DOSS already has nine "DOSS vs" pages and "current system" pages, the ready-made landing pages for people searching to replace an ERP. The new paid hire is told their first job is pipeline from digital channels.
First action
Pull search volumes and CPCs for "Cin7 alternative", "NetSuite for CPG", "Fulfil alternative" and "Odoo alternative" and set a two-week test budget.
How to measure it
Qualified opportunities from competitor search
- Now
- –
- Target
- 15
- By
- 6 weeks
Steps
Size the terms
Volume and CPC for 20 competitor and switching terms.
Growth Manager - Paid 2 hours
Map terms to pages
Each ad group to its vs or current-system page.
Growth Manager - Paid 1 hour
Add the offer block
An "about eight weeks to go live" block and two customer numbers on each landing page.
Growth Manager, Performance Marketing 1 day
Write the ads
Three ads per group: switching pain, speed to go live, customer proof.
Growth Manager - Paid 2 hours
Wire conversions
Demo booked and opportunity created imported back from the CRM.
Growth Manager, Performance Marketing 1 day
Route fast
Demo requests from competitor terms go to an SDR within an hour.
Manager, Sales Development 1 hour
Read weekly
Cost per opportunity by ad group; pause what does not convert in two weeks.
Growth Manager - Paid 30 minutes a week
Why it works
Launch three tightly themed Google Search ad groups (switching from Cin7, NetSuite for consumer brands, Fulfil and Odoo alternatives) that send each search to the matching vs page, with one offer above the fold: "Live on your most painful module in about eight weeks", backed by the Snackwise and Verve numbers. Track to booked demos and pipeline, not clicks.
Searchers comparing ERPs are already in a buying cycle, the pages exist, and the hiring brief asks for pipeline from Google, LinkedIn and Meta with tight tests. Competitor terms are the highest-intent searches in this category.
Ready to use
AdSearch ads for "Cin7 alternative"
Headline 1: Outgrowing Cin7? Headline 2: Live in About 8 Weeks Headline 3: Built for Consumer Brands Description 1: Inventory, orders, procurement and COGS in one live record. Snackwise cut month-end close from 40 hours to 2. Description 2: Keep your general ledger. DOSS connects Shopify, Amazon, 3PLs and QuickBooks or NetSuite. Book a demo.
Risks and how to handle them
Competitor terms are expensive
Cap bids, focus on switching phrases ("alternative", "vs", "migrate from") and judge on cost per opportunity.
Trademark rules on competitor names in ad copy
Use competitor names as keywords, not in the ad text where policy forbids it.
Evidence
- programmable.infoSite scan: 478 URLs; nine "DOSS vs" pages (SAP, Cin7, Odoo, Infor, Fulfil, NetSuite, Acumatica, Luminous ERP, Microsoft Dynamics) and "current system" pages for tools like Cin7 and NetSuite; 129 blog posts; Mozilla Observatory C- and an F on the security-header check; DMARC policy "none"; the iOS app has 4 ratings.Source
- HiringGrowth Manager - Paid and Growth Manager, Performance Marketing (two postings, same brief): own paid acquisition "primarily Google, LinkedIn, and Meta", from 0 to 1 builds to scaling live programs; "#1: Achieve the pipeline goals"; part of "a broader testing engine ... from market insight to live test to result as fast as possible"; report to the Director of Growth; $150K-180K.Source
- Your websitePlatform page: no pricing; most brands go live with their most painful module in "about eight weeks"; a case study titled "DOSS & Noodles did a 9-month implementation in 2 weeks"; the FAQ contrasts the "12-18 month implementation" of traditional ERPs. Accounting integrations work with QuickBooks Online, Xero and NetSuite.Source
- Your websiteHomepage: "The AI-Native Operations Platform for Consumer Goods"; customer results include Snackwise month-end inventory close from 40 hours to 2, Verve unbatched orders from 30% to 1%, Spread The Love invoicing 12x faster and Mezcla PO processing 2x faster; 100+ native partners; logos include Pavoi, Verve Coffee, De Soi and Eight Sleep.Source