B2B marketing in Japan
Win Japanese buyers, one committee at a time.
Japanese B2B decisions are careful, consensus-driven and built on trust. We help global B2B and SaaS brands generate qualified pipeline in Japan with native content, search, LinkedIn and marketing automation.
LINE
Yahoo! JAPAN
Google
YouTube
TikTok
Instagram
Facebook
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LinkedIn
Trusted by global brands
Japanese B2B buyersdecide together.
In Japan, B2B purchases are rarely made by one person. Decisions move through consensus, involve detailed research and depend on trust built over time.
Buyers expect thorough Japanese-language information, credible local proof and a patient, respectful sales process, and they quietly drop brands that feel foreign or pushy.
Kindred helps global B2B and SaaS brands build that trust in Japanese, from content and search to LinkedIn, webinars and lead nurturing.
- +150%sales-qualified leads for monday.com in Japan
- 3previous agencies before monday.com came to Kindred
- 100%native Japanese content and campaign management
- 1team for strategy, content, media and automation
Kindred client results and Japan market facts.
What we offer
Pipeline in Japan, built properly
Everything you need to reach Japanese decision makers and turn interest into qualified opportunities.
Inbound content
Whitepapers, case studies, articles and webinars written in Japanese for cautious, research-led buyers.
Search & paid media
Japanese search on Google and Yahoo! JAPAN, plus LinkedIn and programmatic account targeting.
Marketing automation
Lead capture, scoring and nurture flows in Japanese, connected to the tools you already use.
Sales enablement
Japanese sales decks, proposals and follow-up content that help your team move consensus forward.
Events & webinars
Promotion and follow-up for trade shows, webinars and seminars, a key channel for Japanese B2B.
B2B across Asia Pacific
See how we build pipeline for B2B and SaaS brands across the region.
Explore B2B marketing →Earn trust first. Pipeline follows.
Japanese B2B marketing works when every member of the buying group finds what they need in Japanese, at every step of a careful decision.
Our four-step process maps your buying committee, builds the content and campaigns they need, and nurtures leads until they are ready for sales.
Book a discovery call-
Map
Who decides, and what they need.
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Create
Japanese content for each role.
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Reach
Search, Programmatic and events.
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Nurture
Score and nurture to sales.
JapanSuccess stories
monday.com: Quality demand generation in Japan
Brought in after three previous agencies, we rebuilt monday.com’s Japanese search and landing pages around quality leads, lifting sales-qualified leads by 150%.
Lenovo: Turning fragmented content into one global narrative
We developed Lenovo’s global thought leadership series, which outperformed LinkedIn benchmarks across Asia Pacific and beyond.
IHG: Localising a global website and app
We audited 175 website and loyalty app screens in seven languages and recommended 2,972 prioritised improvements, so every market gets a native experience.
Hertz: Localised travel stories that scale
A regional creative framework that lifted engagement and performance in Japan and the wider Asia Pacific region.
Book your Japan discovery call
A 30-minute discovery call with our Japan team. Tell us about your goals, how you reach Japanese buyers today and what’s holding you back. We’ll share a few high-level thoughts on where to focus, then follow up with a tailored proposal.
Book a discovery callAlso in Japan: Japan marketing · Japan CRM · Japan PPC
B2B marketing in Japan,answered
What global B2B and SaaS teams ask us about Japan.
How is B2B marketing different in Japan?
Japanese B2B decisions usually involve several people and move through consensus, so buyers need detailed Japanese-language information, local proof and time to build trust. Marketing has to support the whole buying group, not just one decision maker.
Does LinkedIn work in Japan?
LinkedIn is smaller in Japan than in many markets, but it still reaches international and senior audiences. We usually combine it with Japanese search, content, programmatic account targeting and events.
Can you help a SaaS company launch in Japan?
Yes. For monday.com in Japan, we rebuilt search marketing and landing pages around Japanese buyers and lifted sales-qualified leads by 150%.
Do you work with our existing CRM and automation tools?
Yes. We build Japanese lead capture, scoring and nurture flows in the tools you already use, and feed lead quality back so campaigns improve.
How do we get started?
Book a 30-minute discovery call with our Japan team. We’ll talk through your goals and challenges, share a few high-level thoughts, then follow up with a tailored proposal.