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...

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