Tips for Successful B2B Digital Marketing in Japan

Last updated: August, 2025

　In Japan's competitive B2B IT industry, the biggest challenge for marketers isn't just generating leads—it's proving how those activities translate into actual sales.
Are your marketing initiatives truly contributing to the bottom line?

A recent 2024 survey from ITmedia provides a clear roadmap. It reveals that successful companies are moving away from broad awareness campaigns and are laser-focused on a single objective: systematic lead generation that directly fuels the sales pipeline.

This article breaks down the key findings from that survey, covering the primary goals, top challenges, and the strategic shift towards a lead-generation-first approach. We'll provide four actionable tips—from proactive nurturing design to hybrid event strategies—to help you build a marketing engine that delivers measurable results.

Internet Advertising Usage by B2B Companies in Japan (IT Industry)

　A recent 2024 survey by ITmedia provides a clear picture of the current state and future direction of digital marketing for B2B companies in Japan's IT sector. The findings show a strong focus on activities that directly contribute to the bottom line, moving beyond simple brand awareness.

Primary Goals: Driving Sales and Deepening Understanding

　Unlike general consumer marketing, the primary goal for B2B IT companies is overwhelmingly Sales Promotion and Business Support , with 82.1% of companies ranking it as a top priority. This indicates a clear demand for marketing activities that produce tangible business results.

The other main objectives are:

• Improving product/service understanding and interest : 70.2%
• Product/service branding and awareness: 60.7%

Top Challenges: Proving Contribution to the Bottom Line

　The goals of these companies are directly reflected in their biggest challenges. The number one issue, cited by 75.3% of respondents, is Contribution to Sales. This highlights the immense pressure on marketing departments to prove their value and direct impact on revenue.

Other significant challenges include:

• Visualizing the return on investment (ROI): 59.3%
• Nurturing and effectively utilizing acquired leads: 48.1%

Current Marketing Mix: A Blend of Digital and Events

　To achieve their goals, IT companies in Japan are using a diverse mix of marketing methods. The most popular tactics are heavily focused on events, both online and offline.

• Hosting their own events/seminars : 86.9%　
• Lead Generation:81%
• Exhibiting at third-party events/seminars:79.8%　
• Advertorial article:66.7%
• Video distribution of webinars/seminars: 61.9%
• Email advertising:60.7%

Key Strategic Focus: Lead generation (acquiring a list of potential customers) Takes Center Stage

　Japan's B2B IT marketing is being strongly driven by two pillars: “systematic lead generation (prospect acquisition) utilizing digital technology” and “events and seminars for building relationships.”

A staggering 58.9% of companies list “lead generation” as their top priority. This reflects a strong emphasis on acquiring a list of potential customers that directly translate into business opportunities, rather than focusing on broader goals such as increasing product/service awareness or branding.

The following items closely follow:

• Hosting in-house events/seminars: 57.5%
• Participating in events/seminars hosted by other companies: 43.8%

Key Points for Successful B2B Digital Marketing in Japan

　Based on the survey data, several key strategies emerge for any B2B company looking to succeed in the Japanese IT market. The overarching theme is to build a comprehensive system that bridges marketing activities with concrete sales outcomes.

1. A Proactive Approach: Design Your Nurturing Strategy Before Generating Leads

　The most successful B2B marketing begins with the end in mind. Rather than simply acquiring leads and then deciding how to follow up, a more strategic approach is to let your nurturing design inform your acquisition strategy. This means first mapping out your ideal customer profile and the core messaging that will capture their attention.

With this blueprint in place, you can make more informed decisions about which platforms and methods are best suited for attracting high-quality leads. It's also vital to have your nurturing workflows—the specific emails and follow-up actions—designed and ready before leads start coming in. This proactive process ensures a seamless journey for your prospects. For leads from web media, you can further enhance this strategy by using intent data to pinpoint the perfect moment to engage, a critical factor for boosting revenue contribution.

2.Embrace a Hybrid Event Marketing Model

  　​​​​​   Events remain a cornerstone of B2B marketing in Japan; in fact, they are the most utilized method in the IT space. Success requires a hybrid strategy that seamlessly blends physical and digital experiences. Utilize digital channels like specialized web media to promote registration for your in-person events and webinars. Post-event, enroll attendees into automated digital nurturing sequences to continue the conversation. The high adoption of
webinar video distribution (61.9%) underscores the importance of this integrated approach.

Attracting the right audience through specialized web media is key to precisely targeting your ideal prospects.

To solve this exact challenge, a service like ITmedia's seminar lead generation can provide access to one of the largest media networks for the IT industry in Japan.

3.Develop Content that Fosters Deep Understanding

　The second-highest objective for marketers is to improve product understanding and interest. This means your content must go beyond surface-level brand promotion. Focus on creating high-value assets that educate your audience and help them solve their problems.

This includes:

• Detailed case studies
• Informative white papers
• In-depth webinars and product demos
• Expert-led advertorials (a format with high projected interest)

This type of content is the fuel for an effective lead nurturing engine.

Creating this high-value content requires significant expertise. If you need assistance, our advertorial service connects you with specialized editorial staff who can help you craft compelling article content that promotes reader understanding and achieves your marketing goals.

Connect Every Action to ROI

　With "contribution to sales" and "demonstrating ROI" being the top two challenges, it is critical to build a system that tracks performance from end to end. Implement robust analytics to connect specific marketing campaigns—whether an ad, an event, or a content download—to lead acquisition and, ultimately, to closed deals in your CRM. This creates a clear, data-driven narrative that demonstrates the value of your marketing investment to stakeholders, justifying budgets and proving your team's direct contribution to the bottom line.

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