Analysis of B2B Digital Marketing Strategy at PT KAI Logistik: Evaluation of Digital Strategy and Recommendations for Corporate Marketing Development

Abstract

This study aims to analyze the Business-to-Business (B2B) digital marketing strategies implemented by PT Kereta Api Logistik, identify their strengths and weaknesses, and formulate recommendations to improve the effectiveness of the company's digital marketing. A qualitative approach with a case study method was employed. Data were collected through observations of the company's website, social media, digital services, and corporate publications, complemented by literature review and documentation. The data were analyzed descriptively by comparing the company's digital marketing practices with relevant concepts and previous studies. The findings indicate that KAI Logistik has established a digital marketing ecosystem consisting of website marketing, content marketing, social media marketing, and the KAI Logistik TRAX digital service. However, cross-channel integration, customer-centric and industry-specific content, B2B engagement, and lead generation require further development. The study recommends Integrated B2B Digital Lead Generation and B2B Logistics Thought Leadership & Account-Based Content to integrate the customer journey, improve lead conversion, strengthen corporate credibility, and develop long-term business relationships with corporate customers.