What the study found
Upscale’s B2B marketing strategy uses Segmenting, Targeting, Positioning (STP), the marketing mix (4P), and email marketing to support client acquisition. The study reports that the company segments the market around recruitment activity on online portals, targets credible companies needing technology talent, and positions itself as an integrated service provider.
Why the authors say this matters
The abstract says the growth of digital transformation has increased demand for technology talent and intensified competition among talent service providers, so the authors present more targeted marketing as important. The findings indicate that email marketing and structured B2B strategy are used as part of that response.
What the researchers tested
The researchers used a qualitative approach during an internship period at Upscale. They collected data through interviews, observations, and documentation, and analyzed the implementation of STP, the 4P marketing mix, and email marketing as the main promotional channel.
What worked and what didn't
The study reports that STP was carried out through market segmentation based on online recruitment activity, targeting of credible companies, and positioning as an integrated service provider. It also reports that the marketing mix was implemented through talent solution and infrastructure setup offerings, flexible pricing based on project complexity, service distribution without geographical limits, and digital promotion through email marketing. Email marketing was carried out through identification, verification, and personalized mass messages, but it was constrained by contact data quality and a high volume of promotional emails.
What to keep in mind
The abstract does not describe numerical outcomes or compare this strategy with other approaches. It also does not give detailed limitations beyond the stated problems with contact data quality and email volume.
Key points
- Upscale uses STP, the 4P marketing mix, and email marketing in its B2B client acquisition strategy.
- The company targets credible firms that need technology talent and positions itself as an integrated service provider.
- Its marketing mix includes talent solutions, infrastructure setup, flexible pricing, and distribution without geographical limits.
- Email marketing is used through identification, verification, and personalized mass messages.
- The abstract says email marketing is limited by contact data quality and a high volume of promotional emails.
Disclosure
- Research title:
- B2B marketing at Upscale relies on STP, 4P, and email
- Authors:
- Fikri Firmansyah, Ratna Roostika, Fahmi Maulana
- Institutions:
- Islamic University of Indonesia, Universitas 17 Agustus 1945 Cirebon
- Publication date:
- 2026-02-23
- OpenAlex record:
- View
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