B2B Leader Series

•  Company Buying Journey  •

Stories of a B2B Digital Marketing Transformation

with Craig Coffey, Lincoln Electric Marketing Communications Manager (full interview)

B2B companies both great and small all face the pressing need to adopt a digital transformation of their organization to better align departments and reap the rewards of rich customer data. B2Beacon sat down with Craig Coffey, Marketing Communications Manager for Lincoln Electric, as he shared his experience and insights as his firm is in the midst of adopting this internal revolution.

We invite you to watch as Craig details the learnings they’ve had with video marketing, struggles aligning Sales and IT with Marketing, and tips to get executive buy-in for the tools and investments necessary to succeed in the ever-complex digital marketplace.

  • Craig Coffey – Marketing Communications Manager, Lincoln Electric
  • Thad Kahlow – CEO, BusinessOnline (host)

Video Highlights:


Great Example of Giving Away Knowledge to Foster Trust


Winning Videos are Short, Authentic, and Valuable


Unifying Communication & Goals of Marketing, IT, and Sales


Internal Perceptions of Marketing Dept. Must Evolve


Getting Executive Buy-in for Marketing Automation

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DMA 2014 in San Diego
DMA 2014
October 25-30, 2014