Lead Generation Campaign for ERP Software

Case Study: Lead Generation Campaign for ERP Software

Duration: 1 April – 21 May

Client Overview

H3 Solutions is a Pakistan-based SaaS company that provides enterprise resource planning (ERP) solutions designed for SMEs and large businesses. With a goal to streamline operations and improve organizational efficiency, H3 Solutions aimed to strengthen their sales pipeline by driving high-intent leads through WhatsApp.

Campaign Overview

Total Messaging Conversations Started: 252
Cost per Conversation: PKR 54.82
Total Ad Spend: PKR 13,815.80

The campaign was structured around WhatsApp Click-to-Message ads, allowing potential clients to engage directly with the sales team, ask questions, and explore ERP offerings in real-time.

Performance Analysis

Steady Lead Volume

The campaign maintained consistent daily lead generation throughout the seven-week period. Performance peaked in early April and remained stable through to late May, indicating ongoing interest and sustained engagement.

Cost Efficiency

Achieving a cost per lead of PKR 54.82, the campaign delivered strong budget efficiency. Given the high-value nature of ERP clients, this cost was well-aligned with return-on-investment expectations for B2B SaaS.

Engagement Trends

Initial spikes in early April suggested a positive market response to the campaign messaging and offer. Engagement continued at a sustainable pace through mid-April and into May, providing continuous sales opportunities and lead-nurturing potential.

Key Outcomes

252 high-intent leads initiated direct conversations via WhatsApp
Direct communication allowed for faster lead qualification and immediate responses to inquiries
WhatsApp proved to be an effective mid-funnel platform, facilitating detailed discussions on pricing, features, and implementation

Strategic Insights

WhatsApp as a Business Development Channel

For B2B SaaS solutions like ERP software, WhatsApp served as a high-performing platform to engage decision-makers and facilitate more personalized, real-time interactions.

Cost-to-Value Alignment

The cost per conversation remained sustainable in comparison to the potential lifetime value of ERP clients. This validated the use of WhatsApp ads as a strategic channel for lead generation in high-ticket B2B sectors.

Data for Future Optimization

The campaign generated engagement data that can be used to further refine audience segmentation, improve ad messaging, and enhance targeting strategies for future efforts.

Conclusion

This campaign demonstrated the effectiveness of conversational marketing for complex B2B software products. By utilizing WhatsApp as a lead conversion and nurturing channel, H3 Solutions was able to generate a steady pipeline of qualified prospects at a sustainable cost. The results provide a scalable model for other ERP and SaaS providers looking to drive meaningful engagement and sales growth in emerging markets.