How do you build an entirely new global customer base for a business that has remained domestic throughout its entire existence? That’s the challenge that faced Mitsubishi Heavy Industries’ former CCO Dan Lochmann when he was tasked with burnishing the company’s brand globally by CEO Seiji Izumisawa. On this edition of The New CCO, we feature Lochmann as he presents the MHI case on CommTech.
MHI is a $40 billion B2B business that builds all kinds of large-scale heavy machinery from wind turbines to jets to rockets. In order to identify prospects and target them as core brand stakeholders, Lochmann and his team use CommTech, the emerging field within communications that takes inspiration from MarTech. Leveraging an array of paid social, targeted placements, earned media, and thought leadership, all unified via data dashboards, Lochmann’s team opened the doors for MHI to build a global brand, generate leads and earn its longstanding domestic reputation as an engineering innovator abroad.
Special thanks to Morning Consult and Rivet Smart Audio for making this season of The New CCO possible!
Do you have a story to tell? Share it with us. Please reach out to Eliot Mizrachi at emizrachi@page.org with your CCO story.