How Using ERP-Integrated Ecommerce Can Boost Your Marketing Efforts

25 December 2023

In today’s competitive ecommerce market, every brand needs a customer-centric marketing approach to boost conversions. This includes creating better customer experiences, focusing on organic traffic, and continually analyzing your marketing efforts.

Fortunately, your ERP system can help implement such a strategy by simplifying the various aspects of marketing. More than 70% of organizations improved their customer experiences and productivity through ERP implementation.

Using ERP in marketing, you can boost your marketing efforts by getting an overview of the entire business process and making data-driven decisions with near real-time metrics.

  1. What Is ERP in Marketing?
    1. Get More Accuracy in Analytics
    2. Optimize Conversion Funnels
    3. Boost Organic Marketing Through SEO
    4. Simplify Content Management
    5. Improve User Experience
  2. Final Thoughts: How To Use ERP in Marketing Your Ecommerce Business

What Is ERP in Marketing?

Enterprise Resource Planning (ERP) is a platform that helps you manage multiple business processes like marketing, sales, and customer relationships.

The ERP system streamlines these processes through a single platform, boosting productivity, improving workflow, reducing errors, and eliminating data silos.

ERP systems work through several modules, such as customer relationship management (CRM), inventory management, and sales and marketing.


While these platforms cover traditional major business operations, an ecommerce store has additional requirements like managing a website, rapidly updating product quantities, handling online payments, and utilizing customer data for things like cross-selling.

Choosing an ecommerce solution that readily integrates with your ERP helps you streamline all these processes.

An ERP-integrated ecommerce platform like k.ecom also helps you improve marketing strategies to increase return on investment. Here are some of the ways you can use ERP-integrated ecommerce for better marketing:

Get More Accuracy in Analytics

An ecommerce store gives you access to useful data at every point of the sales process. You can access information such as purchase history, buyer demographics, and product performance through different departments in your business.

This data helps you create dynamic marketing campaigns for your target audience by understanding customer behavior.

However, if you use multiple tools for payments, marketing, and order management, your data is in silos and cut off from each other.

Instead of viewing the entire sales process as a whole, you’ll have to analyze and connect the data from each tool through manual processes. Each manual connection increases delays from getting the information to using the information, plus adds more chances for errors.

To avoid this, you need an ERP-integrated ecommerce platform that breaks these silos with automation and creates a unified database.

A platform like k.ecom helps you connect the dots by integrating directly with your ERP and creating a single point of truth. It also readily connects with Google Analytics to generate relevant insights through real-time data analysis.

You can use ERP in marketing by analyzing the entire customer interaction from the awareness stage to the conversion and retention stages. Plus, it helps streamline your decision-making process based on these reports.

Optimize Conversion Funnels

One of the major goals of the marketing department is to increase lead conversions. However, in ecommerce, a B2B business needs to boost sales to existing customers while simultaneously working on acquiring new customers.

You can use customer data from your ERP-integrated ecommerce platform to analyze your sales funnel and identify the exact stages experiencing problems.

For example, if your CRM dashboard shows an increase in leads, but your order management system still registers the same number of orders, lack of lead qualification or poor website experience may be the issue.

You can use ERP in marketing not only to bring in new buyers but also to optimize marketing strategies to cross-sell and upsell to existing customers.

Boost Organic Marketing Through SEO

Search engine optimization (SEO) is an essential content marketing step that includes keyword optimization, link building, and content analysis to rank better on search engines. It helps improve profitability by increasing organic traffic, which is crucial for online B2B businesses.

However, nearly half of small businesses don’t invest in SEO. But, an effective B2B SEO strategy doesn’t need to be expensive or use too many tools.

You can integrate your ERP platform with an ecommerce solution that offers built-in SEO tools. With the right ERP-integrated ecommerce solution, you can:

  • Generate a list of primary and secondary keywords.
  • Optimize articles, product descriptions, and webpage content for better ranking.
  • Check and boost page speed and performance.

Integration with your ecommerce solution simplifies SEO.

Simplify Content Management

Content management is another important content marketing step that goes together with SEO.

According to Gartner, 56% of buyers visit the company website before making a purchase. As ecommerce trends are dynamic, you need to keep your website content up-to-date to increase lead generation.

Choosing an ERP solution with an integrated content management system (CMS) lets you easily modify your website. A flexible CMS offers tools to add, remove, or change existing website content to make it more appealing to visitors.

One such tool is k.ecom’s Page Builder, built inside the CMS. Using the tool’s drag-and-drop editor, you can quickly change a website header for a holiday sale or even create an entire webpage from scratch.

Our Page Builder eliminates the need to code or involve a web developer for every change. This makes the Page Builder ideal for entrepreneurs who run their own websites.

Improve User Experience

Website design and user experience (UX) are equally important for online marketing. Just like how supermarkets and retail stores prioritize store layouts, you need to showcase products appealingly in your ecommerce store.

You can use an ERP-integrated ecommerce solution to optimize website design and UX by:

  • Using high-quality images and detailed descriptions for each product.
  • Adding product categories to the header bar.
  • Providing multiple payment options.

A crisp website design makes the brand more attractive to users, prompting them to explore and make a purchase. Plus, detailed information that answers a user’s questions fulfills customer needs and makes a purchase more likely.

Final Thoughts: How To Use ERP in Marketing for Ecommerce Businesses

An ERP-integrated ecommerce platform can help market your ecommerce business in various ways. But to get the most out of your ERP integration, you need to choose a platform like k.ecom that meets all your requirements.

k.ecom is designed to meet the requirements of all types of online businesses, including B2B, B2C, and D2C. The cloud-based platform directly integrates with ERP systems like Acumatica, Microsoft ERP, and SAP B1 without using third-party connectors to keep your business data secure.

With k.ecom, you can leverage the benefits of ERP and ecommerce solutions without changing your existing tech systems.

Ready to integrate your ERP and ecommerce solutions? Watch how you can do it with k.ecom.