Seminar on GTM Strategy: 70.4% of BtoB Enterprise Purchases are Decided Before Meeting Vendors

IDEATECH Co., Ltd., a provider of fact-based content marketing, will co-host an online seminar with Demagen Research Institute on April 17, 2026. The event will debut the 'Survey on Large-scale BtoB Purchasing Processes in Japan 2026,' showing that 70.4% of BtoB buyers complete problem clarification and 63.2% narrow down to 2-3 candidates before their first vendor contact. Hiroyasu Kitagawa, former Microsoft Executive Officer and current head of Demagen Research, will explain Go-To-Market (GTM) strategies to ensure companies are included in the 'comparison table' in the enterprise market. He will introduce the SIC model (Spark/Introduce/Confront) and discuss the effectiveness of industry-specific content marketing. Participants will receive the survey report and a guidebook on designing industry-specific BtoB content.