Account-Based Marketing Strategy for B2B Company in Indonesia

Abstract

As a tax application provider focusing on the B2B segment in Indonesia, the company that became an objective in this research experiences problems carrying out lead generation, resulting in a limited number of clients and revenue that does not reach the target. Based on the results of in-depth interviews with two existing customers and three potential customers, it is known that in the early stages, they looked for suppliers through online searches. In addition, these customers expect potential suppliers to provide proposals or guidelines that specifically explain taxation in their industry. In this research, the author uses an Account-Based Marketing (ABM) strategy to realize customer expectations, increase the number of customers, and increase company revenue. The author divides the ABM strategic planning process into five stages, adopted from the FlipMyFunnel model. In these 5 stages, the research results focus on marketing activities. The results show that there are several strategies that can be implemented to meet customer expectations, such as 1) Search Engine Optimization (SEO) through content marketing, and 2) Creating marketing kits in the form of proposals or guidebooks specifically made for certain industries.