[Post-Release] Joint Webinar by CelebrX and IDEATECH on "The Secrets of Content Sales"
CelebrX and IDEATECH co-hosted a webinar to discuss "Content Sales®," a new sales method. In today's era of difficult phone connections, the importance of building customer trust through content and transforming sales organizations was emphasized.
📋 Article Processing Timeline
- 📰 Published: May 11, 2026 at 20:00
- 🔍 Collected: May 11, 2026 at 11:31
- 🤖 AI Analyzed: May 12, 2026 at 04:22 (16h 50m after Collected)
IDEATECH Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Tomoo Ishikawa; hereinafter "IDEATECH"), which advocates "Content Sales®" to strengthen sales through content, jointly with CelebrX Inc. (Headquarters: Koto-ku, Tokyo; hereinafter "CelebrX"), which operates a sales support business, held an online webinar on Tuesday, April 14, 2026, titled "'The Era When Phones Don't Connect': Sales Organization Update - The Secrets of 'Content Sales' to Turn Facts into Weapons in 2026."
CelebrX, with a track record of supporting 1,400 companies and 12,700 services in sales agency and consulting, and IDEATECH, which has supported over 800 BtoB PR marketing initiatives, brought together their expertise to discuss the effectiveness and practical methods of "Content Sales®," a new sales approach. In an era where phone calls don't connect and AI pre-determines procurement partners, the webinar presented ideas and concrete actions for building trust with customers through content and transforming sales organizations, along with multiple survey data.
Items
Content
Event Name
"The Era When Phones Don't Connect": Sales Organization Update - The Secrets of 'Content Sales' to Turn Facts into Weapons in 2026
Date and Time
Tuesday, April 14, 2026, 12:00-13:00
Format
Online distribution (Zoom webinar)
Organizers
CelebrX Inc. / IDEATECH Inc.
Speakers
・Naoto Takei (General Manager, Partner Sales Group, Business Development Department, Market Development Division, CelebrX Inc.)
・Hitoshi Kyo (Executive Managing Director, IDEATECH Inc.)
Session 1: How to Fight in an Era Where Outbound Sales is Difficult (Mr. Takei, CelebrX)
In the first half of the webinar, Mr. Takei from CelebrX spoke, explaining the environmental changes surrounding outbound sales.
He introduced data showing that with the spread of automatic call blocking for unknown numbers due to iOS updates, about half of people do not answer or return calls from unknown numbers. He pointed out the current situation where securing customer contact points is structurally difficult with traditional telemarketing alone. In this context, he presented the concept of "Conversational Economy," where the criteria for purchasing decisions shift from "what to believe" to "who to believe," and stated that a shift to a trust-based business model is required.
He also shared the results of a survey on partner sales (targeting 766 people in total). It revealed a perception gap where manufacturers consider "commissions" and "product specifications" as sales motives, while partners prioritize "backup systems" and "richness of sales materials," and the reality of missed opportunities where 55.7% of partners have experienced passing on proposal opportunities.
Session 2: The Importance and Secrets of Content Sales® (Mr. Kyo, IDEATECH)
"Content Sales®" Born from Strategic PR Thinking
In the latter half, Mr. Kyo from IDEATECH spoke, explaining the concept and practical methods of "Content Sales®."
Mr. Kyo first explained that IDEATECH's knowledge of strategic PR, which it has handled for over 15 years, forms the foundation of Content Sales®. He explained strategic PR using P&G's case study, stating, "Instead of appealing to product features, we change market norms by asking society 'why it is necessary.' This is the same as what excellent salespeople naturally do," emphasizing the effectiveness of an approach that first provides criteria for judgment and gains consent/understanding before connecting with one's own company, rather than immediately selling products.
About 90% have had "disappointing" experiences with BtoB content
Mr. Kyo introduced the results of IDEATECH's "Seven Deadly Sins of BtoB Purchasing Process Survey" (n=438), conducted in February 2026.
Regarding experiences where downloaded materials were not helpful, 27.9% said "frequently," and 60.3% said "sometimes," totaling 88.2% who had experienced "disappointing content." The main reasons cited were "content was shallow and only contained general information" (70.5%), "was disguised as know-how but was self-promotion" (45.9%), and "information or data was outdated" (30.6%).
Mr. Kyo stated, "In the AI era, general information can be obtained in seconds. Most B2B content in the world falls into one, some, or all of 'shallow,' 'promotional,' and 'outdated'," advocating for a fundamental review of content quality.
Immediate cold calling is the #1 "most negatively perceived action"
The same survey found that among the actions of sellers in B2B services, "most negatively perceived action" was immediately cold calling.
CelebrX, with a track record of supporting 1,400 companies and 12,700 services in sales agency and consulting, and IDEATECH, which has supported over 800 BtoB PR marketing initiatives, brought together their expertise to discuss the effectiveness and practical methods of "Content Sales®," a new sales approach. In an era where phone calls don't connect and AI pre-determines procurement partners, the webinar presented ideas and concrete actions for building trust with customers through content and transforming sales organizations, along with multiple survey data.
Items
Content
Event Name
"The Era When Phones Don't Connect": Sales Organization Update - The Secrets of 'Content Sales' to Turn Facts into Weapons in 2026
Date and Time
Tuesday, April 14, 2026, 12:00-13:00
Format
Online distribution (Zoom webinar)
Organizers
CelebrX Inc. / IDEATECH Inc.
Speakers
・Naoto Takei (General Manager, Partner Sales Group, Business Development Department, Market Development Division, CelebrX Inc.)
・Hitoshi Kyo (Executive Managing Director, IDEATECH Inc.)
Session 1: How to Fight in an Era Where Outbound Sales is Difficult (Mr. Takei, CelebrX)
In the first half of the webinar, Mr. Takei from CelebrX spoke, explaining the environmental changes surrounding outbound sales.
He introduced data showing that with the spread of automatic call blocking for unknown numbers due to iOS updates, about half of people do not answer or return calls from unknown numbers. He pointed out the current situation where securing customer contact points is structurally difficult with traditional telemarketing alone. In this context, he presented the concept of "Conversational Economy," where the criteria for purchasing decisions shift from "what to believe" to "who to believe," and stated that a shift to a trust-based business model is required.
He also shared the results of a survey on partner sales (targeting 766 people in total). It revealed a perception gap where manufacturers consider "commissions" and "product specifications" as sales motives, while partners prioritize "backup systems" and "richness of sales materials," and the reality of missed opportunities where 55.7% of partners have experienced passing on proposal opportunities.
Session 2: The Importance and Secrets of Content Sales® (Mr. Kyo, IDEATECH)
"Content Sales®" Born from Strategic PR Thinking
In the latter half, Mr. Kyo from IDEATECH spoke, explaining the concept and practical methods of "Content Sales®."
Mr. Kyo first explained that IDEATECH's knowledge of strategic PR, which it has handled for over 15 years, forms the foundation of Content Sales®. He explained strategic PR using P&G's case study, stating, "Instead of appealing to product features, we change market norms by asking society 'why it is necessary.' This is the same as what excellent salespeople naturally do," emphasizing the effectiveness of an approach that first provides criteria for judgment and gains consent/understanding before connecting with one's own company, rather than immediately selling products.
About 90% have had "disappointing" experiences with BtoB content
Mr. Kyo introduced the results of IDEATECH's "Seven Deadly Sins of BtoB Purchasing Process Survey" (n=438), conducted in February 2026.
Regarding experiences where downloaded materials were not helpful, 27.9% said "frequently," and 60.3% said "sometimes," totaling 88.2% who had experienced "disappointing content." The main reasons cited were "content was shallow and only contained general information" (70.5%), "was disguised as know-how but was self-promotion" (45.9%), and "information or data was outdated" (30.6%).
Mr. Kyo stated, "In the AI era, general information can be obtained in seconds. Most B2B content in the world falls into one, some, or all of 'shallow,' 'promotional,' and 'outdated'," advocating for a fundamental review of content quality.
Immediate cold calling is the #1 "most negatively perceived action"
The same survey found that among the actions of sellers in B2B services, "most negatively perceived action" was immediately cold calling.