[Post-Release] Celebrix x IDEATECH Co-Hosted Webinar on "The Essence of Content Sales"

IDEATECH Inc. (Headquarters: Minato-ku, Tokyo; President: Tomoo Ishikawa; hereinafter "IDEATECH"), which advocates "Content Sales®︎" to strengthen sales through content, jointly held an online webinar with Celebrix Inc. (Headquarters: Koto-ku, Tokyo; hereinafter "Cerebrix"), a company that develops sales support businesses, on Tuesday, April 14, 2026. The webinar was titled "Updating Sales Organizations in the 'Era When Phone Calls Don't Reach' ~The Essence of 'Content Sales' to Turn Facts into Weapons in 2026~".

Cerebrix, with a track record of supporting 1,400 companies and 12,700 services in sales outsourcing and consulting, and IDEATECH, which has supported over 800 B2B PR marketing efforts, combined 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 suppliers, the webinar presented ideas and concrete actions for building customer trust through content and transforming sales organizations, supported by multiple survey data.

**Item**

**Content**

**Event Name**

Updating Sales Organizations in the 'Era When Phone Calls Don't Reach' ~The Essence of 'Content Sales' to Turn Facts into Weapons in 2026~

**Date and Time**

Tuesday, April 14, 2026, 12:00-13:00

**Format**

Online streaming (Zoom Webinar)

**Organizers**

Cerebrix Inc. / IDEATECH Inc.

**Speakers**

・Naoto Takei (General Manager, Partner Sales Group, Business Development Department, Market Development Division, Cerebrix Inc.)

・Hitoshi Kyo (Executive Managing Director, IDEATECH Inc.)

**Session 1: How to Fight in an Era Where Outbound Sales Becomes Difficult (Mr. Takei, Cerebrix)**

In the first half of the webinar, Mr. Takei of Cerebrix took the stage and explained the environmental changes surrounding outbound sales.

He presented data showing that with the spread of automatic blocking of calls from unknown numbers due to iOS updates, about half of people do not answer or return calls from unknown numbers. He highlighted the current situation where securing customer contact points through traditional telemarketing has become structurally difficult. In this context, he introduced the concept of the "Conversational Economy," where purchasing criteria shift from "what to believe" to "who to believe," stating that a transition to a trust-based business model is required.

He also shared the results of a survey on partner sales (targeting a total of 766 people). The survey revealed a perception gap where manufacturers prioritize "commissions" and "product specifications" as sales motives, while partners emphasize "backup systems" and "richness of sales materials." It also showed that 55.7% of partners have missed proposal opportunities, indicating a loss of opportunity.

**Session 2: Importance and Essence of Content Sales®︎ (Mr. Kyo, IDEATECH)**

**Content Sales®︎ Born from Strategic PR Thinking**

In the latter half, Mr. Kyo of IDEATECH took the stage and explained the concept and practical methods of "Content Sales®︎."

Kyo first explained that IDEATECH's over 15 years of strategic PR expertise forms the foundation of Content Sales®︎. He elaborated on strategic PR using P&G as an example, pointing out that "instead of appealing to product functions, it changes market norms by asking society 'why is it necessary?' This is the same thing excellent salespeople naturally do." He emphasized the effectiveness of an approach that first provides judgment criteria and gains understanding before connecting with the company, rather than immediately trying to sell products.

**About 90% Have Been "Disappointed" with B2B Content**

Kyo introduced the results of IDEATECH's "Survey on the 'Seven Deadly Sins' in the B2B Purchasing Process" (n=438), conducted in February 2026.

The survey found that 27.9% "frequently" and 60.3% "sometimes" had experiences where downloaded materials were not helpful, totaling 88.2% who had experienced "disappointing content." The top reasons cited were "content was thin and only contained general information" (70.5%), "it was self-promotion disguised as know-how" (45.9%), and "information or data was old" (30.6%).

Kyo stated, "In the AI era, general information can be obtained in seconds. Most B2B content in the world falls into one or all of 'thin,' 'promotional,' or 'old,'" emphasizing the need to fundamentally review content quality.

**Immediate Cold Calling is the #1 "Most Negative Action"**

The same survey identified immediate cold calling as the #1 "most negative action" among seller company actions in B2B services.