Case Study: Lenovo achieves 36% OEM direct growth with Oracle Marketing Cloud

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

Lenovo, a Fortune 500 global technology company and the world’s largest PC maker, saw a major opportunity in the largely underserved U.S. small-business segment. Jennifer Downes, Executive Director of Marketing for North America, built a business case to reach SMBs, tackling the challenges of creating a strategic approach, winning leadership approval, and developing the tactics to engage buyers outside traditional funnels.

Downes assembled an in-house team and marketing automation partners and deployed hyper-segmentation (by business size, mindset, lifestyle), cross-channel lead generation and management, and branded/curated content—using Oracle Marketing Cloud and other tools—to execute a customer-focused program. The initiative grew Lenovo’s OEM direct business by 36% for two consecutive years and produced a replicable marketing model for other untapped markets.

Lenovo