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Craig Coffey (Director of Marketing Communications, Lincoln Electric)
Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!
Track: Lunch & Learn
Session Type: Breakout Session
Audience Level: All
Vault Recording: TBD
Audience Level: All
Whether we want to acknowledge it it or not, business buyers don't make all of their decisions based on facts, figures, features and benefits. Just as in their personal transactions, decision makers want to work with companies that demonstrate that they share their values. Whether you call it 'purpose-focused marketing' or 'cause content' there is a growing body of evidence that—in highly competitive or crowded markets—what your brand stands for can matter all the more.
Patagonia, Subaru and YETI are examples of consumer brands that have used their values as a significant differentiator to separate and even define themselves in their markets. Do these strategies apply only to consumer oriented brands or can B2B's employ the same strategies and expect the same results? How do B2B brands figure out what causes they should get behind? In "The Case for Cause," Craig Coffey from welding products manufacturer Lincoln Electric will walk you through the why's and how's of developing a cause-based marketing effort that will resonate with your B2B customers and employees, and set your brand apart from competitors in your space.
Discuss the "Continuum of Cause Marketing" and the best ways for you to begin your journey.
Explore real cases of B2B cause marketing that worked—and some notable fails.
Learn how to define and score the causes to best align with your brand values.
Plan for the activities that will have the maximum return on your investment.
Discuss the human capital benefits of a cause content program—engagement and retention.