#Japan #Tokyo #BtoB Marketing #Nyle Inc #BtoC Marketing

Understanding the Marketing Challenges for BtoB and BtoC Sectors

In a recent survey conducted by Nyle Inc., a leading player in digital marketing solutions headquartered in Tokyo, the distinct challenges faced by BtoB (Business to Business) and BtoC (Business to Consumer) sectors were analyzed. This report delves into the marketing difficulties that 541 marketing professionals encounter across these two domains, reflecting the diverging needs of businesses against the backdrop of an increasingly digital landscape.

Survey Overview

The research was conducted over a two-day period, June 6-7, 2025, utilizing an Internet-based approach via Fastask. The participants comprised 541 marketing professionals: 157 from BtoB businesses, 210 from BtoC, and 174 involved in both segments.

Key Findings

The results revealed that while some marketing challenges are common to both sectors, the differences in business models significantly influence these issues. For instance, BtoB companies reported high incidences of challenges related to the “sales lead to order process,” with 35.7% indicating struggles at this crucial stage. Additionally, 33.0% acknowledged insufficient customer understanding and 27.6% pointed out challenges with lead acquisition initiatives. This reflects a pressing need for refined strategies in targeting, problem-solving, and delivering value propositions in a highly selective market.

In contrast, BtoC companies highlighted their struggles with insufficient capability to analyze the effectiveness of their marketing strategies, with 47.0% citing this as a primary issue. Following closely was the need for strategic marketing planning, acknowledged by 35.2% of respondents. The complexity and abundance of channels in the BtoC sector create challenges in utilizing data effectively, making it difficult to refine processes and conduct meaningful iterative improvements.

BtoB vs. BtoC: The Diverging Paths

The research found a clear divide in the focus of marketing challenges between the two sectors. In the BtoB arena, successful navigation of the client journey before final decision-making is crucial. The selection of whom to approach, understanding their issues, and tailoring solutions effectively is essential, especially as the client base is often limited. On the flip side, BtoC firms are contending with operational difficulties across various channels and focusing on down-to-earth connections with consumers.

Addressing Problems: Strategies for Improvement

When it comes to what resources or changes they feel are needed to overcome their respective challenges, the responses diverged significantly. BtoB respondents indicated a strong preference for “expert advice and insights” (37.9%), signaling the necessity for external expertise in developing strategies. Other notable needs included budget (31.7%), time (26.2%), and workforce (25.2%). However, a predominant theme was a lack of clarity on the necessary actions to take.

Conversely, BtoC marketers emphasized the importance of fostering internal understanding within executive levels (46.8%) to facilitate smoother operational flows. This suggests a disconnect that can hinder prompt execution of marketing tactics amid extensive workloads affecting many marketing teams.

Both sectors shared a keen interest in leveraging generative AI to improve efficiency and insights, with noticeable potential identified in streamlining processes and enhancing content strategy.

Effective Marketing Tactics: A Clear Distinction

The tactics that BtoB and BtoC companies see as effective also present stark contrasts. BtoB firms highlighted “social media marketing” (34.4%) as the most effective tactic, suggesting a burgeoning acceptance of social channels in typically conservative markets. The shift illustrates how critical touchpoints can emerge through professional networking platforms, positioning social media as an avenue to nurture leads and provide early information to prospects.

BtoC firms identified email marketing (41.1%) and owned media (39.3%) as key avenues to build enduring customer relationships. The methodology here stresses emotional connections and narrative-driven content that resonates with consumers on a personal level, establishing trust over time as a critical business driver.

Moving Forward: Recommendations for Success

As BtoB and BtoC companies prepare to strengthen their marketing strategies, it’s clear from the findings that both sectors seek to transition from short-term results to sustainable relationship building and operational efficiency.

Companies should begin by clearly identifying their marketing challenges and developing customized strategies to address them effectively. Nyle is here to assist businesses in navigating these complexities by providing insights into SEO, owned media strategies, and the new integration of AI technologies to enhance their marketing efforts.

Conclusion: This survey sheds light on the contrasting yet overlapping obstacles faced by BtoB and BtoC marketers. For BtoB, focusing on lead generation and structural support is key to achieving measurable success, while BtoC demands a strong emphasis on relationship-building tactics. By embracing these insights, companies can approach their unique marketing challenges with newfound clarity and direction, fostering growth in today’s digital-first marketplace.