How Original Content is Changing ERP Marketing With Dan Aldridge

With over 25 years of experience, Dan Aldridge “The ERP Doctor” is the Marketing Director at PCG, a leader in digital transformation and IT services specializing in enterprise cloud hosting and ERP Software. Known for his educational approach, he blends technical expertise with a focus on creating content that resonates with IT decision-makers. He also hosts the Evolving ERP Podcast, where he shares his insights on ERP trends and industry challenges.

Here’s a glimpse of what you’ll learn: 

• [08:17] Why simplicity and authenticity in video content resonate more than overproduced material.
• [14:00] How educational marketing content helps buyers research ERP options on their own terms.
• [18:33] Balancing free content with gated access to build trust while gathering valuable insights.
• [24:10] Using LinkedIn campaigns to connect with niche audiences in the IT space.
• [31:22] Tips for IT marketers on effectively engaging decision-makers on LinkedIn.

In this episode…

In this episode of the Tailwind Marketing Podcast, host Carlos Corredor speaks with Dan Aldridge, Marketing Director at PCG, about the evolution of ERP marketing and the growing importance of education over selling. Dan shares how his experience as a consultant shapes his marketing approach, emphasizing the role of authenticity and content that truly connects with IT decision-makers. He discusses using video to inform and engage audiences, the importance of trust-building in today’s buyer journey, and how LinkedIn can be a powerful tool for reaching specific market segments. Listen in to learn how to meet buyers’ expectations and create meaningful connections in your marketing efforts.

Resources mentioned in this episode:

• Carlos Corredor on LinkedIn
• Condor Agency
• Dan Aldridge on LinkedIn
• PCG

Quotable Moments:

• “People want to do almost all of their research without engaging with a salesperson.”
• “If you download a whitepaper, you know you’re going to get a call from sales, and that’s what buyers are avoiding.”
• “It doesn’t have to be perfect. Perfect is the enemy of good. Just get your message out there.”
• “LinkedIn doesn’t want you leaving the platform, so embed your videos directly. It’s all about meeting your audience where they are.”
• “I believe we’re reaching a point where cold calling is almost dead.”

Action Steps:

1. Focus on Educational Marketing: Provide short, focused content that answers specific questions for your audience.
2. Maximize LinkedIn Campaigns: Target niche audiences with relevant, personalized outreach.
3. Embrace Authenticity: Prioritize real value over overly produced content.
4. Combine Free and Gated Content Thoughtfully: Share high-quality free resources while inviting deeper engagement through gated access.
5. Experiment and Adjust: Try new approaches, evaluate the outcomes, and refine your marketing efforts based on what works.

Sponsor for this episode…

This episode is brought to you by Condor Digital Marketing. 

Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs. 

Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.

We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.

To learn more about our execution of ROI-focused marketing, reach out to us at CondorAgency.com or email us at hello@condoragency.com.