Exploring the Future of BtoB Marketing at IVS2025 Event

Insights from the BtoB Marketing Panel at IVS2025

On July 4, 2025, during Japan's premier startup conference IVS2025, a dynamic panel took place titled "Debunking Urban Legends of BtoB Marketing." The discussion featured Shoji Tanaka, CMO and Executive Director of Frontier Co., alongside industry leaders including Kota Kurihara from Sairu, Keisuke Iwano of StockSun, and Mitsunori Minamino from GROWTH VERSE.

The conference, hosted by Headline Asia, showcased the brightest minds in entrepreneurship and innovation, with Frontier participating as a diamond sponsor. This year marked the third consecutive year of participation for Frontier, highlighting their commitment to the startup ecosystem.

Panel Introduction

The session opened with each panelist sharing their backgrounds, illustrating diverse journeys through academia and the business world, which serve as a solid foundation for their insights into BtoB marketing. Tanaka facilitated the conversation, setting the stage for an engaging exploration of contemporary marketing challenges.

Is SEO Truly Obsolete?

One of the hot topics introduced by Tanaka was whether Search Engine Optimization (SEO) has become outdated in the light of AI advancements. Kurihara articulated a counterpoint, asserting that within BtoB frameworks, SEO is not something that has ended; rather, it is still in its infancy. Customer behaviors reveal that direct connections, such as trade shows and referrals, are primary decision-making drivers—often overshadowing digital avenues like SEO.

The conversation quickly shifted to content creation strategies. Kurihara explained his company’s approach, highlighting that their extensive content development serves not just SEO purposes but aims to generate recall within their sector and to engage audiences through channels like social media.

The Synergy of SEO and Social Media

Following up, Iwano shared insights about StockSun's emphasis on SEO, revealing they receive approximately 50 inquiries each month. He emphasized his belief that SEO should not operate in isolation. Instead, it should work in tandem with social media platforms, creating a more effective cross-media approach that enhances overall marketing efficacy.

Embracing AI in Content Generation

Minamino's perspective brought focus to AI's role in content. He suggested that AI-driven article generation is inevitable, particularly for BtoC markets. However, with BtoB still warming up to this wave, there exists a significant opportunity for companies to establish a strong digital presence ahead of their competitors, leveraging AI for competitive advantage in search rankings.

The Urban Legend of Sales and Marketing Rivalry

As the discussion turned to the often-cited myth that successful companies have harmonious sales and marketing teams, Kurihara dismissed this notion outright, citing that disarray with Sales Force Automation (SFA) systems is common in high-performing organizations due to their overwhelming workload. In contrast, firms that struggle often have immaculate SFA records—indicating a misalignment in resource allocation toward revenue-generating efforts.

Roles of Sales and Marketing: A New Perspective

When Tanaka inquired about how StockSun integrates sales and marketing, Iwano described a unique structure where they utilize specialists who manage both functions during the early stages of new ventures. This integrated approach fosters collaboration and ensures customer insights are captured and utilized in marketing strategies, crucial for refining their service offerings.

The Future of Marketing Roles in an AI World

In their concluding remarks, the panelists echoed a sentiment of cautious optimism regarding the evolving landscape of marketing jobs. While they acknowledged that roles are likely to shift with AI's influence, the importance of traditional marketing practices—especially in offline engagement—remains significant.

As the session came to a close, the audience was left with valuable insights into the realities of BtoB marketing. The lively discussions not only debunked prevalent myths but also encouraged a forward-thinking mindset about leveraging technology and strategic partnerships for emerging marketing landscapes. Companies observing these discussions will surely be inspired to adapt their strategies, making the future of BtoB marketing an exciting one to watch.

About Frontier Co.

Frontier Co. operates as a business matching agent named Ready Crew, which connects over 2,800 listed companies. Known for their attentive service and expertise, they facilitate various corporate operations and projects without charging fees for client companies.

For more details, check out Ready Crew for successful case studies and insights into their operations.