OSI’s Cross-Industry Nurture Campaigns

Custom campaigns for the masters of ERP

The OSI team are wizzes at creating and implementing custom Enterprise Resource Management Software integrations. They are, in every sense, veritable masters of Odoo ERP customization (for those of you who don't know, Odoo is a leader in the ERP software space). But the fact of the matter is that ERP doesn’t cater to just one or two industry and/or business types, meaning that OSI’s market is deeper than the Atlantic. So, to restate the challenge at hand: What is the most effective way of advertising OSI's services to a multitude of industries?

The value of top of mind

It’s an old horse, but a good horse: Email. It might not match the level of sophistication and pure, business-altering awe inspired by some of tech’s latest marketing inventions, but still—it works. Email is a tool for aggressive campaigns that don’t make your future clients feel like you’re impinging on their time and space. In other words, email lets you send your segmented lists carefully crafted messaging aided by nicely designed templates and linked to your site’s content, without being annoying about it. Again: Top of mind, top of mind, top of mind. 

The OSI and Hounder teams came together to create email nurturing campaigns targeting qualified companies based on specific industries, locations, and known pain points. 

Like any company, OSI has an ideal client type (particular to size and implementation needs), which means special attention to messaging would need to take place at all time. Every line of copy needed to speak directly to the specified segment’s point of view. So, using Hubspot CRM, qualified clients were curated into segmented lists and the copy was written to match the type of value OSI can offer that specific segment.   

Odoo Referral Campaign: 4 Root Causes of a Bad ERP Implementation

The Odoo Referral campaign was one of the first campaigns we launched. It’s messaging and accompanying graphics were crafted to speak to a huge pain point in the world of ERP, something OSI sees a whole heck of a lot of: Rescue missions, i.e., bringing failed ERP implementations back from the abyss. 

The mission here was to create a campaign based around a PDF and accompanying case studies that show the opener the value of what OSI’s tips and tricks offer. 

Crafted messaging and A/B testing

The Odoo Referral campaign needed to immediately communicate the detrimental implications of what its subtitle suggests: 4 Root Causes of a Bad ERP implementation. Here, OSI felt it was necessary to use language implying that what they are offering is wisdom on how the client can effectively tool their way around a poor ERP implementation, without ignoring the adverse effects of failing to do so.  

Note below how the leading headline for the campaign landing page offers wisdom via a kind of tool belt, while the paragraph below gets into the nitty gritty of what can happen when an implementation goes bad. 

Additionally, A/B testing was (and continues to be) employed in email and social media campaigns to refine messaging and visuals further. This optimization process is an ongoing effort, designed to continually enhance the effectiveness of OSI's outreach.

Asset creation

The OSI and Hounder teams developed a strategic content plan, focusing on creating high-quality, informative, and visually appealing media assets.

To effectively carry the messaging, OSI and Hounder teams needed to choose a theme that would accomplish everything the copy does, only visually. After a team brainstorm, we landed on Spartan Race. The muddy, strenuous grit seen in the sample images below demonstrate the emotional atmosphere of a bad ERP implementation. Starting from scratch is hard enough, but starting from botched? Only OSI’s blood sweat and tears will rescue you from such a predicament. And so it is exactly this sentiment that led us to create image such as those seen below:

Each asset was tailored to resonate with specific industry segments, emphasizing OSI's capability to address unique challenges in various sectors. The content strategy was designed to drive engagement, establish thought leadership, and redirect traffic to OSI's website for deeper engagement.

Email flow 

A fairly standard email flow followed. Known contacts received an email chain with calls to action leading to the gated PDF. Whereas the unknown contacts received a more empathetic approach, with separate strategies (or workflows) that are enacted depending on whether the new contact engages with the initial email. For a better understanding, see below:

Supporting initiatives

Reported on metrics and optimization recommendations

To measure the success of the various marketing campaigns, the OSI and Hounder teams utilized a range of analytics tools. They monitored key performance indicators (KPIs) such as email open rates, click-through rates, engagement metrics, and website traffic.

The analysis revealed insights into what content resonated most with different segments. Based on these insights, the teams recommended optimizing future campaigns by focusing more on the most effective content types for each segment.

Event marketing

OSI leveraged event marketing to further strengthen its position in the ERP market. The team planned and promoted webinars, workshops, and participation in industry conferences. Pre-event marketing involved a mix of targeted ads and social media posts, and (as talked about in the first half of this article) email campaigns, all designed to build anticipation and drive registrations.

Post-event, the focus shifted to follow-up email campaigns offering additional resources, recordings of sessions, and exclusive consultations. This comprehensive approach ensured that OSI maximized its reach and impact before, during, and after each event, creating a robust funnel for lead generation and client engagement.