Japan is the world’s third-largest economy, and the Japanese B2B market reflects that scale. As a Western business, it’s important to know what makes Japan tick before setting foot into a complicated landscape. Today, we’ll share valuable information on B2B marketing in Japan to help improve your chances of success.
In This Article
In Japan, Business Relationships are Key
Much of Japan’s B2B market is grounded in long-standing supply chain relationships across industries like manufacturing and automotive. Time-tested connections are the hallmark of Japanese business, even in service fields such as IT, SaaS, and consulting.
For foreign brands, establishing a relationship from scratch can be intimidating. It can be a little tough at first, but the reward will be worth all the work you put in. That’s because once you’re locked in, you can trust it will be for the long haul.
First Steps and Challenges to Expect
The first thing you should understand is buyer behavior. Japanese B2B buyers are cautious, so they look for stability, and partners who show true, long-term commitment. While Western markets often reward speed and bold innovation, Japan tends to favor reliability and trust that is built over time.
Sales cycles are slower, and decisions tend to be made collectively rather than by a single leader. As such, breaking into this market requires patience and a willingness to adapt. Three challenges in particular stand out:
- Earning trust: Without credibility, whether through local partners or references, it’s difficult to progress beyond introductions.
- Navigating long timelines: What might take six months in the US can take up to two years in Japan. Potential partners expect steady engagement before making a commitment.
- Working through hierarchy: All decisions, no matter how minor, usually pass through several departments. In Japan, internal consensus matters more than an individual’s opinion.
Your success will come from demonstrating steadiness, patience, and respect for the process. Shortcuts and aggressive sales approaches often do more harm than good.
Where Digital Fits in the Japanese B2B Market
Japanese digital transformation is gaining momentum, and B2B marketing in Japan is evolving as a result. Old practices die hard, so traditional methods like trade shows and in-person meetings remain important. However, digital channels are increasingly shaping buyer awareness.
Luckily, this shift makes getting a foot in the door much easier than in years past.
Tried and True Online Approaches to Connect with B2B Partners
Email Marketing is still effective, as long as messages are polite, structured, and professional. Overtly promotional tones don’t resonate. Pro-tip: Don’t shy away from being a little more longwinded than you’re used to in your messaging. A major factor in the slow-burn decision making process comes down to how much information is available. Japanese consumers and business owners alike consume information in bunches.
Webinars were widely adopted since the pandemic, and have become a popular way to deliver thought leadership. Educational content is more persuasive than a direct pitch. Utilize this approach to address industry challenges instead of leading with your service or product features
LinkedIn and Facebook are ideal routes for social media B2B marketing in Japan. LinkedIn is not as widespread as in the US, as it was seen as more of an Indeed-style job posting site. Recently, however, adoption is rising in industries with global exposure, and taking advantage of LinkedIn’s features early can put you ahead of the curve. Click here to find out how.
Because of LinkedIn’s slow uptake in Japan, Facebook has, and continues to be the premiere online meeting place for B2B professionals. Platforms like BizReach and Wantedly are also worth noting.
Case Study: How Salesforce Achieved Staying Power in Japan
Salesforce’s success in Japan came from the understanding that copying its Western playbook wouldn’t work. Instead of pushing a uniform global model, the company empowered its Japan team to make decisions that fit the local market. This allowed Salesforce Japan to adapt its sales approach to the Japan’s consensus-driven culture.
Instead of chasing quick wins, the team invested in long-term relationship building, showing patience with extended sales cycles. They were also careful to tailor their messaging to emphasize reliability.
Salesforce Japan went the extra mile by investing in local infrastructure in the form of data centers. This was an effort to reassure Japanese clients about reliability and data security, and paid off handsomely. They also expanded the ecosystem by launching a $100 million fund to back local startups. This was a brilliant display of commitment to Japan’s business community beyond just selling software.
Key Takeaways for Western Companies
What we’ve discussed here boils down to a few crucial points to consider when entering the Japanese B2B market:
- Expect longer timelines and plan accordingly
- Establish credibility early through partnerships and references
- Communicate with respect and avoid overly direct sales pressure
- Invest in digital channels, but don’t overlook the importance of in-person trust
- Japan is not a market where quick wins are common. For companies willing to take the long view, however, the rewards are worth the patience.
iCJ: Leaders in B2B Digital Marketing
At iCJ, the core of our clientele is in the B2B space. We’ve served clients across a myriad of industries, and have the breadth of experience to confidently provide you with the solutions you need to succeed in Japan.
