82 épisodes

Every week Lochhead on Marketing ™ examines the mindset & strategies required to win.



This podcast is for executives and entrepreneurs who value counterintuitive marketing approaches coupled with category design and category creation strategies.



Host Christopher Lochhead is a former three-time Silicon Valley public company CMO, host of “100 Outstanding” podcast “Follow Your Different”, Amazon #1 bestselling author of “Niche Down” and “Play Bigger”. The Marketing Journal calls him “one of the best minds in marketing”, Fast Company call him “A Human Exclamation Point”, NBA Legend Bill Walton calls him a “quasar” and The Economist calls him “off-putting to some”.

Lochhead on Marketing Christopher Lochhead

    • Marketing

Every week Lochhead on Marketing ™ examines the mindset & strategies required to win.



This podcast is for executives and entrepreneurs who value counterintuitive marketing approaches coupled with category design and category creation strategies.



Host Christopher Lochhead is a former three-time Silicon Valley public company CMO, host of “100 Outstanding” podcast “Follow Your Different”, Amazon #1 bestselling author of “Niche Down” and “Play Bigger”. The Marketing Journal calls him “one of the best minds in marketing”, Fast Company call him “A Human Exclamation Point”, NBA Legend Bill Walton calls him a “quasar” and The Economist calls him “off-putting to some”.

    081 Marketing Fail: Sherwin-Williams Vs. Ocean Spray

    081 Marketing Fail: Sherwin-Williams Vs. Ocean Spray

    In today’s episode, we dig into two how two companies approached a viral situation. First, Ocean Spray’s positive trendjack in response to Nathan Apodaca’s viral TikTok video. Second, is how Sherwin-Williams fired an employee who created viral Tiktok videos mixing paints. We ask the seminal question, how can you be more like Ocean Spray?

    Marketing Wins and Fails

    When Nathan Apodaca’s Tik Tok video went viral (he was skateboarding, drinking his Ocean Spray, singing Fleetwood Mac’s “Dreams”), newly appointed Ocean Spray CEO, Tom Hayes took action. It was the trendjack of the year and Tom Hayes took it to a whole new level. It ultimately gave Ocean Spray positive PR. 



    Now, on the other hand, when Tony Piloseno, an Ohio University senior, who worked part-time at Sherwin Williams created a set of popular paint videos on TikTok, he got fired. What’s worse: Piloseno said he actually pitched Sherwin Williams Corporate Marketing Team the idea of being more active on TikTok with some of his videos. 

    “Piloseno says it took TWO MONTHS to get in touch with corporate marketing and they ‘basically told me that there wasn’t really any promotions going onso there wasn’t a need to see the presentation.’ %$#@!!!!” - Christopher Lochhead

    What Savvy CEOs and CMOs Do

    Do you work for a company like Ocean Spray or Sherwin Williams? If you want to be more like Ocean Spray, how do we do that? Most companies today, if they are smart, they have social media marketing departments trying to create what this guy has created.

    “Savvy CEOs and CMOs invest heavily in creating legendary digital content. leaders want to share knowledge, they have a point of view, and as a result, they are mobilizing communities, they are creating movements and ultimately, they are growing their category and brands through a thought leadership owned media and earned media strategy.” - Christopher Lochhead

    Seminal Questions To Ask

    Christopher narrates one of his conversations with Robert Rosenberg, the former CEO of Dunkin Donuts. He and his team capitalized on one franchisee discovering a potential product, the munchkins and that is a great example providing support to your team. 

    “This brings us three seminal questions for all of us Marketers, number 1, are you building an Ocean Spray or Sherwin Williams-like culture? Number 2, are you encouraging radical creativity amongst your people and number? Number 3, are you building a digital owned media strategy and capability?” - Christopher Lochhead

    To know more about marketing fail: Sherwin-Williams Vs. Ocean Spray story, download and listen to this episode.

    Bio:

    Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.



    He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.



    Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.



    In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.



    He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.



    We hope you enjoyed this episode of Lochhead on Marketing...

    • 9 min
    080 3 Ideas To Have A Legendary Marketing Career to 50 and Beyond

    080 3 Ideas To Have A Legendary Marketing Career to 50 and Beyond

    At a time when career uncertainty is high and the need for economic security has maybe never been higher, let's talk about three ideas on how you can have a legendary marketing career to 50 and beyond. If you're younger or older than 50, Chris has got some ideas for you in this episode.

    Ageism In Business

    During the last episode with Dave Gerhardt, CEO of Privy, there was a question that popped up around the possibility of having a career in marketing past the age 50.  Chris thinks there's ageism in business broadly and certainly, in the tech business as well. He further shares facts from an Harvard Business Review that says, “seven out of 18 top Silicon Valley companies having a median age of 30 or younger.”



    “In addition, a study conducted by the San Francisco federal reserve bank showed that callback rates for jobs for older people, older applicants were much less. And with women having lower callback rates than men, additionally, more research from Stanford. The Stanford center on longevity says that, contrary to popular belief, older workers are healthy and have a strong work ethic and tend to be very loyal to their employers and are more likely to be satisfied with their jobs than their younger coworkers.” - Christopher Lochhead

    If You Are Over 50

    Some may claim that younger professionals have more energy to fulfill work. However, London Business School published a study which showed that people under 45 were exhausted. So now, Chris advises listeners, ages 50 and above, to become known for a niche that you own. 

    “You don't want to be just a generic marketing person. What you want to be is recognized as an expert, as a guru, as a Yoda, as a sensei in a particular type or style or approach or discipline of marketing said in a simple way, niche down.” - Christopher Lochhead

    3 Ideas For Your Career

    Number one, ask yourself the Seminole question, “what am I great at that few others are great at, that also delivers the most economic value.” Step two, niche down hard on that superpower skill. Third, name yourself in your niche, claim it and frame it.

    “Now you know that your personal niche is working for you. You become known for a niche that you own. As that happens, as you age and, assuming you stay current, you do legendary work. You have to produce legendary results. There's no question about it. Of course, you have to build great relationships. So you do those other smart things along with being known for a niche that you own.” - Christopher Lochhead

    To know more about the 3 Ideas To Have A Legendary Marketing Career to 50 and Beyond, download and listen to this episode.

    Bio:

    Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.



    He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.



    Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.



    In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive.

    • 13 min
    079 How To Be A Legendary CMO w/ Dave Gerhardt

    079 How To Be A Legendary CMO w/ Dave Gerhardt

    In this episode, one of the most high profile CMOs in the tech world, Dave Gearhart, aka DG, CMO of Privy is here. We have a fantastic conversation from marketing, planning to category, design, and more.



    Christopher recently guested on his podcast, which is called B2B Marketing Leaders. In a lot of ways, this conversation is a continuation of that conversation. It's one younger CMO with one older CMO, we'll let you decide who's who. He's also got an awesome new marketing group on Facebook called Digi MG.



    To know more about how to be a legendary CMO, download and listen to this episode.

    Bio:

    Dave Gerhardt is a B2B marketing leader & widely regarded as one of today’s leading brand builders.



    Prior to Privy Dave was VP of Marketing at Drift where he helped the company grow into one of the fastest growing B2B SaaS businesses of all-time.



    His work has been featured in Forbes, Fortune, Inc., Entrepreneur, TechCrunch, and Harvard Business Review, and he’s the co-author of the definitive book on Conversational Marketing, which was a #1 new release on Amazon in Marketing & Sales and a top 20 business book in the U.S. He lives in Boston with his wife and two kids.

    Links: 

    Linkedin: Dave Gerhardt 



    Privy



    Twitter: @davegerhardt



    The B2B Marketing Leaders Podcast



    Patreon: @davegerhardt 



    Privy: Dave Gerhardt 



    We hope you enjoyed this episode of Lochhead on Marketing! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter,Instagram and subscribe on iTunes! You may also subscribe to his newsletter,The Difference, for some amazing content.

    • 1h 12 min
    078 Oceanspray’s Radically Generous Marketing TrendJack

    078 Oceanspray’s Radically Generous Marketing TrendJack

    This is a super fun episode. Christopher Lochhead talks about what was almost for sure, the most fun marketing trendjack of 2020. On September 25th, Nathan Apodaca was going to work when his truck broke down. He grabbed his longboard skateboard and his bottle of Oceanspray and shot a video of himself going to work, drinking his juice while smiling and singing Fleetwood Mac's classic song “Dreams.” The video went viral and Oceanspray and Fleetwood Mac just pulled off a feel-good trendjack of 2020.

    Trendjacking In Past Episodes

    If you’re a long time listener, you might remember Episode 23 with the legendary Paul Maher from Positive Marketing in the UK. He's the godfather of trendjacking. In that episode, we popped the hood on this powerful marketing concept called the trendjack. Moreover, on Episode 26, we looked at how actor Ryan Reynolds and his gin company, Aviation trendjacked a Peloton ad. Ultimately, he sold it for $160 million. 



    “Part of what got Ryan there was being creative and doing things like trendjacks. A trendjack is a simple, powerful idea, where you look at what's going on in the world of news and you find a creative way to put yourself in the middle of it.” - Christopher Lochhead 

    The Viral Video

    Nathan Apodaca’s video has been viewed 61 million times on TikTok alone. His video started to go viral which led people to recreate his video while skateboarding or driving a bike or doing something with movement singing this song, including Mac Fleetwood and Stevie Nicks, herself and other celebrities, and normal, regular people. 

    “It created an absolute phenomenon on social media. Of course, the company Oceanspray was paying attention. Oceanspray CEO Tom Hayes got into the fun and he recorded his own version of Apodaca video. Now, as all of this was happening Fleetwood Mac's 1977 classic ‘Dreams,’ as billboard says, thundered into the Top 10. Think about that for a second. Fleetwood Mac, 1977 with a top 10 hit, thanks to a viral video from Nate.” - Christopher Lochhead

    Oceanspray’s Radical Generosity

    Ocean spray decided to get radically generous and thoughtfully aggressive with this incredible opportunity. They proceeded to buy Nathan a new truck because his truck had broken down and they made sure they got him one that they called “Oceanspray Red.” Of course, they stuffed it with juice. 

    “Recently, CEO Hayes said ‘we have about 15 billion media impressions.’ You think that's going to help sales. You think that's going to help grow the category and the brand for ocean spray. Fascinatingly, Hayes has only been the CEO for about three months of Oceanspray. So for a brand new CEO to mobilize the company to take action on this, I think is pretty extraordinary.” - Christopher Lochhead

    To know more about Christopher’s thoughts on this recent trendjacking of Oceanspray, download and listen to this episode.

    Bio:

    Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.



    He has been an advisor to over 50 venture-backed startups; a former th...

    • 12 min
    077 How Marketing Drives Market Cap / Company Valuation

    077 How Marketing Drives Market Cap / Company Valuation

    Every time a tech company launches a successful IPOs, we end up hearing a lot of negation from the media. Claims such as “I can't believe this company is worth so much” or “so much money invested it must be crazy because they hardly have any revenue” or “they hardly have any profits or they rent.”



    So in this episode, Christopher gives us a low-down on why market cap or valuation (the value of a company) is not only a function of financial metrics. He also talks about the crucial role marketing plays to actually help drive market cap.

    What Really Drives The Value Of A Company

    There are three principal drivers of a company's value. The first is investors' perception of the size and the growth rate of your market category. The second is the investor's perception of the company's ability to become the category queen. The third is the numbers and metrics in the context of the first two points that validate that this company is actually on a good path.

    Breaking Down The Three

    Christopher breaks down the characteristics of these three factors that drive the value of the company. He cites specific examples, such as Airbnb and how they were able to gain a successful IPO through these three factors.

    “Marketing has to take a leading role here in helping the company articulate its category strategy. Why this category could be very big over time.” - Christopher Lochhead

    What Does It Mean For You

    Smart marketers, smart CEOs, smart founders, and certainly smart CFOs need to work together in the very early stages for your investor deck to cover these three factors. Christopher also discussed marketers and their major role in creating the perception of inevitability.



    To know more about How Marketing Drives Market Cap / Company Valuation, download and listen to this episode. 

    Bio:

    Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.



    He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.



    Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.



    In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.



    He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.



    We hope you enjoyed this episode of Lochhead on Marketing! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.

    • 11 min
    076 Fighter or Farmer Chief Marketing Officer

    076 Fighter or Farmer Chief Marketing Officer

    In today’s episode, Christopher Lochhead's answer addresses a listener question, “what kind of CMO should we hire?” He further discusses what’s the difference between a fighter and a farmer CMO and what you, as a marketer, should keep in mind when you plan to pursue this role.

    Get Clear On What You Want

    Christopher discusses two things: first, identify the background of the CMO. This is highly specific based on the company and the current stage of the company and its category. Secondly, Christopher points out that it's very important that the CMO knows who he is, his strengths and weaknesses, and his specific legendary trait. 

    “What am I legendary at? What am I not? How do I build a team based on that, that multiplies or amplifies where I'm strong and that compensates for my weaknesses?” - Christopher Lochhead 

    A Fighter Or A Farmer CMO

    If you have identified where your company stands, that is the best indicator of whether you should hire a fighter or a farmer CMO. Chris gives a specific discussion on the difference between a fighter and a farmer CMO in this episode.

    “What are the skill sets that you think are critical? That's important, but it's not maybe as important as a lot of people think. Second, are they self-actualized? Self-aware enough to know where they're truly strong and truly weak? Do they have the capability to build a team around their strengths and weaknesses? And probably most importantly, are they a fighter, or a farmer?” - Christopher Lochhead

    Advice For Marketers

    Chris shares that if you're a CMO yourself, it is critical for you to figure out how to be self-actualized. It is important to realize, are you more of a farmer? Or are you more of a fighter?

    “As a marketer, I think you'd have to decide ‘who am I,’ and again, I don't think there's a right answer, but I think you should know. The worst thing you can do as a CMO, or a wannabe CMO is go take a farmer job in a place that requires a fighter or vice versa.” - Christopher Lochhead

    To know more about what is a fighter or a farmer CMO, download and listen to this episode. 

    Bio:

    Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.



    He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.



    Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.



    In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.



    He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.



    We hope you enjoyed this episode of Lochhead on Marketing! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.

    • 10 min

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