How to Connect With Software Buyers in Japan

What are the top concerns for Japanese software buyers?

Before developing a go-to-market strategy for Japan, you must first understand what the top concerns are for Japanese software buyers. Here are the most common software investment triggers, according to Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey: 

The No. 1 investment trigger for Japanese software buyers is the need for productivity improvements. We recommend outlining exactly how your solution provides productivity gains in marketing collateral, such as user testimonials and case studies that show impact on productivity. 

What should you know about software buying behavior in Japan?

Digital marketing in Japan has changed over the years, providing many more opportunities for software providers to connect with customers than ever before in the region. It’s crucial to understand what Japanese buyers really value during the research process to best connect with them and show how your solution will address their challenges. During the purchase process, 29% of software buyers in Japan spend the most time identifying which system is the best to solve the problem while 27% spend most of their time determining which vendor is most appropriate for their business. In many cases, Japanese companies want to make sure they are spending their money on the exact solution to their problem before starting a conversation with sales. 

To start marketing in Japan, you should consider creating top-of-funnel thought leadership content, such as a blog, to answer software buyers’ research queries. Keep the focus of your Japanese marketing strategy on helping them better understand how to solve their business challenges with your solution. This personalized content will help address the software buyers’ needs and ensure that you’re reaching them at the right time.

What are the trusted software information sources in Japan?

When it comes to making software investments, 35% of Japanese companies prefer providers they’ve already worked within the past. Meanwhile, 49% of Japanese companies prefer to work with well-established software brands. Of these preferred providers, the majority of them are Japan-based software providers.

How can you differentiate your offerings in Japan?

To differentiate your offerings in the Japanese market, software marketers should identify attributes that play an important role for Japanese buyers in the qualification of a software tool compared to the alternatives. In Japan, the most influential factors in the software purchase decision are price and ease of use, according to the Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey.

You can also use reviews as a way of differentiating your product from the competition. Verified, recent reviews are great for building buyers’ trust and confidence, especially for providers trying to establish their brand in a new region. 

Another way to differentiate your solution from competitors is highlighting features that are most important to them. The top software features Japanese buyers look for concern IT: More than half of survey respondents said the most important software features were automation, AI, and machine learning, as well as cybersecurity and data privacy. 

We recommend crafting a value proposition focused around these issues to better connect with your target audience. Build your digital marketing strategy around featuring the latest technology developments relevant to the software buyers and their industries, while also updating buyers about how your solution addresses those needs or capabilities. 

How can you keep customers engaged during software adoption?

The onboarding process is critical for customer marketing in Japan and keeping clients engaged. B2B software and SaaS providers can avoid post-purchase regret by providing support services, training, in-language content, and a positive onboarding experience. Japanese software buyers noted that access to customer support was the most valued factor in the onboarding process at 21%, with personalized training as the second most valued factor at 17%, according to the 2022 Global Software Buyer Trends Survey. 

One method for keeping software buyers engaged and building client confidence post-purchase is to provide them with change enablement content. This type of content will help new clients navigate the post-purchase changes; it breaks down the tasks related to the change and strategies for moving through the tasks.  

Another method for keeping software buyers in Japan engaged is by providing them with content that’s been translated to their native language. Translated materials offer the benefit of conveying the same message to your target audience without any confusion. We recommend preparing some translated materials, such as landing pages and product details, prior to implementing your go-to-market strategy.

Ready to reach software buyers in Japan?

The Japanese market is growing rapidly. While there are plenty of opportunities to connect with B2B buyers, it’s important to understand their behavior and preferences to target them at the right time with the right information. Download our report on Japan’s software market to gain more buyer behavior insights and craft an optimized marketing strategy.

Dylan Woodham

Dylan Woodham is a Senior Manager leading Japan-focused initiatives at Gartner Digital Markets. He was born and raised in Japan and has been with the Digital Markets team for four years. With his strong track record in sales, Dylan leads an experienced team both in Barcelona and Tokyo. Connect with Dylan on LinkedIn.

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Survey methodology:

Gartner Digital Markets 2022 Global Software Buyer Trends Survey

Results presented are based on a Gartner Digital Markets study to understand business challenges and approaches to technology and software investments. The primary research was conducted in October 2021 among a total of 2,501 respondents in the following countries: United States, Canada, Mexico, United Kingdom, India, Japan, Australia, New Zealand, Italy, Portugal, Brazil, Colombia, Belgium, Poland, Netherlands, Sweden, Denmark, Finland, Norway, Ireland, Singapore, South Africa, Spain, Germany and France.

Respondents were screened for having recently purchased technology and decision-making authority. Respondents were required to be responsible for making decisions on purchasing technologies for their organization.