Japan B2B Go-to-Market Checklist: A Practical Launch Plan

Why a Checklist Matters in Japan

Japan is a high-trust, high-context market. Great products can stall here if the go-to-market plan isn’t adapted for Japanese buyer expectations, decision processes, and proof requirements.

This checklist is designed for B2B companies doing their first structured launch in Japan—whether you’re selling software, industrial products, services, or platforms.

Step 1: Define Your Japan ICP (Not Just “APAC”)

Japan segments often behave differently from the rest of Asia-Pacific. Start with a Japan-specific ICP:

• Industry slice: narrow to 1–2 verticals where references are easiest to build.
• Company size band: SME, mid-market, enterprise—each has a different buying motion.
• Buyer roles: user, influencer, economic buyer, procurement, IT/security.
• Current alternative: in Japan, “do nothing” or legacy vendors are common.

Deliverable: a one-page ICP + top 20 target account list.

Step 2: Localize Positioning (Value, Proof, and Risk)

In Japan, buyers often ask:

• “Can you support us long-term?”
• “Is it reliable and safe?”
• “Who else uses it here?”

Refine messaging around:

• Reliability: uptime, support SLAs, QA processes.
• Risk reduction: security, compliance posture, implementation plan.
• Proof: case studies, benchmarks, third-party validation.
• Fit: how your offering maps to Japanese workflows.

Tip: avoid direct, aggressive claims unless you can back them with evidence. Preference is for precise, verifiable statements.

Step 3: Audit Your Sales Materials for Japan Readiness

Minimum set:

• Japanese landing page (not a translated global page): problem → solution → proof → process → CTA.
• One-page PDF: overview, benefits, differentiators, deployment, support.
• Pitch deck: include implementation timeline and stakeholder map.
• FAQ: pricing model, data handling, support hours, escalation path.

Common gaps we see:

• No clear implementation plan (Japan buyers want process).
• No local contact path (forms without response expectations underperform).
• Too many English UI screenshots without context.

Step 4: Choose a Channel Strategy That Matches the Buying Cycle

Most B2B launches in Japan succeed with a hybrid approach:

Option A: Partner-led (Distributor / SI / Agency)

Best when:

• You need local relationships fast.
• The solution requires integration or service wrapper.

Watch-outs:

• Exclusivity clauses can limit learning.
• Partners need enablement, not just a PDF.

Option B: Direct sales with localized inbound

Best when:

• You can respond in Japanese.
• You have clear demand signals and competitive edge.

Option C: “Land and expand” via pilots

Best when:

• You need local references.
• A low-risk pilot can prove ROI quickly.

Deliverable: one primary channel + one secondary channel, with clear success metrics.

Step 5: Define Your “Proof Plan” (References Are Everything)

Japan buyers heavily weight local validation. Build proof intentionally:

• Pilot offers: tightly scoped, measurable outcomes, fixed timeline.
• Reference program: incentives, co-marketing permissions.
• Third-party credibility: industry associations, certifications, awards.

If you don’t have Japanese references yet, use:

• Adjacent market proof (similar regulations/workflows) + a clear Japan adaptation story.
• Partner references where the partner’s credibility bridges early risk.

Step 6: Prepare Operational Fundamentals

Before demand arrives, make sure you can respond:

• Japanese lead response: target under 24 hours.
• Calendar + meeting logistics: time zone, language support, materials sent ahead.
• Customer support plan: hours, channels, escalation.
• Security/compliance basics: data residency statement, incident response outline.

Even if you’re small, a simple documented process builds confidence.

Step 7: Build a 90-Day Japan Launch Plan

A realistic 90-day plan looks like:

Days 1–30: Setup & validation

• Finalize ICP and target accounts
• Japan landing page + one-page PDF
• Partner shortlist + outreach
• Pilot offer definition

Days 31–60: Activation

• Launch localized inbound (SEO/ads if relevant)
• 10–20 partner meetings and enablement sessions
• 10–20 direct outreach sequences (localized)
• First pilot proposals

Days 61–90: Proof & iteration

• Convert 1–3 pilots
• Capture measurable outcomes and testimonials
• Iterate positioning based on objections
• Plan for next quarter scale

Success metric: in early Japan GTM, “pipeline quality and learning” often matters more than immediate revenue.

Quick Checklist (Copy/Paste)

• Japan ICP defined + target accounts
• Japan-specific positioning and differentiators
• JP landing page + one-pager + deck + FAQ
• Channel strategy selected (partner/direct/pilots)
• Proof plan (pilots + references + credibility)
• Lead response + support + compliance basics
• 90-day plan with clear metrics

Need a Faster, Lower-Risk Launch?

If you’d like help building a Japan-ready GTM plan, validating partners, or setting up your pilot framework, contact us for a consultation.

This article is general guidance and does not constitute legal or financial advice. For specific requirements, consult qualified professionals.