Epicor, a leading ERP application developer, says the addition of KYKLO’s product information management and lead-generation software will accelerate its efforts to transform ERP beyond its traditional transactional role to “a system of insights and action.”

ERP application developer Epicor Software has acquired KYKLO, a fast-growing provider of product information management (PIM) and content-drive lead generation software for manufacturers and distributors.

Epicor said the acquisition accelerates the company’s vision of providing AI-driven cognitive ERP (enterprise resource planning) that will “transform traditional ERP from a system of record to a system of insights and action,” the company said in a press announcement of the acquisition deal.

Terms of the acquisition were not disclosed.

More B2B buyers are transacting business with suppliers online and the systems used to conduct those transactions require optimized buyer experience, self-service and product discovery capabilities, Epicor said.

“Our customers across the make, move, and sell industries increasingly need to reach more prospects across more channels, with a relevant, accurate, content-rich digital experience that drives brand loyalty and repeat business,” Epicor CEO Steve Murphy said in the announcement.

“Our acquisition of KYKLO furthers our aim to be the essential partner to the world’s most essential businesses, empowering them with purpose-built digital capabilities to meet their buyers’ needs whatever, and wherever, they may be,” he said.

The KYKLO portfolio includes PIM software and real-time catalog and content syndication applications. It supports collaboration with suppliers for real-time, accurate, and complete product content, and use of product discovery tools that strengthen eCommerce strategies to drive sales.

“PIM contributes to maintaining the consistency and quality of product data, consolidating it into one database to deliver improved customer satisfaction and omnichannel experiences,” Epicor said, citing a recent analysis by Mordor Intelligence.

Epicor develops a range of business applications targeted toward the manufacturing, retail, automotive, building supply and distribution industries. Products include ERP, supply chain management and financial management applications; business intelligence, data management and data integration tools; and digital commerce, manufacturing execution and retail management systems.

The company, headquartered in Austin, Texas, works with channel partners who sell, implement and integrate the Epicor applications and provide consulting services around them. Epicor also works with a number of ISV partners.

KYKLO is based in New York.

The KYKLO software will augment the Epicor Commerce system in such a way that manufacturers, distributors and sellers “can more easily create, manage, and deploy product information such as content, price, and inventory across multiple channels to generate qualified leads and revenue,” the company said.

“When we talk about B2B selling, we’re not actually talking about reaching businesses – it’s all about reaching people,” said KYKLO CEO Remi Ducrocq in a statement. “Our mission has always been to deliver the best eCommerce platforms possible to help our industry customers create targeted, easy-to-use, personalized buying experiences that help them grow and succeed, and we are thrilled to join Epicor in continuing to elevate that work.”