Asia AIM

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 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.Dr. David Sweet - LinkedInFocus Core Group - WebsiteThe FocusCore PodcastAIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedIn

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 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 agentic03:30 Discussion of the silent journey and the silent shortlist09:12 Why content strategy is underestimated and how buyer intent forms before your site is visited13:15 Late-stage buyers arrive needing precise answers and how answer engines capture real buyer signals and unlock powerful intent data25:08 Halel breaks down generative engine optimization and how it works alongside SEO strategy, and a discussion of building trust34:26 How Trendemon's platform differs from a chatbot and what it does for website conversion37:50 Halel leaves the listener with advice and predicts the future of websitesKEY 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 - LinkedInTrendemon - WebsiteAIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedIn

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 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 markers07:56 Why leadership teams misunderstand brand and treat it as a cost center15:00 Signs of dysfunction without a clear brand strategy and measurement systems19:10 Systemic approach to customer journey and dissolving organizational silos24:05 Andreas cites examples to illustrate a brand as an operating system29:15 Assessing brand health by understanding business issues and market dynamics34:14 Leadership teams following the competition42:11 Mistakes global brands make when entering APAC with cultural nuance challenges48:06 AI's role in marketing productivity and the irreplaceable human advantageKEY 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 - LinkedInFuture Inc - WebsiteAIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedIn

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 confrontationWhy trust in Japan is built through consistency — and how moving too fast in sales can quietly kill dealsHow frontline staff influence B2B decisions in Japan — and why winning them over shapes your brand’s successDiscover 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.TIMESTAMPS: 00:00 Brand strategy, business culture in Japan and the influence of the Gen Z05:27 Cultural differences in business communication and focus on preparation07:38 Failures assessed, decision-making processes and preparation over speed10:07 Decoding "no" in business communication and reading unspoken messages15:16 Building trust through consistency and transparent change management21:12 Consumer trends: from product consumption to story-based buying decisions and brand accountability25:51 Hidden customers in B2B sales: winning over frontline staff34:00 Advice for market entry strategy and empowering local teamsKEY 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 & 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 - WebsiteSayuri Namiki - LinkedInBook: The Culture MapAIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedIn

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 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 PR05:28 The role of emotions in decision-making09:00 Japan's evolving communication landscape: complexity, diversity, and platform disruption over three decades13:55 The attention deficit crisis and why content consistency matters more than ever for building trust18:11 Earning attention vs buying it: moving beyond earned media to deeper audience engagement21:58 How B2B brands can humanize complex offerings through user experience and relatable benefits25:22 Authenticity in marketing: why imperfection builds connection and executive visibility strategies for Japan33:58 Generative AI search impact: optimizing for citations, resource allocation, and the future of SEO39:13 Ross leaves the listener with tips on how to earn attentionKEY 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 & 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.Ross Rowbury has more than 30 years of experience shaping narratives for global companies and managing complex stakeholder environments. He's currently senior managing director and co-head of group corporate Communications at Nomura Holdings, one of Japan's most influential and respected financial institutions, where he oversees brand reputation and corporate storytelling across a rapidly changing landscape. Before joining Nomura, Ross served as president and CEO at Edelman Japan, where he tripled the business's size and became a familiar voice in the PR and communications world.Ross Rowbury - LinkedInNomura - WebsiteAIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedIn

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-makingHow Japanese business culture differs dramatically from Western approaches—from nemawashi (pre-meetings) to detailed presentations versus brainstormingThe role of AI in marketing for discovering brand positioning insights and why developing original voice is critical in an AI-saturated landscapeHow to adapt brand storytelling across diverse Asia Pacific markets by understanding cultural differences in business communication and local relevanceDiscover 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.TIMESTAMPS:  00:00 Japanese perspective on brainstorming, B2B storytelling in Asia and why business communication strategy and emotion matter in B2B marketing02:30 The story behind Bibliosexual and understanding what matters to people in brand storytelling05:50 Adapting stories across Asia Pacific markets using local sports and cultural references11:56 Myths about B2B storytelling: emotion vs. logic in business decision making13:49 IBM case study: how personal connections drove enterprise sales and client relationships19:10 Examples of storytelling that have made a difference27:00 Cultural differences in business: India's directness vs. Japanese business culture's nemawashi approach38:07 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 strategy48:30 Quick fire questions: Apple 1984 campaign, Hans Rosling's Factfulness book on presenting data52:00 Final thoughts on empathy and cultural nuance in B2B storytelling in AsiaKEY 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 simplicityAI 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 toolsBIOGRAPHIES: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.Dave McCaughan has 40 years of experience in advertising strategy, market research, and brand storytelling across Asia-Pacific. Starting at McCann Sydney in 1986, he moved to Asia in 1995, spending 17 years based in Bangkok, Hong Kong, and Tokyo. He led regional advertising strategy for major brands, including Coca-Cola, Nestle, L'Oreal, and IBM, most notably launching MasterCard's "Priceless" campaign across the region. In 2012, he founded BIBLIOSEXUAL, a consultancy exploring the intersection of consumer behavior, media, and brand meaning. He's pioneered the use of AI platforms for brand storytelling and works with clients including Shiseido, the Australian Wool Board, and B2B brands like Tata Consulting Services, Nomura, and Tokyo Disneyland.Bibliosexual - WebsiteDave McCaughan -  LinkedInFactfulness - AmazonAIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedIn

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 differenceThe five pillars of transformational leadership (envision, express, excite, enable, execute) and how to adapt them when leading multicultural organizations in hybrid work environmentsHow to balance kaizen continuous improvement with jugaad frugal innovation to unlock your team's creative potential and drive results in diverse Asian marketsWhy compassionate leadership and empathy in leadership are critical muscles for future-ready leaders, especially during times of crisis and organizational changeDiscover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now 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 leadership04:45 Mastering cross-cultural leadership: 90% universal, 10% local insight06:59 Inside Paul’s turnaround of Randstad India: Leading through crisis11:22 The E5 leadership framework: 5 steps to transform any team18:00 Kaizen meets jugaad: Japan and India’s secret to innovation26:40 Building leadership muscles: Empathy, curiosity, and compassion in action31:42 The DNA of a multicultural leader: How to adapt, engage, and connectKEY 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 flexibleBIOGRAPHIES: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.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 School. He is the author of The E5 Movement (2020) and its Japanese version, The 5 Golden Rules of Leadership (2023).The E5 MovementFuture Ready Leadership GymPaul Dupuis LinkedInPaul Dupuis Instagram RESOURCES MENTIONED: AIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedIn

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 marketsImportance of market maturity in shaping strategiesLeveraging customer case studies for credibilityUsing AI for effective brand awarenessDiscover 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/@AIMB2BTIMESTAMPS:  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 & 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 - LinkedInRESOURCES MENTIONED: AIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedIn

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 recommendationsKEY 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 & 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: AIM B2B - Website and ContactAIM B2B - PodcastRobert Heldt - Custom Media KK | LinkedInDr. Greg Story - LinkedInDale Carnegie - WebsiteDR. GREG STORY’S BOOKSJapan Sales - Mastery Lessons From Thirty Years in Japan Amazon.com: Japan Business Mastery: What you Really Need to Know (The Japan Leadership Series Book 2) eBook -Amazon.com: Japan Leadership Mastery: Your Complete Leadership Toolkit eBook -Japan Presentation Mastery Japanese Edition  Amazon.com: Stop Wasting Money on Training: How to Get the Best Results from Your Training Budget in Japan (Japanese Edition) eBook - Stop Wasting Money on Training: How to Get the Best Results from Your Training Budget in Japan Japan Presentations Mastery: Your Complete Presentations BibleZa Eigyo: Nihon tsu serusu masuta ga mita nipponryu eigyo jutsu (Japanese Edition)

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 conclusionKEY 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 B2BRobert Heldt - Custom Media KK | LinkedInThe Five Dysfunctions of a Team: A Leadership Fable, 20th Anniversary Edition: Lencioni, Patrick M.: 9780787960759Amazon.com: Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRsThe Qualified Sales Leader: Proven Lessons from a Five-Time CROAmazon.com: $100M Leads Summary & Workbook: How to Get Strangers To Want To Buy Your Stuff (Acquisition.com $100M Series) eBookShay Khosrowshahi - LinkedInGUEST BIOGRAPHY: Shay KhosrowshahiManaging Director of YuLife Japan & Asia, Shay is leading the company’s expansion across the region. Since relocating to Tokyo, he has grown YuLife Japan from the ground up—reaching 40 corporate customers and over $200K in ARR within nine months. Before that, Shay was one of the first 20 employees at YuLife UK, where he helped grow the company to ~$20M ARR, 210+ employees and multiple funding rounds. Shay was also the co-founder of DecifAI, a data, AI and revenue intelligence agency focused on helping teams make smarter, more measurable decisions. He brings a balanced mix of technical and commercial experience, with a background spanning digital marketing, data science, revenue operations, sales and general management. Shay is especially passionate about building from zero, creating high-performing teams and navigating the challenges of scaling across cultures and markets.

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 & 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 upKey TakeawaysStop 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 BioRobert Heldt – CEO & 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 LinksAIM B2B Website & Contact:https://aim-b2b.com/Podcast Home: https://asiaaimpodcast.comKeywordsB2B 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

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.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.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 & Co-FounderRobert 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 & 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 COOSam 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 Founder of both CMO Lunches and the InsideOut community, platforms fostering best-practice sharing among marketing leaders in Tokyo.RESOURCES:Connect with us : https://aim-b2b.com/Robert Heldt LinkedIn: https://www.linkedin.com/in/robertheldt/Sam Bird LinkedIn: https://www.linkedin.com/in/samuelbird/