AIM B2B

Custom Media treats strategy for Japan market entry or expansion as a measured process, since B2B buying decisions there can take months. Work starts with research into the industry, competitors and how key accounts make decisions. From that it builds localized, data-driven marketing strategies, plans content to reach stakeholders at every stage of the sales funnel, and uses marketing automation to generate and nurture leads, which can extend to onboarding, retention and advocacy.

Built for

Overseas B2B businesses planning market entry or expansion in Japan, where buying decisions can take months.

Includes

Research & InsightsLocalized StrategyContent StrategyLead Generation & Lead Nurturing

Platforms

Marketing automation

How it runs

1. Discovery
2. Strategy
3. Ideation
4. Execution
5. Analysis

Clients get

• Strategies personalized to the Japanese market
• Content that reaches stakeholders at every funnel stage
• Leads generated and nurtured through automation
• Support for onboarding, retention and advocacy

Selected work

• Fivetran Japan entry plan: localized website and blog, Japanese videos, SEO, SEM and performance campaigns.
• Greenpeace Japan Built a gamified interactive survey strategy to grow signatures for an EV petition drive.
• Corporate Action Japan Took a new nonprofit from discovery to launch with brand strategy, identity and bilingual website.

Result

Greenpeace Japan. A gamified interactive survey for an EV petition drive that increased petition signatures.

Outcome

A data-driven plan for entering Japan

Custom Media builds B2B brands meant to stay in buyers' minds through long purchase cycles. It begins with brand research: an audit of the current brand, its market position and a set of best practices. Development follows, with a brand story covering customer and employee value propositions, plus naming, tone of voice and key messaging for new products. The team then designs the logo and visual assets, from stationery to digital and video, and runs activation campaigns to grow awareness.

Built for

B2B companies building or relaunching a brand for stakeholders at target companies in Japan.

Includes

Brand ResearchBrand DevelopmentBrand IdentityBrand Activation

Clients get

• A brand that stays fresh through long B2B journeys
• A springboard for campaigns and educational material
• Shifted market perception through brand storytelling

Selected work

• Genie Energy Japanese brand name, trademark, logo, style guide, positioning and print and digital assets.
• Nordson 50th-anniversary logo, 40-page history booklet and anniversary video for Nordson in Japan.
• Corporate Action Japan Logo, branding guidelines, stationery, slides and event backdrops for a new sustainability nonprofit.

Result

Genie Energy. Brand name, Japan trademark, logo, style guide and positioning for a US energy provider entering Japan.

Outcome

A brand Japanese B2B buyers remember

Custom Media's PR and communications work aims to build a brand's reputation and reach through storytelling and media outreach. Its media relations team builds connections with journalists, influencers and industry players to secure coverage. It also plans and runs social media, writes tailored messaging for each channel, and connects brands with industry influencers and thought leaders. On social accounts the team researches the audience, sets a monthly content calendar, monitors engagement and reports monthly with suggested improvements.

Built for

Brands that want stronger reputation and reach through media, social and influencer channels.

Includes

Media RelationsSocial Media ManagementContent StrategyInfluencer Engagement

Platforms

Facebook (opens in a new tab)↗Instagram (opens in a new tab)↗

Clients get

• Media coverage that reaches the right audience
• Stronger online visibility through social media
• Greater credibility via the right influencer voices

Selected work

• Catalan Tourist Board Ran the Catalunya Experience Facebook account for APAC with a monthly calendar and reporting.
• Mori Building Quarterly bilingual market report and subtitled videos of press events for new Tokyo developments.

Result

Catalan Tourist Board. Managed the Catalunya Experience Facebook account for APAC with a monthly content calendar, leading to increased engagement.

Outcome

Media coverage that builds brand credibility

Content and creative is the work Custom Media was first known for. A team of writers, editors and designers develops thought leadership content, localizes existing assets for Japan and produces video and digital experiences. Services cover content strategy, art direction and graphic design for omnichannel campaigns, and B2B writing from white papers to blogs and social posts in English and Japanese. The agency also transcreates between Japanese and English, drawing on more than 15 years of experience.

Built for

B2B brands that need thought leadership, localized assets or video for the Japanese market.

Includes

Content StrategyCreative DevelopmentContent DevelopmentContent Localization

Clients get

• Content that reaches the right B2B audience
• Messages that keep their nuance in Japanese
• Bilingual writing backed by industry experience

Selected work

• Zscaler Employer branding interviews, a Zscaler Private Access sales video and Zero Trust Live keynote videos.
• Ritchie Bros. Auctioneers Promoted a Japan auction with postcards, direct mail, e-newsletter, surveys and four video edits.
• Nordson Designed a 40-page anniversary booklet and produced a video on five decades in Japan.

Result

Zscaler. Employer branding and sales videos that raised brand awareness in Japan and helped attract talent.

Outcome

Bilingual content and creative for B2B audiences

Custom Media develops integrated digital programs that combine technical work with design, whether the goal is brand recognition, lead generation, customer onboarding or media campaigns. It analyzes the buying journey from lead to onboarding to find where campaigns can drive growth. The team designs, develops, maintains and hosts websites, applies SEO on-page, site-wide and through content, and runs email programs covering nurture strategy, workflows, newsletter design, content and database enrichment. Campaigns are monitored and revised on an ongoing basis.

Built for

B2B businesses that need websites, SEO and email programs that move buyers from lead to onboarding.

Includes

Digital Buyer JourneyWebsite Design & DevelopmentSEOEmail Marketing

Platforms

WordPress (opens in a new tab)↗

Clients get

• Websites with optimal user experience
• The right prospects drawn through SEO
• Email programs that nurture leads

Selected work

• Grant Thornton Japan Refreshed the group website and built a tax-division recruitment site, plus redesigned brochures.
• Corporate Action Japan Built a bilingual WordPress website the client's team can update on its own.
• Fivetran Transcreated the website into Japanese, set up a Japanese blog and planned SEO keywords.

Result

Grant Thornton Japan. Refreshed the main group website and built a new employer branding and recruitment site for the tax division.

Outcome

Integrated digital programs that generate leads

Custom Media's demand generation brings together digital and offline presence, inbound and outbound channels, and sales and marketing. It shares client content through digital platforms and traditional channels to drive leads, and manages paid search and paid social across platforms from Google Ads to LINE, including cross-channel approaches. Field marketing covers trade shows, conferences, professional associations and direct mail. Every campaign is analyzed, with reports that give both an overview and detail.

Built for

B2B marketers in Japan who want paid, inbound, outbound and offline channels working together to drive leads.

Includes

Lead Generation & Content SyndicationPaid Search & Paid SocialField MarketingData & Analytics

Platforms

Google Ads (opens in a new tab)↗LINELinkedIn (opens in a new tab)↗

Clients get

• Integrated demand generation across online and offline channels
• Audiences reached wherever they are
• Reporting from overview down to detail

Selected work

• CIC Tokyo Always-on Google search plus Facebook and Instagram display ads aimed at mid-sized business leaders.
• Ritchie Bros. Auctioneers Invitation postcards and direct mail to clients and prospects for its largest Japan auction.

Result

CIC Tokyo. Google search plus Facebook and Instagram display ads that generated a stream of qualified leads.

Outcome

Qualified B2B leads from paid & field channels

Custom Media offers account-based marketing with PROPLUS DATA, an ABM and account-based experience provider. Together they plan content, choose the tech stack, align sales and marketing and set KPIs. Account lists are built and segmented from top data sources, customer journeys and existing content are audited, and the team advises on account engagement or acts as operator for the client. PROPLUS DATA adds firmographic, technographic and intent insights, a list of in-market accounts, and email and voice verification.

Built for

B2B teams ready to focus marketing and sales on the best-fit target accounts.

Includes

ABM StrategyAccount List CreationCustomer Journey & Content AuditAccount Engagement

Platforms

PROPLUS DATA

How it runs

1. Firmographic insights
2. Technographic and intent insights
3. Next Tech Purchase list of in-market accounts
4. Email and voice verification of interest

Clients get

• Precise targeting of high-profile accounts
• Sales and marketing teams aligned on KPIs
• Lists of accounts in-market for new technology

Selected work

• Transmit Security Researched key financial-sector accounts and ran an invitation-only CIO and CTO roundtable in Tokyo.

Result

Transmit Security. Curated an executive roundtable of financial-sector CIOs and CTOs that boosted its presence in Japan.

Outcome

Precise targeting of in-market key accounts

Custom Media implements marketing technology to support campaign performance and ROI. It sets up marketing automation on platforms such as HubSpot to automate tasks, nurture leads and optimize customer journeys. It builds analytics and reporting to track performance metrics. It implements and optimizes CRM systems such as Salesforce to manage interactions and leads. It also designs and develops customized content management systems, such as WordPress, for creating and managing content.

Built for

Marketing teams that want automation, CRM, analytics and CMS platforms implemented and optimized.

Includes

Marketing Automation PlatformsAnalytics and ReportingCustomer Relationship Management (CRM)Content Management Systems (CMS)

Platforms

HubSpot (opens in a new tab)↗Salesforce (opens in a new tab)↗WordPress (opens in a new tab)↗

Clients get

• More efficient, personalized campaigns through automation
• Insights to refine strategy and ROI
• Streamlined customer engagement and retention

Outcome

Martech set up to automate and measure