B2B Leader Series

•  Digital Transformation  •

Getting Executive Buy-in for Marketing Automation

with Craig Coffey, Lincoln Electric Marketing Communications Manager

Marketing automation is proving increasingly vital to successfully evolve your marketing efforts, yet it can be challenging sometimes to even get the topic on the table with leadership. Craig Coffey, Marketing Communications Manager for Lincoln Electric, details his experience getting the attention and buy-in from his executive team, and shares a tip that worked for him.

Watch Craig’s Full Interview (Stories of a B2B Digital Marketing Transformation)

  • 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

Watch the Full Interview:


Stories of a B2B Digital Marketing Transformation
(Lincoln Electric Marketing Mgr.)

Be the First to Know About New Leader Series:

Sign Up Now >

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