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Enterprise resource planning (ERP) software has witnessed a sharp increase in demand in the Asia-Pacific market in the recent few years.

The need for customizable, scalable, and user-intuitive cloud ERP solutions has picked up demand due to the growing demand for real-time data analytics to streamline operations. However, with rising demand the Cloud ERP market is also witnessing a seismic shift in competition. Adding to the woes are price stagnation and largely timid customer loyalty.

In such a scenario, Cloud ERP companies must build a distinguished brand voice that is aligned with customer’s needs, while addressing their pain points swiftly. A holistic B2B demand generation strategy comprising of B2B telesales services, digital marketing, webinar marketing, and BTL marketing is required to activate an ERP brand across all touchpoints. B2B demand generation is the precursor to rock-solid B2B lead generation campaigns that fuel the productivity and success of enterprise sales teams drawing higher ROI on every dollar spent.

The current market trends and challenges in cloud ERP solutions

Before diving into the role of B2B Demand Generation, let's briefly explore the current market trends and challenges faced by Cloud ERP solution providers in APAC:

  • 1

    Digital transformation:

    Organizations are embracing digital transformation, leading to a shift from on-premises systems to cloud-based solutions. This transition creates opportunities for Cloud ERP vendors but also intensifies competition.

  • 2

    Increasing cloud adoption:

    The APAC region is witnessing rapid adoption of cloud technologies due to the flexibility, scalability, and cost-effectiveness they offer. Cloud ERP solutions are becoming particularly attractive for businesses looking to streamline their operations without heavy infrastructure investments.

  • 3

    Complex decision-making:

    The decision to adopt a Cloud ERP solution involves multiple stakeholders—IT teams, finance departments, and business leaders. Convincing them requires targeted messaging and personalized engagement.

  • 4

    Data security concerns:

    While cloud solutions offer scalability and flexibility, concerns about data security persist. Addressing these concerns is crucial for building trust with potential buyers.

  • 5

    Heightened competition:

    The cloud ERP market is becoming increasingly competitive. Businesses offering these solutions must differentiate themselves and proactively reach out to their target audience.

  • 6

    Need for localized strategies:

    The APAC market has diverse cultures and business practices. Successful demand generation strategies must be tailored to specific market segments and customer needs across the region.

What is B2B demand generation strategy for SaaS?

B2B demand generation is a strategic approach focused on generating awareness and interest in a product or service among the target audience. Unlike lead generation, it spans the entire customer journey, creating a sustainable pipeline of prospects at different stages of the buying cycle. Here's how it works:

  • 1

    Defining ideal customer profile (ICP):

    Start by thoroughly understanding your target audience. This includes identifying their pain points, decision-making processes, preferred communication channels, and typical business challenges.

  • 2

    Building brand awareness:

    Position your company as a thought leader in the cloud ERP space. Create valuable content that addresses the concerns, challenges, and aspirations of your ICP. Utilize various channels, such as blog posts, industry publications, and social media platforms, to distribute your content and establish your expertise.

  • 3

    Creating engaging conversations:

    Implement targeted outreach strategies to connect with prospects at different stages of the buying journey. This can involve digital marketing campaigns, B2B telesales calls, engaging webinars, and strategic BTL (below-the-line) activities. Tailor your approach to each channel, ensuring personalization and value-driven communication that addresses specific pain points.

  • 4

    Nurturing relationships:

    Building trust is crucial throughout the process. Maintain ongoing communication with prospects by providing relevant, helpful resources such as white papers, case studies, and personalized demos. Utilize email campaigns and personalized content to move prospects along the sales funnel.

  • 5

    Driving conversions:

    Once leads are qualified and receptive, focus on closing deals. Employ a solution-oriented approach, highlighting the specific value your cloud ERP solutions offer and addressing any potential objections.

Which B2B lead generation methods work best?

Now that we understand the core principles, let's explore specific B2B demand generation tactics tailored for cloud ERP solutions in the APAC market:

  • 1

    Digital marketing services:

    Leverage various digital marketing channels, including:

    Search engine optimization (SEO): Optimize your website and content to rank higher in search engine results for relevant keywords, ensuring your target audience finds you easily.
    Paid advertising: Utilize targeted pay-per-click (PPC) advertising campaigns on search engines and social media platforms to reach a broader audience and drive qualified traffic to your website.
    Content marketing: Publish valuable content such as blog posts, ebooks, and white papers that address the specific challenges and needs of your ICP in APAC.
    Social media marketing: Utilize social media platforms like LinkedIn, Twitter, and WeChat to engage with potential customers, share industry insights, and showcase the benefits of your cloud ERP solutions.
    Email marketing: Develop strategic B2B email lead generation build personalized outreach cadences, nurture leads, and drive engagement for conversion. Utilize high-quality B2B email marketing database and marketing automation to personalize your email cadences, offer relevant content like case studies or demos, and include clear calls to action.

  • 2

    B2B telesales services:

    A well-defined B2B telesales strategy can accelerate lead generation and qualification, while fostering valuable and personalized connections with prospects. This approach offers several benefits:

    Inside sales: Build a dedicated inside sales team equipped with relevant industry knowledge and strong communication skills to handle lead generation, qualification, and appointment setting.
    B2B appointment setting: Leverage experienced appointment setters to efficiently qualify leads and schedule qualified appointments with your sales team, maximizing their time and resources.
    Outbound calling services: Utilize outbound calling campaigns to identify and connect with potential customers who haven't yet interacted with your company.
    Inbound call centre services: Manage incoming inquiries effectively with trained call centre professionals who can qualify leads, answer questions, and direct them to the appropriate team members within your organization.
    Partner marketing concierge services: Collaborate with specialized agencies to leverage their expertise in managing partner relationships, identifying co-marketing opportunities, and generating leads through joint marketing initiatives.

  • 3

    Webinar marketing:

    Educational webinars are a powerful tool to showcase your expertise, generate high-quality leads, and provide opportunities for deeper engagement with prospects. To maximize their effectiveness:

    Choose insightful topics: Select topics relevant to your target audience's pain points and align with your cloud ERP solutions' functionalities.
    Promote strategically: Utilize various channels like email campaigns, social media promotions, and industry publications to promote your webinars.
    Offer clear calls to action: Encourage webinar attendees to take the next step, such as requesting a free trial or scheduling a personalized demo.

  • 4

    BTL events and brand activations:

    Strategic BTL marketing activities can help you gain direct interaction with prospects and solidify your brand's presence within the regional market. Consider:

    Trade shows and industry conferences: Participating in relevant industry events allows you to showcase your solutions, engage with potential customers, and network with key industry players.
    Targeted regional events: Host or participate in targeted events specific to geographic regions within APAC to cater to specific market needs and cultural nuances.
    Collaborations and sponsorships: Partner with established organizations or events relevant to your industry to gain broader exposure and reach a wider audience.

Harnessing the power of B2B data services

B2B data services are the backbone of effective B2B demand generation for cloud ERP solutions. Invest in quality data providers who can offer:

Detailed company profiles: Gain access to accurate firmographic data that includes company size, industry, revenue, technology stack, and decision-maker details.
Personalized outreach: Utilize technographic data to understand the specific technologies used by prospects, allowing for personalized campaigns and solution-oriented pitches.
Intent data: Monitor potential buyer behaviour and identify prospects actively researching ERP solutions or technologies related to your offerings.
Data enrichment: Enhance your existing lead data with additional insights to gain a deeper understanding of prospect needs and refine your outreach strategies.


By implementing a comprehensive B2B demand generation strategy that incorporates various online and offline tactics and leverages the power of B2B data services, cloud ERP solution providers in the APAC region can effectively scale brand awareness, generate BANT-qualified leads, nurture leads effectively, and maximize win rates while driving high renewal volume from existing prospects.

By tailoring your B2B demand generation strategy to the specific needs and cultural nuances of the APAC market, you can effectively navigate the competitive landscape and achieve long-term success. Remember, building a sustainable pipeline of leads requires ongoing effort, data-driven decision making, and consistent optimization of your strategies.

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