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
• Robert Heldt - Custom Media KK | LinkedIn
• The Five Dysfunctions of a Team: A Leadership Fable, 20th Anniversary Edition: Lencioni, Patrick M.: 9780787960759
• Amazon.com: Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs
• The Qualified Sales Leader: Proven Lessons from a Five-Time CRO
• Amazon.com: $100M Leads Summary & Workbook: How to Get Strangers To Want To Buy Your Stuff (Acquisition.com $100M Series) eBook
• Shay Khosrowshahi -...

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.

• (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 up

• 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.

Robert 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.

• AIM B2B Website & Contact:https://aim-b2b.com/
• Podcast Home: https://asiaaimpodcast.com

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

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-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 & 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 Founder of both CMO...