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Every enquiry in the CRM, not in somebody's inbox. B2B enquiry platforms are won on response time. The buyer has sent the same requirement to several suppliers and is comparing who called back. When leads arrive as email notifications that a salesperson checks between other work, the platform is being paid for enquiries that are answered too late to matter.
IndiaMART exposes buyer enquiries through its Lead Manager API, which is what makes this a proper integration rather than email parsing.
Yes. IndiaMART's Lead Manager API is polled on a short interval and each enquiry is created as an ERPNext Lead carrying the buyer's details, product query and source. Duplicates against existing leads and customers are detected on phone and email, an owner is assigned by rule, and the response clock starts at creation.
The platform delivers the lead. Everything that destroys its value happens afterwards, inside your own process.
Email notifications go to a shared mailbox or one person's phone. If they are in a meeting, at a plant or simply asleep, the enquiry ages. Response time is the single strongest predictor of conversion on these platforms, and email is the slowest possible mechanism.
A buyer enquiring about several products, or re-enquiring after a fortnight, generates separate leads. Two salespeople call the same person, quote different prices, and the buyer draws the obvious conclusion about how organised you are.
Without an assignment rule, leads sit unclaimed or get taken selectively. The ones that look small are left, and no report exists showing how many were never contacted at all.
Enquiry count is visible on the platform. What is not visible is how many became orders and at what value, because that information lives in your ERP and the two are never joined.
The mechanism is straightforward. The value is entirely in what happens in the first ten minutes after a lead lands.
The Lead Manager API is polled frequently and each new enquiry becomes an ERPNext Lead with buyer name, phone, email, company, location and the product queried.
Polling interval is set against your enquiry volume and the platform's own rate limits, so leads land in seconds without the connection being throttled.
Incoming enquiries are matched against existing leads, contacts and customers on phone and email before a new record is created, so a repeat buyer attaches to their existing history.
An existing customer enquiring again is flagged as such, which changes both who should call and what they should say.
Owners are set automatically from territory, product category, round robin or whatever rule fits your team, with notification on assignment so it reaches a person rather than a queue.
Unassigned leads become impossible rather than merely discouraged, which is the only thing that reliably stops leads going unworked.
The clock starts when the lead is created and stops on first recorded contact, reported by owner and by source.
Once this number is visible weekly it tends to improve without anyone being asked to improve it.
Because the lead lives in the same system as the quotation, order and invoice, conversion rate and realised order value report by source, product and salesperson.
That is what makes a renewal decision on the subscription an arithmetic question rather than an argument.
The flow is inbound only. Nothing is written back to the platform, which keeps the integration simple and the failure modes few.
| IndiaMART field | ERPNext record | Direction | Notes |
|---|---|---|---|
| Enquiry | Lead | IndiaMART → ERPNext | Created on poll; deduplicated before insert |
| Buyer name & company | Lead name / Organisation | IndiaMART → ERPNext | Company enquiries flagged separately from individuals |
| Phone & email | Contact fields | IndiaMART → ERPNext | Both used as the deduplication key |
| City & state | Territory | IndiaMART → ERPNext | Drives territory-based owner assignment |
| Product or category queried | Lead notes + Item Group | IndiaMART → ERPNext | Enables assignment by product specialism |
| Enquiry message | Lead description | IndiaMART → ERPNext | Stored verbatim so nothing is lost in mapping |
| Enquiry timestamp | Response clock start | IndiaMART → ERPNext | Platform time, not ingestion time |
| Source identifier | Lead Source | IndiaMART → ERPNext | Carried through to Opportunity, Order and Invoice |
| Duplicate enquiry | Comment on existing Lead | IndiaMART → ERPNext | Appended rather than creating a second record |
This is a small integration with a large behavioural component, so most of the effort is on the rules rather than the connection.
Your Lead Manager API credentials are configured and the polling interval set against your enquiry volume and the platform's rate limits. Credentials remain yours.
Which fields identify the same buyer, and what should happen when one matches — attach to the existing lead, flag as a repeat customer, or notify the existing owner.
Territory, product category, round robin or a combination, with an explicit fallback so no lead can arrive unowned. Notification goes to the assignee, not to a shared mailbox.
Leads flow into ERPNext while the existing email process continues, so you can confirm nothing is being missed before anyone relies on it.
Response time by owner, unworked leads by age, and conversion by source go live together. All three are needed; any one alone can be gamed.
Timeline shown is indicative and assumes an existing ERPNext instance with the sales cycle already configured.
Small integration, clear boundaries. Better to state them than to let expectations run.
Where several enquiry sources need consolidating into one pipeline, that is worth designing as a single piece of work rather than as separate connectors.
Within the polling interval, which is typically set to a small number of minutes and bounded by the platform's rate limits. The response clock uses the platform's own enquiry timestamp rather than the ingestion time, so measurement is honest even if a poll is delayed.
The second enquiry is matched on phone and email and appended as a comment on the existing lead rather than creating a duplicate. The current owner is notified, so the buyer gets one salesperson who already knows the history instead of two who do not.
Yes, by territory, product category, round robin or a combination, with a fallback owner so nothing arrives unassigned. Notification goes to the individual rather than to a shared mailbox, which is the difference between a lead being seen and being noticed.
It gives you the numbers to decide. Because the lead source carries through to opportunity, order and invoice, you get enquiries received, contacted, converted and the realised order value against them. Comparing that with the subscription cost is then arithmetic.
Yes, for replying to buyers and managing your catalogue. The integration is inbound only — it makes sure the enquiry is captured, owned and measured in your own system, rather than replacing the platform's own workflow.
The pattern is the same but each platform exposes leads differently, so each needs its own connector. Where a business runs several enquiry sources, it is usually better to design the consolidated pipeline once and connect sources into it than to build them one at a time.
API connectors, assignment rules and the reports that make them work.
Explore →Designing the sales pipeline before wiring sources into it.
Explore →Monitoring the connection so a silent failure does not cost you a week of leads.
Explore →A short call about where your enquiries land today and how many of them nobody ever calls back.
IndiaMART is a trademark of IndiaMART InterMESH Ltd. TradeIndia and Justdial are trademarks of their respective owners. ERPNext and Frappe are trademarks of Frappe Technologies Pvt. Ltd. These names are used here only to identify the services described. Finstein is not affiliated with or endorsed by IndiaMART InterMESH Ltd.
