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 CCO Dan Lochmann when he was tasked with burnishing the company’s brand globally by CEO Seiji Izumisawa. 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.

On this edition of The New CCO, we feature Lochmann as he presents the MHI case on CommTech at the 2019 Page Annual Conference in Boston.