Introduction

Entering the Japanese market can be challenging, and making the wrong strategic choices can waste both time and resources. While some go-to-market (GTM) strategies like SEO and SEM are widely used globally, they must be adapted for the Japanese market. Japan also has unique business practices and purchasing processes that require specialized approaches.

Sometimes clients suggest, “We can just rely on a partner in Japan.” While resellers and partners can certainly help, relying solely on them in the early stages is risky.

(Reference: Japan GTM? Why Relying Solely on Resellers Often Fails)

I have been involved in SaaS Japan GTM initiatives at different companies across the UK, Chinese-speaking regions, and Japan. In this article, I will share the core framework of a successful Japan SaaS GTM strategy, guiding you from conducting market research to acquiring your first customer.

Step 1: Start with Market Research

Before entering Japan, the most important step is to determine whether your product and market trends align with local needs. Understanding customer expectations, competitors, and the purchasing process will significantly improve the effectiveness of your initial marketing and GTM strategy.

In some specialized areas or highly regulated markets, I have even advised clients not to enter, based on the market fit and potential barriers.

(For further insights, see: Does Your SaaS Company Stand a Chance in Japan? 15 Ways to Assess the Potential)

Step 2: Acquiring Your First Customer in Japan

The first customer in Japan is more than just revenue. It validates your product-market fit and helps refine your GTM strategy.

Most companies achieve this by localizing their website, product, and documentation. Perfection is not required, but core elements must be adapted to the Japanese market.

A client once asked me:

“Some parts of the website remain in English. Can we leave them? The English is simple enough that they should understand.”

This is strongly not recommended.

Research shows that only around 8% of Japanese adults can manage simple everyday English conversations.

Even if they understand English, mixing untranslated English into Japanese content often undermines credibility. Japanese users are naturally cautious, and this has been confirmed in multiple studies.

(Reference: A Hidden Risk for Financial SaaS Entering Japan: Messaging, Not Product Regulation)

Japan GTM Strategies: Top 10 Tactics for Success

1. Content Marketing & SEO

• Analyze search intent for Japanese-speaking audiences.

• Publish case studies and concrete product outcomes.

• Focus on content that genuinely helps potential customers.

SEO builds a long-term lead generation engine while establishing your company as a trusted thought leader in the market.

2. SEM & Paid Branding Campaigns

• Optimize for Google and Yahoo! Japan, reflecting local search preferences.

• Use native Japanese ad copy for maximum impact.

• Run display, video, and native advertising campaigns to boost brand awareness.

SEM helps generate short-term leads while supporting long-term content marketing strategies.

3. Trade Shows & Events

• Participate in industry-specific trade shows and conferences.

• Combine webinars with offline events to increase exposure.

• Leverage business card exchanges to connect directly with decision-makers.

Face-to-face interactions remain highly effective for trust-building in Japan.

4. Influencer Campaigns

• Collaborate with industry influencers, bloggers, and tech evangelists.

• Share product reviews and case studies.

• Utilize podcasts and video content to boost visibility.

While influencer campaigns can be costly in Japan, when used strategically, especially for B2C SaaS, they can deliver significant impact and build credibility that paid ads alone cannot.

Experiment with creative approaches such as UGC-style ads to showcase your product.

Leverage podcasts, videos, and other content formats to increase reach and engagement.

5. Social Media Marketing

Choose the channels most likely to reach your potential users:

• LinkedIn: Engage with executives and decision-makers.

• X: Connect with developer and tech communities.

• Instagram / Facebook: Showcase product features and customer experiences visually.

Beyond posting, use themed content series, AMA sessions, and interactive engagement to build awareness.

6. Press Releases

• Announce product updates, customer wins, and company milestones.

• Gain media coverage and strengthen social proof.

• Integrate PR with SEO and social channels for broader reach.

Press releases help gain media coverage, strengthen social proof, and when integrated with SEO and social channels, extend your reach.

In Japan, official announcements often play an important role in committee-based purchasing decisions.

(Reference: Why Japan’s SaaS Market Works Differently)

7. Outbound Sales

• Target specific companies or decision-makers with personalized calls or emails.

• Conduct careful pre-research to craft relevant messages.

• Combine with email marketing and other channels to nurture leads.

While conversion rates may be lower, outbound sales are effective for niche or highly specialized audiences.

8. Evangelist Programs & Case Studies

• Highlight early customer success stories on blogs, webinars, and social channels.

• Display recognizable client logos to increase trust.

• Collaborate with customers to create social proof.

Committee-based purchasing in Japan often relies on social validation, making case studies particularly impactful.

9. Partner Strategy (Resellers & Distributors)

• Collaborate with partners who understand your product and market.

• Use partners to expand distribution and reach new audiences.

• In early stages, rely on partners only as a supplement.

Direct engagement and market understanding should remain the core focus during initial expansion.

10. Data-Driven Analysis

• Track marketing campaigns and GTM initiative results.

• Monitor website analytics, ad performance, and lead generation metrics.

• Use insights to refine and optimize your GTM plan.

Data-driven decision-making is essential for efficient scaling in Japan.

Conclusion

When entering the Japanese SaaS market:

1. Start with market research to validate product-market fit.

2. Prioritize GTM initiatives based on local impact:

   • Content Marketing + SEO

   • SEM + Paid Branding

   • Trade Shows & Events + Influencer Campaigns

   • Social Media + Press Releases

   • Outbound Sales

   • Evangelist Programs & Case Studies

   • Partner Strategy

   • Data-Driven Analysis

Following this sequence ensures efficient first-customer acquisition and trust-building in Japan.

Tokage Works helps SaaS companies design and execute Japan-specific GTM strategies. We have experience executing all of the strategies discussed in this article.

Even first-time entrants can start with our Japan GTM Diagnosis (free consultation).

Book from the contact form.