Lead Generation for B2B Tech in Indonesia

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I help B2B tech companies entering Indonesia stop wasting budget and start generating consistent SQLs.

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Markets covered Indonesia
The Hard Truth

Why Indonesia
acquisition fails

Foreign B2B tech companies enter Indonesia with hope. Most leave with burned budget. These are the patterns I see over and over.

01
No bridge between HQ playbook and Indonesian reality

What works in Singapore, the US, or Europe rarely works here. Trust signals, buying behavior, and channel dynamics are fundamentally different. Copying the HQ playbook without translation burns budget and misses the market.

02
Awareness is not pipeline

Events, PR, brand campaigns — they create visibility but not SQLs. If no one defined what a qualified lead is and how to generate them consistently, awareness just becomes expensive noise.

03
Long B2B sales cycles burn your runway

B2B deals in Indonesia take time — longer decision cycles, more stakeholders, slower trust-building. If acquisition isn't optimized to shorten the cycle, runway disappears before pipeline converts.

Intan Khatulistiwa
8+ Years in Growth
Meet

Intan Khatulistiwa

8+ years building growth engines inside Indonesian startups

I've spent 8+ years in growth marketing, leading acquisition at Indonesian startups across fintech, HR tech, SME tech/SaaS, eCommerce, and FMCG — from 0-to-1 and 1-to-100.

I'm experimentation-driven and lead-gen driven. Not vanity metrics. I run lean, low-cost experiments across channels to find what actually generates SQLs.

Because I've built at early-stage companies where runway matters, I'm budget-conscious by instinct. Every channel has to justify its cost. The goal is always the same: lower CAC, faster cycle, consistent SQLs.

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Services

Two ways I work with clients.

Whether you're starting in Indonesia or already here but growth is stuck.

For companies starting in Indonesia

Start

A modular set of services to launch your first acquisition engine in Indonesia. Pick what you need.

  • Channel Analysis — pinpoints the channels most likely to generate SQLs for your ICP in Indonesia.
  • Go-to-Market — designs the campaigns and channel mix that get you your first 10 clients.
  • Initial Funnel & Tracking Setup — defines funnel stages, SQL criteria, and clean tracking your team can actually use.
  • Channel Experimentation — tests new channels lean before you commit full budget.
  • Localization Communication Guide — makes your communication sound native, not translated.
Duration
To be discussed
Best for
Entering Indonesia
For companies already in Indonesia, growth is weak

Fix

A full diagnostic and fix of your existing acquisition engine.

  • Acquisition Audit & Improvement Diagnosis — finds what's broken, what's wasted, and how to fix it.
  • Improvement Execution (optional add-on) — leads the top fixes to done with your team.
Duration
To be discussed
Best for
Series A with local team
Past Projects

What I've fixed

Case studies from my time inside Indonesian startups

Enterprise

Focus replaced breadth. SQLs increased 4x.

Challenge
The company was running too many acquisition channels at once. Effort was spread thin, and every channel was producing only minimal leads.
Approach
Diagnosed each active channel — what it produced, what it cost, whether it had real SQL potential. Cut the ones that weren't pulling weight. Doubled down on the ones that were.
Outcome
Sales Qualified Leads increased 4x.
Micro Business

Cutting acquisition cost from $25 to below $1.

Challenge
Every new user went through a heavy in-house process — find, convince, educate, train. Cost per acquisition sat around $25, and activation took two weeks.
Approach
Instead of scaling the sales team, identified local partners already trusted by micro businesses — they knew where the businesses were, already had trust, and could handle training.
Outcome
Cost per acquired user dropped below $1. Activation time: 3 days max.
Small and Medium Business

Reduced churn from above 30% to below 15%.

Challenge
No retention process existed. Customers only heard from the company near subscription end. Churn was above 30%, and the team had no visibility into why customers stayed or left.
Approach
Used product usage data to identify retention patterns. Segmented customers based on those patterns. Rebuilt lifecycle communication with triggers at every sensitive touchpoint.
Outcome
Churn reduced from above 30% to below 15%.
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Insights

Thinking on acquisition and the Indonesian market.

Frameworks, market notes, and honest observations.

Framework

The 5-area acquisition audit I run on every company.

Most companies audit their channels. That's only 20% of the problem. Here's the full framework.

Coming soon →
Indonesia

Why foreign B2B tech companies fail at lead gen in Indonesia.

The HQ playbook doesn't translate. Trust signals, buying behavior, and channel dynamics are fundamentally different.

Coming soon →
AI in Lead Generation

Using AI to speed up acquisition without losing quality.

Where AI actually helps in lead generation — and where it just adds noise.

Coming soon →
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Contact

Let's diagnose what's broken.

Book a 30-minute diagnostic call. No pitch — just a look at your acquisition and what I'd fix first.

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