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B2B Marketing in Japan: Strategies and Examples

AJ Marketing - B2B Marketing in Japan: Strategies and Examples

The business-to-business (B2B) industry in Japan stands as a testament to the country's dedication to excellence and innovation. Rooted in a culture that values precision and reliability, Japanese B2B companies have consistently delivered top-notch services and products, earning respect on both domestic and international fronts. And they're market size says it all! In 2022, the B2B e-commerce market size in Japan reached 420.245 trillion Japanese yen!

AJ Marketing - B2B Marketing in Japan: Strategies and Examples - b2b e-commerce market size, JAPAN 2013-2022

As we embark on this exploration of B2B marketing in Japan, we'll uncover a range of strategies that have been employed, from the nuances of localization to the art of crafting the perfect landing page. Join us as we delve into the innovative approaches that have kept Japanese B2B firms at the pinnacle of their game.

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B2B Marketing in Japan ⬇️

1. Localization on Language, Format, and Beyond

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Diving into the Japanese market requires a keen understanding of its unique nuances, especially when it comes to language and communication. The task of translating keywords into Japanese isn't straightforward, given the language's three distinct writing systems: Kanji, Hiragana, and Katakana. To ensure accurate localization, it's paramount to collaborate with local experts, be it staff, partners, or specialized marketing agencies.

For Western companies accustomed to flashy email signatures, a shift in approach is necessary. In Japan, emails are typically plain text. So, ditch the vibrant graphics and opt for a straightforward text-based signature when communicating with Japanese clients.

2. Crafting the Perfect Landing Page for the Japanese Audience

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Stepping into the Japanese market means understanding and catering to the unique preferences of its audience. For B2B companies in Japan, landing pages are more than just digital doorways; they're pivotal tools for lead acquisition, especially when paired with search ads. The challenge? Ensuring these pages resonate with local users by offering content tailored to their distinct business requirements.

A notable difference lies in content consumption. While English-speaking audiences might lean towards visuals like images, videos, or infographics, Japanese users have a penchant for text. This preference stems from their thorough approach to decision-making, where they seek extensive details to minimize risk. Many Japanese B2B review sites mirror this inclination, emphasizing in-depth written content over flashy visuals.

If you're a newcomer to the Japanese market, this insight is invaluable. The less established your brand is, the more vital it becomes to pack your landing pages with detailed, written content. It's about building trust, offering clarity, and ensuring your audience feels informed every step of the way.

3. Top B2B Search Channels in Japan Unveiled

Japan's digital domain offers a unique blend of platforms for B2B marketers. Dominating the search market, Google Japan has the biggest share, with Yahoo! Japan trailing behind. For global brands eyeing the Japanese B2B sector, Google Japan feels like familiar ground, though it requires a touch of localization. However, overlooking Yahoo! Japan would be a misstep, given its appeal to an older demographic fond of local trends.

Beyond search engines, the scene shifts intriguingly. LinkedIn, a global B2B favorite, finds itself pigeonholed in Japan, more as a job-hunting site than a networking hub. Its Japanese users often boast bilingual skills or international work experience. In a twist, Facebook fills the B2B networking void that LinkedIn leaves, becoming the digital lounge for Japanese business decision-makers.

Eight, a digital business card app, has emerged as a B2B marketing gem, capitalizing on Japan's business card exchange culture. With its detailed targeting features, it's a marketer's dream. LINE, the nation's top messaging app is best tapped by businesses with deeper pockets, given its limited targeting options.

4. Attending Japan's Premier Industry Events

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In the intricate dance of Japanese business, personal connections often take center stage. For many industries, forging these connections at conferences and tradeshows is pivotal. Yet, the shadow of COVID-19 has cast a new challenge, prompting Japanese firms to pivot towards digital avenues. Even so, the value of in-person interactions remains undiminished in Japan. The emphasis is on building trust, and many Japanese businesses lean towards suppliers they've met in person. Teaming up with a local ally can also be invaluable in maneuvering through these B2B gatherings.

Trade shows, deeply embedded in Japanese business ethos, offer more than just a showcase of products. They're the starting line for relationship-building, a space where ideas, respect, and business cards are exchanged. While trade shows play a significant role globally, in Japan, they're the bedrock of the formalized B2B relationship-building process.

The pandemic has undeniably altered this landscape. Digital versions of these events, though informative, can't replicate the depth of in-person networking. Yet, there's optimism that as health solutions become widespread and restrictions ease, the heart of Japanese B2B culture—personal connections—will flourish once more.

5. Digital Market Models in the Land of the Rising Sun

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The digital realm, once a supplementary channel, has now taken center stage. Self-service digital platforms and remote representative interactions are becoming the primary touchpoints, catering to both small businesses and large corporations.

The nostalgia for pre-pandemic in-person sales meetings might be strong, but the reality paints a different picture. A mere 20-40% of B2B buyers express a desire to revert to face-to-face interactions in their ideal post-pandemic scenario. This sentiment is echoed by decision-makers in Japan, with a whopping 77% foreseeing the longevity of remote and digital models. What's more, two-thirds of them find this new approach as, if not more, effective than the pre-COVID era, for both existing clientele and potential leads.

The comfort with digital transactions is evident. An impressive 90% of B2B purchasers are open to a fully digital, self-serve purchasing experience. And it's not just about small transactions; a significant majority wouldn't hesitate to spend upwards of $50K online.

As for communication, videoconferencing emerges as the favored medium. Three out of four B2B buyers prefer it over traditional audio calls, underscoring the importance of visual connection in this new digital age.


In the intricate world of B2B marketing in Japan, understanding local nuances is paramount. From the significance of tailored landing pages to the rising prominence of digital market models, the landscape is both unique and compelling. As businesses adapt to shifts brought about by global events, the emphasis on trust, localization, and digital transformation remains consistent. Navigating this market requires a blend of cultural insight, technological adaptability, and a commitment to fostering genuine, lasting connections

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