B2B Leader Series

•  Digital Transformation  •

Unifying Communication & Goals of Marketing, IT, and Sales

with Craig Coffey, Lincoln Electric Marketing Communications Manager

Craig Coffey outlines how his company, Lincoln Electric, is striving to better align the goals and efforts of their Marketing, IT, and Sales teams. While they still have a ways to go, Craig recognizes the efficiencies and customer insight to be gained by unifying these departments and sharing content engagement data.

As Marketing Communications Manager, Craig recognizes the huge advantages this alignment could lend a company in pursuing account-based marketing towards target prospects.

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


Internal Perceptions of Marketing Dept. Must Evolve


Getting Executive Buy-in for Marketing Automation

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