MRPeasy Gains Over 150 Testers With Leads From Gartner Digital Markets

MRPeasy created a product profile on Gartner Digital Markets to expand its reach and gain exposure among software buyers in the manufacturing sector.

Karl Heinrich Lauri, Chief Marketing Officer at MRPeasy, said, "Gartner Digital Markets' sites are trusted information sources for software buyers looking to compare solutions. MRPeasy needs to have a prominent presence on this platform to boost brand credibility and reach buyers that are actively searching for suitable software."

With a product profile on Capterra, GetApp and Software Advice, the company began to connect with in-market buyers in the manufacturing industry, expanding its reach into sector-specific categories, including MRP, production scheduling, inventory management, ERP, and BOM. 

The company also learned it could attract and engage highly-targeted audiences by optimizing its profile. Lauri explained, "To ensure maximum visibility in niche markets, our product description, keywords and features need to be a great fit for the category. This way we engage buyers who are looking for exactly what our product offers, and fit our ideal customer profile."

Soon after optimizing its free profile, MRPeasy realized an opportunity to ramp up its acquisition strategy on the Gartner Digital Markets platform, and launched Pay-Per-Click (PPC) lead generation campaigns. 

By adding Gartner Digital Markets to MRPeasy's paid channel mix, the company was able to increase high-quality traffic to its website and engage leads further along in the acquisition funnel. "With Gartner Digital Markets we can access buyers at the bottom of the funnel, meaning they are higher-intent," said Lauri. “We've noticed they are twice as likely to test our software compared to leads from other channels.” 

In less than a year, the company obtained more than 150 high-intent testers, which represent engaged buyers more likely to convert into paying customers.

"The Gartner Digital Markets platform provided the perfect conduit for reaching a targeted, qualified audience. This not only boosted our free trial conversion rates, but also enriched our understanding of customer needs in our target markets,” Lauri highlighted.  

After seeing positive ROI in English-speaking countries, such as the U.S., the U.K., Canada, South Africa, Australia, and New Zealand, MRPeasy expanded its reach with Gartner Digital Markets in Western-European countries, including Germany, France, and the Netherlands, to continue growing its global customer base.