In this episode of the Scaling Japan Podcast, we’re joined by Robert Heldt, CEO of AIM B2B, to explore how marketing in Japan is transforming.

Robert shares exclusive data and insights from the 2025 State of Marketing report in Japan and across APAC. From skyrocketing AI adoption to a sharp dip in content marketing effectiveness, this episode unpacks what’s changing, why it matters, and how companies can adapt.

If you’re a marketing leader, brand manager, or agency working in Japan, this episode is your inside guide to what’s working and what’s next.

AIM B2B – Integrated Marketing & PR in AsiaThis episode is sponsored by AIM B2B, Tokyo’s leading integrated marketing and PR agency since 2008, formerly known as Custom Media. Helping global brands grow across Japan and the APAC region with:

• Localized storytelling to build trust

• Strategic performance marketing for measurable growth

• Account‑based marketing (ABM), paid media, GEO, and SEO

• HubSpot‑certified CRM & marketing automation

• Data‑driven implementation with cultural expertise

Learn more: https://aim-b2b.com/

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:Robert Heldt on LinkedIn : https://www.linkedin.com/in/robertheldt/

Link to Report : https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/

AIM B2B Podcast : https://aim-b2b.com/podcast/

AIM B2B: https://aim-b2b.com

Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Learn more: https://scalingyourcompany.com

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