Framework

Self-Driven Growth Method™
Five phases to bring global B2B marketing in-house

From assessment through design, build, automation, and improvement. A method for turning the global B2B marketing you used to outsource into operating assets that stay in-house.

Five phases from outsourcing dependency to running it yourself

The Self-Driven Growth Method™

From assessment through design, build, automation, and analysis and improvement. You can start at whichever phase fits your situation. Working through them in order reduces outsourcing dependency and leaves operating assets and an improvement cycle inside the company.
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Phase 1 Audit：外注費・AI活用余地・Web・CRM運用状況を数字で可視化する診断
Audit
Put outsourcing spend, AI headroom, and governance risk into numbers.
Phase 2 Design：市場・メッセージ・KPIを定義する海外B2Bマーケ書策定画面
Design
Design the target market, the competitive edge, the message, and the KPIs.
Phase 3 Build：Webflow・HubSpotで海外B2Bマーケティング基盤を社内に実装する構築画面
Build
Build the operating base across Webflow, HubSpot, content, and LinkedIn.
Phase 4 Automate：AIエージェントで競合監視・配信・リード対応を自動化する画面
Automate
Automate competitor research, content distribution, and lead handling with AI agents.
Phase 5 Optimize：GA4・Looker Studioで成果を数字化し改善を続ける画面
Optimize
Surface results in GA4, Search Console, HubSpot, and Looker/BI, and feed them into the next move.

Phase 1 Audit: put outsourcing spend and AI headroom into numbers

診断 / 数字で可視化する

Before starting on in-house AI, we put your current outsourcing spend, AI headroom, web, CRM and content operations, and governance risk into numbers. Which work should come back in-house, where AI can save effort, and which data to watch in order to improve. Sorting this out sets the criteria for every phase that follows.
Step 1　

See where you stand

We lay out outsourcing spend, internal labour, production work, and CRM and content operations task by task. A vague sense that it costs too much, or that it is not working, becomes something you can see in numbers and structure.
Step 2

Identify where AI fits

We identify, in priority order, the work where AI pays off most: English content, competitor research, reporting, CRM operations, lead handling.
Step 3

Assess governance risk

We check how customer data, confidential information, AI output, approval flows, and BI-linked data are handled. This sets the conditions for using AI safely and building up improvement data in-house.
Deliverables:
Included: • Outsourcing spend P&L analysis report • AI opportunity map • Quick review of current CRM and analytics • Governance risk assessment • In-house roadmap • Three-year ROI model • Draft internal AI governance policy • Findings report and strategy session
Duration: 2–5 weeks Fee: Package 1-1 (P&L review) from ¥300k Package 1-2 (AI governance review) from ¥500k
Once the audit is done, we move to design.
Once you can see the P&L, the AI headroom, the governance risk, and the state of your existing data, the next thing to settle is what to do, for whom, in what order, and against which measures. Using the audit findings, we bring target markets, competitive edge, content strategy, CRM paths, and KPIs into a single blueprint.

Phase 2 Design: define the market, the message, and the KPIs

Design / define the strategy and the KPIs
Global B2B marketing does not work by building a website alone, or by bringing in AI tools alone. Who you reach, what you tell them, which path turns them into a lead, and which KPIs you improve against. We define these before building, and produce the blueprint for web, content, CRM, and analytics.
Step 1　

Define the target market

We narrow down industry, size, region, role, and problem. Moving from publishing broadly to reaching one specific audience gives content and sales messaging a direction.
Step 2

Put your edge into words

Working from a comparison with competitors, we make explicit the value only you can claim. That messaging becomes the basis for the website, articles, social, white papers, sales decks, and email copy.
Step 3

Design the KPIs and the roadmap

We define the 12-month order of execution and the KPIs to watch in GA4, Search Console, HubSpot, and Looker/BI. Not publish and finish, but a design you can improve after publishing.
Deliverables:
Included: • Target market definition • Competitive advantage map • Messaging framework • 12-month global roadmap • Content strategy document • CRM and lead acquisition path design • KPI design and analytics/BI tracking plan
Duration: 4–6 weeks Fee: from ¥1.5M (Package 2)
Once design is complete, we move to build.
Once strategy, message, KPIs, and paths are settled, web, CRM, and content take working form. What gets built here is not just a website. It is a growth base your team updates, that captures leads, accumulates data, and feeds the next improvement.

Phase 3 Build: create the web, CRM, and content base

Build / create the web, CRM, and content base
We turn the blueprint into a growth base your team can run. Webflow, HubSpot, English content, LinkedIn, white paper paths, and the basic GA4 and Search Console setup come together so global B2B marketing can run in-house. We do not hand it over and walk away. It is handed over with updating, improvement, and the link to sales already accounted for.
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Step 1　

Build the web and CMS base

We build the B2B site for global markets in Webflow, with a CMS design that lets your team add articles, case studies, and white papers. Set up for SEO and AI search, ready to keep growing the content.
Step 2

Build the CRM and lead capture path

We set up HubSpot, forms, document downloads, email sequences, and lead management. From the first enquiry through to sales follow-up, marketing and sales are connected.
Step 3

Skill transfer

We provide operating manuals, a prompt library, update procedures, and the content production flow. The aim is a state where you update, review, and improve in-house without depending on us.
Deliverables:
Included: • Webflow site build and handover • CMS design • Initial English content production • HubSpot initial setup • Forms and document download paths • LinkedIn company page optimisation • GA4 / Search Console basic setup • Content operations manual • Prompt library
Duration: 2–4 months Fee: from ¥3M (Package 3)
Once the base is in place, we automate the repetitive work.
Once the web, CRM, and content base is in place, the repetitive work becomes visible. Competitor research, article outlines, social drafts, reporting, first response to leads. Work that nobody needs to do from scratch each time moves into AI workflows, so people can concentrate on judgment and improvement.

Phase 4 Automate: AI operations with human approval built in

Automate / AI operations with human approval built in
Combining n8n, Google Apps Script, the Claude API, and HubSpot, we automate competitor monitoring, content distribution, social drafts, monthly reporting, and first response to leads. Before anything is published, sent, or acted on by sales, human review and approval sit in the path. Not handing the work to AI, but safe automation with human judgment kept in place.
Step 1　

Content distribution workflow

We build a workflow where AI generates article outlines, social posts, email copy, and image ideas, and distribution happens after review and approval. AI takes the drafting and the suggestions; a person makes the final call.
Step 2

Competitor and market monitoring

We collect competitor sites, industry news, and search trends on a schedule, and organise them into weekly and monthly reports, ready to feed the next content theme or sales message.
Step 3

Automated lead handling

We classify leads from enquiry content, form answers, document downloads, and email response. Leads more likely to turn into a meeting come first, and the next action for the salesperson is made visible.
Deliverables:
Included: • Content distribution workflow • Automated competitor monitoring • Automated monthly reporting • Lead classification and first-response workflow • Human Approval Flow • Slack approval flow • Workflow design document and operating manual • 30 days of support after handover
Duration: 1–3 months Fee: from ¥3M (Package 4)
Beyond automation come analysis and improvement.
Automation is not the goal. What matters is seeing whether the content, social posts, emails, white papers, and CRM paths you publish actually lead to enquiries, meetings, and orders. Working from GA4, Search Console, HubSpot, and Looker/BI, we confirm the results and decide what to improve next.

Phase 5 Optimize: keep improving with analytics and BI

Ongoing improvement / Analytics & Growth Optimization
Growth does not stop when the build and the automation are done. Each month we review the data from articles, social, email, white papers, CRM, and sales activity, and lay out which content, paths, messages, and sales actions to improve next. As an external CMO and CAIO, we keep supporting decisions grounded in the numbers.
Step 1　

Monthly Analytics Report

We organise the data from GA4, Search Console, HubSpot, social, and email into a monthly report. Not page views alone, but the measures that lead to enquiries, downloads, and meetings.
Step 2

Growth Review

In the monthly review we look at which articles grew, which need work, which social posts drew response, lead quality, and where the handoff to sales is stuck. What to produce and what to improve next month becomes clear.
Step 3

External CMO and CAIO Advisory

We support AI tool evaluation, team development, reports for the board, and revisiting the marketing plan. You get an external CMO and CAIO perspective every month without hiring a full-time lead.
Deliverables:
Included: • Monthly Analytics Report • Content ROI analysis • KPI monitoring and improvement proposals • GA4 / Search Console / HubSpot review • Editorial calendar proposal for the next month • AI tool evaluation and adoption support • Reports for the board • Ongoing consultation over Slack
Fee: from ¥300k per month (Package 5) Terms: monthly, cancel any time
Governance underpins every phase.
From audit to improvement, the five phases share one foundation: AI governance. Not control bolted on afterwards, but built in from the Phase 1 audit, so the operation stays safe, sustainable, and defensible as a management decision.

AI governance built into every phase: the foundation for bringing AI in-house safely

AI governance built into every phase
Once AI is in use internally, governance questions always follow. May customer data go into AI? Who reviews AI-generated content? Which data may feed BI? How does approval happen before publishing? At Japan Consulting, AI governance is not bolted on afterwards. From the Phase 1 audit we build in Human Approval, Data Boundary, and Audit Trail, and design an operation you can run and improve safely.
Human Approval: an approval flow where a person reviews AI output before it is published
Data Boundary: an information design that keeps customer and confidential data out of AI
Audit Trail: an operating log of who generated, reviewed, and approved
Read AI Transparency →
Questions
Frequently asked questions about the method
Q1. Do we have to start at Phase 1 and go in order?
Phase 1 first is ideal, but depending on your situation you can start at Phase 2. We suggest the best entry point once the P&L review has shown where you stand. We do not recommend deciding the order without an audit.
Q5. Can we proceed with nobody in-house to run it?
Yes. Starting with nobody in place is common. Phase 3 Build includes skill transfer as standard. We develop your people through the project, and by the end you can run it yourselves.
Q2. Is it all right to leave a gap between phases?
Yes. Each phase works on its own. You can finish Phase 1, take time to consider internally, and then move to Phase 2. There is no need to rush. Go at your own pace.
Q6. Can we work with you alongside another consultant or agency?
Yes. We do suggest agreeing who covers what beforehand, so the strategy does not pull in different directions. At the first consultation we ask about your current setup and propose the best arrangement.
Q3. Does this method work in any industry?
We have worked in manufacturing, industrial equipment, IT services, and professional services. It works best for Japanese B2B companies considering global expansion, or already there without results. The P&L review confirms the fit first.
Q7. In what format are the deliverables handed over?
Reports come as PDF, strategy material as PowerPoint, and roadmaps as spreadsheets. Systems such as Webflow and HubSpot are built directly in your own accounts and handed over. Every deliverable is your asset, and stays usable after the engagement ends.
Q4. Can we change phases partway through?
Yes. If the situation changes as you go, the content and priority of the phases can be adjusted. We check where things stand at the monthly review and correct course. We do not force a rigid plan on you.
Q8. What language is the work carried out in?
Day-to-day communication is in Japanese. Japan Consulting produces the deliverables that need English, such as English content and English sites. Your team directs and reviews in Japanese.
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How far can your marketing run on its own?
In a 30-minute consultation we ask about your current outsourcing spend, how you use AI, how web, CRM, and content are run, and where analytics stands,
then tell you plainly where to start.
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