[Free White Paper] "How to Build a B2B Marketing Organization That Continuously Produces Results ~Challenges and Solutions for Each Growth Phase~" Released

Softbrain Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Hirofumi Toyoda; hereinafter referred to as "Softbrain"), a provider of esm (e-Sales Manager), a CRM/SFA for improving corporate competitiveness, has released a free white paper titled "How to Build a B2B Marketing Organization That Continuously Produces Results ~Challenges and Solutions for Each Growth Phase~" on its "Sales Lab" media.

■ White Paper Download URL

https://www.e-sales.jp/eigyo-labo/wp38-24228

■ Background of Release

In recent B2B business, customer information gathering behavior has changed due to the spread of AI search and other factors, leading to an increasing number of cases where customers conduct comparisons and evaluations before contacting sales representatives. In response to this situation, companies urgently need to establish strategic B2B marketing systems that adapt to changes in information gathering and purchasing behavior. On the other hand, many companies face challenges such as "marketing initiatives not leading to results" or "wanting to establish a marketing organization but not knowing where to start."

B2B marketing organizations, in particular, face different hurdles at each growth phase, including dispersed customer information, individual optimization of channels, and a disconnect between sales and marketing. This document categorizes the growth of marketing organizations into three phases: "Startup," "Growth," and "Maturity," and explains the challenges and solutions for each, as well as the benefits of utilizing DX solutions such as CRM, MA, BI, and ABM*1.

We hope this document will be of assistance to companies facing challenges in building their marketing systems or executing B2B marketing initiatives that contribute to improved performance as they consider their next steps.

* CRM: Customer Relationship Management. A system that centrally manages customer information and serves as the foundation for sales and marketing activities.

* MA: Marketing Automation. A tool that supports the acquisition and nurturing of prospective customers.

* BI: Business Intelligence. A tool that supports decision-making through data visualization and analysis.

* ABM: Account Based Marketing. A strategy that targets key accounts for strategic approaches.

■ Overview of Contents

1. Introduction
2. B2B Marketing Organization Growth Roadmap
3. Challenges and Countermeasures Faced at Each Growth Phase
4. Four Tools Supporting Marketing DX: CRM, MA, BI, ABM
5. Strengthening Marketing Organizations with CRM and MA
6. Advancing Marketing Initiatives with BI and ABM
7. Success Case of CRM/MA Integration: Manufacturer A (Precision Equipment)
8. Connecting Marketing and Sales with MA x CRM
9. MA Tool Introduction
10. CRM Tool Introduction

■ White Paper Excerpt

■ White Paper Download URL

https://www.e-sales.jp/eigyo-labo/wp38-24228

■ About esm (e-Sales Manager)

Since launching Japan's first CRM/SFA in August 1999, Softbrain has provided solutions that drive transformation in all customer touchpoint operations, including marketing, sales, and after-sales service, through both IT and services. Centered around the high-function CRM/SFA "esm (e-Sales Manager)," the company possesses practical know-how in customer touchpoint process management gained from implementation experience with the MA (Marketing Automation) tool "esm marketing" and the after-sales service management tool "esm service." By combining these, Softbrain offers problem-solving solutions and continues its efforts to contribute to maximizing customer productivity.

■ esm (e-Sales Manager)
This CRM/SFA supports centralized management of customer information and efficiency of sales activities. By sharing and visualizing customer information, deal information, and sales activity progress across the entire organization, it promotes the accumulation and utilization of sales information that tends to be individualized, realizing visualization and improvement of the sales process. Furthermore, it contributes to reducing the workload and improving the productivity of sales representatives through features such as automatic reflection of necessary information to each item with a single input, current status analysis via dashboards, and AI-powered operational support.

■ esm marketing
This is a marketing automation tool that supports B2B companies in acquiring and nurturing prospective customers. It can be implemented simply by embedding a tracking tag on the company's website, enabling optimal approaches to prospective customers through visualization of customer browsing behavior, scoring, email distribution, and event management. A key feature is its ability to approach prospective customers even in their anonymous stage, not just identified customers, contributing to the maximization of business opportunities. Furthermore, by integrating with esm (e-Sales Manager), it enables coordinated customer follow-up between sales and marketing, supporting marketing operations that lead to results.
Consulting services before and after implementation are also substantial, providing know-how based on over 5,500 implementations, education, and customer success services until system adoption, offering services tailored to customer needs, with an adoption rate of 95%*2.
Product Details: https://www.e-sales.jp
*2 Based on our customer support team's achievements.

■ About Softbrain Co., Ltd.

Company Name: Softbrain Co., Ltd.
Location: Nomura Fudosan Ginza Bldg. 11F, 6-18-2 Ginza, Chuo-ku, Tokyo
Representative: Hirofumi Toyoda, President and Representative Director
Established: June 17, 1992
Business Activities: Development and provision of cloud applications/platforms for all customer touchpoint operations
URL: https://www.softbrain.co.jp

■ Contact for Inquiries Regarding This News Release

Public Relations and Marketing Department Ayako Akimoto
Nomura Fudosan Ginza Bldg. 11F, 6-18-2 Ginza, Chuo-ku, Tokyo
TEL: 03-6779-9800 FAX: 03-6779-9310
MAIL: press@softbrain.co.jp
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