Case Study: Lenovo achieves 36% OEM direct business growth for two consecutive years with Oracle Marketing Cloud

Lenovo SMB Marketing Leader Creates a New Business Initiative, Taps Into Underserved Market

Lenovo, a global leader in PCs and enterprise technologies, identified a major opportunity in the largely underserved small business market (more than 99% of U.S. businesses). The marketing leader saw that the traditional funnel was no longer effective and faced the challenge of building a compelling business case, gaining leadership approval, and developing a strategic, tactical approach to reach small businesses.

She assembled an in-house team and agency partners, using hyper-targeting and segmentation, cross-channel lead generation, and branded content amplified with Oracle Marketing Cloud and other demand-generation tools. The media-agnostic, customer-focused program drove a 36% increase in OEM direct business for two consecutive years and produced a replicable marketing model for other untapped markets.

Lenovo

Jennifer Downes

Director of Response Marketing