Long story short
In a market saturated with digital noise, how do you capture the attention of Japan’s most sought-after enterprise executives? For Shopify, the goal was to penetrate the C-suite of a specific 172-company target account list. A standard conference or webinar wouldn’t cut it.
Our solution was an exclusive, high-touch executive roundtable—an intimate event concept designed for genuine connection, not just lead generation. We chose a stylish boutique hotel over a generic conference center and partnered with a trusted industry media outlet for a personalized, “white glove” invitation process. This replaced mass-emailing with relationship-based outreach.
The result was a flawlessly executed and premium experience that fostered deep peer-to-peer conversations. We exceeded our primary KPI after securing 10 C-level decision-makers from eight unique target companies. The event not only elevated Shopify’s brand but also generated a significant seven-figure sales pipeline, proving that in the world of enterprise sales, the most powerful experience is a human one.
About the client
Shopify is a global e-commerce leader, but in Japan’s competitive enterprise market, it needed to build deeper relationships with senior decision-makers at the country’s largest companies. The challenge was to cut through the noise of digital marketing and create a forum for meaningful engagement with a very specific and hard-to-reach audience.
Event Objectives
Our objectives were crystal clear and directly aligned with Shopify’s business goals for the Japanese market:
- Audience Acquisition: Secure 6–10 C-level executives and key decision-makers from a highly curated Target Account List (TAL) of 172 enterprise companies.
- Pipeline Generation: Create qualified sales opportunities and generate a measurable sales pipeline from these top-tier accounts.
- Brand Positioning: Elevate Shopify’s brand perception from a leading e-commerce platform to a strategic thought leader and partner for enterprise-level unified commerce in Japan.
Venue, Creative and Design
Our core creative concept was “The Art of Intimacy.” In a world of large-scale and impersonal events, we chose to go small to win big.
- Venue: We deliberately selected the Trunk (Hotel), a chic and modern boutique hotel in Tokyo’s fashionable Shibuya district. The venue choice was strategic as it was in the heart of the fashion and retail district which aligned with the target audience of e-commerce leaders. The location signaled a sophisticated, premium and non-corporate experience that would appeal to our executive audience and differentiate the event from typical B2B seminars.
- Creative: The event was designed as an exclusive roundtable, not a presentation. The creative focus was on facilitating a high-level peer-to-peer discussion under the theme “Navigating the Path to Unified Commerce.”
- Design: The physical design reinforced our intimate concept. A U-shaped table arrangement fostered conversation and interaction, ensuring no one was just a passive observer. Every detail, from the minimalist on-screen branding to the premium Shopify Plus gift bags, was curated to deliver a seamless and high-quality delegate experience.
Integrated Communications
Our communication strategy was as targeted as our audience. We completely rejected mass marketing in favor of a precision-led, Account-Based Marketing (ABM) approach.
- Strategic Partnership: The cornerstone of our outreach was a partnership with EC no Mikata, a highly respected and influential online media company in the e-commerce industry.
- Personalized Outreach: Instead of email blasts, EC no Mikata leveraged its trusted network to conduct a “white glove” invitation campaign. This involved personalized one-to-one communication via direct emails and phone calls to the specific individuals on our target list. This approach ensured a high response rate by building on existing relationships and trust.
- Exclusivity: We deliberately avoided promotion on social media or other public channels. This maintained the event’s exclusivity and made the personal invitation feel more valuable and compelling. A simple and elegant landing page was created to provide key details only to those who were invited.
Innovation (Technology)
In an era defined by virtual events and complex event tech, our innovation was refreshingly analog. The most powerful ‘technology’ we deployed was curated human connection. Our strategic innovation was the conviction that for this specific C-level audience, the most effective way to break through digital saturation was to create a space for authentic in-person conversation. We prioritized discussion over digital distractions, creating a focused environment where real relationships could be built.
Management
The event’s success hinged on flawless management and coordination between Shopify clients in Japan and Australia, delivery partners EC no Mitaka and TRUNK(Hotel).
- We meticulously managed the partnership with EC no Mikata, holding regular status meetings to track outreach progress and ensure we were on target to meet our attendee goal.
- Our team handled all on-the-ground logistics, including venue negotiation, F&B selection, AV setup and on-site event flow.
- From the moment guests arrived until the final networking conversation, every touchpoint was managed to ensure a seamless, professional and premium experience, reflecting Shopify’s high standards.
Delegate Experience & Success Measurement
The event was a resounding success, delivering exceptional results against all pre-set objectives.
- Delegate Experience: The feedback from attendees was overwhelmingly positive. The intimate roundtable format was highly praised as a rare opportunity for an open and honest discussion with peers facing similar challenges. The blend of a thought-provoking panel discussion, collaborative roundtable and informal networking over cocktails created a valuable and highly-rated experience.
Success Measurement:
- Objective 1 Exceeded: We secured 10 executive decision-makers from eight unique companies on the TAL, surpassing our target. Attendees included leaders from major Japanese enterprises such as Yamada Denki, Elecom and DHC Corporation.
- Objective 2 Achieved: The event successfully converted high-level engagement into tangible business opportunities, generating a seven-figure sales pipeline with attendees entering active sales cycles.
- Objective 3 Achieved: By gathering key industry leaders for a substantive discussion, Shopify cemented its position as a major player and thought leader in Japan’s enterprise commerce
