Alleviating Concerns for New Marketing Hires: A Primer on Mastering 'Knowledge' in the AI Era – Book 'The Fundamentals of BtoB Marketing' to be Released June 12

Ichiro Niwayama, Representative Director of Symphony Marketing Inc., a company providing marketing consulting, education, and outsourcing services for BtoB companies, will release his 9th book, 'The Fundamentals of BtoB Marketing,' through Nihon Jitsugyo Shuppan on June 12, 2026.

The 'All You Need to Know in One Book' series is a long-selling line from Nihon Jitsugyo Shuppan, supported by many readers as a systematic and easy-to-understand introduction to business fundamentals. This book is designed for newcomers to marketing departments, management personnel training, and company growth, offering a systematic understanding of the overall scope and practical tasks of BtoB marketing.

BtoB marketing in Japan significantly lags behind other developed nations. Many companies lack the necessary marketing departments, professionally trained experts, or CMOs (Chief Marketing Officers) at the top of their marketing careers. However, the era where companies could grow without these is over.

There is an increasing trend of implementing marketing tools and tactics without a grasp of the overall objectives. In an era where using AI for daily tasks is commonplace, 'fundamentals' are what are needed most. This book compiles everything professionals should know: from the basic overview and strategy of BtoB marketing to skill enhancement.

This book consolidates strategic choices and tactical usage to transform marketing departments into revenue-generating units, covering:

- Designing effective processes from lead collection to lead nurturing and sales conversion.
- How to use BtoB-specific terminology and methods such as the Whole Funnel, Ansoff Matrix, ABM, and CRM.
- Thinking processes for data management.
- Tactical execution of lead collection, including exhibitions, newsletters, white papers, and direct mail.

Comment from author Ichiro Niwayama:
'Why am I, having previously handled expert themes like ABM, MA, and marketing scores, returning to the 'Fundamentals of BtoB Marketing' now? Japanese BtoB firms are currently losing out solely due to marketing. The evolution of AI is a great opportunity. I have imbued this book with the basics that everyone involved in the business should learn. It includes diagrams and clear explanations so that new employees or those newly assigned to marketing can easily understand.'