Abstract:
In a rapidly evolving digital landscape, customer engagement is no longer limited
to transactional interactions but is at the center of relationship building in B2B
marketing. However, many B2B companies still struggle to measure and optimize
the effectiveness of their online engagement strategies including Telkom Digital's
LEAP. Although LEAP Telkom Digital has an active presence on various digital
platforms, there is limited understanding of how its online content shapes
prospective clients' perceptions and decision-making processes. This research aims
to explore the effectiveness of LEAP's digital marketing efforts in engaging B2B
audiences and influencing their views of brands and services. Using a qualitative
case study approach, data was collected from 21 informants through semi-
structured interviews including internal employees directly involved in marketing
strategies as well as clients who engage directly online with LEAP Telkom Digital
and finally analyzed with NVivo 15. Thematic analysis identified four key
engagement drivers: content relevance, platform-specific optimization, visual
clarity, content quality and interactivity. This study contributes to B2B digital
marketing strategies by highlighting the importance of customized, credible and
interactive content in improving customer engagement in Indonesia.
