#Japan #Tokyo #BtoB Marketing #JTB #Strategy Division

JTB Triumphs at the 2025 Nikkei Cross Trend BtoB Marketing Awards

On June 16, 2025, JTB Corporation proudly announced its recent recognition at the 2025 Nikkei Cross Trend BtoB Marketing Awards hosted by Nikkei BP, a significant event that celebrates exceptional achievements in BtoB marketing. The company was awarded the Strategy Division Prize for its effective marketing strategies implemented by the Business Solutions Division.

The Nikkei Cross Trend BtoB Marketing Awards aims to spotlight innovative insights and initiatives within BtoB marketing, showcasing exemplary examples from Japan to foster growth and understanding in this crucial sector. Now in its second year, these awards encourage companies to share their successes and strategies with the broader business community, making a meaningful impact in the field.

Award Details

The awards comprise three categories: Strategy Division, Branding Division, and Demand Process Division, with divisions divided based on annual sales, both above and below 100 billion yen. JTB distinguished itself in the Strategy Division for companies with annual sales exceeding 100 billion yen. Here are some key aspects of JTB's award-winning strategies:

• - Business Solutions Division: Focused on addressing communication challenges faced by service-oriented companies along with solution support.
• - Enhanced Marketing Practices: Aimed at improving sales effectiveness, JTB focused on providing high-value solutions to solve customer challenges while expanding their range of services.
• - Core Initiatives: The initiatives included reinforcing marketing efforts, precise customer analysis for targeted strategies, and enabling sales teams to secure results efficiently.

Judges' Comments

The panel was impressed by JTB's commitment to establishing a robust organization to support its strategic goals, effectively training personnel, and optimizing system deployment. They praised the successful integration of real events into measurable outcomes such as transaction conversions, highlighting JTB's balanced approach to marketing strategies that support sales teams in their endeavors. The judges noted that despite the complexities of managing numerous products and personalized services within the company, JTB's commitment to systematic improvement during challenging periods, such as the pandemic, stands out as a model for other Japanese firms.

Remarks from Leadership

Masaki Otsuka, Senior Executive Officer and head of the Business Solutions Division, expressed gratitude to the judges and emphasized the evolution of their sales approach. JTB has moved from a reliance on individual sales strengths toward integrating collective company knowledge with market characteristics. Their strategic blend of digital and physical marketing channels has been pivotal. Otsuka also highlighted the importance of visualizing the ROI of BtoB marketing initiatives, which allows continuous refinement of effective actions. He reaffirmed the company’s commitment to enhancing the growth of its teams and delivering significant value to customers.

Future Directions

JTB is dedicated to enhancing their role as a business partner that offers solutions to communication challenges faced by companies. By strengthening their marketing practices, JTB aims to elevate the perceived value of their services to clients, facilitating a collaborative approach to achieving practical solutions for their clients’ needs. This commitment is poised to foster long-term partnerships built on trust, transparency, and consistent value delivery.