[FanGrowth Case Study] Leverages Co., Ltd.: A First-Year New Graduate Employee Successfully Organized a Large-Scale Conference in Addition to Co-hosted Webinars

Excite Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and Representative Director: Shinichi Saijo) provides 'FanGrowth', a service that enables anyone to conduct webinars that lead to sales with high reproducibility. This service was introduced at Leverages Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Tomohide Iwatsuki), and a case study has now been published.

Case Study URL: https://www.fangrowth.biz/case/leverages

## Background of Introduction

- **Search for Lead Generation Methods**: At the launch of the service, building an efficient system for generating business meetings through inbound marketing was a challenge for the entire business division.
- **Stagnation of In-house Webinars**: Although in-house webinars were attempted, there were issues with attracting attendees.
- **Lack of Co-hosting Know-how**: Co-hosted webinars were considered, but there was no know-how regarding planning, coordination with other companies, or attendee recruitment.

## Effects After Introduction

- **Growth into a Lead Generation Channel**: Within about six months of introduction, it grew into an effective channel for stably acquiring business meetings while keeping costs down.
- **Stable Attendee Recruitment and Large-scale Events**: Through plans with a higher resolution of the target audience, stable attendee recruitment from co-hosted webinars was achieved, and the organization of a large-scale conference was also realized.
- **Organizational Growth and Assetization**: The company graduated from BPO support and has now transitioned to an in-house system. By continuing to use the product, they have achieved HubSpot integration and assetization of archives, establishing a foundation for continued results.

Leverages Co., Ltd. is a company that works to solve social issues in diverse fields such as IT, medical care, and M&A. The HR tech business 'NALYSYS' that the company operates is an AI platform that provides total support from recruitment to labor DX, and is experiencing rapid growth.

Initially, this business faced challenges with the limitations of attendee recruitment and productivity in in-house webinar operations. Therefore, they introduced FanGrowth to build an effective lead generation system through co-hosted webinars. By utilizing strategic planning and BPO (accompanying support), they enabled a first-year new graduate employee at the time to successfully organize a large-scale conference, growing webinars into a core channel for generating business meetings.

Currently, they have graduated from BPO support and transitioned to in-house operations as an organization where know-how has taken root. They continue to use the FanGrowth product to utilize accumulated assets and achieve efficient operations. In this article, we spoke in detail with Mr. Moriwaki of Leverages Co., Ltd. about the background of the introduction, the process leading to 'self-sufficiency', and specific results.

## The Rapidly Growing HR Tech Business 'NALYSYS' and Mr. Moriwaki's Role

- First, please tell us about your company's business and the services you offer.

Mr. Moriwaki: Our company's mission is to solve social problems and continue to pursue the happiness of all stakeholders. We solve problems across countries and industries in the fields of internet media, human resources, system engineering, and M&A. Since our founding in 2005, we have maintained profitable management, and in fiscal year 2024, we surpassed an annual revenue of 142.8 billion yen.

Within the company, I belong to the HR tech department, which is a new business. Here, we offer 'NALYSYS', an AI platform that provides total support for organizational building, from recruitment to labor DX. Specifically, we started with aptitude tests and motivation management, and have now expanded our services to a wide range of areas, including AI interviews and talent management.

- Please tell us about your career and current role.

Mr. Moriwaki: I currently serve as the head of the NALYSYS marketing team, with a mission to manage initiatives and maximize the number of business meetings generated. My career began with the launch phase of NALYSYS. I currently work as a dedicated marketer for the business division within the sales team, focusing particularly on building an inbound strategy centered on webinars. My role is to optimize the process from strategic lead acquisition to business meeting generation, creating a foundation for business growth.

## Prolonged Lead Time Due to Outbound Focus and Limitations of In-house Webinar Attendance and Productivity

- What marketing and sales challenges did you face at the launch of the new business?

Mr. Moriwaki: At the launch of the business, new client acquisition for NALYSYS was primarily outbound, with inside sales making phone calls. However, because this was an active outreach method, it took time to deepen relationships with targets, leading to a major challenge: a long lead time to final orders.

- How did you decide to shift to a webinar strategy?

Mr. Moriwaki: To overcome the situation where outbound efforts alone took too long to secure orders, my then-superior made the decision to 'increase inbound', and we started in-house webinars. However, full in-house operations from the start proved more difficult than expected.

At the time, we supplemented attendee numbers with advertising, but with pure in-house recruitment alone, there were cases where participation remained in the single digits. Despite spending enormous man-hours on preparation such as creating materials, we did not generate enough business meetings to justify the effort, and cost productivity was extremely low. Even I, watching from the sidelines, initially questioned the effectiveness of webinars, wondering if it was worth investing so many resources.

## The Decisive Factor for Introduction: Building a Reliable System with the 'Winning Pattern' of the Rapidly Growing FanGrowth

- What was the decisive factor in introducing FanGrowth when you felt the limits of in-house operations?

Mr. Moriwaki: While struggling with in-house attendee recruitment, we identified 'co-hosted webinars' as a breakthrough. However, co-hosted webinars require a great deal of know-how, from planning to coordination with other companies and controlling attendee numbers. At that time, we had absolutely no such knowledge.

Therefore, we decided to introduce FanGrowth, believing that since it was also a rapidly growing service that implemented co-hosted webinar strategies, it could help us reliably build a 'winning pattern' rather than repeating trial and error on our own. I took over as the marketing manager just as we were starting to build a co-hosted webinar system with FanGrowth's BPO support.

## A First-Year New Graduate Employee Organized a Large-Scale Conference in Addition to Regular Co-hosted Webinars

- How did your own approach change through FanGrowth's BPO?

Mr. Moriwaki: The biggest change was that I began to think with a focus on 'planning' that deeply resonates with the target audience. When I took over, I had absolutely no knowledge of marketing practices, such as planning co-hosted webinars or coordinating with other companies.

So, I repeatedly consulted with FanGrowth's consultants, asking, 'What do you think of this plan?' Through the process of receiving feedback from a professional perspective, I learned to focus on the target audience.