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B2B SaaSIndonesiaEnterpriseDemand Creation

From 250 to 1,000 enterprise clients, contributing to Mekari's $100M Series C.

HR software in Indonesia: low search demand, last-click hiding awareness contribution. We applied the same attribution and demand-creation playbook we used for Jurnal, and 4x'd enterprise growth.

Client

Talenta by Mekari

Industry

B2B SaaS · HR & Payroll

Markets

Indonesia

enterprise clients (250 → 1,000)

brand search volume

$100M

Series C valuation

The challenge

Same market constraint. Different product. Same broken attribution.

Talenta. Mekari's HR & Payroll product. Faced the same fundamental challenge as Jurnal: most Indonesian SMEs ran HR through spreadsheets. Search demand for HR software was minimal. The category needed to be created.

Last-click attribution was again misallocating budget away from upper-funnel channels. Webinars, content, and regional events were doing real demand work but getting no credit.

Mekari's Series C was approaching. Talenta's growth needed to be both real and measurable, not just real.

The diagnosis

"Same playbook that worked for Jurnal would work for Talenta. The constraint wasn't the product, it was the attribution and the channel mix."

The approach

Apply the Jurnal playbook. Layer in content + events.

We applied the same SPC + position-based attribution framework, then layered in content-led demand creation: webinars, regional events, and educational blog content.

Single Purpose Campaigns + position-based attribution

Same framework that grew Jurnal 10x. Granular campaign architecture + attribution that credited the awareness work.

Display + YouTube for demand creation

Deployed Display and YouTube to educate the market. Indonesian SMEs needed to understand cloud HR before they'd consider buying it.

Webinars, blog content, regional events

Invested heavily in content marketing. Webinars on HR best practices, blog posts answering buyer questions, regional events in second-tier cities.

Search data → event geography

Used regional search data to determine where to host events and where to allocate budget. Markets with rising HR-related search got more in-person investment.

Discovered: content drove 40% of enterprise signups

Position-based attribution surfaced what last-click had hidden. Content and webinars were the dominant first-touch driver of enterprise pipeline.

The results

4x clients. 4x users. 4x brand search.

250 → 1,000

Enterprise clients

4x growth in 18 months. Not SMB customers, full enterprise contracts.

Monthly users

Total user base grew in lockstep with enterprise growth, proving the strategy worked across segments.

Brand search volume

Strongest leading indicator that the demand creation work was compounding into category recognition.

Kaliber has been an important partner in leveling up our performance marketing game. It's one of the key levers to our business results.

Standie Nagadi

VP of Marketing, Mekari

Services used

What we worked on.

Google Ads Display YouTube Ads Content Marketing Event Strategy

Ready when you are

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