling behind competitors who provide accessible, educational content tailored to specific industries and use cases.
Inbound marketing fits the way modern ERP buyers move through the sales process. Instead of pushing products into the market, it attracts quality leads by answering questions, addressing pain points, and building trust.
Modern buyers expect a seamless mix of digital self-service, remote engagement, and in-person support. According to McKinsey's B2B Decision-Making Report, B2B buyers now use up to ten channels in their journey (double from five years ago), and many will switch vendors if those expectations aren’t met. Inbound marketing aligns with this shift, delivering value where and when buyers need it.
For ERP resellers looking to modernize their marketing approach, expert support can make all the difference. SmithDigital's inbound marketing services help ERP companies build effective strategies that attract qualified leads and shorten complex sales cycles.
Outbound marketing typically interrupts buyers who aren’t actively searching for ERP solutions. It relies on cold outreach without regard for timing or buyer intent, often resulting in wasted effort and unqualified leads.
Inbound marketing meets prospects during the buying process, delivering relevant digital marketing content at key decision points. Whether the topic is ERP implementation, hybrid ERP deployment, or evaluating software licenses and hardware, inbound supports buyers by understanding the problems they face.
Here’s a side-by-side view comparing inbound and outbound marketing for ERP resellers:
| Criteria | Inbound Marketing | Outbound Marketing |
|---|---|---|
| Buyer Intent | Engages active buyers | Reaches mostly passive audiences |
| Timing | Aligned with the buying process | Often poorly timed |
| Cost Efficiency | Lower cost per lead | Higher cost per lead |
| Lead Quality | Warm, highly targeted | Cold, often unqualified |
| Types of Content Used | Blogs, SEO, webinars, guides | Cold emails, trade shows, print ads |
| Focus | Answering their questions and educating | Promoting software or hardware |
| Measurement | Easily tracked through analytics | Harder to measure direct ROI |
Inbound attracts leads actively searching for the right ERP solution, which improves targeting from the start. Utilizing SEO to address search queries like “best hybrid ERP for manufacturers” enables ERP companies to connect with prospects who are already in the decision-making phase.
With CRM integration and automation, resellers can track behavior, tailor follow-ups, and guide leads more effectively through the sales funnel. Since ERP implementation is typically a lengthy, high-investment process, ongoing nurturing through digital marketing ensures prospects remain engaged and informed.
Inbound marketing is most effective when ERP resellers employ a combination of tactics that support how buyers research, evaluate, and select the right ERP. Content marketing, SEO, email automation, and CRM integration aren’t isolated efforts—they function together to move leads through the sales pipeline with greater efficiency and optimization.
This integrated approach allows ERP companies to align their sales and marketing efforts while adapting to buyer behavior in real time. When properly executed, these strategies help resellers generate quality leads, improve conversion rates, and build scalable, predictable growth while strengthening the customer relationship.
Content marketing simplifies ERP decisions by addressing buyer concerns related to cost, adaptability, customization, licensing, and hardware requirements. Whether through comparison guides, implementation checklists, or industry-specific use cases, strong informative content builds trust and reduces friction in the buying process. Effective marketing in the ERP space means tackling tough questions:
By addressing these topics head-on, ERP resellers help buyers navigate complex decisions and build brand trust. Over time, this trust translates into higher engagement and more closed deals.
SEO, or search engine optimization, is essential for ensuring that your ERP content appears when potential buyers are actively searching for solutions. By targeting long-tail keywords such as “best ERP for inventory tracking” or “hybrid ERP for manufacturers,” resellers can connect with high-intent prospects early in the buying process.
Beyond keywords, SEO encompasses technical elements such as mobile responsiveness, page load speed, and site architecture—all of which impact search rankings and user experience. With strong SEO practices in place, ERP resellers can build lasting visibility, drive consistent organic traffic, and support long-term lead generation at scale.
Email campaigns keep potential buyers engaged after their initial interaction, often delivering content aligned with their stage in the sales process. With marketing automation, resellers can customize messaging, share case studies, and guide prospects evaluating ERP implementation options or comparing software solutions, ultimately fostering long-term customer relationships.
To compete effectively, ERP resellers need a marketing partner who understands the industry. SmithDigital specializes in inbound strategies for leading platforms like NetSuite, SAP, Acumatica, Epicor, and IFS, helping resellers tailor messaging and content to resonate with buyers across each ERP ecosystem.
If it’s not measured, it can’t be improved. Inbound marketing offers full-funnel visibility, allowing ERP resellers to track every touchpoint and optimize performance over time.
Metrics matter. ERP resellers should track organic traffic, time on site, conversion rates, lead quality, email engagement, and content downloads. For webinars, monitor attendance and post-event survey responses. For blog posts, look at bounce rates and scroll depth.
At the bottom of the funnel, key indicators include demo requests, sales pipeline velocity, and ultimately, closed deals. Aligning these KPIs with revenue goals ensures marketing is driving business outcomes. But tracking performance is only the first step toward continuous campaign optimization. SmithDigital's inbound marketing services help ERP resellers turn data into action by optimizing content, targeting, and campaign performance at every stage.
Automation platforms like HubSpot streamline lead nurturing, segmentation, and reporting. ERP resellers can automate repetitive tasks such as lead scoring, follow-ups, and campaign A/B testing, freeing up more time to refine messaging and strategy.
These platforms also offer robust analytics, helping marketers pinpoint what content drives engagement, which channels convert most effectively, and where prospects disengage. That insight enables continuous improvement across all marketing channels.
Sales and marketing must be on the same page. Inbound marketing should feed qualified leads into the sales pipeline, complete with rich context, such as what content the lead consumed and which objections were addressed.
Shared goals and regular check-ins between marketing and sales teams ensure consistent messaging and prevent wasted efforts. The goal is not just more leads, but better-qualified ones that convert faster and more reliably.
Inbound marketing is more than a tactic for generating leads. It supports long-term growth by aligning with how ERP buyers research, evaluate, and make decisions.
For ERP resellers, it creates a path to stronger customer relationships and better-qualified opportunities. By delivering useful content and timely engagement, resellers can guide prospects through complex buying journeys more effectively and improve their customer relationship management process.
ERP sales cycles are long and involve multiple stakeholders, from finance to operations to IT. Inbound marketing provides content and touchpoints for each stage, helping buyers move from initial interest to final decision with greater confidence.
This is especially valuable when selling highly customizable ERP solutions, where education and validation are critical before a commitment is made. It’s also essential when helping organizations replace or optimize the ERP software in place across financial management, inventory, and operations.
Once content and automation are in place, inbound marketing allows ERP resellers to nurture many leads at once without growing the team. Automated email workflows and CRM integration handle repetitive tasks and streamline the sales process using effective strategies that scale.
This efficiency makes inbound one of the most cost-effective options for resellers aiming to scale into new markets or manage more complex hybrid ERP deployments. It's especially helpful for teams that need to sell ERP software without significantly increasing marketing overhead. SmithDigital's inbound marketing services are designed to help ERP resellers grow efficiently.
The ERP market is becoming more crowded, with SaaS providers and software companies entering every segment. Without clear differentiation, even capable ERP resellers can struggle to get noticed.
Inbound marketing helps build credibility through valuable content and consistent buyer engagement. Resellers that prioritize educating over selling build greater trust, convert more deals, and earn long-term loyalty.
As buyer expectations evolve, inbound provides the structure to stay competitive and meet prospects where they are in the decision-making process. Investing in digital marketing strategies now ensures your sales pipeline stays strong in the face of growing competition.
Inbound marketing is no longer optional for ERP resellers looking to stay competitive. It aligns with how B2B buyers evaluate ERP solutions and supports a more efficient, buyer-focused sales process.
By shifting from outbound-heavy tactics to SEO, content, and CRM-integrated workflows, resellers can build a scalable pipeline that generates qualified leads. Inbound marketing not only helps close deals but also strengthens long-term customer relationships and brand credibility.
Looking to grow your ERP sales through inbound marketing? Get a free consultation today and see how SmithDigital can help you execute smarter strategies that drive measurable results.