With a new briefing to Celsius, Lenovo was about to make a major shift with its marketing strategy to focus on content to generate sales opportunities.
Lenovo, the world’s largest manufacturer of PCs, laptops and tablets and now a major force in servers and storage, approached Celsius, their long-standing B2B lead generation agency, with a new briefing in 2014. It was about to make a major shift with its marketing strategy to focus on the use of content to generate sales opportunities in B2B.
When Content and Marketing Automation work:
Celsius had for some years run a successful B2B lead generation program for Lenovo. The program generated the majority of its sales leads by performing outbound calls on segmented qualified data through Celsius’ Team Celsius network of nationally based call centres..
Then Lenovo implemented a content driven strategy with its ThinkProgress.com site.
Fortunately, years of outbound calling had developed a highly qualified target database with a high number of ‘opted-in’ e-mail addresses. To leverage this available data, the chosen solution was a marketing automation platform which had to not only provide a high level of automation of responses to prospect activity, but also provide an efficient method of prioritizing and selecting prospects for follow-up by sales.
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