What Debono does

Debono (株式会社デボノ) is a Tokyo-based B2B services firm founded in May 2014 and reorganized in its current form in April 2019. The company provides subscription-based document creation services (launched December 2020), practical AI training, digital marketing support, and — since August 2024 — AI-powered proposal and bid acquisition support, alongside a media property called "BtoB AI Marketing Navi" that supports thought leadership in Japanese B2B marketing. Its technology stack combines big-data analytics with applied generative AI to automate the production and evaluation of B2B marketing and proposal collateral, grounded in a proprietary dataset of more than 10,000 production cases and 178 B2B marketing programs spanning 27 industries and 13 categories. AI-generated proposal drafts are paired with AI-driven scoring to standardize quality across engagements.

Debono monetizes through a mix of recurring subscription fees for document automation, project-based fees for proposal/bid support and consulting, and bespoke digital marketing engagements. The customer base disclosed via logos is concentrated in large Japanese enterprises — including Hitachi Solutions Create, Kansai Electric Power, IIJ, Sakura Internet, Misumi, Tsuzuki Denki, Transcosmos, Pasona Group, Persol Career, and Manpower Group — indicating an enterprise-oriented go-to-market rather than SMB volume. The firm is privately held with paid-in capital of approximately 40.01 million yen, and its largest disclosed shareholder is Eltes (株式会社エルテス, TSE Growth: 3967), a publicly listed risk-management and security company that has been a strategic partner since 2018 and provides both distribution synergy and validation in adjacent enterprise security markets.

Name

Debono

Legal name

株式会社デボノ

Website

https://debono.co.jp

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Debono is a Tokyo-based B2B services firm that provides subscription document creation, AI-powered proposal/bid support, and digital marketing consulting to Japanese enterprises, leveraging proprietary data from 10,000+ production cases.

Ownership category

akta.pro rank

Product category

B2B Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Management Services (8741), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industries

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM), Technology & B2B PR (MPAAADAC)

Keywords

• B2B marketing services
• Subscription document production
• AI training programs
• Digital marketing consulting
• Proposal bid support

Headquarters

HQ city

Shimbashi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Subscription Document Production Service: Subscription-type service that automates document production through a combination of expert directors and systems. Clients subscribe on a monthly basis for ongoing document creation support across materials such as white papers, sales documents, proposal materials, training materials, and business plans. The service covers UX design through to final production, with continuous optimization based on effectiveness measurement.
2. Consulting Services: Data-driven consulting focused on marketing and branding. Includes practical AI training, digital marketing strategy support, and proposal/bid document creation support. Revenue is generated through project-based consulting engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Debono (株式会社デボノ) sells a subscription-based document production service that pairs expert B2B marketing directors with automated systems to produce white papers, sales materials, proposals, training content and IR materials. It also offers data-driven consulting including practical AI training, digital marketing strategy support, and AI-powered proposal/bid document creation services for Japanese B2B enterprises and local governments.

Product overview

Debono operates as a B2B marketing company offering four main services: (1) サブスクリプション型資料制作サービス (Subscription-based Document Creation Service) - the core subscription service providing UX-driven document creation from sales materials to white papers using 10,000+ production data points; (2) 実務直結型AI研修 (Practical AI Training) - training services that help organizations implement AI skills; (3) デジタルマーケティング支援 (Digital Marketing Support) - comprehensive digital strategy and marketing execution services; and (4) プロポーザル・入札案件獲得支援 (Proposal/Bid Acquisition Support) - AI-powered proposal creation and evaluation services. The company also operates BtoB AIマーケティングナビ (BtoB AI Marketing Navi), a media platform publishing educational content on AI applications in marketing. All services are positioned around big data and automation technology to solve corporate challenges.

Differentiator

Problem solved

Functional benefit

Products and services

• Subscription-based Document Production Service (サブスクリプション型資料制作サービス) Monthly subscription service that assigns B2B marketing directors with 10+ years of experience to produce recruitment, lead generation, and sales materials with UX-driven design optimized by 10,000+ production data points and continuous effectiveness measurement.
• Practical AI Training (実務直結型AI研修) AI training delivered by experienced practitioners covering skill acquisition through deliverable creation, available both online and on-site with post-training follow-up support, aimed at helping organizations move from knowing AI to using it productively.
• Digital Marketing Support (デジタルマーケティング支援) Monthly subscription service providing a professional digital team that supports corporate and local government digital strategy end-to-end, from strategy design and branding through media growth hacking, social media operations, and automated data analysis and web updates.
• Proposal / Bid Acquisition Support (プロポーザル・入札案件獲得支援) AI-assisted proposal creation service that generates draft proposals from input data and then evaluates and scores them, iterating to produce winning proposal and bid documents for enterprise clients.
• Proposal Master (プロポーザルマスター) Performance-based bidding support service for clients seeking to win proposals.
• Impact Report Service (インパクトレポート) Impact reporting service that produces client impact reports, typically used to communicate the measurable effect of marketing or business initiatives.
• Middle East Digital Marketing / PR Support Service (中東向けデジタルマーケティング・PR支援サービス) Consulting service providing digital marketing and PR support for clients targeting the Middle East market, delivered by Debono's specialist team.
• Accompaniment-type Educational Content Production Support Plan Trial (伴走型教育コンテンツ制作支援プランのトライアル) Trial offering providing accompaniment-style support for the production of educational content, helping organizations create training and educational materials with hands-on guidance.

Quantifiable outcome

• Subscripton service reduces document production labor from 2-3 days per document to 2-3 hours (confirmation only) for clients
• +1 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Adobe: Adobe's Experience Cloud and document/creative tools cover overlapping capabilities with Debono's subscription document production and digital marketing support, but at a vastly broader enterprise scale.
• Marketo (Adobe): Marketo, part of Adobe, is a global B2B marketing automation platform — overlapping with Debono's digital marketing support and content-led demand generation capabilities at a much larger scale.
• HubSpot: HubSpot provides inbound marketing, content, and CRM tooling globally — comparable to Debono's content-led B2B marketing and AI training value proposition, particularly for Japanese mid-market.
• Hakuhodo: Hakuhodo is one of Japan's largest advertising agencies with deep B2B creative and digital capabilities — a broad incumbent competing for similar enterprise marketing engagements.
• Dentsu: Dentsu is Japan's largest advertising agency group offering full-service creative, digital, and PR — competes broadly for the same B2B marketing budgets that Debono addresses.

Direct peers

• transcosmos: transcosmos is a large Japanese B2B services firm covering digital marketing, contact centers, and BPO — overlaps with Debono's digital marketing support and document production offerings, and is itself a Debono customer.
• SATORI: SATORI provides B2B marketing automation and content-led demand generation for Japanese enterprises — overlapping target customer and content-driven GTM approach with Debono.
• Sales Marker: Sales Marker provides B2B marketing automation and intent-based lead generation in Japan — comparable in serving mid-to-large Japanese enterprises with content-led demand gen.
• ferret (Basic Inc.): Basic Inc. operates ferret, a leading Japanese B2B marketing platform offering content, lead generation, and MA tooling — directly comparable to Debono's B2B marketing content and digital marketing support stack.
• Allganize: Allganize offers AI-driven document automation and enterprise search in Japan — closely comparable to Debono's AI proposal/bid and document automation services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Debono