My perspective on how the inbound marketing landscape will look in the next few years

1. B2B Inbound Marketing Strategy
Outlook in 2021-2024

2. About me
- Head of Digital Marketing, Growth &
Intelligence for Merchant at Gojek
(2020-present)
- Head of Digital Marketing at Moka
(2018-2020)
- Assistant Digital Marketing Manager at
Grab (2017-2018)
- Actively lecturing from 2018 for SMEs,
Business Growth, and Digital Marketing
topics
- Was an agency guy for multiple
high-profile clients, such as: AirAsia, Glaxo
Smith Kline, IKEA, and Tokopedia

3. A quick intro about what I do in

4. Let’s start with the most important element of inbound marketing:
Website

5. How much does it
cost to build a
website?

6. If you are a large enterprise, you are
more likely to spend 30x more
budget than the smaller company
Smaller Startups Enterprise
Micro-biz/personal
100-500
USD
1000-
10K USD
2,500-
95K USD

7. Now let’s see the cost of building your SEO backlink
Yet, so many people didn’t invest much in it

8. The trend lasts for decades

9. Why this is happening?
Myth that you need to
spend more to get
more

10. Why this is happening?
Company not being
digital native
Myth that you need to
spend more to get
more

11. Why this is happening?
Company not being
digital native
Myth that you need to
spend more to get
more
Confirmation Bias &
Endowment Effect:
overestimate the ROI

13. Primary challenge of inbound
marketing in 2021 is not the lack of
website or content, but the lack of
marketing priorities

14. Inbound
Marketing
SEO Assets Streamlining
Conversion Rate Optimization

15. Inbound
Marketing
SEO Assets Streamlining
Conversion Rate Optimization
Building a website is not your primary
objective, acquiring customers online is!

16. How to win inbound
marketing in 2021
onwards?

17. Adopt the fighting
brand mindset
1

18. The larger your company, the less likely that
someone will collaborate with you under no
direct monetary purpose

19. The larger your company, the less likely that
someone will collaborate with you under no
direct monetary purpose
So position yourself as fighting brand; as the underrated kid on the block

20. Adjust your marketing
priorities
2

21. Spend less on the
trivial stuff
Fancy UI element, expensive photoshoot, appealing content but not SEO optimized

22. Spend more on the
important stuff
SEO initiatives, link building, researching your average website visitors’ behavior,
improving page speed, and improving conversion rate

23. Case Study: Midtrans
We compress the UI elements and remove the unnecessary
corporate-driven copy. We gained 20%+ market share now.

24. Understand what
moved the funnel
3

25. Most funnels
Sucks!
Because it only ended up as regular report, not a deep
dive to what moved it in the first place

26. Thanks!