B2B Leader Series

•  Digital Transformation  •

Internal Perceptions of Marketing Dept. Must Evolve

with Craig Coffey, Lincoln Electric Marketing Communications Manager

Marketing departments, particularly in B2B firms, have historically just been the ‘Make Pretty Things’ department at the beck and call of the Sales team. But times are changing, and as explained by Craig Coffey, Marketing Communications Manager for Lincoln Electric, companies need to evolve and recognize how vital marketing is to nurturing the entire customer buying journey.

Check out this highlight from B2Beacon’s Leader Series interview with Craig about the struggles companies face in undergoing a full digital transformation of their organization.

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:


Getting Executive Buy-in for Marketing Automation


Great Example of Giving Away Knowledge to Foster Trust


Winning Videos are Short, Authentic, and Valuable


Unifying Communication & Goals of Marketing, IT, and Sales

Watch the Full Interview:


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

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