What B2B Marketing does

B2B Marketing Co., Ltd. (B2Bマーケティング株式会社) is a privately held, founder-led Japanese consulting firm headquartered in Chiyoda-ku, Tokyo, that provides end-to-end B2B marketing and sales consulting for small and medium-sized B2B enterprises in Japan. Founded in August 2011 by Hiroyoshi Horikubi (堀首裕芳), a former Keyence sales professional with subsequent consulting and management experience at Softbrain, NI Consulting, and Synergy Marketing, the firm has been operating for more than 14 years and claims 300+ CRM/SFA consulting engagements and 100+ digital marketing support engagements across its history.

The firm monetizes through three interconnected revenue lines: (i) recurring monthly consulting subscriptions delivered as scheduled advisory sessions (¥150,000/month for one 90-minute meeting per month and ¥220,000/month for two meetings); (ii) a standalone content production service suite covering white papers, survey reports, SEO articles, preview videos, and case studies, plus CRM/MA/SFA IT-tool implementation support; and (iii) Synapse, a proprietary cloud-based IP-to-company lead finding tool priced from ¥10,000/month on tiered PV-based pricing. Its underlying technology combines a lead-management methodology (content mapping, persona development, long-tail lead management) with the Synapse lead-finding database that matches website visitor IP addresses against a proprietary corporate-attribution database to enable anonymous visitor identification, lead scoring, and automated marketing-sales handoff.

Distribution is domestic and sales-led: the firm runs its own content-marketing engine — corporate blog, gated white papers, annual B2B purchase-behavior surveys co-published with IT Communications, webinars with partners such as JustSystems, and a Facebook page — as demand generation for direct website inquiries that convert into monthly consulting engagements. The firm is primarily oriented toward SMB B2B companies in Japan with thin in-house marketing resources, where it positions itself as an outsourced advisor across the full lead-to-deal funnel (lead generation, lead nurturing, and sales management). Revenue is not publicly disclosed, no external investors or parent company are reported, and the firm is privately held with no subsidiaries.

Name

B2B Marketing

Legal name

B2Bマーケティング株式会社

Website

https://b2b-marketing.co.jp

Company type

Private

Founded year

2011

Operating status

Operating

Short description

B2B Marketing is a Tokyo-based, founder-led consulting firm that provides end-to-end B2B marketing and sales advisory, content production, and a proprietary IP-to-company lead-finding tool (Synapse) for Japanese SMB B2B companies via monthly subscriptions and project-based engagements.

Ownership category

akta.pro rank

Product category

B2B Marketing Consulting

NAICS

Marketing Consulting Services (541613), Advertising Agencies (541810), Management Consulting Services (54161)

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

Keywords

• B2B marketing consulting
• Lead generation services
• Content marketing production
• CRM SFA implementation
• Marketing automation consulting

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services (Monthly Plans): Recurring consulting engagements billed monthly, delivered as scheduled consultation sessions. Two plan tiers offered to SMB clients for B2B marketing strategy and execution support.
2. Synapse Tool (Cloud Subscription): Monthly subscription to the Synapse lead-finding cloud service, priced based on monthly PV volume. Provides lead identification, tracking, and automated notification capabilities.
3. Content Production Services: Production of white papers, survey reports, SEO articles, case study content, and video marketing materials as standalone or bundled service offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

B2B Marketing is a consulting firm that provides end-to-end B2B marketing and sales support — from lead generation through to closed deals — through three core consulting services (Lead Generation, Lead Nurturing, Sales Management), six content production services (white papers, survey reports, SEO articles, preview videos, case studies, IT tool utilization support), and SME-focused monthly consulting plans. The firm also offers Synapse, its proprietary cloud-based lead finding tool, and supports CRM/MA/SFA tool selection and implementation.

Product overview

B2B Marketing Inc. is a B2B-focused marketing consulting firm that offers a portfolio of six content production services (white paper production, survey report production, SEO article/column writing, preview video production, case study content production, and IT tool introduction/utilization support) and three core consulting services (lead generation, lead nurturing, and sales management). The company also provides a dedicated SME consulting plan. Services are designed to address the end-to-end B2B marketing and sales process, from lead acquisition through to closed deals, with consulting engagements that combine strategy, content, and IT tool utilization.

Differentiator

Problem solved

Functional benefit

Products and services

• Lead Generation Service (リード・ジェネレーション) Marketing consulting service focused on target outreach and lead acquisition, encompassing web consulting, SEO, online advertising, and content planning/production for B2B companies.
• Lead Nurturing Service (リード・ナーチャリング) Service for strengthening relationships with leads and driving opportunity creation, including database marketing, email marketing, inside sales, and CRM/MA introduction support for B2B companies.
• Sales Management Service (セールスマネジメント) Service focused on securing won deals from created opportunities, including sales strategy execution support and SFA introduction/utilization support for B2B companies.
• SME B2B Marketing Consulting Service (中小企業のためのB2Bマーケティング・コンサルティングサービス) Monthly subscription consulting service for SMEs lacking B2B marketing expertise, offering strategic design, content planning, email marketing, event management, and IT tool (MA/CRM/SFA) support, delivered through monthly planning sessions. Two tiers: Monthly 1 Plan (150,000 yen/month, one 90-min meeting/month, 3-month initial contract) and Monthly 2 Plan (220,000 yen/month, two 90-min meetings/month, 6-month initial contract).
• White Paper Production Service (ホワイトペーパー制作サービス) Production and utilization support for white papers that enable the acquisition and nurturing of prospective customers (leads) for B2B companies.
• Survey Report Production Service (調査レポート制作サービス) Production and utilization support for survey reports that support brand awareness and lead acquisition for B2B companies.
• SEO Article/Column Production Service (SEO記事・コラム制作サービス) Production of SEO-optimized articles and columns that increase touchpoints with target audiences and boost awareness of products and services for B2B companies.
• Preview Video Production Service (プレビュー動画制作サービス) Video production aimed at increasing conversion rates for downloadable materials and other assets for B2B companies.
• Case Study Content Production Service (事例コンテンツ制作サービス) Production and utilization support for purpose-driven case study content in a one-stop service for B2B companies.
• IT Tool Introduction and Utilization Support Service (ITツール導入・活用支援サービス) Support for the introduction and utilization of IT tools (CRM/MA/SFA) essential for B2B marketing.
• Synapse Lead Finding Cloud Tool (Synapse リードファイディングツール) A proprietary cloud-based lead finding tool that identifies companies and individuals visiting a client's website by matching IP addresses against a proprietary database. Enables anonymous visitor identification, lead scoring, automated notifications, and marketing-sales coordination for B2B companies. Priced from 10,000 yen/month based on monthly PV volume with a 3-month minimum contract.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core, secondary and minor.

• IT Communications Co., Ltd. (株式会社ITコミュニケーションズ)coreStrategic or Co-development Partner · 15 July 2025Joint survey partner for annual B2B purchasing behavior research reports. The two companies have collaboratively published multiple reports including the 'BtoB商材の購買行動に関する実態調査2025' and 'BtoB商材の購買行動に関する実態調査2023'. IT Communications provides the Synapse web tracking tool used in content-marketing campaigns.
• JustSystems Corporation (株式会社ジャストシステム)secondaryGTM or Marketing Partner · 8 September 2021Co-hosted a webinar in September 2021 titled '新規のリード獲得を果たす調査レポートの制作・活用法'. JustSystems' Marketing Research Camp editor浦野 志都 co-presented on net research methodologies for survey content creation.
• Just Creative Inc. (株式会社ジャストクリエイティブ)minorStrategic or Co-development PartnerReferenced as the source of the 'BtoB企業のリードジェネレーション施策 実態調査レポート2017', which the company analyzed and published insights from. Not a formal partnership but an information/third-party data relationship.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Dentsu: Japan's largest advertising and marketing services conglomerate offering end-to-end B2B and B2C campaigns. Comparable as a broad incumbent competing for the same client marketing budgets.
• CyberAgent: Major Japanese digital advertising and media group with a sizable internet advertising agency business. Comparable as a broad incumbent in Japanese digital marketing services.
• Adobe Marketo Engage: Enterprise B2B marketing automation platform offering lead management and engagement tools. Comparable as an incumbent marketing technology competitor overlapping with B2B Marketing's CRM/MA/SFA consulting and Synapse lead-finding functionality.
• HubSpot: Global B2B inbound marketing and CRM platform with an extensive partner/agency ecosystem serving SMBs. Comparable as a broader incumbent in the B2B marketing software and services category.

Emerging players

• Sansan: Japanese B2B data and sales intelligence platform increasingly expanding into sales/marketing workflow. Comparable as an adjacent emerging player in Japan B2B sales-and-marketing tooling.

Direct peers

• Ureru Net Koukokusha (売れるネット広告社): Japanese digital marketing agency with a strong B2B web-marketing and lead-generation consulting practice. Comparable in targeting B2B clients with web-led lead generation and content support services.
• ferret One (Basic Inc.): Japanese B2B marketing platform offering content production, MA, and consulting to SMEs. Comparable in targeting the same Japanese SMB B2B segment with a hybrid tool-plus-services offering.
• Funai Soken (船井総合研究所): Japan's leading SME-focused management consultancy with practices in sales and marketing. Comparable for its consulting-heavy, SME-centric B2B sales/marketing engagement model in Japan.
• SATORI: Japanese B2B marketing automation vendor that bundles its MA platform with implementation and consulting support. Directly comparable in combining B2B marketing tooling with services targeting Japanese SMBs.
• Symphonymarketing (シンフォニーマーケティング): Japan-based B2B marketing agency offering integrated support across lead generation, nurturing, and sales enablement. Highly comparable in service scope, SMB-to-mid-market focus, and consulting-plus-content model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/b2bmarketing.co.jp

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 B2B Marketing