Overview

Company: Odoo (Global ERP SaaS company, Belgium HQ)
Role: Sole in-house marketer for Japan (APAC office)
Period: Sep 2024 – Nov 2025

This work was conducted while Yuki served as an first in-house marketer within Odoo’s APAC office. Tokage Works applies the same Japan GTM methodology in its client engagements.

The Challenge

Odoo aimed to establish a credible presence in Japan, where trust, localization, and cultural alignment are critical.
Key challenges included:

• Global messaging and positioning did not resonate with Japanese decision-makers
  
  

• No established Japan-specific go-to-market framework
  
  

• Limited local marketing resources, requiring efficient, high-impact campaigns

Tokage Works’ Approach

Yuki led the Japan GTM as a solo marketer, turning global strategy into Japan-ready execution:

• Designed Japan GTM strategy, including messaging, positioning, and launch priorities
  
  

• Fully localized all customer-facing assets: website, landing pages, and sales materials
  
  

• Built demand generation campaigns across online and offline channels, including events, webinars, and content
  
  

• Developed trust signals tailored to Japanese buyers, including enterprise customer success stories
  
  

• Implemented CRM and marketing automation workflows for lead nurturing

All localization and campaigns reflected competitor context, buyer risk perception, and local business norms rather than simple translation.

Learn More

We’ve shared the approach and scope here, but detailed portfolio examples and content samples are available upon request.

Interested in seeing the full case study? Contact us to learn more about early-stage Japan GTM outcomes and materials.