'About Japan' webinar series 213: How to Succeed with B2B Marketing in Japan

20-06-2023 | 10:30 - 11:30 CET

What are the most effective strategies and tactics for B2B marketing in Japan?

In this webinar we will explore Japan’s B2B marketing landscape and how it differs from other markets,  while providing valuable insights for businesses looking to enter or expand in Japan. We’ll cover branding, storytelling, and messaging; buyer committees and the ringisho approval process; content marketing; online and offline lead generation tactics; marketing automation; and account-based marketing. Our speakers are industry experts with extensive experience in Japanese business culture and marketing, and they will share learnings from brands operating in the spaces of technology, manufacturing, telecommunications, finance, healthcare, professional services, and real estate. The webinar will equip participants with the practical knowledge they need to overcome the unique challenges of B2B marketing in Japan.

In 40 minutes from your desk, discover:

  • Strategies for building a successful B2B marketing program in Japan
  • Techniques for localising marketing campaigns, messaging, and content
  • Unique aspects of Japanese business culture you need to take into account
  • How to make effective use of digital marketing, performance marketing, and content syndication
  • The role of trade shows and in-person events
  • What social media platforms are effective for B2B in Japan (hint: it’s not LinkedIn)
  • The value of local case studies and social proof


  • Introduction
  • Expert’s presentation
  • Q&A Session
  • Conclusion

Speaker: Sam Bird (COO/ Custom Media) has an extensive career in marketing, both at agencies and in senior in-house marketing roles. He has delivered integrated marcom campaigns across demand generation, marketing automation, performance marketing, digital and social for blue-chip, mid-market and start-up brands in Japan, APAC and the UK.

Jody Pang (CRO/Custom Media) leads Custom Media’s key client engagements and provides marketing consultation to help clients reach their business goals. Fluent in both English and Japanese, Jody has more than 12 years of experience working in Japan. Through thorough research and in-depth analysis, Jody and her team assist international businesses in navigating the Japanese market while keeping their brand identity aligned with other markets.

Moderator: Sofia Smerzi, Business Support Coordinator, EU-Japan Centre for Industrial Cooperation
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office



Please log in for full access
Subscribe to
our newsletters

The EU-Japan Centre currently produces 5 newsletters :

  • EU-Japan NEWS - our flagship newsletter covering the Centre's support services, information about EU (or Member States) - Japan cooperation
  • Japanese Industry and Policy News
  • “About Japan” e-News (Only available for EU companies / EU organisations)
  • Japan Tax and Public Procurement Weekly Tender Digest (Only available for EU companies / EU organisations)
  • Tech Transfer Helpdesk Newsletter
1 EUR = 162,902 JPY