Asia AIM

About Asia AIM

B2B marketing in Asia starts here. Discover APAC growth strategies, brand localization, PR, ABM and demand generation in Japan and across Asia-Pacific. The Asia AIM Podcast is your front row seat to the strategies, stories and successes powering today’s most innovative B2B brands in Japan, Southeast Asia & the wider APAC region. From generating demand and localizing brands to shaping PR strategy and executing ABM in Asia, this podcast brings you behind the scenes with marketing leaders and business visionaries driving growth in APAC’s most competitive industries. AIM B2B, a Tokyo-based integrated PR and marketing agency, this show is built for business leaders, marketers and innovators ready to drive results in Asia’s high-stakes, fast-moving B2B environment. Whether you’re launching an account-based marketing campaign, building brand trust in high-context cultures or unlocking new demand generation channels, Asia AIM Podcast delivers real-world insights grounded in APAC expertise. Asia AIM welcomes guests from the Asia-Pacific B2B marketing community, including branding experts and senior decision-makers. Featured sectors include technology, professional services, cybersecurity, clean energy, healthcare & manufacturing. Each episode aligns with AIM B2B’s proprietary AIM Framework: Adapt, Implement, Maximize. We help you Adapt with market research and localized messaging, Implement through standout creative, compelling stories and digital campaigns and Maximize your impact through smart measurement, SEO, GEO and scalable strategy. Expect deep dives into localization strategies in APAC, multichannel paid media in Japan, generative engine optimization (GEO), AI’s role in enterprise marketing and regional content strategy and performance tracking. Succeeding in Asia takes more than translation, it requires cultural insight, strategic intent and marketing that truly resonates. The Asia AIM Podcast connects the dots between creativity, commerce and regional context, helping your brand thrive in APAC’s most dynamic markets. AIM B2B in Tokyo, the agency that helps purpose-driven B2B brands grow through storytelling, strategy and execution. Subscribe now to the Asia AIM Podcast and unlock your brand’s potential in Asia’s most exciting and competitive B2B markets. Let’s move forward—always forward. Subscribe now to the Asia AIM Podcast and unlock your brand’s potential across Asia’s most exciting and competitive markets. Host: Robert Heldt CEO & Co-Founder Robert is an accomplished entrepreneur and thought leader with over 17 years of experience in digital marketing & strategic communications. He advises global brands on their market entry & expansion strategies for Japan. He has a passion for high-quality creative work and delivering strategic marketing solutions with a results-driven approach. Robert holds an MBA from McGill University and a qualification in Digital Transformation Platform Strategies from MIT Sloan. He is a Vice-Chair on the PR & Marketing Committee of the American Chamber of Commerce in Japan, and a Vice-Chair of PR Worldwide Alliance, a global network of independent PR agencies. http://www.asiaaimpodcast.com/

Publisher

Robert Heldt

Category

business · education · technology

Language

en

Explicit

No

First episode

9 Jul 2025

Latest episode

14 Oct 2026

Latest episodes

17 episodes in the feed.

1. 

   14 Oct 2026

   AI Transformation in Japan: Why The Human Side Matters with Hiromi Hara

   AI may be transforming how businesses work, but Hiromi Hara believes humans still decide where that transformation should lead. In this episode of the Asia AIM Podcast, Robert Heldt speaks with Hiromi about why AI adoption is ultimately an organizational and human challenge, not simply a technology project. They explore redesigning workflows with design thinking, overcoming departmental silos, building trust around AI, reskilling employees, and helping both younger and experienced workers adapt. Hiromi also shares why observation, real-world experiences, and human judgment will become increasingly valuable as AI advances. What You Will Learn in This Episode: ✅ Why technology can be a catalyst for organizational transformation, but people determine whether meaningful change actually happens ✅ How design thinking can help companies redesign business processes, bring teams together, and improve adoption of AI-enabled workflows ✅ Why enterprise AI requires company-wide data and process governance rather than isolated departmental experiments ✅ How leaders can help employees see AI as an opportunity through reskilling, AI champions, learning communities, and a supportive culture Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets, including Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Hiromi explains why humans still choose the destination in an AI-powered world 02:30 Why technology alone does not transform an organization 05:22 What Japanese organizational flexibility can teach us about technology adoption 07:41 Why AI transformation requires redesigning work, not simply adding AI to existing processes 12:09 Why real-world experiences, hobbies, relationships, and even boredom matter in the age of AI 14:57 Using design thinking to successfully implement and adopt AI 18:17 The risks of siloed AI experiments and why enterprise governance matters 21:55 How leaders can manage teams made up of both humans and AI 25:16 Building a culture where employees see AI as an opportunity rather than a threat 30:12 AI opportunities and challenges for Japanese organizations 32:49 How AI could change the way junior employees develop business skills 35:12 Why experienced employees need a “mindset” alongside reskilling 37:13 Hiromi’s leadership lessons, favorite book, and AI tool KEY TAKEAWAYS: 💎 Technology can create the trigger for transformation, but people turn that trigger into meaningful organizational change. 💎 AI implementation should involve redesigning business processes and bringing business users, executives, and AI engineers together through an ongoing design-thinking process. 💎 Enterprise AI requires alignment around data, processes, roles, decision-making, and governance rather than disconnected departmental experiments. 💎 Leaders need to help employees adapt through reskilling, openness, learning communities, and opportunities to experiment with new roles. 💎 As AI becomes more capable, human judgment, observation, real-world experience, and the ability to determine what is meaningful become increasingly important. BIOGRAPHIES: Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Hiromi Hara – Dynamic Innovator and Strategic Leader with Over Two Decades of Experience at SAP Hiromi Hara has built a diverse career spanning software localization, integration engineering, and solution consulting since joining SAP Japan in 1997. She led integration certification efforts across the Asia-Pacific region and later oversaw platform products for system integration and business process management. In 2013, Hiromi was appointed as the regional methodology leader for promoting Design Thinking, driving innovation culture within SAP Japan. She became the Head of the Innovation Office in 2018, emphasizing user-centric proposal strategies. Currently, as COO (2020), Managing Director (2021), and Executive Officer (2022) of SAP Labs Japan, Hiromi is committed to driving digital transformation in Japanese enterprises, focusing on design thinking and user experience. She also serves as a Director at the German Chamber of Commerce and Industry in Japan, leveraging her expertise to foster bilateral business relations. Hiromi Hara- LinkedIn (https://www.linkedin.com/in/hiromi-hara-1270a77/) AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/)

2. 

   16 Sept 2026

   What Isn't Said: Reading the Room in Japanese Business with Maria Shimura

   Maria Shimura has sat through more than thirteen hundred executive meetings and watched countless deals quietly disappear after a smiling yes. In this episode of Asia AIM, she shows why the real conversation in Japan happens before anyone sits down, how silence is hard mental work rather than disinterest, and why treating the junior assistant with the same respect as the senior leader decides whether trust grows or dies. Robert Heldt draws out clear tactics any foreign executive can use next week, from sharing the agenda early to asking the right follow-up questions that turn vague answers into forward motion. Listen and start hearing what Japanese counterparts never put into words. What You Will Learn in This Episode: ✅ How nemawashi prepares roots of support so meetings become places where consensus becomes visible rather than built from scratch ✅ Why phrases such as it might be difficult usually signal a soft no and how to invite honest answers without damaging harmony ✅ Practical steps to treat the interpreter as a strategic partner by sharing objectives, history, and non-negotiables before the room fills Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets, including Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Maria opens with the gardening roots of the term nemawashi and why words are rarely the message 06:36 Coaching Japanese leaders to show confidence through posture, handshake, and eye contact before speaking 11:44 Decoding “maemuki ni kentoshimasu” and how interpreters check true intention behind the phrase 15:00 Understanding no and yes mean something different to the Japanese 21:58 The mental work behind silence and why rushing produces only safe superficial answers 25:27 Decoding the terms “nemawashi” and “ringi” 32:55 Common mistakes seen in foreign CEOs and what a good partnership between stakeholders and interpreters looks like 40:10 Closing advice to share the agenda in advance so Japanese counterparts can contribute with confidence KEY TAKEAWAYS: 💎 Nemawashi turns potential critics into champions by resolving tough questions privately so the formal meeting simply makes agreement visible 💎 Direct no is rare because harmony and relationship come first, yet clear reassurance that honesty will not damage trust often unlocks it 💎 Every interaction with assistants, junior staff, and the interpreter itself is watched and becomes proof of character that either builds or destroys trust BIOGRAPHIES: Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Maria Shimura – is the Founder & CEO of HUG JAPAN Inc., a company dedicated to helping Japanese leaders expand globally and international leaders build stronger relationships and succeed in Japan. Over the past decade, Maria has supported more than 1,300 executive negotiations and high-stakes business meetings as an executive interpreter, working alongside CEOs and senior leaders to bridge not only language barriers, but also the cultural nuances that shape trust, leadership, and business success. Her background includes serving as Executive Assistant to the Vice President at Nissan Motor Co., Ltd., interpreting for the Mitsubishi Regional Jet Project, and coaching TEDx speakers to deliver messages that truly resonate with audiences. Today, Maria works with executives and global organizations through executive coaching, corporate communication training, business interpretation, and cross-cultural consulting. She believes that global success isn't about speaking perfect English—it's about communicating with authenticity, building trust, and having the confidence to connect across cultures. Maria Shimura - LinkedIn (https://www.linkedin.com/in/maria-shimura0924/) AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/) Asia AIM, Robert Heldt, APAC region, APAC marketing, B2B Marketing, Japanese Business Culture, Nemawashi, Ringi Process, Business Communication In Japan, Building Trust In Meetings, Japanese Business Etiquette, Interpreter As Strategic Partner, Consensus Driven Decisions, Silence In Japanese Meetings, Cross Cultural Negotiation

3. 

   12 Aug 2026

   Why Hiring In Japan Requires a Different Playbook with Darren McKellin

   Darren McKellin spent 30 years building elite sales teams in Japan for companies like Oracle NetSuite, Verizon, and Zscaler. Now he's pulling back the curtain on what most foreign companies get completely wrong. The best candidates aren't on LinkedIn. They're not sending resumes. They're thriving at their current company and not thinking about leaving. In this conversation with host Robert Heldt, Darren breaks down why Western hiring tactics fail in Japan, how to actually attract A-players, what truly motivates Japanese salespeople, and why building a fun, team-first environment is not a soft strategy. It is your biggest competitive advantage. What You Will Learn in This Episode: ✅ Why the best A-level players in Japan are never actively looking for work. ✅ What motivates Japanese professionals inside foreign companies goes far beyond money. ✅ How to build a positive workplace culture that keeps your sales team engaged, competitive, and loyal. Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights into tailoring strategies for diverse markets such as Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Why the best A-level players in Japan are never actively looking 03:19 What global companies get wrong when they land in Japan 06:00 The four biggest friction points in Japan's job market and what a Monday morning looks like inside a high-performing sales team 12:58 How performance-based culture works inside Japan's traditional seniority 18:54 How Darren builds a recruiting strategy using internal referrals 24:50 Why employer branding through new hire interviews and hiring events works 30:31 The biggest mistake foreign companies make when performing an executive search 37:46 The biggest mistake foreign leaders make in their first year in Japan 40:25 Key advice from Darren's new book KEY TAKEAWAYS: 💎 A bad hire in Japan is far more costly than in Western markets. Japanese labor law heavily protects workers, making it difficult to fire poor hires without legal risk. 💎 Referral bonuses do not work the same way in Japan. Japanese employees fear that introducing a friend who gets rejected could damage the friendship. 💎 Foreign companies consistently hire for English fluency over sales capability, missing genuinely strong candidates whose conversational English is mid-level but whose hunter mentality and market relationships are exceptional. 💎 The Japan talent shortage is real and intensifying. Recruiters in Japan still command fees of 30 to 35 percent compared to 10 to 15 percent in other markets. BIOGRAPHIES: Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Originally from Chicago, Darren McKellin has lived and worked in Japan for more than 30 years, bringing deep experience in sales, marketing, and leadership across APAC through senior roles at Zscaler, Oracle NetSuite, Verizon, and Vodafone Japan. He recently authored Gaishi de Katsu, a Japanese-language guide for professionals who want to join and thrive in foreign-affiliated companies, offering practical advice on finding opportunities, navigating cultural differences, and taking ownership of your career. About Darren McKellin (https://mind-over-sales.com/about-darren-mckellin) LinkedIn Darren McKellin (https://www.linkedin.com/in/darrenmckellin/) RESOURCES MENTIONED: AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/)

4. 

   15 Jul 2026

   Decoding the Hidden Rules of Japanese Business with Richard Mort

   Richard Mort spent 24 years living and working across Japan and Singapore. Now in Düsseldorf, surrounded by over 500 Japanese companies, he has a front-row seat to why European businesses repeatedly fail to crack the Japanese market and why Japanese companies struggle just as much in Europe. In this conversation with host Robert Heldt, Richard breaks down the invisible rules that govern Japanese deal-making, from the patience required in a six- to nine-month sales cycle to the trust rituals that must occur before any contract is discussed to the parallel networking world most Europeans never encounter. Practical, honest, and deeply informed. What You Will Learn in This Episode: ✅ Why the sales cycle Japan demands can stretch six to nine months, and how cross-cultural business preparation, not language fluency, is what separates companies that close deals. ✅ How business networking in Japan works through physical meishi exchange, niche apps like Eight by Sansan, and deeply curated intermediary relationships rather than LinkedIn outreach. ✅ What the ringi system and nemawashi consensus process actually look like in practice, and why Japanese trust-building requires patience and forensic research long before any meeting takes place. Learn how to navigate APAC Marketing challenges with Asia AIM. Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets, including Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Trade show strategy and a forensic business ecosystem mapping approach 07:26 Common mistakes European companies make and why preparation matters more than language 12:57 Startups are harder than founders expect, and the importance of Japanese trust-building 16:18 Japan business works without LinkedIn and the role of the shokai-sha and JETRO 24:20 Unpacking nemawashi, why real decision-making in Japan happens outside the formal meetings, and the cultural disconnect between German and Japanese business norms 33:16 The Ringi system slowdown, Germany versus Japan on precision reputation 39:06 How chairing a Japanese culture PTA, volunteering, and coordinating rare disease research all inform cross-border business trust KEY TAKEAWAYS: 💎 Japan market entry is not a trade show exercise. Real relationships are built months before, and cultural fluency goes far deeper than language skills. 💎 Japanese companies' operations in Germany reveal a two-way cultural gap. 💎 The tatemae and honne divide means that a pleasant meeting, an enthusiastic exchange of meishi, and follow-up promises can all mask a complete absence of buying intent. BIOGRAPHIES: Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Richard Mort is a British strategic intelligence consultant and interpreter based in Düsseldorf, bridging Japan and Europe through The Human API. Twenty-four years across Singapore, Tokyo, and Kobe shaped his deep reading of both cultures. He holds Japanese permanent residency, works in four languages, and serves as Japan Ambassador for the International FOXP1 Foundation, coordinating rare-disease research among Mount Sinai, Harvard, RIKEN, and NCNP. He has published 135+ long-form LinkedIn articles and mapped major global events, including Web Summit, Expo 2025 Osaka, and Davos. Father of two, Sheffield Wednesday supporter, and committed English tea addict. Richard Mort – The Human API | LinkedIn (https://www.linkedin.com/in/richardmort) How Japan Links in (Without LinkedIn) Post written by Richard Mort (https://www.linkedin.com/posts/richardmort_japan-japanbusiness-networking-ugcPost-7438688849481887744-joSG?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAkR0JkBXtAzS9XhRC1k45TmmdYYhHcId0E) AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/)

5. 

   10 Jun 2026

   Marketing Transformation in the AI Era: Storytelling, Trust, and Leadership with Dr. Laura Bonamici

   Marketing transformation sits at the heart of this conversation with Dr. Laura Bonamici, former SVP and Global Head of Marketing at Fujitsu. In a world flooded with AI-generated content, brand strategy must go beyond impressions to drive real behavioral change. Laura shares how marketing leadership evolved from a support function into a powerful engine of enterprise-wide transformation by connecting customer insights, data, and narrative. From Goldman Sachs to Silicon Valley to Tokyo, her journey shaped a grounded, people-first approach to leading change across cultures. What You Will Learn in This Episode: ✅ Why marketing transformation is no longer a support function but a strategic driver of enterprise-wide change. ✅ How storytelling combined with purpose-driven marketing helps brands maintain authenticity and stand out in an era of AI-generated content overload, where meaning is becoming scarce, and brand trust is a true competitive advantage. ✅ Why radical curiosity and cultural intelligence are the most critical leadership skills for navigating AI in marketing and leading behavioral change across global teams in diverse markets like Japan. Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets, including Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Dr. Laura Bonamici reflects on her career journey from Goldman Sachs to global marketing leadership at Fujitsu 04:16 How Fujitsu's enterprise-wide transformation under its CEO in 2019 connected purpose, data, and AI strategy 07:45 The evolving role of marketing leadership in defining strategic narrative and driving behavioral change internally 10:33 Leading multicultural teams across Japan: building trust through cross-cultural intelligence and inclusion 15:59 How reframing English as a marketing capability unlocked participation, reduced hierarchy, and elevated junior voices 19:41 The power of storytelling as a leadership tool, bridging language gaps and making brand strategy memorable KEY TAKEAWAYS: 💎 In the age of AI in marketing, the greatest competitive advantage belongs to brands that lead with purpose-driven storytelling rather than prompts. 💎 Soft skills are no longer secondary. As AI absorbs structured tasks, human capabilities, including empathy, adaptability, and creative thinking, become the true differentiators for marketing leadership in global organizations. 💎 Data-driven marketing without narrative is incomplete. Memory drives action, not information alone, and connecting data to a story is what transforms it, making it stick across teams and cultures. BIOGRAPHIES: Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Dr. Laura Bonamici is the Global Head of Marketing at Fujitsu, leading a diverse, multicultural team across headquarters and regional markets. She drives brand strategy, thought leadership, demand generation, and analytics. Previously, she spearheaded the transformation of the Fujitsu brand, including the launch of Fujitsu Uvance and the company's first major brand refresh in over a decade, earning multiple industry accolades. Before Fujitsu, she supported Silicon Valley startups entering the European market and began her career at Goldman Sachs in London, an experience she calls her "corporate gym." Dr. Laura Bonamici | LinkedIn (https://www.linkedin.com/in/dr-laura-bonamici-b5080210) AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/)

6. 

   13 May 2026

   Japan's Talent "Epidemic" (And How to Fix It) With Dr. David Sweet

   Japan's workforce is shrinking, the competition for top talent is fierce, and the old playbook simply does not work anymore. In this episode, Robert Heldt speaks with Dr. David Sweet, one of Japan's most respected executive recruiters, about what is really driving the talent crisis and how smart companies are responding. From the limits of LinkedIn in Japan to the rise of fractional C-suite roles, David delivers candid, experience-backed insight that HR leaders and global executives entering Japan cannot afford to ignore. What You Will Learn in This Episode: ✅ Why LinkedIn Japan falls short as a talent acquisition tool and what APAC recruitment teams should be doing instead to reach passive talent in the Japanese market. ✅ How interim leadership and fractional CFO roles are emerging as smart, flexible solutions to Japan's aging population and C-suite hiring gaps that traditional approaches cannot fill. ✅ Why a strong employer value proposition and consistent employer branding strategy are non-negotiable for foreign capital companies looking to compete for senior leadership talent in Japan. Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets like Japan, Australia, and Singapore. TIMESTAMPS: 00:00 David reflects on 30 years in recruitment and why relationship recruiting still defines success 05:51 How the aging population and lack of bilingual talent deepens the talent shortage crisis 10:15 The rise of interim leadership and fractional CFO roles as solutions to C-suite hiring gaps in Japan 17:03 Why employer branding and a strong employer value proposition are critical for foreign capital companies 25:30 David explains why LinkedIn Japan is a mirage for talent acquisition teams across APAC 27:47 What C-suite hiring candidates prioritize, why the hiring process is slow and a discussion of leadership skills 36:27 David's outlook on AI recruitment, the future of APAC recruitment, and the value of relationship recruiting KEY TAKEAWAYS: 💎 Nemawashi, the Japanese practice of building consensus before making formal decisions, is one of the most powerful leadership tools any expat entering Japan can master early on. 💎 Companies that build a structured hiring process and communicate it clearly to candidates consistently win top senior leadership talent, even when the process involves many interview rounds. 💎 Hiring for English fluency over demonstrated skill and global mindset remains one of the most costly and persistent mistakes global companies make in executive search across Japan. BIOGRAPHIES: Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Dr. David Sweet is the Founder and CEO of FocusCore Group, a leading executive search consultancy in Tokyo. With nearly three decades in Japan, he has consulted for top-tier companies across the region and is recognized as one of Asia's most influential recruitment professionals. David is the author of "Sweet Sales," "Sweet Success," and "Recruit! Becoming the Top-Biller," along with two books of poetry and a children's book. He also hosts the FocusCore Podcast. He holds a Ph.D. in Leadership Development and an M.A. in Communications from Regis University in Denver, Colorado, and is a certified ICF executive coach dedicated to developing professionals worldwide. Dr. David Sweet - LinkedIn (https://www.linkedin.com/in/drdavidsweet/) Focus Core Group - Website (https://japan.focuscoregroup.com/) The FocusCore Podcast (https://podcasts.apple.com/us/podcast/the-focuscore-podcast/id1604502478) AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/)

7. 

   15 Apr 2026

   B2B Buyer Journey Reset: AI, GEO and the Silent Shortlist with Halel Porat

   The B2B buyer journey has fundamentally changed. Agentic websites and AI are reshaping how buyers discover, compare, and decide, often before they ever visit your site. Robert Heldt speaks with Halel Porat, COO of Trendemon, about why buyer behavior has shifted and what B2B marketing teams must do to keep up. As the silent journey accelerates, buyers arrive on your website already 60 to 80 percent of the way through their decision-making process. Halel shares why content strategy is more critical than ever, how generative engine optimization sits alongside SEO, and why your website must evolve from a brochure into an answer engine that serves buyers on their terms. What You Will Learn in This Episode: Why the B2B buyer journey has gone agentic and how buyers are now orchestrating their own research using AI agents and self-service tools, bypassing traditional sales and marketing touchpoints entirely. How generative engine optimization works alongside SEO strategy and why auditing what AI actually says about your company is the critical first step every B2B marketing team must take. Why website conversion depends on giving late-stage buyers precise answers fast, and how an answer engine on your site can surface buyer intent signals that transform your sales enablement approach. Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets like Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Halel defines what it means for the B2B buyer journey to go agentic 03:30 Discussion of the silent journey and the silent shortlist 09:12 Why content strategy is underestimated and how buyer intent forms before your site is visited 13:15 Late-stage buyers arrive needing precise answers and how answer engines capture real buyer signals and unlock powerful intent data 25:08 Halel breaks down generative engine optimization and how it works alongside SEO strategy, and a discussion of building trust 34:26 How Trendemon's platform differs from a chatbot and what it does for website conversion 37:50 Halel leaves the listener with advice and predicts the future of websites KEY TAKEAWAYS: Content strategy is the foundation of the agentic era. Every asset your company publishes becomes the brain that AI systems draw from when buyers ask questions outside your website. Thin or inaccurate content will cost you a spot on the shortlist. The silent journey has made the first sales call a late-stage event. By the time a buyer contacts you, up to 80 percent of their decision may already be made. Your website must be ready to serve a mature, informed buyer. Generative engine optimization is not a replacement for SEO but a new layer of visibility. Audit what AI says about your brand today, then treat content correction as an ongoing feedback loop, not a one-time fix. BIOGRAPHIES: Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Halel Porat is a marketing technology leader with over 15 years of experience in B2B growth. He has led product, revenue, and sales cycle teams, with deep expertise across the full B2B customer journey—from first touch to conversion. His work sits at the intersection of technology, data, and go-to-market strategy. Halel Porat - LinkedIn (https://www.linkedin.com/in/halel-porat/) Trendemon - Website (http://www.trendemon.com) AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/)

8. 

   11 Mar 2026

   Building A Brand Operating System with Andreas Moellmann

   Brand operating system thinking transforms how businesses compete and grow. In this Asia AIM podcast episode, host Robert Heldt speaks with global brand strategy expert Andreas Moellmann about reimagining brands as a decision-making framework rather than just visual identity. Andreas shares how brand transformation creates enterprise value across APAC markets, addressing common leadership misconceptions and revealing how to build a brand operating system for business growth that aligns teams, accelerates decisions, and drives measurable business outcomes beyond traditional marketing metrics. What You Will Learn in This Episode: ✅ How a brand operating system serves as an internal decision-making framework that empowers employees across departments to make aligned choices without relying on individual judgment, creating organizational coherence and faster execution. ✅ Why marketing ROI remains elusive for leadership teams and how connecting brand to cumulative business transformation rather than linear performance metrics demonstrates tangible value creation and justifies marketing investment. ✅ The critical differences between Western and APAC approaches to brand strategy, including the challenges of founder-led decision making, cultural nuance, and why global brands often fail when entering Asian markets without local adaptation. Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets like Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Defining a brand as a decision-making framework versus visual identity markers 07:56 Why leadership teams misunderstand brand and treat it as a cost center 15:00 Signs of dysfunction without a clear brand strategy and measurement systems 19:10 Systemic approach to customer journey and dissolving organizational silos 24:05 Andreas cites examples to illustrate a brand as an operating system 29:15 Assessing brand health by understanding business issues and market dynamics 34:14 Leadership teams following the competition 42:11 Mistakes global brands make when entering APAC with cultural nuance challenges 48:06 AI's role in marketing productivity and the irreplaceable human advantage KEY TAKEAWAYS: 💎 Brand purpose embedded in products—like Patagonia making Earth a shareholder or AXA enabling domestic violence insurance claims—creates an authentic brand transformation that advertising alone cannot achieve, demonstrating how values drive innovation. 💎 Vanity marketing metrics like impressions fail to guide decisions. Effective systems measure cumulative long-term value through journey optimization, revealing cause-and-effect rather than reporting isolated numbers. 💎 APAC's diversity demands recognition of cultural nuance. Global brands fail when headquarters imposes rigid playbooks across Japan, China, and Southeast Asia without respecting founder dynamics and local adaptation needs. BIOGRAPHIES: Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Andreas Moellmann is a strategist who turns marketing into a transformative force for business growth. With 30+ years of global experience - from Berlin to Tokyo, as Chief Experience Officer and Global Strategy Lead - he drives brand evolution through sharp strategy, systemic thinking, and customer-centric transformation that delivers measurable results. A regular jury member at effectiveness awards and contributor to Campaign and WARC, Andreas is a vocal advocate for marketing that proves its value commercially, not just creatively. He works with leadership teams across APAC and worldwide to make marketing work harder and smarter for business success. Andreas Moellmann - LinkedIn (https://www.linkedin.com/in/amoellmann/) Future Inc - Website (https://future-inc.ltd/) AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/)

9. 

   11 Feb 2026

   Interpretation, Not Translation: Localizing Your Global Brand's Story for Japan with Sayuri Namiki

   Entering the Japanese market is notoriously challenging, but the real barriers are rarely what global brands expect. In this conversation on Asia AIM, host Robert Heldt visits with Sayuri Namiki, President of Pelikan Japan K.K., and they pull back the curtain on business culture in Japan and what actually drives successful market-entry strategy. From understanding Japanese business communication signals that mean "no" to why your Japan team needs cross-cultural leadership authority, Sayuri shares hard-won wisdom from decades of navigating doing business in Japan. She explains why Japanese consumers increasingly choose brands based on values rather than fame, how stakeholder alignment occurs before meetings, and why building trust in Japan requires patience rather than speed. This is essential listening for anyone serious about Japanese business relationships and sustainable growth. What You Will Learn in This Episode: How to spot a polite “no” in Japanese business culture and read the unspoken signals that protect harmony over confrontation Why trust in Japan is built through consistency — and how moving too fast in sales can quietly kill deals How frontline staff influence B2B decisions in Japan — and why winning them over shapes your brand’s success Discover how to navigate the APAC Marketing challenges with Asia Aim! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets like Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Brand strategy, business culture in Japan and the influence of the Gen Z 05:27 Cultural differences in business communication and focus on preparation 07:38 Failures assessed, decision-making processes and preparation over speed 10:07 Decoding "no" in business communication and reading unspoken messages 15:16 Building trust through consistency and transparent change management 21:12 Consumer trends: from product consumption to story-based buying decisions and brand accountability 25:51 Hidden customers in B2B sales: winning over frontline staff 34:00 Advice for market entry strategy and empowering local teams KEY TAKEAWAYS: Trust in Japan is built through demonstrated consistency rather than impressive claims. Keep small promises reliably, and Japanese business practices reward you with deep brand loyalty in Japan that can span decades. The real "no" in business communication in Japan rarely sounds like rejection. Watch for delays in response time, absence of proposed next steps, and detailed questions emerging after meetings. Stakeholder alignment happens before formal decisions in Japan. Multiple layers of buy-in from frontline staff to executives must occur silently before deals progress. Rushing this preparation phase for the sales strategy in Japan damages credibility. BIOGRAPHIES: Robert Heldt – CEO &amp; Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Sayuri Namiki is President and Representative Director of Pelikan Japan K.K. After graduating from a U.S. university, she launched her career in sales at a leading American furniture manufacturer, then moved to a UK-based financial newspaper managing hotel and airline accounts. She returned to the furniture industry as Country Manager and B2B Strategy Manager before joining Pelikan Japan, where she now drives sustainable growth and brand value rooted in craftsmanship and heritage. Pelikan - Website (https://www.pelikan.com/int) <a...

10. 

    14 Jan 2026

    Ep 7 - Trust in B2B PR & Marketing: Ross Rowbury on How to Earn Attention

    Earning attention has become the defining challenge for B2B brands navigating Japan's complex communication landscape. In this episode of Asia AIM, host Robert Heldt sits down with Ross Rowbury, Senior Managing Director at Nomura Holdings and former CEO of Edelman Japan, to explore what it truly takes to build brand trust and capture meaningful attention in an era of content overload and AI-generated everything. Ross shares three decades of insights on authenticity in marketing, the shift from earned media to earning attention, and why corporate storytelling must focus on the story itself—not just the telling. They discuss stakeholder engagement, the role of emotions in decision-making, and practical strategies for B2B brands to humanize complex offerings and stand out in Japan's conservative yet evolving market. What You Will Learn in This Episode: Why earning attention requires focusing on the story itself rather than just distribution platforms, and how B2B brands can create authentic narratives that resonate with diverse audiences in Japan's increasingly complex communication landscape. How emotions drive decision-making more than rational factors, and why understanding audience behavior and user experience is critical for building lasting brand trust across industries—especially in B2B sectors with technical or complex offerings. The impact of generative AI search on discoverability and reputation, including practical steps for conducting audits, optimizing for AI citations, and reallocating resources from traditional SEO to earned media strategies. Discover how to navigate the APAC Marketing challenges with Asia Aim! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets like Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Introduction to earning attention and shrinking brand trust, and Ross’s journey from finance to PR 05:28 The role of emotions in decision-making 09:00 Japan's evolving communication landscape: complexity, diversity, and platform disruption over three decades 13:55 The attention deficit crisis and why content consistency matters more than ever for building trust 18:11 Earning attention vs buying it: moving beyond earned media to deeper audience engagement 21:58 How B2B brands can humanize complex offerings through user experience and relatable benefits 25:22 Authenticity in marketing: why imperfection builds connection and executive visibility strategies for Japan 33:58 Generative AI search impact: optimizing for citations, resource allocation, and the future of SEO 39:13 Ross leaves the listener with tips on how to earn attention KEY TAKEAWAYS: Earning attention requires understanding that decision-making is fundamentally emotional, not rational—which means B2B communication must prioritize relatable user experience and humanized storytelling over technical complexity. Authenticity beats perfection in modern corporate communications: audiences connect more deeply with stories that acknowledge challenges and imperfections, making consistency in messaging and humanized executive presence essential for building lasting brand trust across all platforms. Generative AI search is already reshaping discoverability and media relations—brands must audit their citation sources now, shift resources from traditional SEO to earned media strategies, and optimize content to be read by AI rather than just optimizing AI-generated content. BIOGRAPHIES: Robert Heldt – CEO &amp; Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp,...

11. 

    10 Dec 2025

    B2B Brand Storytelling in Asia with Dave McCaughan

    B2B storytelling in Asia requires more than data; it demands emotion and cultural intelligence. In this episode, host Robert Heldt speaks with Dave McCaughan, founder of Bibliosexual, about why B2B marketing in the region succeeds when brands understand cultural differences in business communication. With 40 years across the Asia-Pacific region, Dave shares how emotion drives business decisions, even in rational sectors. He explains Japanese business culture's emphasis on preparation over brainstorming and why using storytelling in B2B marketing in Asia means adapting narratives to local relevance—from Mumbai to Tokyo. Dave also discusses his pioneering use of AI in marketing for brand insights and why original voice matters more than ever in an AI-saturated world. What You Will Learn in This Episode: Why B2B Storytelling Asia must balance emotional marketing with data, and how feelings, not just facts, drive business decision-making How Japanese business culture differs dramatically from Western approaches—from nemawashi (pre-meetings) to detailed presentations versus brainstorming The role of AI in marketing for discovering brand positioning insights and why developing original voice is critical in an AI-saturated landscape How to adapt brand storytelling across diverse Asia Pacific markets by understanding cultural differences in business communication and local relevance Discover how to navigate the APAC Marketing challenges with Asia Aim! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets like Japan, Australia, and Singapore. TIMESTAMPS: 00:00 Japanese perspective on brainstorming, B2B storytelling in Asia and why business communication strategy and emotion matter in B2B marketing 02:30 The story behind Bibliosexual and understanding what matters to people in brand storytelling 05:50 Adapting stories across Asia Pacific markets using local sports and cultural references 11:56 Myths about B2B storytelling: emotion vs. logic in business decision making 13:49 IBM case study: how personal connections drove enterprise sales and client relationships 19:10 Examples of storytelling that have made a difference 27:00 Cultural differences in business: India's directness vs. Japanese business culture's nemawashi approach 38:07 Using AI in marketing platforms for market research, how AI doesn't replace creativity: the importance of original voice in B2B marketing and business communication strategy 48:30 Quick fire questions: Apple 1984 campaign, Hans Rosling's Factfulness book on presenting data 52:00 Final thoughts on empathy and cultural nuance in B2B storytelling in Asia KEY TAKEAWAYS: B2B storytelling in Asia succeeds when marketers recognize that business decisions are emotional, not purely rational—even technical buyers respond to how brands make them feel Japanese business culture requires preparation over improvisation: nemawashi (pre-meetings) builds consensus slowly, presentations should contain no surprises, and detailed data-packed slides demonstrate thorough thinking versus Western-style visual simplicity AI in marketing enables desk research at unprecedented scale—analyzing billions of internet mentions across languages to identify brand positioning opportunities—but original voice separates winners from the millions using the same tools BIOGRAPHIES: Robert Heldt – CEO &amp; Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Dave McCaughan has 40 years of...

12. 

    12 Nov 2025

    The Future of Leadership in Asia: Kaizen, Jugaad, and Empathy in Action with Paul Dupuis

    Cross-cultural leadership is one of the most critical challenges facing business leaders in Asia today. Host Robert Heldt welcomes Paul Dupuis to the Asia AIM podcast to discuss his remarkable journey leading organizations across Japan, India, and the APAC region. Paul shares insights on transformational leadership, balancing kaizen with jugaad, and building empathy in leadership during times of crisis. From arriving in Japan as a backpacker to turning around Randstad India during the pandemic, Paul reveals proven strategies for managing diverse teams in Asia and becoming a future-ready leader in today's hybrid work environment. What You Will Learn in This Episode: How to apply cross-cultural leadership principles when managing teams across Japan, India, and Asia, including the universal traits that work everywhere and the 10% localization that makes the difference The five pillars of transformational leadership (envision, express, excite, enable, execute) and how to adapt them when leading multicultural organizations in hybrid work environments How to balance kaizen continuous improvement with jugaad frugal innovation to unlock your team's creative potential and drive results in diverse Asian markets Why compassionate leadership and empathy in leadership are critical muscles for future-ready leaders, especially during times of crisis and organizational change Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now (https://www.youtube.com/@AIMB2B) to unlock expert insights on tailoring strategies for diverse markets such as Japan, Australia, India, and Singapore. TIMESTAMPS: 00:00 How Paul went from $300 and a park bench to a billion-dollar leadership 04:45 Mastering cross-cultural leadership: 90% universal, 10% local insight 06:59 Inside Paul’s turnaround of Randstad India: Leading through crisis 11:22 The E5 leadership framework: 5 steps to transform any team 18:00 Kaizen meets jugaad: Japan and India’s secret to innovation 26:40 Building leadership muscles: Empathy, curiosity, and compassion in action 31:42 The DNA of a multicultural leader: How to adapt, engage, and connect KEY TAKEAWAYS: Effective cross-cultural leadership is 90% universal and 10% local. Traits like honesty, transparency, and having your team's back are essential everywhere, while the remaining 10% require understanding cultural nuances, such as kaizen in Japan or jugaad in India. Compassionate leadership goes beyond empathy in leadership; empathy is feeling what others feel, but compassion requires taking action to help team members overcome challenges. Future-ready leaders must develop fluid leadership abilities, moving between four quadrants: directive, achievement-oriented, participative, and supportive. The key is knowing which role to play at the right time while maintaining consistency in being flexible BIOGRAPHIES: Robert Heldt – CEO &amp; Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Paul Dupuis is the founder and CEO of Take-5 Global K.K., a consultancy firm specializing in business advisory services, leadership development, and mergers and acquisitions in Japan and India, with over 25 years of experience helping businesses grow across Asia. Previously, he served as CEO and chairman of Randstad Japan and head of Randstad India, where he led significant turnarounds and was recognized as one of India's Best Leaders in Times of Crisis in 2021. Paul holds management qualifications from INSEAD and London Business...

13. 

    15 Oct 2025

    One Region, Many Markets: Maximising the Impact of Global Campaigns in Asia Pacific & Japan with Vivien Dao

    APAC marketing strategies are vital for success in the diverse Asia Pacific region. Hosted by Robert Heldt, Asia AIM explores effective growth marketing in diverse APAC countries. In this episode, Vivien Dao, a growth marketing expert, shares insights on navigating the unique challenges of growth marketing and cybersecurity in the APAC region. From Japan’s detailed demands to Singapore’s dynamic trends, discover how adapting global marketing strategies to APAC markets can enhance brand awareness and success. What You Will Learn in This Episode: How to adapt global campaigns for diverse APAC Marketing markets Importance of market maturity in shaping strategies Leveraging customer case studies for credibility Using AI for effective brand awareness Discover how to navigate the APAC Marketing challenges with Asia Aim! Subscribe now to unlock expert insights on tailoring strategies for diverse markets like Japan, Australia and Singapore. https://www.youtube.com/@AIMB2B TIMESTAMPS: 00:00 Warning against one-size-fits-all marketing, emphasizing diversity and full commitment to succeed in the dynamic APAC region. 06:52 Marketing strategies that work in other regions don’t work in Japan because English proficiency doesn’t translate to the Japanese language. 10:57 Dao shares three principles: assessing market maturity, aligning priorities and using local customer case studies for effective growth marketing. 16:56 Dao’s APAC Marketing messaging includes a glossary of terms, cultural sensitivities and a discussion of marketing budgets. 28:22 Dao advises that visual creative content will set you apart for success in the diverse APAC region. KEY TAKEAWAYS: Avoid one-size-fits-all APAC marketing. Vivien stresses full commitment to diverse APAC region markets for success. Robert decodes growth marketing and reveals why standardized strategies consistently fail across Japan and the rest of Asia. Vivien shares her three principles that will drive effective APAC Marketing: assess market maturity, align priorities and use local customer case studies. To conquer Japan's cybersecurity market, the AI-powered messaging guide delivers culturally sensitive localization essential for driving brand awareness. BIOGRAPHIES: Robert Heldt – CEO &amp; Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. ABOUT THE GUEST: Vivien Dao leads Growth Marketing for Asia Pacific and Japan at a large tech company. She works at the intersection of marketing, strategy and sales alignment, helping to expand market reach and turn regional insights into global impact. In her spare time, she enjoys supporting grassroots organisations with marketing plans as well as wild food foraging. Vivien Dao - LinkedIn (https://www.linkedin.com/in/viviendao/) RESOURCES MENTIONED: AIM B2B - Website and Contact (https://aim-b2b.com/) AIM B2B - Podcast (https://asiaaimpodcast.com) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/)

14. 

    17 Sept 2025

    Relationships First: The Unwritten Rules of B2B Sales in Japan with Dr. Greg Story, President, Dale Carnegie Training Japan | Ep 3

    Welcome to Episode 3 of the Asia AIM podcast. Doing business in Japan is unlike anywhere else in the world; if you want to succeed, relationships are crucial. Today, Robert Heldt is joined by Dr. Greg Story, author of Japan Sales Mastery, to uncover why trust and long-term partnerships are vital for Japan’s B2B market. From illustrating and explaining kokorogamae (true intention), to mastering nemawashi (the careful groundwork behind every deal), this episode reveals how patience, detailed preparation and speed of response can transform a “maybe” into a “yes.” TIMESTAMPS: (03:45) Relationship building and trust are key in Japan’s B2B sales due to risk aversion (05:13) Describes kokorogamae (true intention) and nemawashi (groundwork) as critical for every deal (11:45) Japanese buyers demand detailed materials and require speedy replies to maintain trust (17:06) Patience in slow consensus-driven sales and how to overcome risk aversion (23:57) Explains challenges in obtaining testimonials and referrals (27:55) Preserving long-term partnerships and common mistakes foreign companies make (36:20) Quick round: Japanese insights, the buyer is king and resource recommendations KEY TAKEAWAYS: Relationship building is critical in Japan’s B2B sales as Japanese buyers prioritize trust over immediate offers. Kokorogamae sets the foundation for genuine long-term partnerships since it demonstrates you prioritize clients’ success. Nemawashi involves working with a champion to navigate internal stakeholders and build consensus-driven decisions. Detailed materials and speedy replies address Japan’s risk aversion, providing confidence to buyers. Patience is key in Japan’s lengthy sales cycles, but fast execution follows once trust is established. BIOGRAPHIES: Robert Heldt – CEO &amp; Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Dr. Greg Story - Holding a Ph.D. in Japanese organisational decision-making, and a 40-year veteran of Japan, Dr. Greg Story has broad experience, especially after being Country Head of four organisations in Japan. Dr. Story launched a start-up in Nagoya and completed turn-arounds in Osaka and Tokyo for Austrade. In 2001, he was promoted to Minister Commercial at the Australian Embassy and the Country Head for Austrade. In November 2003, Dr. Story joined Shinsei’s retail bank, which was a special combination of start-up and turn-around. He had 550 staff in his Platinum Banking Division, responsible for two-thirds of the revenue of the retail bank, and eventually became the Joint CEO of the retail bank. In July 2007, Dr. Story became the Country Head for the National Australia Bank in Japan. In October 2010, he became President of Dale Carnegie Tokyo Training Japan. He is a Master Trainer and an international award-winning Sales Leader with Dale Carnegie. He is a thought leader and has written eight books: Japan Sales Mastery, Za Eigyo (The営業), Japan Business Mastery, Japan Presentations Mastery, Anata mo Purezen Tatsujin (あなたもプレゼンの達人), Stop Wasting Money On Training, Toreningu de Okane Wo Muda Ni Suru No Wa Yamemashoo (トレニングでお金を無駄にするのわ やめましょう) and Japan Leadership Mastery (現代版『人を動かす』リーダー). He is an Adjunct Professor at the International Business Faculty of Griffith University. A 6th Dan in traditional Shitoryu Karate, he applies martial art philosophies and strategies to business issues. RESOURCE LINKS: <a href="https://aim-b2b.com/" rel="noopener noreferrer"...

15. 

    13 Aug 2025

    Navigating Japan’s SaaS Market: Localization & Partnerships with Shay Khosrowshahi, MD YuLife Japan | Ep 2

    Hello and welcome to Asia AIM, the podcast that uncovers the strategies and stories driving business success in Japan and the APAC region. Robert Heldt, CEO of AIM B2B, is joined by Shay Khosrowshahi, Managing Director of YuLife Japan and Asia. From scaling a SaaS startup in the UK to leading its explosive growth in Japan, Shay reveals how to navigate in one of the world’s toughest markets, Japan. This episode will provide insight on alignment, localization, credibility and trust. IN THIS EPISODE: (00:00) Opening (02:08) Shay shares his career trajectory (06:11) The importance for businesses to localize for market acceptance to match Japan’s need for trust, credibility and commitment (10:15) Shay compares the UK and Japan approaches and stresses localization and commitment (15:30) Fostering team alignment and engagement after changing leadership style (24:00) METI’s wellbeing certification, leveraging education to address mental health challenges, accessible content and influencers to drive education (28:38) Warnings against spreading too thin with partnerships and the importance of building credibility (33:40) Shay discusses OKRs for agility, urgency and culture and aligning quarterly goals with the long-term mission (36:19) Final questions, thoughts and conclusion KEY TAKEAWAYS: Localization and commitment are crucial for SaaS success in Japan. A tailored product and local expertise is essential in building credibility and trust with customers and partners. Alignment and consensus drive effective partnerships and team dynamics, necessitating adaptive leadership and strong communication to align with Japan’s corporate culture. Education through content, events and influencers, along with agility and urgency, accelerates growth by addressing wellbeing needs and optimizing the sales funnel. RESOURCES: AIM B2B (https://aim-b2b.com/) Robert Heldt - Custom Media KK | LinkedIn (https://www.linkedin.com/in/robertheldt/) The Five Dysfunctions of a Team: A Leadership Fable, 20th Anniversary Edition: Lencioni, Patrick M.: 9780787960759 (https://www.amazon.com/Five-Dysfunctions-Team-Leadership-Fable/dp/0787960756) Amazon.com: Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs (https://www.amazon.com/Measure-What-Matters-Google-Foundation/dp/0525536221) The Qualified Sales Leader: Proven Lessons from a Five-Time CRO (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064) Amazon.com: $100M Leads Summary &amp; Workbook: How to Get Strangers To Want To Buy Your Stuff (Acquisition.com $100M Series) eBook (https://www.amazon.com/100M-Leads-Summary-Workbook-Acquisition-com-ebook/dp/B0DJ2D4M1J/ref=sr_1_2_sspa?dib=eyJ2IjoiMSJ9.bDBL1N7tOr_cCxaNXqtHqA.f1j4X-dyqLPhCWPnmwQRWZcyPn5dMbtRDExMCvhMphg&amp;dib_tag=se&amp;hvadid=694529808621&amp;hvdev=c&amp;hvexpln=67&amp;hvlocphy=9212928&amp;hvnetw=g&amp;hvocijid=11962732427448695080--&amp;hvqmt=e&amp;hvrand=11962732427448695080&amp;hvtargid=kwd-2237921774776&amp;hydadcr=20110_13319350&amp;keywords=a+hundred+million+leads&amp;mcid=fd16b619a143353caeb7086b6cf44c70&amp;qid=1754353760&amp;sr=8-2-spons&amp;sp_csd=d2lkZ2V0TmFtZT1zcF9hdGY&amp;psc=1) Shay Khosrowshahi -...

16. 

    16 Jul 2025

    Cracking B2B Marketing in Asia: How AIM’s Adapt-Implement-Maximize Framework Wins Japan & APAC

    B2B marketing in Asia, Japan localization, APAC demand gen, and cultural nuance headlines this kickoff episode of the Asia AIM Podcast. Join AIM B2B CEO Robert Heldt and COO Sam Bird as they break down what it really takes to build trust, localize content, and accelerate revenue in JapaTa n and the wider APAC region. From the inside scoop on AIM’s proprietary Adapt-Implement-Maximize framework to real-world war stories about global brands, this conversation is stacked with actionable insights for marketers and business leaders. If boosting pipeline, sharpening localization, and scaling B2B marketing in Asia are on your roadmap, smash play and stay to the end for book recs, tech stacks, and next-step resources. Whether you lead regional campaigns or a global C-suite, this is your front-row seat to next-level B2B marketing in Asia done right. Timestamps (00:00) Intro to the Asia AIM Podcast (01:53) Hosts Robert Heldt &amp; Sam Bird swap origin stories (03:00) What “Adapt-Implement-Maximize” really means for global brands (06:18) Biggest trends and pain points in Japan’s B2B buyer journey (08:00) Common localization mistakes and how to dodge them (11:12) Building trust before tactics: why the “why” comes first (16:00) Clean-energy case study: full-funnel launch that landed media plus DOOH (19:30) Blue ocean repositioning in manufacturing pays off (21:39) Future guest lineup: CMOs across APAC spill their playbooks (25:47) Kaizen, nemawashi, and other must-know cultural concepts (34:00) Quick fire round: book picks, business insights, and final advice (37:48) How to connect with AIM B2B and keep leveling up Key Takeaways Stop Translating, Start Localizing: What Market Fit Really Takes in APAC. True market fit demands culturally attuned messaging plus UX tailored to local buyer expectations. Trust trumps tactics. Long term wins in Japan start with patient relationship building and nemawashi style consensus. Data-driven strategy first. AIM’s Adapt-Implement-Maximize cycle anchors every campaign in research, KPIs, and continuous optimization. Content is king, distribution is queen. Multi channel touchpoints across the APAC buyer journey require consistently localized assets. Kaizen mindset. Launch small, learn fast, and iterate for compounding returns in complex Asian markets. Guest Bio Robert Heldt – CEO &amp; Co-Founder of AIM B2B, 20+ years in Japanese marketing and media. Known for bridging global brands into APAC through culturally sharp, data-backed growth strategies. Sam Bird – COO of AIM B2B, 15-year Japan resident with agency and client-side leadership experience across the U.K. and Asia. Focused on demand generation, content ops, and ROI analytics. Resource Links AIM B2B Website &amp; Contact:https://aim-b2b.com/ (https://aim-b2b.com/) Podcast Home: https://asiaaimpodcast.com (https://asiaaimpodcast.com/) Keywords B2B marketing in Asia, Japan B2B marketing, APAC demand generation, localization strategy, AIM B2B, Robert Heldt, Sam Bird, marketing podcast, cultural nuance Japan, digital transformation APAC, account-based marketing Asia, kaizen, nemawashi, Adapt Implement Maximize, content localization, global marketing strategy

17. 

    9 Jul 2025

    Asia AIM Trailer

    B2B marketing in Asia starts here. Discover APAC growth strategies, brand localization, PR, ABM and demand generation in Japan and across Asia-Pacific. The Asia AIM Podcast is your front row seat to the strategies, stories and successes powering today’s most innovative B2B brands in Japan, Southeast Asia and the wider APAC region. From generating demand and localizing brands to shaping PR strategy and executing ABM in Asia, this podcast brings you behind the scenes with marketing leaders and business visionaries driving growth in APAC’s most competitive industries. Produced by AIM B2B, a Tokyo-based integrated PR and marketing agency, this show is built for business leaders, marketers and innovators ready to drive results in Asia’s high-stakes, fast-moving B2B environment. Whether you’re launching an account-based marketing campaign, building brand trust in high-context cultures or unlocking new demand generation channels, the Asia AIM Podcast delivers real-world insights grounded in APAC expertise. Asia AIM welcomes guests from the Asia-Pacific B2B marketing community, including branding experts and senior decision-makers. Featured sectors include technology, professional services, cybersecurity, clean energy, healthcare, and manufacturing. Each episode aligns with AIM B2B’s proprietary AIM Framework: Adapt, Implement, Maximize. We help you Adapt with market research and localized messaging, Implement through standout creative, compelling stories and digital campaigns and Maximize your impact through smart measurement, SEO, GEO and scalable strategy. Expect deep dives into localization strategies in APAC, multichannel paid media in Japan, generative engine optimization (GEO), AI’s role in enterprise marketing and regional content strategy and performance tracking. Succeeding in Asia takes more than translation, it requires cultural insight, strategic intent and marketing that truly resonates. The Asia AIM Podcast connects the dots between creativity, commerce and regional context, helping your brand thrive in APAC’s most dynamic markets. Produced by AIM B2B in Tokyo, the agency that helps purpose-driven B2B brands grow through storytelling, strategy and execution. Subscribe now to the Asia AIM Podcast and unlock your brand’s potential in Asia’s most exciting and competitive B2B markets. Let’s move forward—always forward. Subscribe now to the Asia AIM Podcast and unlock your brand’s potential across Asia’s most exciting and competitive markets. Hosts: Robert Heldt CEO &amp; Co-Founder Robert is an accomplished entrepreneur and thought leader with over 17 years of experience in digital marketing and strategic communications. He advises global brands on their market entry and expansion strategies for Japan. He has a passion for high-quality creative work and delivering strategic marketing solutions with a results-driven approach. Robert holds an MBA from McGill University and a qualification in Digital Transformation Platform Strategies from MIT Sloan. He is a Vice-Chair on the PR &amp; Marketing Committee of the American Chamber of Commerce in Japan, and a Vice-Chair of PR Worldwide Alliance, a global network of independent PR agencies. Sam Bird COO Sam is a seasoned marketing leader, he brings extensive experience from both agency leadership and in-house CMO roles across Japan, APAC, and the UK. Sam’s expertise spans strategic marketing communications, with a particular focus on emerging digital strategies like GEO, delivering integrated campaigns that encompass ABM, demand generation, automation, performance marketing, digital, and social media. Sam holds an MBA and is committed to continuous learning in the evolving marketing landscape. In addition to his core marketing work, he is the Co-Founder of MinkaLife, focused on sustainable community regeneration, and the...

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

YouTube views

882

Score snapshot 15 Sept 2025

Spotify

5.0 / 5

1 ratings

Podcast Authority Score: 23 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

20

Social presence

0

YouTube

66

Engagement

0