Introduction
In Japan, telemarketing is still one of the most effective tools in B2B marketing. But for many global companies, applying strategies that worked in their home countries doesn’t always bring success in Japan.
In this article, we will go through how to approach telemarketing in Japan, why localization is important, and how global companies can succeed with the right strategy.
We have already written a blog analyzing 2022 telemarketing results. You can check it out here:
👉 Telemarketing Results in 2022 – What Is Highly Effective Lead Generation?
Interview with I&D Team
Habibi:
Hello everyone! I am Israrullah Habibi from the overseas marketing team here at I&D Inc., a B2B marketing agency based in Tokyo, Japan.
Today, I’m joined by my colleague from the Global Solution department, Ms. Miyuki Saito.
Ms. Saito:
Hi, I am Miyuki Saito. I work closely with overseas clients who are interested in marketing in Japan. Nice to meet you all!
What Kind of Clients Are Expanding into Japan?
Habibi:
You work with many inbound clients. What types of industries are most active right now?
Ms. Saito:
Recently, we have worked with many companies in IT, software, AI, security, and video management systems. We also support some manufacturing companies in Japan.
Advice for New Entrants to the Japanese Market
Habibi:
For global companies entering Japan for the first time, what’s your advice?
Ms. Saito:
Most companies come in without a clear strategy. So our first step is to ask:
- What is the objective of entering to the Japan market?
- Do you want to generate leads, build brand awareness, or find local partners?
Once that’s clear, we can recommend the right approach—telemarketing, intent marketing, outreach services, and more. Having a local office or Japanese-speaking sales team is also a big advantage.
If the client’s goals are unclear, we work with them to clarify why they chose Japan, and what success looks like.
How to Start Telemarketing in Japan
Habibi:
What should companies consider when starting a telemarketing campaign in Japan?
Ms. Saito:
The most important thing is defining the target audience—industry, job title, department, its presence in Japan and sales team who can speak Japanese. From there, we choose the most effective channels and messaging.
Also, companies must have a clear value proposition that stands out in Japan. Without it, even strong outreach won’t bring results.
Do You Provide Japanese Company Lists?
Habibi:
Do you help clients build target lists of Japanese companies?
Ms. Saito:
Yes! We have a database of over 200,000 Japanese companies. We can filter them by industry, revenue, number of employees, and more—based on what the client needs.
Is a Japanese Website Necessary? What About Google Translate?
Habibi:
Do clients need a fully translated website in Japanese, or can they just use tools like Google Translate?
Ms. Saito:
We see many companies using AI translation tools. But they often miss the natural tone of Japanese, which affects SEO and user trust.
According to the 2024 EF English Proficiency Index, Japan ranks 92nd out of 116 countries, underscoring the need for high-quality localization rather than relying on English or machine translation. So, relying on English or machine translation just doesn’t work well here.
We recommend professional localization, not just translation. The right keywords, tone, and structure make a big difference.
The Importance of Localized Sales Collateral
Habibi:
Besides the website, how important is it to localize things like sales brochures and leaflets?
Ms. Saito:
Very important. In Japan, presentation matters a lot. Clients expect materials that are clear, professional, and culturally appropriate.
We had a client using AI-translated brochures that didn’t connect with Japanese customers. Once we revised the wording into natural Japanese, the response rate improved significantly.
Even if your product is great, the conversation will not start if your materials feel unnatural.
Do You Offer Hybrid (Online + Offline) Marketing Support?
Habibi:
Does I&D help with both digital and offline marketing activities?
Ms. Saito:
Yes, we offer fully integrated marketing support. Along with digital, we manage webinars, trade shows, exhibitions, direct mail, and lead nurturing follow-ups. Japan is a market where in-person communication still holds value, especially in B2B.
Final Thoughts
Habibi:
Thank you, Ms. Saito, for all the insights! Before we end, do you have any final message for companies interested in Japan?
Ms. Saito:
At I&D, we support every stage of B2B marketing—from strategy and localization to lead generation, and physical events. Whether you’re just entering Japan or looking to scale, we are here to help. Please feel free to contact us anytime!
Habibi:
Thank you so much for your time. We hope this helps you get started with marketing in Japan. See you next time!
If you would like enter the Japan Market?
Whether you’re building brand awareness, launching a new product, or searching for partners in Japan, I&D Inc. is your trusted B2B marketing partner.
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