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

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/]

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/]

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/]

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 & 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] Sayuri Namiki - LinkedIn [https://www.linkedin.com/in/sayurinamiki/] Book: The Culture Map [https://www.amazon.co.jp/-/en/Culture-Map-Breaking-Invisible-Boundaries/dp/1610392760/ref=sr_1_1?crid=31QGL1344XVL7&dib=eyJ2IjoiMSJ9.sZ9_kvn09Fxqqtd7TvSOhNgAj6ZKSx5JhI0JlVP1XjzG653XV7z9w0rA3NdUcYMpxTUrQPv-o7wS5RPahzn480kL9Hv7vITdcH72SYqr2sqweBq8B9msN6lq_hsGJS0X2hqPNkT28e42CwHk-0eYVgp28gy7IJx3SsjRTPI49oYlb90p1TGRWmkEKdugOAuKYihW0fMqq7sb56OakEn_K0ISdyPnZ1u7LA7nrovS6-g.bnYhr45PkZH0l8GkLT4a0xRcD7c4lQ-Zu8B2X0RtMts&dib_tag=se&keywords=culture+map&qid=1769852291&sprefix=culture+map%2Caps%2C177&sr=8-1] 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/]

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 & 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 - LinkedIn [https://www.linkedin.com/in/rrowbury/] Nomura - Website [https://www.nomura.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/]