Marketing Strategy, Brand and Growth Initiatives for ERP VARs

 

 

Key Elements Every VAR Must Implement to Generate Leads, Boost Sales and Drive Revenue

1. Set the Marketing Strategy

  • Define overall marketing goals aligned with business objectives

  • Identify target markets and ideal customer profiles (ICPs)

  • Choose which marketing channels to use (email, SEO, PPC, events, etc.)

Set the marketing strategy
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2. Build the Brand

  • Develop or refine brand messaging, voice and positioning

  • Ensure consistency across all marketing and customer-facing materials

  • Manage reputation and public perception

BuildBrand
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3. Lead Generation

  • Create strategies to attract qualified leads for the sales team

  • Plan and oversee campaigns (email, SEO, paid ads, social, etc.)

  • Track and optimize lead funnels and conversion rates

LeadGen
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4. Manage Marketing Teams & Resources

  • Direct in-house marketers, agencies, freelancers or outsourced vendors

  • Set KPIs and measure the performance of marketing efforts

  • Manage budgets and ROI on campaigns

TeamsResourses
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5. Align Sales & Marketing

  • Work closely with sales leadership to ensure lead quality and quantity

  • Develop marketing content and tools to support the sales process

  • Track how marketing drives sales pipeline and revenue

Align
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6. Use Analytics to Drive Decisions

  • Monitor website traffic, lead gen metrics and campaign performance

  • Use data to improve targeting, messaging and channel effectiveness

  • Report results to executive leadership and adjust strategy as needed

Analytics
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Strategic and Technical Services to Support Growth with HubSpot's Platform

1. HubSpot Onboarding & Implementation

  • Setup of HubSpot CRM, Marketing Hub, Sales Hub and/or Operations Hub

  • Data migration from previous systems

  • User setup, permission configuration and dashboard creation

  • CRM customization to match business processes

OnboardingAi
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2. Marketing Automation & Lead Generation

  • Build email workflows, lead nurturing sequences and smart content

  • Set up lead scoring and segmentation

  • Landing page and form development

  • Campaign design and execution (email, paid, social, SEO)

AutomationsAi
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3. Sales Enablement

  • CRM pipeline setup and automation

  • Sales process mapping and integration with marketing

  • Templates, sequences and task automation

  • Training sales teams on using HubSpot effectively

EnablementAi
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4. Website Design & CMS Development (HubSpot CMS)

  • Custom website design using HubSpot CMS

  • Landing pages, blogs and pillar content development

  • SEO optimization and performance tracking

WebDesignAi
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5. Inbound Strategy & Content Marketing

  • Develop buyer personas and inbound marketing plans

  • Blog, eBook and content strategy development

  • Social media strategy and execution

  • SEO strategy and keyword research

InboundAi
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6. Reporting & Analytics

  • Custom dashboards for marketing, sales and service performance

  • Campaign ROI analysis

  • HubSpot attribution reporting

  • Recommendations for optimization based on insights

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7. Training & Ongoing Support

  • Hands-on training for marketing, sales and customer service teams

  • Support tickets, strategy calls and performance reviews

  • HubSpot portal audits and recommendations

SupportAi
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8. HubSpot App Integrations

  • Connect HubSpot with other tools (e.g., Salesforce, QuickBooks, ZoomInfo, Acumatica, etc.)

  • Use custom APIs or native integrations

  • Data syncing and automation across platforms

IntegrationsAi
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CMO-Level Expertise for VARs That Need to Get It Right

1. Clear Ideal Customer Profile

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Clear Ideal Customer Profile (ICP) & Buyer Personas

  • Define your target industries (e.g., manufacturing, distribution, professional services)
  • Identify key decision-makers (CFO, IT Manager, Ops Director)
  • Understand what pain points are triggering a change to a new ERP (legacy system limitations, lack of real-time data, compliance, etc.)

✅ Why it matters: Focused targeting means more qualified leads.

 

2. Strong, Differentiated Messaging

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Strong, Differentiated Messaging

  • Clarify your value proposition: Why you? Why now?
  • Emphasize your expertise in ERP, industry-specific solutions and support
  • Use customer language and focus on business outcomes, not just features

✅ Why it matters: Messaging that resonates converts better.

3. Lead Generation Strategy (Inbound & Outbound)

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Lead Generation Strategy (Inbound & Outbound)

Inbound:

  • SEO-optimized blog posts, pillar pages and case studies

  • Whitepapers, eBooks and guides behind forms (lead magnets)

  • Webinars and videos educating your audience

Outbound:

  • Email outreach sequences to targeted lists

  • LinkedIn outreach and retargeting ads

  • Partner and ISV co-marketing campaigns

✅ Why it matters: Consistent lead flow fuels the sales pipeline.

4. CRM & Marketing Automation
(e.g., HubSpot)

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CRM and Marketing Automation (e.g., HubSpot)

  • Use CRM to track leads, deals and customer interactions

  • Automate email nurturing, lead scoring and task reminders

  • Segment leads by behavior, industry and interest

✅ Why it matters: Automation saves time and improves follow-up.

5. Optimized Website (Conversion-Focused)

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Optimized Website (Conversion-Focused)

  • Clear CTA (call-to-action) on every page

  • Forms or chatbots to capture leads

  • Case studies, testimonials and trust signals

✅ Why it matters: Your website should work 24/7 to generate leads.

6. Sales Enablement Tools

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Sales Enablement Tools

  • Battle cards, email templates and proposal decks

  • Demo scripts tailored to different verticals

  • Pricing calculators and ROI models

✅ Why it matters: Sales teams close faster with the right tools.

 


 

7. Content Marketing Strategy

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Content Marketing Strategy

Educate your audience with content tailored to each stage of the funnel:

  • Awareness: blog posts, explainer videos

  • Consideration: webinars, comparison guides

  • Decision: case studies, free assessments

✅ Why it matters: Good content builds trust and shortens the sales cycle.

8. Referral & Partner Marketing

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Referral & Partner Marketing

  • Leverage your ERP publisher (Sage, Acumatica, Microsoft) for co-marketing
  • Collaborate with ISVs (inventory, payroll, etc.) for shared campaigns

  • Happy customer referrals and reviews will ONLY happen if you ask and make it easy for them

✅ Why it matters: Referrals are warm, high-converting leads.

9. Performance Tracking Analytics

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Performance Tracking Analytics

>Monitor website traffic, lead source and conversion rates

Track campaign ROI and lead-to-opportunity conversion

Adjust based on data, not guesswork

✅ Why it matters: You can’t improve what you don’t measure.


 

 

Chief Marketing Officer

A marketing leader (in-house or outsourced) to:

  • Set strategy
  • Manage execution
  • Align marketing with sales
  • Ensure accountability

✅ Why it matters: Strategy without leadership leads nowhere.

Chief Marketing Officer