Lenovo

Product Launch & Go-To-Market Strategy

‍

We created a hyper personalized campaign by deep profiling our contacts and using technographic, intent and listening data (mapped from their digital behavior) to identify our most active audience cohort of C-suite executives & IT Decision Makers.

Using these deep profiling data points, we developed key communication planks that were rooted in contextual relevance that informed Digital ABM, brand awareness initiatives, thought leadership (webinars, workshops, F2F events), demand gen and nurture campaigns.

Outcomes we were able to engineer: We were able to capture the attention of the dormant IT audience and get them to consume key brand assets that had contextual relevance. This resulted in an uptick in engagement rates with thought leadership and email marketing initiatives, and led to accelerated sales conversion ratios.

‍

Contextual Marketing & Hyper-Personalization

We created a hyper personalized campaign by deep profiling our contacts and using technographic, intent and listening data (mapped from their digital behavior) to identify our most active audience cohort of C-suite executives & IT Decision Makers.

Using these deep profiling data points, we developed key communication planks that were rooted in contextual relevance that informed Digital ABM, brand awareness initiatives, thought leadership (webinars, workshops, F2F events), demand gen and nurture campaigns.

Outcomes we were able to engineer: We were able to capture the attention of the dormant IT audience and get them to consume key brand assets that had contextual relevance. This resulted in an uptick in engagement rates with thought leadership and email marketing initiatives, and led to accelerated sales conversion ratios.

‍

Thought Leadership That Drives Innovation

An online chat show where transformational leaders from different walks of life break down the fundamentals of vision, strategy, execution, and the ability to not only evolve, but to also change the game.

Previous celebrity speakers include Steve Waugh, Mark Weber, Leander Paes, and Michael Cheeka – who engaged with the C-suite audience and spoke to them about the insights and innovations at the intersection of technology, sport and leadership.

C-suite executives are constantly on the lookout for new ideas as they navigate digital transformation and look for new ways to compete. Thought leadership events like the C-suite Chat Show help them explore new ways to grow in a connected economy. And also look to strengthen the Lenovo brand and reputation in target markets.

From choosing the right platform for the virtual event, to developing a clear agenda (including speaker identification and timeframes), to promoting the event through effective use of influencer marketing, to engaging with the audience via gamification – we have owned the full spectrum of the virtual event experience to position Lenovo as a thought leader in C-suite boardrooms.

‍

CRM & Marketing Automation

It is imperative to combine sales and marketing automation efforts to align company goals and efforts. We strategized, integrated and executed a wide range of CRM & Marketing Automation tasks for Lenovo – including email marketing, sales prospecting and intelligence, lead management, contact management, automated workflows and responses, and the creation of a custom analytics dashboard.

We customized content interactions through logical workflows, and seamlessly integrated Lenovo’s CRM tool with Marketo, thereby allowing us to run personalized marketing campaigns based on customer interaction data.

We were also able to drive better alignment between their Marketing & Sales teams and nurture leads based on a wide range of attributes and parameters.

With CRM and Marketing Automation integration, we were also able to better understand the customer journey, track their behavior on the CRM platform, concentrate on the most promising leads, action times and triggered events, and successfully move these leads through the entire marketing funnel.

By effectively leveraging data for hyper-personalized campaigns, we were able to demonstrate that Marketing Automation is not just a tool or a platform – but one of the most critical levers for B2B Marketing Transformation to drive higher engagement, conversion ratios and customer delight.

‍