Overview
Lenovo is the world’s #1 PC vendor. With more than 50,000 employees and more than US$46 billion in sales, Lenovo is a global leader in innovative consumer, commercial, and enterprise technologies. Lenovo’s product portfolio extends from PCs and mobiles to data center solutions, servers, and storage. Lenovo selected King Content to develop and execute an ‘always-on’ content marketing and advertising strategy on LinkedIn to increase lead quality, sales pipeline, build awareness for Lenovo products, and position Lenovo as a thought leader in the technology industry.
Solution
King Content’s strategy involved content marketing, native advertising, social media, email marketing, and marketing automation targeting technology decision-makers (TDMs) across 13 major markets. In addition, King Content created original branded content to be published on LinkedIn in seven different languages.
The campaign aimed to engage the target audience on an emotional level through content that was both entertaining and demonstrative of Lenovo’s understanding of the audience’s pain points. King Content created multiple variations of the content which was distributed to the target audience based on their stage in the buying cycle, with the goal of moving them through the buyer’s journey with a seamless content experience.
King Content dove LinkedIn members to a series of eight websites publishing in seven major languages (English, French, Danish, German, Dutch, Italian and Spanish) and were launched to act as a hub for content marketing activity. These editorially driven sites were a hub for stories, articles, case studies, videos, and gated assets such as ebooks, white papers, and guides relevant to IT decision-makers in small to medium businesses (SMB) and mid-market companies.
Using LinkedIn Company Page posts and Sponsored Content, King Content amplified Levono’s content across 13 markets using organic and paid tactics, as well as email distribution services to a database of more than 80,000 IT decision-makers, along with other native placements in relevant IT industry publications.
Results
• 116% QoQ increase in website users, a 105% increase in sessions and an 89.16% increase in page views.
• Drove an average click-through rate of 1.13% and engagement rate of 1.29%.
• Increased Lenovo’s average B2B lead value by 63%.
• Increased lead conversion rate for Lenovo’s outbound calling program by more than 20% while lowering time spent on outbound sales activities by more than 50%.
