As a leading natural gas transportation and distribution company in Indonesia, Perusahaan Gas Negara (PGN) recognized a significant shift in B2B buying behaviors. By closely observing customer needs and staying informed on industry trends, PGN identified a growing demand for a digital experiences across all touchpoints.

This aligns with insights from McKinsey's report, "Future of B2B Sales: The Big Reframe”, which highlights the rise of multi-channel buyers.

PGN's existing website primarily focused on educating B2C customers. It lacked content, functionalities, and clear CTAs (calls to action) tailored for the B2B marketing sales funnel. This research-driven framework outlines the typical journey B2B buyers take, distinct from the B2C buying process, with a focus on complex evaluations and building trust:

The existing website inadequately addressed each stage of this crucial funnel, hindering PGN's ability to attract and convert B2B leads effectively.

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The Solution

To answer the challenge, we created a dedicated landing page specifically aimed to capture and convert B2B audiences. The landing page followed a clear structure,  guiding users through each stage of the B2B sales funnel:

1. Grabbing Attention and Sparking Interest

We knew grabbing attention and sparking interest were crucial. The landing page opened with Compelling Headlines and Value Propositions that clearly communicated the advantages of PGN Natural Gas for businesses, emphasizing potential cost savings and improved efficiency.

To further enhance discoverability, we implemented a Search-Engine Optimized (SEO) Content Strategy, ensuring potential B2B customers searching online wouldn't miss PGN.

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2. Building Trust and Transparency

Moving users further down the funnel, building trust and fostering confidence in PGN's services to pique potential customers’ interest required a two-pronged approach.

3. Empowering Informed Decisions

At the consideration stage, we provided users with an Interactive Energy Calculator. This engaging tool empowered businesses to estimate their savings and make
data-driven choices.

This addressed their cost-saving concerns head-on while providing data-driven insights to support their decision-
making process.

4. Prompting Actions

To guide businesses nearing a decision, we created clear and concise step-by-step explanations alongside readily available calls to action (CTAs). These explanations outlined the process of initiating natural gas services with PGN, removing any potential confusion and streamlining the path to conversion.

Clear CTAs like "Book an Online Meeting" provided a seamless way for interested businesses to connect with PGN and take the next step.

The Impact

Since the launch of the dedicated landing page in September 2023, PGN has witnessed impressive results:

This success story highlights the power of digital presence in achieving business goals, attracting new leads, and paving the way for potential conversions.