Singapore is becoming an increasingly important base for companies coordinating marketing operations across Asia-Pacific, and B2B agencies are following that shift. AIM B2B, a Tokyo-headquartered B2B PR and marketing agency, has opened a Singapore office as it expands its APAC footprint and targets closer relationships with regional headquarters and Japanese and South Korean business units.

AIM B2B Expands Into Singapore as B2B Marketing Gets More Regional

AIM B2B has opened a Singapore office, extending the Tokyo-based agency’s presence across Asia-Pacific and creating a local base for supporting multinational companies operating between Singapore, Japan and South Korea.

The move is less about adding another physical location than about positioning B2B marketing closer to where regional business decisions are made. Singapore serves as a headquarters location for many multinational companies in APAC, giving agencies based there access to regional marketing, communications and business-development teams.

AIM B2B describes itself as an integrated B2B PR and marketing agency covering public relations, media relations, content marketing, digital marketing, branding, lead generation, events, seminars and exhibition marketing.

That integrated approach is increasingly relevant as B2B buyers move between multiple channels before engaging with a vendor. A company’s reputation may begin with earned media or thought leadership, continue through search and digital content, and eventually translate into a sales lead or event interaction.

Instead of treating PR, content and demand generation as separate activities, AIM B2B is positioning them as parts of the same customer journey.

Singapore becomes the agency’s APAC bridge

Robert Heldt, CEO of AIM B2B, said Singapore already functions as a regional headquarters for many of the agency’s clients. Establishing a local office is intended to bring the agency closer to those leadership teams while helping organizations coordinate relationships with their Japanese and Korean operations.

That regional coordination is particularly important for B2B companies expanding across markets where language, business culture and media environments differ significantly.

A campaign developed for a Japanese headquarters cannot necessarily be replicated unchanged in Singapore or South Korea. Messaging, media relations, executive communications and stakeholder engagement often need to be localized while preserving the broader corporate narrative.

The Singapore office gives AIM B2B a base from which to manage that tension between regional consistency and local relevance.

The expansion also draws attention to a broader imbalance in Asian marketing. Heldt argues that consumer marketing is relatively mature in Japan and South Korea, while B2B marketing remains less standardized.

That creates opportunities for agencies that can bring structured demand generation, content marketing and communications practices to enterprise technology and industrial companies operating across the region.

B2B marketing is becoming a technology-enabled discipline

The agency’s expansion comes as B2B marketing increasingly overlaps with marketing technology.

Modern B2B teams are expected to connect content, search, CRM, marketing automation, analytics, paid media, events and sales engagement. Platforms from companies such as Salesforce, Adobe, HubSpot and Microsoft have made these capabilities more accessible, but technology alone does not solve the strategic problem of what a company should communicate, to whom and at which stage of the buying journey.

That leaves agencies competing on integration as much as execution.

For B2B technology companies, particularly those selling complex products with long sales cycles, PR and content can influence awareness well before a prospect enters a formal demand-generation funnel. Analyst coverage, executive thought leadership, technical content and industry events can all contribute to credibility.

AIM B2B’s model attempts to connect those activities to measurable business outcomes rather than treating earned media as an isolated communications function.

Roberto De Vido takes charge

AIM B2B has appointed marketing veteran Roberto De Vido to lead its Singapore operation.

De Vido brings APAC experience across high-tech and telecommunications public relations, sustainable infrastructure branding, investor relations and public affairs. He spent nearly 15 years in Japan and has worked on regional campaigns involving government and community relations, investor communications, branding, content marketing, media relations and crisis management.

That background fits the Singapore office’s intended role.

Rather than operating solely as a local PR shop, AIM B2B appears to be building the office around cross-border B2B communications. The combination of Japan experience and broader APAC campaign management could help the agency navigate multinational accounts where headquarters, regional leadership and local operating teams have different priorities.

De Vido’s appointment also reflects how B2B agencies are expanding beyond traditional media relations. Enterprise communications increasingly touches brand positioning, investor expectations, public affairs, digital content and lead generation.

What the expansion means for B2B marketers

For enterprise marketing teams, the Singapore launch highlights a familiar challenge: regional expansion requires more than translating existing campaigns.

Companies entering or scaling across APAC need localized messaging while maintaining consistent positioning. They also need marketing programs that connect awareness-building activities with measurable pipeline outcomes.

An agency with teams operating across Japan, Singapore and the wider APAC region can potentially reduce some of that coordination burden.

But the competitive test will be execution. B2B agencies increasingly claim integrated capabilities, while marketing teams have access to sophisticated in-house MarTech stacks and specialized agencies for individual functions.

AIM B2B will therefore need to demonstrate that integrating PR, content, digital marketing and lead generation produces better commercial outcomes than managing those functions independently.

Its Singapore launch is a strategic step in that direction. It also signals that B2B marketing across APAC is becoming a more specialized discipline—one where regional knowledge, technology and measurable demand generation increasingly need to work together.

Market Landscape

B2B marketing in APAC is becoming increasingly multi-channel, data-driven and regionally coordinated. Enterprise buyers may encounter a vendor through search, industry media, LinkedIn, executive content, events or analyst coverage before ever speaking with sales.

That makes the traditional separation between PR and demand generation less useful.

Marketing platforms from Salesforce, Adobe, HubSpot and Microsoft increasingly connect content, customer data, automation and measurement, while agencies compete by providing strategy, localization and specialized execution around those systems.

Singapore’s position as an APAC business hub makes it particularly relevant for agencies serving multinational companies. AIM B2B’s expansion reflects that convergence between B2B communications, digital marketing, lead generation and regional go-to-market strategy.

Top Insights

• AIM B2B opened a Singapore office to strengthen B2B marketing support for multinational companies coordinating operations across Singapore, Japan and South Korea.
• The agency combines PR, content, digital marketing, branding and lead generation, reflecting the convergence of communications and demand-generation functions.
• Roberto De Vido will lead Singapore operations, bringing nearly 15 years of Japan experience and extensive pan-APAC communications expertise.
• The expansion highlights Singapore’s role as an APAC headquarters hub and the growing need for localized B2B marketing strategies.
• B2B marketers increasingly need agencies that connect brand awareness, content, media relations and lead generation to measurable commercial outcomes.

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