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Asia AIM

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by Robert Heldt

14 episodes

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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/

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Recent Episodes

July 15, 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. <a href="https://www.youtube.com/@AIMB2B" rel="noopener noreferrer" target="_blank">Subscribe now</a> 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 language12:57 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 reputation39:06 How chairing a Japanese culture PTA, volunteering, and coordinating rare disease research all inform cross-border business trustKEY 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.<a href="https://www.linkedin.com/in/richardmort" rel="noopener noreferrer" target="_blank">Richard Mort – The Human API | LinkedIn</a><a href="https://www.linkedin.com/posts/richardmort_japan-japanbusiness-networking-ugcPost-7438688849481887744-joSG?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAkR0JkBXtAzS9XhRC1k45TmmdYYhHcId0E" rel="noopener noreferrer" target="_blank">How Japan Links in (Without LinkedIn) Post written by Richard Mort</a><a href="https://aim-b2b.com/" rel="noopener noreferrer" target="_blank">AIM B2B - Website and Contact</a><a href="https://asiaaimpodcast.com" rel="noopener noreferrer" target="_blank">AIM B2B - Podcast</a><a href="https://www.linkedin.com/in/robertheldt/" rel="noopener noreferrer" target="_blank">Robert Heldt - Custom Media KK | LinkedIn</a>

June 10, 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! <a href="https://www.youtube.com/@AIMB2B" rel="noopener noreferrer" target="_blank">Subscribe now</a> 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 Fujitsu04:16 How Fujitsu's enterprise-wide transformation under its CEO in 2019 connected purpose, data, and AI strategy07:45 The evolving role of marketing leadership in defining strategic narrative and driving behavioral change internally10:33 Leading multicultural teams across Japan: building trust through cross-cultural intelligence and inclusion15:59 How reframing English as a marketing capability unlocked participation, reduced hierarchy, and elevated junior voices19:41 The power of storytelling as a leadership tool, bridging language gaps and making brand strategy memorableKEY 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."<a href="https://www.linkedin.com/in/dr-laura-bonamici-b5080210" rel="noopener noreferrer" target="_blank">Dr. Laura Bonamici | LinkedIn</a><a href="https://aim-b2b.com/" rel="noopener noreferrer" target="_blank">AIM B2B - Website and Contact</a><a href="https://asiaaimpodcast.com" rel="noopener noreferrer" target="_blank">AIM B2B - Podcast</a><a href="https://www.linkedin.com/in/robertheldt/" rel="noopener noreferrer" target="_blank">Robert Heldt - Custom Media KK | LinkedIn</a>

May 13, 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! <a href="https://www.youtube.com/@AIMB2B" rel="noopener noreferrer" target="_blank">Subscribe now</a> 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 success05:51 How the aging population and lack of bilingual talent deepens the talent shortage crisis10:15 The rise of interim leadership and fractional CFO roles as solutions to C-suite hiring gaps in Japan17:03 Why employer branding and a strong employer value proposition are critical for foreign capital companies25:30 David explains why LinkedIn Japan is a mirage for talent acquisition teams across APAC27:47 What C-suite hiring candidates prioritize, why the hiring process is slow and a discussion of leadership skills36:27 David's outlook on AI recruitment, the future of APAC recruitment, and the value of relationship recruitingKEY 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.<a href="https://www.linkedin.com/in/drdavidsweet/" rel="noopener noreferrer" target="_blank">Dr. David Sweet - LinkedIn</a><a href="https://japan.focuscoregroup.com/" rel="noopener noreferrer" target="_blank">Focus Core Group - Website</a><a href="https://podcasts.apple.com/us/podcast/the-focuscore-podcast/id1604502478" rel="noopener noreferrer" target="_blank">The FocusCore Podcast</a><a href="https://aim-b2b.com/" rel="noopener noreferrer" target="_blank">AIM B2B - Website and Contact</a><a href="https://asiaaimpodcast.com" rel="noopener noreferrer" target="_blank">AIM B2B - Podcast</a><a href="https://www.linkedin.com/in/robertheldt/" rel="noopener noreferrer" target="_blank">Robert Heldt - Custom Media KK | LinkedIn</a>

14 total episodes available

Deep-dive analytics for Asia AIM

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What is 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/
How often does this podcast release new episodes?: This podcast updates daily.
Where can I listen to this podcast?: This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: Information about guest appearances is not available.

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