Differences Between Japanese and the US B2B Marketing Strategies

The cultural differences between the East and the West are too many to name. Whether it’s mundane matters like greetings and goodbyes, or serious topics like large-scale social issues, you will find a definite gap. However, this does not necessarily mean that it is impossible for both sides to connect with the other. 

In fact, expanding business to America is a solid growth strategy for Japanese B2B businesses. You just need to be aware of the many differences between how to do B2B marketing in Japan and the United States. In this article, we will explore those differences and how a B2B business should expand from one country to the other through strategies that keep those differences in mind. 

B2B Marketing: Cultural Differences Between Japan and America

Japan’s business culture may have modernized with time, but tradition still has a stronghold on today’s practices. In contrast, America is constantly trying to outrun itself, always building better, bigger, and faster. There are several areas where the unique facets of each culture are at odds with one another, yet there are others where they line up neatly. Here are some of the main differences.

New Hires and Role Divers8ity

In Japan, you may be used to seeing new hires fresh out of college. There are no positions assigned — when marketing research is required, they do the research and present it to their boss. Eventually, the team reaches a conclusion as a whole. This can be considered a reflection of Japan’s collectivist social values. These values encourage individuals to put the interests of the group above their own. 

Across the ocean, America focuses on individualism. Job roles are much more defined — everyone has their own job to do, and they want to succeed in that job. There is usually a specific employee or team in charge of marketing and all marketing-related decisions.

The people who are in charge of marketing research are different in each country, so keep that in mind when trying to compete with them. 

Facebook vs. LinkedIn

As a Japanese business owner, you likely use Facebook for your B2B networking and marketing. It’s not surprising — there are roughly 22.41 billion Facebook users in Japan, nearly one-fifth of its total population. Many Japanese business people use the site, however, this is frowned upon in America. 

In America, Facebook is used for friends and family, not business contacts. If you want your B2B business to succeed in America, you have to use LinkedIn instead. LinkedIn has already cemented itself as the premier social networking platform for business professionals around the world. Over 171 million people in America use the site and 16.2% of these users log in daily. It is the best possible choice for connecting with prospective B2B clients in America.

Traditional vs. Digital Marketing Methods

When you take a stroll in Japan, you can pick up on a wide range of traditional marketing methods. You could check the corner store for newspapers and magazines and find 福袋 (lucky bags with small bonus gifts) included with the purchase. When you decide to take public transportation, you will likely see printed advertisements on the side of trains, subway stations, or buses. 

In America, most of the focus is on digital marketing methods. Establishing a strong online presence is a must. However, it is no easy feat. There are many factors to consider: What is the best platform to use? What type of marketing campaign should you run? Is your website optimized for visitors and search engines?

To handle these concerns, American businesses rely on marketing automation and cloud-based sales enablement tools. These tools enable remote collaboration and streamline inbound marketing and lead generation efforts and can be a great asset when expanding your business to America. You can view some examples here.

Strategies for Success

• Utilize account-based marketing (ABM). ABM is a relatively new concept in Japan, but America has been using it for decades. It involves building business relationships first, engaging them in personal campaigns second, and identifying target companies (or “accounts”) last. This maximizes sales revenue by only focusing on accounts you have already identified as ideal clients. In Japan, marketing efforts are usually separate from sales efforts, but with ABM, the two become intertwined.
• Start a LinkedIn account. As mentioned, LinkedIn is an important platform for B2B connections in America. Do not assume that you can use Facebook similar to how you use it in Japan. 
• Attend events and tradeshows. While the COVID-19 pandemic severely impacted in-person events, they are still one of the best ways to reach out to new business contacts. This is true for both Japan and America, so you should already be familiar with this strategy.
• Consider hiring a local sales agent. Japan is ranked 78th in the world for English proficiency. Meanwhile, less than 1% of America’s population speaks Japanese. Working with a local American who knows the culture well can give you valuable insight you can use for your marketing strategies.  

Key Takeaway

Doing business in America usually comes with a strong culture shock for Japanese companies. However, success is never out of reach. Make sure that you create a dedicated marketing team for your American expansion. Put in the research and find out the social media platforms your target audience uses. Update your marketing strategies with automation tools and ABM concepts. Above all, simply be mindful of the cultural differences and adapt your marketing strategies to the people you are marketing to.