In this episode of the FocusCore Podcast, host David Sweet interviews Robert Heldt, Co-founder and CEO of Custom Media, a B2B marketing agency based in Tokyo. Robert shares his journey from his hospitality background to becoming a leader in digital marketing and strategic communications in Japan. He emphasizes the cultural differences in marketing between Japan and the West, particularly the importance of humility, relationship-building, and contextualized storytelling. Robert introduces the AIM framework (Adapt, Implement, Maximize) used by his agency to help global brands succeed in the Japanese market. The conversation covers the impact of AI on content creation, the importance of localization beyond translation, and the unique challenges faced by B2B brands in Japan.The 2026 FocusCore Salary Guide is here:  2026 Salary Guide In this episode you will hear:Robert's journey from a hospitality background to founding Custom Media, a leading B2B marketing agency in Tokyo.The importance of understanding cultural nuances in Japan and how marketing strategies must be adapted for local audiences.Insights into storytelling in a Japanese context and the emphasis on humility and group values over bold self-promotion.An overview of the AIM framework (Adapt, Implement, Maximize) and its application in helping global brands succeed in Japan.The role of AI in content creation, demand generation, and the evolving landscape of marketing within the B2B sector.About Robert:Robert Heldt is an accomplished entrepreneur and thought leader with over 17 years of experience in digital marketing and strategic communications. He advises global brands on market entry and expansion in Japan, driven by a passion for leveraging storytelling to achieve results in B2B PR and marketing. Robert holds an MBA from McGill and a Digital Transformation Platform Strategies qualification from MIT Sloan. He serves as the APAC President for AMIN Worldwide, a global network of independent advertising and marketing agencies, and is a Vice-Chair on both the PR & Marketing Committee of the American Chamber of Commerce in Japan and the PR Worldwide Alliance.Connect with Robert: LinkedIn: https://www.linkedin.com/in/robertheldt/ AIM B2B: https://aim-b2b.com/Custom Media: https://custom-media.com/2025 Content Marketing Report: https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/Connect with David Sweet:LinkedIn: https://www.linkedin.com/in/drdavidsweet/ Twitter: https://twitter.com/focuscorejp Facebook: :https://www.facebook.com/focuscoreasiaInstagram: https://www.instagram.com/focuscorejp/ Website: https://www.japan.focuscoregroup.com/ This podcast was proudly produced by Lisa...

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