Marketing Communication Strategy Business to Business CV Anugrah Pratama in Building Relationships with Customers
Strategi Komunikasi Pemasaran Bussiness to Bussiness CV Anugrah Pratama Dalam Menjalin Hubungan Dengan Customer
DOI:
https://doi.org/10.21070/ups.2699Keywords:
Account Manager, Communication Strategy, Persuasive, potential customersAbstract
This study aims at the communication strategy of CV Anugrah Pratama's B2B Account Manager in establishing relationships with customers. The research method used is phenomenology with a qualitative approach. The research participants consisted of two B2B Account Managers, one Customer Satisfaction (CSAT) staff, one SPV Account Manager, one Marketing Communication leader. Data was collected through observation, interviews and document analysis. The results of the study show that the communication strategy used by the account manager is very effective. The formulation of the strategy used is a more modern persuasive approach with consumers or potential customers, such as giving rewards or gifts to loyal customers, holding events and coffee talks to strengthen networking with consumers and potential customers. as well as increasing value with various certifications and honing product knowledge. This research provides important insights for practitioners and management in the world of sales marketing.
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