Reconfiguring B2B digital marketing at Waresix within Indonesia's digital logistics ecosystem
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Abstract
Indonesia's increasingly digitized logistics sector has intensified rivalry and elevated the strategic relevance of business-to-business digital marketing. This study examined Waresix's B2B digital marketing practices, appraised their constraints, and devised an integrated framework for improving lead acquisition and customer conversion. A qualitative descriptive-evaluative case study was undertaken using secondary evidence from the corporate website, social media, company publications, industry reports, business media, and scholarly literature. Data were assembled through documentary inquiry and non-participant observation, then interpreted through qualitative description, SWOT reasoning, source triangulation, and gap analysis. The findings indicated that Waresix had cultivated a credible online presence through its website, search engine optimization, educational materials, LinkedIn, and corporate social channels. These activities effectively reinforced awareness, reputation, and market literacy, yet remained comparatively limited in producing qualified leads, nurturing prospects, and facilitating measurable conversion. The proposed framework integrates account-based marketing, premium content, executive thought leadership, recurring webinars, professional communities, marketing automation, customer relationship management, and performance dashboards. Collectively, these measures can synchronize marketing with sales, reinforce competitive differentiation, and broaden Waresix's pertinence within Indonesia's evolving logistics landscape through a coherent journey.
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