Digital Marketing Strategy Initiative for B2B Company

Study Cases in Strategy Business Unit (SBU) TelkomPajakku

By

GROUP 3

ANDINI WIDIA SARI 29121073

DHIANYA AYUNING PRAMESWARI 29121097

HADIYANTI AINUN ATIKA 29121190

IVAN WIBISONO P. 29121124

Master of Business Administration Program

INSTITUT TEKNOLOGI BANDUNG

2022
 Table of Contents

1. Introduction to TelkomMetra and TelkomPajakku

2. Objectives
3. Market Situation, Market Challenge & Market Insight about B2B Digital
Marketing
4. Takeaways – Digital Marketing Strategy for B2B Company
5. Customer Pain Points and Parameter for Effective Digital Marketing
6. Telkommetra and Telkompajakku Situation
7. Benchmarking Analysis
8. Solution & Action Plan for Telkompajakku
9. Conclusion
10. Exhibit
1. Introduction to TelkomMetra and TelkomPajakku

- Strategic holding company that acts as a shareholder and holding company.

- Currently managing 22 product portfolios through 2 SBU (Strategic Business
Unit) and 10 subsidiaries with majority shareholding.
- TelkomMetra also plays a strategic control function that focuses on the
operational integration of subsidiaries.
- As of 2020, the role of TelkomMetra has shifted to become Operational Control.

- It is one of the Strategic Business Units directly supervised by TelkomMetra.

- Operates as an ICT (Information Communication and Technology) Hub in the
Digital Tax Ecosystem.
- Through TelkomPajakku, helping transformation and digitalization to facilitate
taxpayers in their tax activities.
- TelkomPajakku has several products such as e-Invoice Host to host, Bukti Potong
(BUPOT) PPH unification, Modular Service, and e-Stamp
- Now, telkomPajakku has 48 clients

2. Objectives
a. Business Objective
TelkomMetra Group's business is determined to:
- Having Competitive advantage
- Increasing Company’s Revenue
- Accelerating Indonesia's digital transformation towards the Industrial
Revolution 4.0
 - Giving the best customer experience

b. Marketing Objectives
- Increasing Brand Awareness of Telkommetra, especially the
Telkompajakku Strategic Business Unit
- Increasing the Number of Telkompajakku Leads or Clients (Action Stage)

c. Digital Marketing Objectives

To align Business and Marketing Objectives, we need an appropriate digital
marketing tool for Telkompajakku as a service product with Business-to Business
(B2B) segmentation. This is so that the message to be communicated to potential
customers can be well received.
The Digital Marketing Objectives are:
- Getting Audience Reach through Online Presence (Awareness)
- Increase Conversion/Sales (Number of Leads)

3. Market Situation, Market Challenge & Market Insight about B2B Digital
Marketing
a. Market Situation
In purchasing companies with Business to Business (B2B) segmentation,
Decision Makers have a very important role in determining the decision to
purchase goods/services.
 C-Level means high-ranking executive titles in an organization

b. Market Challenge
Nowadays, more than 50% of Millennials or Generation X which born in 1981 -
1996 (26 - 41 years old at 2022) becoming important decision makers in B2B
company.

N
Company Description Date Source
o
 73% of B2B millennial employees surveyed
Merit https://madewithmerit.com/repor
(1,469 respondents) are involved in making B2B
1 Marketing 2018 ts/Millennial_B2B-Report-Merit.pd
purchasing decisions at their company, with 1/3
Research f
of Millennials being the sole decision maker

The majority of Millennials (56%) hold The B2B Millenial Buyer Survey
director-level positions or higher, while 42% hold Report
Demand Gen managerial positions. It's safe to say that http://e61c88871f1fbaa6388d-c1e
2 2019
Millennials hold a key position in today's B2B 3bb10b0333d7ff7aa972d61f8c669
buyer team. .r29.cf1.rackcdn.com/MX001_SUR
V_Millennial_Oct_2019_Final.pdf

B2B 73% of Millennials are currently involved in https://www.b2binternational.com

International : Decision Making and they have high /2020/08/05/millennials-in-decisio
3 2020
A Markle expectations when it comes to Digital n-making-roles/
Company Experience

38% of Millennials predict that the most notable https://www2.deloitte.com/conte

workplace shifts in the next 10 years will be nt/dam/insights/articles/glob1752
4 Deloitte using Artificial intelligence (AI) and other 2022 27_global-millennial-and-gen-z-sur
technologies used to automate many jobs or job vey/Gen%20Z%20and%20Millenni
functions. al%20Survey%202022_Final.pdf

Not only in international stages, in indonesia big company, Millennials already

having an important role in decision makers

Source: I News ,2022 Source: Daily Social, 2022

 Source: CNBC, 2020 Source: Kata data 2019 dan
Merdeka.com2022
c. Market Challenge
Because of domination of Millennials in B2B as decision makers, giving better
results in digital interaction

Source: McKinsey 2020 - 2021

The Millennials as Decision Makers have made many companies in Indonesia

aware of this the importance of digital transformation and concern in using digital
marketing
d. Market Insight - Digital marketing for B2B
● B2B vs B2C Marketing Characteristics

Characteristics FOR B2B MARKETING FOR B2C MARKETING

Customers focus on Return on Customers looking for

Investment (ROI), Efficiency, offers and entertainment
Goal
and vendor expertise in (marketing must be
offering products and services. presented in a fun way)

Purchase Customers are driven by logic Customers are driven or

Motivation and finance. driven by emotion.
Customers want to get
Customers value education
education from the content
Drivers but don't always need it for
provided. An example is B2B
purchasing decisions.
Content Marketing
Customers prefer to work
Purchase closely with the finance Customers prefer to buy
Process manager and sales directly through sellers
department.
Customers must often
Customers rarely
People compromise with decision
compromise with others
Involved in makers and other members
before making a purchase
Purchase before making a purchase
decision.
decision.
Customers make purchases for
long-term solutions, longer Customers don't need long
Purchase
sales cycles, contracts and term solutions or long
Purpose
long-term relationships with term relationships.
vendors.
● Definition of Digital Marketing
Digital Marketing is a marketing activity for a brand of product or service that is
carried out through digital media.

● Types of digital marketing

● characteristics of digital marketing

Organic channel

No Channel Strenght Weaknesses

• Low Cost
1 SEO • Appropriate for long-term
marketing strategy
• Not effective for marketing that
requires fast results.
• It's not right for very new
products because there's not
much to search for

Biaya rendah dan tepat untuk Tidak tepat untuk perusahaan

Email
2 Marketing
melakukan retaining existing dengan basis pelanggan yang kecil.
customer

Paid Channel

No Channel Strenght Weaknesses

 Appropriate for marketing that
1 SEM
requires fast or instant results
High Cost

Effective for companies that have a • High Cost

spread audience, companies that • Not suitable for companies
2 Ads Channel
already use other online marketing that want to do customer
channels. acquisition for the first time

e. What are the reason of using social media

N Global Indonesi Age of Users in Recommendati

Channel Reason to Use Sources on for B2B
o. Users an Users Indonesia)

• Expand your network of

friends
2.910 129.9 • 18-24 (31.8 %)
• Community features that Suara.com,2021 Very
1 Facebook • 25-34 (30.2 %)
Million Million Recommended
help in providing • 35-44 (16.4 %)

business-related feedback

• Information Update
• Entertainment Prihatiningsih, 1.478 98.06 • 18-24 (38 %)
2 Instagram • 25-34 ( 29,8 %) Recommended
• Gratification for personal 2017 Million Million
• 35-44 (12,3%)
identity

• A place to complain
436 18.45 • 18-24 (17,1 %)
3 Twitter (emotional needs) Sukmana, 2010 • 25-34 (38,5 %) Recommended
Million Million
• Trends udpdate • 35-44 (20,7 %)

• Personal and professional Wappin.id, 2.000 84.8 • 18-24 (31 %)

4 Whatsapp • 25-34 (27 %) Recommended
communication media 2021 Million Million
• 35-44 (20 %)

• to developing career
• Online identity
830 21 • 18-24 (29.4 %)
Linked In gratification Wijiyanti, 2016 Very
5 • 25-34 (61.7 %)
Million Million Recommended
• Update company/work • 35-44 (8.5 %)

environment information

• Entertainment 1.000 92.7 • 18-24 (42,9 %)

6 Tiktok Andrian, 2021 • 25-34 (31,2 %) Recommended
• Self promotion Million Million
• 35-44 (12,8 %)

• Media to get video

tutorials • 18-24 (34,62 %)
Youtube 2.562 127
7 • Entertainment Nurhadi, 2020 • 25-34 (33.41 %) Recommended
Million Million
• Media for information • 35-44 (10,9 %)
and learning through
 video

N Global Indonesian Age of Users in Recommend

Channel Sources
o. Users Users Indonesia) ation for B2B

2.910 • 18-24 (31.8 %)

Statista.com 129.9 Million Very
1 Facebook • 25-34 (30.2 %)
Million Recommended
• 35-44 (16.4 %)

1.478 • 18-24 (38 %)

2 Instagram napoleoncat.com 98.06 Million • 25-34 ( 29,8 %) Recommended
Million
• 35-44 (12,3%)

436 • 18-24 (17,1 %)

3 Twitter statista.com 18.45 Million • 25-34 (38,5 %) Recommended
Million
• 35-44 (20,7 %)

2.000 • 18-24 (31 %)

4 Whatsapp statista.com 84.8 Million • 25-34 (27 %) Recommended
Million
• 35-44 (20 %)

830 • 18-24 (29.4 %)

Linked In napoleoncat.com 21 Million Very
5 • 25-34 (61.7 %)
Million Recommended
• 35-44 (8.5 %)

1.000 • 18-24 (42,9 %)

6 Tiktok ecwid.com 92.7 Million • 25-34 (31,2 %) Recommended
Million
• 35-44 (12,8 %)

• 18-24 (34,62 %)
Youtube 2.562
7 oberlo.com 127 Million • 25-34 (33.41 %) Recommended
Million
• 35-44 (10,9 %)

4. Takeaways – Digital Marketing Strategy for B2B Company

With the dominance of Millennials as key persons in B2B companies, a Digital
Marketing Strategy is needed. The right Digital Marketing Strategy for B2B companies
and in accordance with the Millennial Generation is as follows:
 Using digital channels that make the
1 company's brand easy to find online Website
(online presence)

Using the right digital channel for the

2 company's long-term strategy through SEO
the organic channel.

Implementing a strategy that provides

3 education through content provided by SEO
the company.

Using digital channels that are widely

4 LinkedIn
used by Millennials.

Using digital channels that are widely

5 LinkedIn
used by B2B professionals.

Organic Channel becomes mandatory while Paid Channel is optional. And for the
digital marketing channel are:
● Optimization usage of website
A website is a primary tool that is used by B2B professional buyers in analyzing
service products.

● Using Search Engine Optimization (SEO) strategy

Currently, 61% of B2B decision makers begin their decision-making process by
conducting online research
● Using social media LinkedIn
○ Linkedin is the most used social media platform for B2B marketers with a
percentage of 96%
○ More than 60% of B2B Leads come from LinkedIn social media

a. Website Survey Result

B2B customers conduct website searches to conduct online research in comparing
 the products to be purchased. In 2018, 56% said the website is the primary tool,
and this has increased by 85% in 2020.

Sources : Demand Gen, 2018 and Igalanurses.org , 2020

54% of web visitors stated that websites that influence purchasing decisions are websites
that can answer visitors' questions, 69% of web visitors stated that websites that influence
purchasing decisions are websites that provide content that represents the company, and
86% of B2B companies have websites and use them as primary sources for lead
generation and communication with existing clients.
Sources : Marketing Charts, 2021 and Demand Gen, 2018 & Thrive My Way, 2022

b. SEO’s Survey Result

61% of B2B buyers conduct online research through search engines and the level
of effectiveness of Search Engine Optimization (SEO) has the highest score
among other digital channels.

Sources : Hinge Marketing 2022 and Business 2 Community, 2020

c. LinkedIn Survey Result

80% of leads come from LinkedIn, 79% of B2B marketers believe that social
media is an effective channel for marketing, and 2.74% of the conversion rate
results or 69% stated that LinkedIn is a social media used by B2B marketers.
 Sources : HubSpot, 2021 and Content Marketing Institute, 2021

5. Customer Pain Points and Parameter for Effective Digital Marketing

Digital Parameter for Effective Digital

No. Reference Customer Pain Points Sources
Marketing Tools Marketing

Length of website access process Maximum loading time of 3 In

(McKinsey, 2021) seconds. references

Information that is less clear and Avoiding writing errors and

causes misunderstanding information that will adversely whello.id
(marketing for fools, 2020) affect websites and articles

A credible website. Links to/from

Have several social media
other sites or websites indicate In
channels and integrate with each
that the site is respected. references
other.
(usability.gov, 2006)

1. Website
Requires excellent testimonials to
avoid recurring problems
In
regarding service products that do There is a testimonial feature.
references
not match expectations. (Big
Commerce, 2019)

There is an article / e-book /

(https://ww
Requires guidance on each whitepapers feature that can be
w.entrepren
process and service product to be accessed and makes it easier for
eur.com,
purchased. customers to get product
2020)
information.
 • The website is on the first
page of Search Engines. http://reposi
Difficulty finding products • If the company's website tory.stp-ban

2. SEO through Search Engines. appears on the first page of dung.ac.id/,

(McKinsey, 2021) search engines, then, the 2020
company's online visibility is
high.

• Active and has multiple https://www

Social media is inactive and
connections .niagahoster
3. Linked In limited information presented by
• Be consistent in creating and .co.id/,
social media owned by vendors.
uploading content 2021

According to (Rapitasari, 2016) and (So, 2012) that a good use of Digital
Marketing Tools can expand the market and reach more customers. The application will
be effective with facilities and a good, interactive and informative user interface.
Based on the survey conducted, customers are more interested and tend to make
transactions with companies that provide several other integrated social media
channels, this will make it easier for customers to submit complaints, suggestions and
criticisms so that the company can know what customers want and handle it.
According to (Suprapto and Sasongko, 2021) a good company website is said to
be easily accessible and display obstacles in a fast time, so that website visitors can
survive and get the information they need immediately. This becomes very crucial and
refers to customers or visitors re-visiting the website. Based on the analysis carried out
that the optimal load time for the company's website is under 5 seconds, if it exceeds 5
seconds, on average, 75% of visitors will leave the website.
According to (Satibi et al, 2017) the parameters of a website are said to be
good, if it is on the top page of search engines using SEO techniques on the website.
This will increase the visibility of searchers to visit the company's website.
According to (Tarihoran et al, 2021) the use of social media as a means of
marketing will be more effective if the platform consists of product information,
company information, to service information. In addition, it can be used as a means of
communication between the company and visitors.
 62% of companies use testimonials to conduct marketing activities, another
survey result said in B2B marketing, 78% of customers want to see testimonials or case
studies before making a transaction, and this figure continues to increase year by year and
currently amounts to 89%.

6. TelkomMetra Situation

Digital
Marketing Parameter for Effective Digital Marketing Current Situation
Channels

Maximum loading time of 3 seconds. 4 seconds.

Avoid writing errors and information that will have a missed spelling words.
negative impact on websites and articles (whello.id)

Has several social media channels and is integrated with The website has been integrated
Website each other. with several of its social media

There is a testimonial feature. There is no testimonial feature

(optional)

There are article/e-book/whitepapers features that can be Has an article feature or other
accessed and make it easier for customers to get product information that can be used as a
information. source of information

• The website is on the first page of Search Engines.

• If the company's website appears on the first page of
SEO Be on the first page
search engines, then, the company's online visibility is
high.

• Active and has multiple connections
Linked In
• Be consistent in creating and uploading content
• Active and lots of connections
• Be consistent in uploading
content

a. Website
● Our group do 11 tries with 3 different tools, and for 2 days. For the load time average in
Telkommetra’s website is 4.7 seconds. (Almost Qualified)

● There is a writing error on the TelkomMetra website page, and also Incorrect file titles
and contents can cause misunderstanding. (Not Qualified)

● Has a publication & download feature which contains sources of information for web
visitors. Also the social media listed on the website are integrated with each other.
(Qualified)

b. Search Engine Optimization (SEO)

● Searching the TelkomMetra website using the Search Engine is considered quite high
with a total of 5,866 searches for a month. For several keywords, the TelkomMetra
website ranks first or the first page of the Search Engines. (Qualified)
 Source : Ubbersuggest of Neil Patel, 2022

● Using On Page SEO

1. Telkommetra conducts a Content Marketing Strategy by uploading articles
regularly through the website to increase website traffic to the main page of
Search Engines such as Google Search.

Content Marketing

2. Telkommetra also focuses on the speed of visitors in accessing the website.

According to the survey results, the minimum speed of the current website is 3
seconds with a fairly low percentage of bounce rate of 32% and the
Telkommetra Website has met these standards.

Result of Telkommetra from Pingdong Page Test Platform

Source : Pingdong Page Test Platform, 2022

3. Conduct keyword research by entering keywords that are often searched by users
 in search of information. One of them is the keywords that are applied in the
uploaded article.

Keyword of Telkommetra URL in Search Engine Result Page

Shared Shared Services Pajak

Keyword Shared Services Services Center adalah Progresif
adalah

Position/Page 5 9 1 1 7

● Technical SEO
1. In theory, Technical SEO can help search engines associate business/company
websites and improve User Interface (UI) and user experience (UX).
2. In this case, the Telkommetra website has a friendly UI UX design and a
lightweight website and has access speeds that are in accordance with standards.
3. Based on the results of interviews and observations from our group, the
components contained on the Telkommetra website are dominated by images.
According to Telkommetra, referring to scientific results, the stimulus of the
human brain prefers to see images and colors (visuals) so that it will also attract
attention and can also make it easier for visitors to read important information
briefly so that it is easy to understand.
To prove this, our group also checked through the web page test platform and
obtained the following results:

Source : https://tools.pingdom.com, 2022

C. LinkedIn
● TelkomMetra LinkedIn has 11,574 followers
● LinkedIn TelkomMetra consistently uploads content at least 1-2 times a month, and
adjusts to the needs of the company. (Qualified)

Sources : LinkedIn TelkomMetra, 2022

29

7. Telkompajakku Situation

Digital
Marketing Parameter for Effective Digital Marketing Current Situation
Channels

8 seconds.
Maximum loading time of 3 seconds.

Avoid writing errors and information that will have a missed spelling words.
negative impact on websites and articles (whello.id)
Website
The website has been integrated
Has several social media channels and is integrated with
each other. with several of its social media

There is a testimonial feature. There is no testimonial feature

 There are article/e-book/whitepapers features that can be There is no
accessed and make it easier for customers to get product article/e-book/whitepapers feature
information.
• The website is on the first page of Search Engines.
My tax website cannot be found
• If the company's website appears on the first page of
SEO on search engines and must search
search engines, then, the company's online visibility is
with specific keywords.
high.

• Rarely post on Linked In

• Active and has multiple connections
Linked In • Have few followers.
• Be consistent in creating and uploading content

a. Website
● Load Time website 8 seconds (Not Qualified)

Sources : Gtmetrix.com reports, 2022

● Wrong Spelling (Not Qualified)

Sources : Website Telkompajakku, 2022

● There is no articles/e-book/whitepapers/testimonial features (Not Qualified)

Sources : Website Telkompajakku, 2022

● The website has been integrated with several social media owned by TelkomPajakku.
(Qualified)

Sources : Website Telkompajakku, 2022

b. Search Engine Optimization (SEO)

● Website did not shown up on the first page of Search Engine like Google, and only found
if used the specific keywords. (Not Qualified)
 Sources : Neil Patel, 2022

Sources : Google Search, 2022

● On Page SEO. Based on interview result and external analysis from our group,
Telkompajakku haven’t done yet using a SEO strategy. But, Now Telkompajakku
has started to make improvements by adding features to the website, and adding
content or articles that can be accessed by website visitors. Here the progress of
Telkompajakku’s website development :
1. Telkompajakku conducts a Content Marketing Strategy by uploading articles
regularly through the website to increase website traffic to the main page of
Search Engines such as Google Search.

Sources : Telkompajakku Website, 2022

● Technical SEO
1. In this case, the Telkompajakku website has a friendly UI UX design and a
lightweight website and has access speeds that are in accordance with standards.
2. Based on the results of interviews and observations from our group, the
components contained on the Telkompajakku ‘s website are dominated by
images. According to Telkommetra, referring to scientific results, the stimulus of
the human brain prefers to see images and colors (visuals) so that it will also
attract attention and can also make it easier for visitors to read important
information briefly so that it is easy to understand.
 Source : https://tools.pingdom.com

● Keywords that Uses for SEO Strategy in Telkompajakku

No. Keywords Type of Keywrods

1. telkompajakku Mid Tail Keywords

2. pajakku Short Tail Keywords

3. sso pajakku Mid Tail Keywords

4. telkommetra Mid Tail Keywords

5. telkom metra Mid Tail Keywords

6. pajak karbon uu ppn Long Tail Keywords

7. kegunaan e meterai Long Tail Keywords

8. mitra pajakku Mid Tail Keywords

9. fungsi e meterai Long Tail Keywords

10. mediahub telkom Mid Tail Keywords

Source : Internal data of Telkompajakku

c. LinkedIn

● Telkompajakku LinkedIn only has 65 followers and rarely posts content. Since August
2021 it was formed, it has only posted 8 times (Not Qualified)
 Sources : LinkedIn Telkompajakku, 2022

8. Benchmarking Analysis

Digital
Parameter for Effective
Marketing Telkompajakku Klikpajak Onlinepajak
Digital Marketing
Channels

Maximum loading time of 3 8 seconds.

2 seconds 3.2 seconds
seconds.
Avoid writing errors and
Missed spelling
information that will have a
words. Qualified Qualified
negative impact on websites
and articles (whello.id)
The website has
Has several social media been integrated with
channels and is integrated with Qualified Qualified
several of its social
Website each other.
media

There is a testimonial feature. There is no

Qualified Qualified
testimonial feature
There are
article/e-book/whitepapers There is no
features that can be accessed article/e-book/whitep
Qualified Qualified
and make it easier for apers feature
customers to get product
information.
 • The website is on the first
page of Search Engines. My tax website
• If the company's website cannot be found on

SEO appears on the first page of search engines and Qualified Qualified
search engines, then, the must search with
company's online visibility specific keywords.
is high.

• Rarely post on
• Active and has multiple
Linked In
connections
Linked In • Have few Qualified Qualified
• Be consistent in creating
followers.
and uploading content

Total 1/7 of Indicators 7/7 of Indicators 6/7 of Indicators

a. Website
● TelkomPajakku Website in general gets grade D, Klikpajak Websites in general gets
grade A, and Onlinepajak Websites generally get grade B

TelkomPajakku Klik Pajak Online Pajak

Sources : GT Metrix, 2022

● Our group did 15 tries with 3 different tools, and d ifferent times for 2 days in a row.
1. Telkompajakku load time is 8.5 seconds (Not Qualified)
2. Klikpajakku load time is 2 seconds (Qualified)
 3. Onlinepajak load time is 3.2 seconds (Almost Qualified)

Sources : GT matrix, Pingdong, & Webpagetest, 2022

● The TelkomPajakku website is connected to any social media listed on the website,
namely LinkedIn, Youtube, and Gmail. (Qualified)

● Klikpajak website which is connected automatically to social media Linked In, Youtube,
Instagram, Twitter. (Qualified)

● Onlinepajak website which is connected automatically to social media Facebook, Twitter,

Linked In, Youtube, Instagram. (Qualified)
● The TelkomPajakku website does not have any features that can be accessed to obtain
tax-related information. (Not Qualified)

● Klikpajak website has several features such as blogs, ebooks, whitepapers, events or
webinars, and so on. (Qualified)

● Onlinepajak website has several features such as e-books, articles, events or webinars,
and so on. (Qualified)
 b. Search Engine Optimization (SEO)
● N means the user wants to find a specific page or site
● I means the user wants to find answers to specific questions
● T means the user wants to complete the action (conversion)

Telkom Intensit
No. Klik Pajak Online Pajak Keyword Volume
Pajakku y

1. Not Found First Page First Page Pajak online 165.000 N

2, Not Found First Page First Page Lapor pajak online 27.100 I

3. Not Found First Page First Page Online pajak 22.200 N

Cara lapor pajak

4. First Page Not Found 9.900 I
Not Found online
Pelaporan pajak
5. First Page First Page 1.900 I
Not Found online
Aplikasi pajak
6. First Page First Page 1.600 I
Not Found online
Cara pelaporan
7. First Page Not Found 720 I
Not Found pajak
Laporan pajak
8. First Page First Page 590 T
Not Found tahunan online
0/8 of 8/8 of
6/8 of Keywords
Keywords Keywords

Sources : Semrush, 2022

c. LinkedIn

● Linked In TelkomPajakku has 63 followers and is not connected to the website.

 (Not Qualified)

● Linked In Klikpajak has 431 followers and is directly connected to the website.
(Qualified)

● Linked In Onlinepajak has 26,770 followers and is directly connected to the website.
(Qualified)

9. Solution & Action Plan for Telkompajakku

Based on the conducted analysis, we have some recommendations as elaborated below:
 Channels Website SEO Linked in

Descriptions - Reach 3 seconds Content Marketing: - Marketing

maximum load Content Marketing through organic
time could increase website channel, such
- Edit and traffic to the first page as Linked in
proofread of search engines. Carousel
writing (source:dearcontent. - Publish content
- Adding features com) at
customers - Articles Content recommended
would need: - E-books times based on
testimonials, - Free Webinar existing
articles, research
e-book/whitepa
pers,
event/webinar

Benefits for - Improving - Increase brand - Increase the

Telkompajakku company visibility and brand
website online presence awareness of
performance/ of service LinkedIn users
traffic products for service
- Reduce the - Increase products.
website bounce customer interest - Potential to get
rate and in finding out targeted Leads
increase website more about
visitors. service products.

To explain more about the recommendation, content marketing is important for SEO strategy
based on the research conducted by multiple researchers as elaborated below:
Source: 1827marketing, 2020

Source: Semrush, 2022

 Source: B2Bmarketinworld, 2022

Source: Marketing Institute, 2019

As for website, Telkompajakku should add several features such as testimonials on the home
page, and resource features which contain articles/e-books/whitepapers and events such as
webinars. It aims to provide information needed by web visitors when visiting the website.
Sample design for Telkompajakku website

Example of Testimonials
As for SEO strategy, below are samples reference Telkompajakku could implement:

Example of article, e-book, and webinar

Telkompajakku should create articles that discuss issues that are currently trending and relevant,
create an E-book or guide book to provide the information needed by the customer, Hold
webinars/other events that discuss current issues and invite experts.
As for Linked in Carousel, it is elaborated below:
 1. Linked In Carousel is visual content that displays more than one image in a single post on
Linked In and can be rotated.
2. Doing A/B testing for posting on Linked In, by choosing the best 1-2 time slots according
to the recommendations of several studies.
3. Post on Tuesday, Wednesday and Thursday
4. Post articles or other content at 08.00 WIB – 12.00 | 13.00 WIB – 15.00
Source: Hubspot, Buffer, Oberlo, Sprout & Influencer Marketing Hub

10. Conclusion
Digital Marketing Strategy for B2B Company (Study Cases in SBU TelkomPajakku):
1. Website, SEO, and Linkedin
 Parameter (Website) Telkompajakku Sign
Maximum loading time of 3 Not
8 seconds
seconds. Qualified
Avoid writing errors and Not
There are writing errors
information Qualified
Has several social channels Qualified
media and integrated with each Integrated
other
Not
Has testimonial features None
Qualified
Hase blog features Not
None
(e-book/article/whitepapers) Qualified

Parameter (SEO) Telkompajakku Sign

Website berada pada halaman Not
Not yet
pertama Search Engine. Qualified

Parameter (Linked in) Telkompajakku Sign

Aktif dan konsisten dalam Not
Rarely active
membuat konten Qualified

2. Score: 1 from 7, or 14.3 percent.

3. Recommendations:

Digital Tools Action Plan

1. Improved website load times

2. Adding testimonials on the home page
Website 3. Add resources or similar features that contain
(articles/e-books/whitepapers and webinars related to content
marketing)
 Improvement through Content Marketing which contains:
1. Articles
2. E-books or Whitepapers
SEO
3. Webinar
And then uploaded to the website.

1. Consistently upload content using the Linked In Carousel.

2. Active to add followers. The first thing to do is through the internal
Linked In company by directing all employees to follow the Linked In
Telkompajakku account.

Reasons on poor performance:

1. Website Performance, SEO, and LinkedIn are still inadequate and must be improved
because Telkommetra, as the owner of Telkompajakku, was initially not aware of the
importance of digital marketing and is currently still dominated by offline marketing,
namely focusing on referral methods.
However, after several discussions in our group, now Telkompajakku has started to make
improvements by adding features to the website, and adding content or articles that can
be accessed by website visitors.
2. For Website Performance, Telkommetra, especially Telkompajakku, only carries out
monitoring duties and fully submits this to the vendor. The following are the results of
interviews obtained from Telkompajakku: The high number of components on a website
page makes it necessary to reduce the number of HTTP requests required to render the
page, so that the page loads faster.
Telkompajakku Website Performance has not compressed to reduce response time by
reducing the HTTP response size, for example using Gzip.
Telkompajakku website server has yet to ensure static components with cookie free
requests and create subdomains and host them there.
There are too many scripts, style sheets, images and Flash in the Website content.
11. References
Rapitasari, D. (Desember 2016). Digital Marketing Berbasis Aplikasi Sebagai Strategi
Meningkatkan Kepuasan Pelanggan. Jurnal Cakrawala Vol. 10 No. 2.
Suprapto, A. &. (2021). Evaluasi Performa Website Berdasarkan Pengujian Beban Dan
Stress Menggunakan Load Impact (Studi Kasus WEBSITEIAIN Salatiga). Jurnal
Ilmiah NERO Vol. 6 No. 1.
Satibi, A. F. (2017). Analisis Pemanfaatan Search Engine Optimization Dalam
Meningkatkan Penjualan Produk UKM Di Pasar Internasional (Studi Kasus Pada
CV. Ayung Sportindo). Jurnal Administrasi Bisnis (JAB) Vol. 50 No. 6.
Tarihoran, J. E. (2021). Pentingnya Sosial Media Sebagai Strategi Marketing Start-Up Di
Indonesia. Jurnal Ilmiah Prodi Manajemen Universitas Pamulang, Vol. 9., No. 1 .
12. Appendix

Have multiple channels and they are integrated with each other.

Sources : Think With Google, 2021 & www.hobo-web.co.uk, 2021

The maximum website load time is 3 seconds.

Sources : Marketing Charts, 2021 & Mckinsey, 2021