Investing in Japan
Latest UpdatesPioneer of Inbound Marketing, HubSpot, Establishes New Office in Tokyo
Nov 04, 2016
HubSpot, Inc., the pioneer and global leader of “inbound marketing”, is a U.S.-based developer of the all-in-one digital marketing and sales platform for small to medium sized businesses. While traditional marketing methods such as cold calls and advertisement banners focus on pushing information towards potential customers, HubSpot’s inbound marketing and sales product enables customers to create quality content on blogs and social media in order to attract people and nurture them into customers in a non-intrusive way.
HubSpot was founded in Cambridge, Massachusetts in 2006 by Dharmesh Shah and Brian Halligan. Prior to that, Brian was a venture capitalist and had become acutely aware that the high-cost methods of taking out ads and buying email lists that his portfolio companies were using were not getting the results that a close friend of his was getting with his blog. That friend understood the changes that had occurred in the way that people consumed information, purchased products and services, and interacted on social media, and he had optimized his blog to work seamlessly with people’s new behavioral patterns and lifestyles. This was the moment that led to the development of Inbound Marketing.
In 2012, HubSpot started sales and began localization of their products for the Japanese market, developing their business through partnerships with local marketing agencies. In September 2016, ten years after the company was founded, HubSpot established their Japanese subsidiary in Tokyo with 12 Japanese employees. HubSpot invested in training these employees for several weeks in Boston, and now it is possible to offer full support in Japanese with the company`s bilingual team.
Since HubSpot`s humble beginning, more than 20,000 companies in over 95 countries have come to use HubSpot`s inbound marketing and sales platform. One of the big differences that HubSpot has noted between the Japanese market and the US and European markets is that customers in Japan demand a higher level of servicing and support, and as a result HubSpot works both directly with companies and through its trusted agency partners, of which there are more than 3,100 around the world. HubSpot`s Tokyo office is the company`s fourth overseas office after Dublin (Ireland), Sydney (Australia), and Singapore.
The JETRO Invest Japan Business Support Center (IBSC) provided assistance with HubSpot`s incorporation, including provision of temporary office space, consultation on matters necessary for the establishment of a company (visa, tax matters and labor affairs), information on employee candidates and office space, referrals to potential business partners, and PR support.