Analysis of Business-to-Business Digital Marketing Strategies as a Basis for Strategy Development at PT Samudera Indonesia Tbk
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Abstract
This study analyzed the business-to-business digital marketing strategies implemented by PT Samudera Indonesia Tbk and formulated directions for their development. A descriptive case-study approach was used with secondary data obtained from the company website, social media, annual reports, sustainability reports, and corporate publications. The data were analyzed by identifying digital channels, evaluating relevant indicators, synthesizing strengths and weaknesses, and formulating recommendations. The findings showed that the company had used a corporate website, content marketing, and social media marketing to build credibility, transparency, and communication reach. However, implementation had remained dominated by corporate communication and had not optimally generated qualified leads, provided solution-oriented content, or developed professional interaction. The study recommended account-based marketing and thought leadership content marketing integrated with the website, LinkedIn, and customer relationship management. This integration was expected to strengthen the customer journey from awareness to conversion and long-term relationships while improving the strategic contribution of digital marketing to business development.
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