Attend our upcoming workshop in partnership with Business Canterbury and ERP experts Endeavour.
An ERP (enterprise resource planning) or MRP (manufacturing resource planning) system is at the heart of managing a manufacturing business, but how can you extend these systems to meet the needs of existing and potential customers who are increasingly online?
B2B buyers are taking control of their purchasing journeys like never before. Recent studies reveal that nearly 50% of B2B buyers initiate their purchase process online, even for high-cost products. This shift towards a more digital-first approach presents both opportunities and challenges for manufacturers. While the digital world offers new avenues for growth and engagement, it also necessitates a fundamental rethinking of how businesses interact with their customers.
Manufacturers face significant hurdles when adapting to this increasingly digital buyer journey. Many rely on proven ERP systems, such as Oracle Netsuite, MYOB Advanced or Microsoft Dynamics, to manage their business processes. While these ERP systems are invaluable as the central source of truth for business operations, they are not designed for digital engagement and nurturing.
The result? A disconnect between the rich, data-driven insights available in your ERP and the need for effective, personalised interactions with potential buyers.
There’s a solution that can bridge this gap so you can realise your digital potential: integrating a CRM platform like HubSpot with your ERP system.
A CRM platform compliments your ERP with capabilities across sales management, customer service, and lead generation. It excels at providing personalised experiences, streamlining communication, and nurturing leads through the buyer's journey.
How? There are some specific potential gains:
This integration allows for real-time updates and insights, so that your sales team has access to the most current information. For example, when a lead interacts with your digital content or engages with your marketing campaigns, this information can be easily fed into the CRM. The result is a more informed sales approach, with personalised strategies based on comprehensive, up-to-date data.
For instance, customer service representatives can access order histories, inventory levels, and other critical information directly from the CRM. This integration makes sure that support teams can address issues quickly and accurately, providing a more responsive and effective service experience. Not only that, but it facilitates better tracking of service requests and resolutions, so you can identify trends and areas for improvement.
For example, data from your ERP system can inform more targeted marketing campaigns within the CRM. By understanding purchasing patterns, order histories, and other relevant data, you can tailor your outreach efforts to align with the specific needs and interests of your prospects. This level of personalisation increases the likelihood of converting leads into loyal customers and drives more meaningful interactions throughout the buyer's journey.
One of the primary concerns when integrating systems is maintaining the ERP as the ultimate source of truth for your business operations.
By creating a flow of information between a CRM and your ERP system, all data remains accurate and up-to-date across platforms. This integration allows you to leverage the strengths of both systems without compromising the reliability of your core business data. It also simplifies reporting and analytics, providing a unified view of your business performance and enabling more informed decision-making.
Ready to explore how integrating the HubSpot CRM with your ERP system can transform your business? Don’t miss our upcoming free session Friday 4th of October, 7.30am-9.30am at Business Canterbury where we’ll explore the benefits of this integration and how it can drive your growth.
Tim Ryley (CEO, Endeavour)
Endeavour is a highly respected ERP implementation company specialising in manufacturing and wholesale trade, having completed projects for firms such as TMC Trailers, Sollys and Advanced Concrete. Tim has over 25 years of experience in delivering ERP for manufacturers.
Owen Scott (Managing Director, Concentrate)
Concentrate is recognised as the go-to HubSpot agency in this part of New Zealand, with a strong track record of delivering solutions for manufacturers. Clients include Goodman Fielder, Tait Communications and ANZCO Foods. Owen began his career in food manufacturing and founded revenue growth agency Concentrate in 2004.