B2B Leader Series

•  Social Media & Content Marketing  •

Winning Videos are Short, Authentic, and Valuable

with Craig Coffey, Lincoln Electric Marketing Communications Manager

Video marketing can be highly successful, but knowing the best type of content and production value can be tricky. Watch the Marketing Communications Manager for Lincoln Electric, Craig Coffey, explain how his company discovered that the key is short, high-value videos that are authentic and to the point. Availing this quality content for free has yielded strong brand affinity over time.

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


Unifying Communication & Goals of Marketing, IT, and Sales


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