toBe Marketing
toBe Marketing is a Tokyo-based Salesforce consulting firm specializing in marketing automation, CRM, Data 360, and AI agent implementation. A wholly-owned Fujitsu subsidiary and Japan's No.1 MA implementation partner, it serves 2,000+ enterprise clients with end-to-end Salesforce services.
- Company typePrivate
- Founded2015
- HeadquartersTokyo, Japan
- Headcount51–100
- GTM typeB2B
- OfferingServices
What toBe Marketing does
toBe Marketing Co., Ltd. (株式会社toBeマーケティング) is a Tokyo-based Salesforce-focused marketing technology services company founded in June 2015 and operating as a wholly-owned subsidiary of Fujitsu Limited. The firm specializes in implementing, integrating, and operating marketing automation (MA), customer relationship management (CRM), data platforms, and AI agent solutions within the Salesforce ecosystem for Japanese enterprises, serving more than 2,000 clients across B2B and B2C verticals including education, insurance, IT services, and software. Named customers include Benesse Corporation, SOMPO Direct Insurance, UPWARD, Freeway Japan, and Grape City, with documented outcomes such as reducing campaign execution time from 150 hours to 2 hours (Benesse) and cutting reporting workload by 80% (Grape City).
The company's service portfolio spans Salesforce Account Engagement (formerly Pardot), Marketing Cloud Engagement, Marketing Cloud Next, Data 360 (Data Cloud), Salesforce CRM, Tableau/CRM Analytics, and Salesforce Agentforce AI agents, complemented by proprietary assets including the MAnavi self-service learning platform for Account Engagement users and the MAPlus product line (notably the MAPlus Activity Connector for website behavioral data integration). Bundled reselling of complementary tools such as Magic Moment (sales activity capture) and immedio (AI meeting scheduling) extends the value proposition beyond pure implementation. As of March 2026, the firm maintains 53 Account Engagement specialists, 58 Data Cloud consultants, 20 Agentforce specialists, 47 AI Associates, and 63 Platform administrators, and has received six consecutive Salesforce Partner Awards (2020-2025), holding the No.1 MA implementation market position in Japan.
toBe Marketing generates revenue through professional services (implementation, consulting, and managed services), product licensing for proprietary MAPlus tools, and subscription-based training delivered via MAnavi. Pricing is primarily quote-based with disclosed entry points of ¥1.2 million for Marketing Cloud Next implementation (unmanaged clients), ¥1.5 million for Account Engagement clients, and ¥2.2 million for the Agentforce Sales AI Package, typically contracted on multi-year terms. Distribution is direct enterprise sales within Japan supported by remote consultation, content marketing, webinars, white papers, and the MAnavi self-service portal, with no consumer or self-serve channel. The Fujitsu subsidiary relationship provides capital backing, enterprise credibility, and potential cross-sell into Fujitsu's broader digital transformation portfolio via its 'Uvance' framework.
toBe Marketing firmographics
Firmographics- Name
- toBe Marketing
- Legal name
- toBeマーケティング株式会社
- Website
- https://tobem.jp
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- toBe Marketing is a Tokyo-based Salesforce consulting firm specializing in marketing automation, CRM, Data 360, and AI agent implementation. A wholly-owned Fujitsu subsidiary and Japan's No.1 MA implementation partner, it serves 2,000+ enterprise clients with end-to-end Salesforce services.
- Ownership category
- akta.pro rank
toBe Marketing industry classification
Industry- Product category
- Salesforce Marketing Automation Implementation Services
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- CRM Implementation & Customization Services (BPAEAGAC)
- akta.pro secondary industries
- CRM Managed Services & Support (BPAEAGAD), Marketing Automation & Campaign Management CRM (HDAEAFAB), Data & Analytics for CRM (Attribution, BI, Predictive) (BPAFAFAE), Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE), Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI)
Keywords
Where toBe Marketing is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
toBe Marketing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Professional Services (Implementation & Consulting): Core revenue stream from Salesforce implementation, consulting, and managed services including initial setup, strategy design, migration, and ongoing operational support for MA, CRM, Data Cloud, and AI solutions.
- Product Licensing (MAPlus Series): Revenue from proprietary tool series 'MAPlus' including MAPlus Activity Connector for website activity tracking and integration with Salesforce. Some products resold (e.g., Magic Moment, immedio).
- Training & Education Services: MAnavi training platform providing AE/CRM education, online courses, and certification preparation support for customer teams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Marketing Cloud Next Implementation - Unmanaged clients |
| Subscription | Multi-year contract | Marketing Cloud Next Implementation - Account Engagement clients |
| Subscription | Multi-year contract | Agentforce Sales AI Package |
| Subscription | Multi-year contract | Account Engagement Initial Setup - Light Plan |
| Subscription | Multi-year contract | Account Engagement Initial Setup - Basic Plan |
| Subscription | Multi-year contract | Account Engagement Initial Setup - Onboarding Plan |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
toBe Marketing product offering
Product offeringCore offering
toBe Marketing provides implementation, consulting, and ongoing managed services for Salesforce marketing automation, CRM, and AI products, including Agentforce, Account Engagement (formerly Pardot), Marketing Cloud Engagement, Marketing Cloud Next, Salesforce CRM, and Data 360. It complements these services with proprietary tools (MAnavi learning platform and MAPlus Activity Connector) and resold sales-engagement partners (Magic Moment and immedio) to deliver end-to-end MA+CRM+SFA solutions for Japanese enterprises.
Product overview
toBe Marketing is a Salesforce-focused marketing technology services company offering a comprehensive portfolio of implementation, utilization, and consulting services. The core service lines include Agentforce (Sales AI Agent) and Data360 support for AI-powered autonomous marketing and data unification; Account Engagement (formerly Pardot/Agentforce Marketing) and Marketing Cloud (Engagement and Next) for marketing automation across email, SMS, and omnichannel campaigns; Salesforce CRM implementation and reinforcement for customer management; and BI solutions using Tableau and CRM Analytics for data visualization. The portfolio also includes proprietary tools (MAPlus Activity Connector for website activity capture) and strategic partnerships (Magic Moment for sales activity capture, immedio for meeting scheduling automation) that integrate with Salesforce to deliver complete MA+CRM+SFA solutions. Educational support is provided through MAnavi, the company's Account Engagement learning platform. The company specializes in end-to-end support from initial implementation through operational reinforcement and ongoing optimization.
Differentiator
Problem solved
Functional benefit
Brands
- MAnavi（マナビ）: Online learning and support platform for Account Engagement users, providing manuals, FAQs, video content, and training courses.
- MAPlus（マップラス）
- Data360支援パッケージ
- Agentforce支援パッケージ
Products and services
- Agentforce Sales Support Package (Agentforce支援パッケージ) AI-powered sales support package that leverages Salesforce Agentforce technology to automate non-core administrative work for Japanese sales teams, including autonomous lead follow-up, conversational CRM input assistance, customer insight summarization, and daily/weekly report automation. Targeted at Japanese sales organizations adopting AI-driven sales support on Salesforce.
- Account Engagement Implementation and Utilization Support (Account Engagement 導入・活用支援) Comprehensive implementation, consulting, and ongoing support for Salesforce Account Engagement marketing automation, including lead scoring, email campaigns, form/landing page management, Salesforce campaign integration, and B2B lead nurturing. Offered in tiered packages (Light, Basic, Onboarding). Targeted at B2B enterprises adopting or upgrading Account Engagement.
- Marketing Cloud Next Implementation and Utilization Support (Marketing Cloud Next 導入・活用支援) Implementation and ongoing support for Salesforce Marketing Cloud Next, the next-generation AI-driven marketing platform built on Salesforce Core, supporting campaign planning, execution, tracking with Agentforce assistance, generative AI email content creation, autonomous AI marketing, and segmentation. Targeted at enterprises modernizing their Salesforce marketing stack.
- Marketing Cloud Engagement Implementation and Utilization Support (Marketing Cloud Engagement 導入・活用支援) Implementation and consulting services for Salesforce Marketing Cloud Engagement to deliver omnichannel marketing across email, SMS, mobile, and LINE with personalized customer journeys and journey optimization. Targeted at B2C enterprises executing personalized customer engagement at scale.
- Salesforce CRM Implementation and Utilization Support (Salesforce CRM 導入・活用支援) Implementation, requirement definition, optimization for Account Engagement integration, and reinforcement services for Salesforce CRM, building a living operational foundation for marketing-sales alignment. Targeted at enterprises implementing or optimizing Salesforce CRM with adjacent marketing automation.
- Data 360 (formerly Data Cloud) Implementation and Utilization Support (Data 360 導入・活用支援) Implementation and consulting for Salesforce Data 360 unified customer data platform, covering data streams from Salesforce and external sources (AWS, Snowflake, online behavior), model mapping, segmentation, reporting, and integration with Marketing Cloud Engagement, Personalization, and Tableau/CRM Analytics. Targeted at enterprises unifying customer data.
- BI Solution Support (BIソリューション支援) Business intelligence services using Tableau and CRM Analytics (Einstein) for multi-channel data integration and visualization, including dashboards, MCAE/CRM-Google Analytics data linkage, and analysis infrastructure development. Targeted at enterprises seeking data-driven marketing decision-making.
- MAPlus Activity Connector (MAPlus アクティビティコネクタ) Proprietary toBe Marketing tool that connects website user activity (behavioral history) data to Salesforce, enabling MA+CRM advancement through website behavior-based marketing and sales activities. Targeted at B2B and B2C marketing teams that need to link on-site behavior to CRM records.
- MAnavi Learning Platform for Account Engagement (MAnavi マナビ) Online self-service learning and support platform for Account Engagement users providing function-specific manuals, FAQs, video lectures, and individual Q&A support, built on the company's 1,700+ implementation knowledge base. Targeted at existing and prospective Account Engagement customers seeking self-service enablement.
- Magic Moment Package (Magic Moment パッケージ) Resold/implemented sales engagement platform that captures sales activities (emails, calls, meetings) automatically and syncs them to Salesforce, packaged with implementation support and bundling to Salesforce/Account Engagement. Targeted at sales teams that need automated activity capture.
- immedio Implementation Support (immedio 導入支援) Resold and implemented AI-powered meeting scheduling automation SaaS that detects customer interest moments in real time and seamlessly connects appointment booking, integrated with Salesforce and Account Engagement to generate leads, opportunities, and activities upon appointment confirmation. Targeted at B2B and B2C sales/marketing teams seeking automated scheduling.
- Digital Marketing Support (デジタルマーケティング支援) Digital marketing services including website construction, AE landing page templates, email template support, GA4 utilization support, inside sales, marketing assessment, and exhibition follow-up. Targeted at enterprises that need end-to-end digital marketing operations around their Salesforce stack.
- MA Migration Support Service (MA移行支援サービス) Migration support service for transitioning from incumbent marketing automation tools (Marketo, SATORI, HubSpot, Eloqua) to Salesforce Account Engagement, including data migration, skill transfer, and operational autonomy enablement. Targeted at companies replacing legacy MA platforms with Salesforce.
Quantifiable outcome
- Marketing campaign execution time reduced from 150 hours to 2 hours (Benesse case)
- +3 more outcomes
Companies that use toBe Marketing
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
toBe Marketing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability9 records
Feature6 records
toBe Marketing partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, strategic and supporting.
- Salesforce (セールフォースドットカム)coreCore technology partner providing MA (Account Engagement, Marketing Cloud), CRM (Sales Cloud), AI (Agentforce, Einstein), Data (Data 360), and Analytics platforms. toBe Marketing is a certified Salesforce partner with 6 Partner Awards and extensive product certifications across the Salesforce ecosystem.
- Magic MomentstrategicSales engagement platform partnership. toBe Marketing provides Magic Moment implementation support, integration with Salesforce/Account Engagement, and bundled packages. The tool captures sales activities (email, phone, meetings) and auto-records to Salesforce.
- immediostrategicMeeting scheduling automation partnership. toBe Marketing provides immedio implementation and Salesforce/Account Engagement integration support. AI agents analyze customer behavior in real-time and present optimal scheduling options to maximize conversion rates.
- TableausupportingBI and data visualization tool offered as part of comprehensive Data 360 and CRM Analytics integration services. toBe Marketing provides Tableau implementation, training, and dashboard development support.
- Google (Google Analytics)supportingData integration partnership through 'Data Collect for Google Analytics' service. Connects Account Engagement/Salesforce data with Google Analytics for unified marketing analytics and BI dashboard implementation.
- SlacksupportingSlack integration for Agentforce package enabling conversational CRM input and team communication. Sales activity data captured via chat interface can be mapped to Salesforce fields.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
toBe Marketing competitors and assessment
Company assessmentDirect peers
- Serverside: Japanese Salesforce consulting firm focused on CRM, MA, and digital transformation implementations. Directly comparable to toBe as a Japan-based Salesforce implementation specialist serving mid-market and enterprise clients with similar consulting and integration offerings.
- NI consulting (NI+C): Japanese Salesforce consulting and implementation firm specializing in CRM and MA for mid-market and enterprise clients. Comparable peer offering Salesforce-led marketing and sales transformation services in the Japanese market.
- Arkhe Inc. Japanese Salesforce consulting and implementation partner specializing in CRM, MA (Pardot/Account Engagement), and field service deployments. Comparable as a domestic Salesforce ecosystem implementation peer targeting similar Japanese enterprise customers.
- Fujitsu Limited: Parent company of toBe Marketing and a major global IT services firm. Operates Salesforce practice and broader digital transformation (Uvance) services, including direct competition and joint go-to-market with toBe in Japan enterprise accounts.
- TOPPAN Digital Inc. Digital transformation arm of TOPPAN Holdings providing Salesforce, marketing technology, and customer engagement platform implementations in Japan. Overlaps directly with toBe on Salesforce MA and CRM consulting for Japanese enterprises.
- Bainbridge Corporation: Japanese Salesforce implementation and consulting firm with deep expertise in Sales Cloud, Service Cloud, and marketing automation. Directly comparable as a domestic Salesforce consulting peer serving enterprise customers in Japan.
- Allight Inc. Japanese Salesforce consulting firm providing implementation and operational support for CRM and MA solutions. Comparable as a domestic Salesforce implementation specialist with a similar service portfolio and customer base.
Emerging players
- WACUL Inc. Japanese digital marketing and AI analytics firm offering marketing automation and website analytics services. Adjacent competitor in Japanese MA/CRM enablement with overlapping target customers but differentiated AI/analytics focus.
Broad incumbents
- Accenture Japan: Global SI leader with a large Salesforce practice in Japan covering CRM, MA, data, and AI transformations. Competes with toBe for large-enterprise Salesforce implementations but as part of a much broader portfolio of services.
- Deloitte Tohmatsu Consulting: Major global consulting firm with Salesforce implementation capabilities in Japan. Competes in the enterprise Salesforce MA/CRM/Data Cloud segment but as a small piece of a broader strategy and operations consulting portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
toBe Marketing social profiles
Digital presencetoBe Marketing compliance and trust
Trust signalCompliance3 records
toBe Marketing financial estimates
Financial estimateRevenue estimate
Valuation estimate
toBe Marketing leadership team
Management profileNumber of profiles
Profiles9 records
toBe Marketing funding detail
Funding detailFunding overview
Funding rounds5 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
toBe Marketing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about toBe Marketing
What does toBe Marketing do?
toBe Marketing provides implementation, consulting, and ongoing managed services for Salesforce marketing automation, CRM, and AI products, including Agentforce, Account Engagement (formerly Pardot), Marketing Cloud Engagement, Marketing Cloud Next, Salesforce CRM, and Data 360. It complements these services with proprietary tools (MAnavi learning platform and MAPlus Activity Connector) and resold sales-engagement partners (Magic Moment and immedio) to deliver end-to-end MA+CRM+SFA solutions for Japanese enterprises.
Is toBe Marketing a public or private company?
toBe Marketing is a private company. It is classified as corporate owned and is currently operating.
When was toBe Marketing founded?
toBe Marketing was founded in 2015. It employs 51 to 100 people.
Where is toBe Marketing based?
toBe Marketing is headquartered in Tokyo, Japan, in the Asia region.
How does toBe Marketing make money?
Three revenue lines are on record. Professional Services (Implementation & Consulting) is the primary driver. The others are product Licensing (MAPlus Series) and training & Education Services.
Who are toBe Marketing's main competitors?
Direct peers on record are Serverside, NI consulting (NI+C), Arkhe Inc., Fujitsu Limited, TOPPAN Digital Inc., Bainbridge Corporation and Allight Inc.. WACUL Inc. is listed as an emerging player. Broad incumbents are Accenture Japan and Deloitte Tohmatsu Consulting.
Does toBe Marketing have an API?
No public API is recorded for toBe Marketing.
What industry is toBe Marketing in?
toBe Marketing's product category is Salesforce Marketing Automation Implementation Services. Its primary akta.pro industry code is BPAEAGAC, CRM Implementation & Customization Services, with a secondary code of BPAEAGAD, CRM Managed Services & Support. Its NAICS code is 5182 and its SIC code is 7371.