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In this episode of the Scaling Japan Podcast, we welcome Robert Heldt, CEO of AIM B2B (formerly Custom Media), one of Japan’s leading integrated marketing and PR firms helping global brands scale across Japan and Asia.
Robert shares key insights from the newly released 2025 State of Marketing in Japan and APAC report. From how AI is disrupting the way companies approach content strategy to why many firms are pulling back on content marketing altogether, this episode gives you a data-backed look into what’s coming next in the world of B2B marketing.
Whether you’re part of a marketing team, managing a Japan-based agency, or selling to Japanese corporations, this episode gives you a realistic and strategic look at how to stay relevant in Japan’s rapidly shifting B2B space.
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Show Notes:
00:00 – Introduction
01:12 – Overview of the Podcast
02:10 – Recap on 2024 Report
03:10 – Surveys on Marketing Report
06:15 – Significant Changes in Results: AI Usage for Marketing
07:50 – Findings About Similarities: Storytelling, Content Objectives
09:52 – Report Regarding Usage of Generative AI and AI in General
14:00 – Significant Changes in Results: Content Marketing as A Strategy
18:36 – Story of Rebranding AIM B2B from Custom Media
24:50 – Finding that Impacted AIM B2B’s Strategy: Outsourcing
39:07 – Types of Content from B2B Companies
41:30 – Importance of Thought Leadership Content
45:55 – Content Marketing Trends in Japan
49:32 – Top 3 Skills Marketers Will Need
50:45 – How AIM B2B is Scaling Clients’ Success
52:33 – How to Connect with Robert
Links from Guest Appearance:
Reach out to Robert Heldt on LinkedIn
Read the 2025 B2B Marketing Report
Listen to the AIM B2B Podcast
Learn more about AIM B2B
AIM B2B – Integrated Marketing & PR in Asia
This episode is sponsored by AIM B2B, formerly Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.
- Localized storytelling to build trust in Asian markets
- Strategic performance marketing for measurable growth
- Account‑based marketing (ABM), paid media, GEO, and SEO
- HubSpot‑certified CRM and marketing automation
- Data‑driven implementation with cultural expertise
Coaching with Tyson
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