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Lenovo's Infrastructure Solutions Group (ISG) operates in the highly competitive data center and infrastructure market, a space where buying decisions are made by a small, hard-to-reach audience of C-suite executives and IT Decision Makers. These are not passive buyers. They are bombarded with vendor noise, operate on long sales cycles, and tune out generic outreach quickly.
Lenovo ISG needed a strategy that could cut through this environment and re-engage a dormant IT audience that had gone quiet, not because of disinterest in the category, but because the communications they were receiving lacked contextual relevance. The challenge was threefold: identify who the most active and receptive buyers were, communicate with them in a way that felt personally relevant, and move them meaningfully through a complex B2B funnel, from awareness to consideration to accelerated conversion.
Challenge
Approach
1. Deep Audience Profiling and Hyper-Personalization
Langoor built a granular audience intelligence layer using technographic data, intent signals, and digital listening to map the behavioral patterns of Lenovo ISG's existing contact base. This allowed us to identify the most active and purchase-ready cohort within the C-suite and IT Decision Maker segment, not just by job title, but by demonstrated behavior and category intent.
From these data points, we developed communication planks grounded in contextual relevance, messaging that spoke to each audience segment's specific infrastructure challenges, technology environment, and stage in the buying cycle. These planks informed every channel and every campaign format, ensuring that relevance was not a creative afterthought but a strategic input.
2. Digital ABM and Multi-Channel Demand Generation
Using the audience intelligence as a targeting foundation, Langoor executed a coordinated Account-Based Marketing program spanning digital ABM, brand awareness initiatives, demand generation campaigns, and multi-touch nurture sequences. Each touchpoint was designed to build familiarity and credibility with the target accounts before asking for any commercial engagement. The program was built to move the dormant audience from cold to considered with each interaction earning the next.
3. Thought Leadership: The C-Suite Chat Show
To establish Lenovo ISG as a genuine voice in the boardroom, not just a vendor, Langoor conceptualized and executed an online thought leadership property: the C-Suite Chat Show. The format brought together transformational leaders from business, sport, and innovation to discuss vision, strategy, and execution in a connected economy. Past speakers included Steve Waugh, Mark Weber, Leander Paes, and Michael Cheeka.
Langoor owned the full event experience: platform selection, agenda development, speaker identification, influencer-led event promotion, and real-time audience engagement through gamification. The goal was to position Lenovo ISG not as a hardware vendor, but as an intellectual peer to the decision-makers they were trying to reach.
4. CRM Integration and Marketing Automation
Langoor strategized, integrated, and executed Lenovo ISG's CRM and marketing automation stack end-to-end. This included the seamless integration of their CRM platform with Marketo, enabling personalized campaign delivery based on live customer interaction data. We built automated workflows and triggered responses based on behavior and created a custom analytics dashboard to give both Marketing and Sales a unified view of pipeline health.
The integration created meaningful alignment between Marketing and Sales, enabling lead nurturing based on a wide range of attributes, tracking action times and triggered events, and cleaner progression of leads through the full funnel. The outcome was a demonstration that marketing automation is not a software implementation exercise, but one of the most critical levers for B2B marketing transformation.
Outcomes
Langoor's integrated ABM and automation program produced measurable shifts in audience engagement, sales alignment, and funnel performance for Lenovo ISG.
- Successfully re-engaged a dormant C-suite and IT Decision Maker audience that had previously been unreachable through standard outreach, with consumption of contextually relevant brand assets confirming renewed attention.
- Measurable uptick in engagement rates across thought leadership properties and email marketing initiatives, driven by hyper-personalised communication rooted in audience intent data.
- Accelerated sales conversion ratios as a direct result of better lead quality, improved Sales-Marketing alignment, and cleaner funnel progression enabled by the CRM and Marketo integration.
- The C-Suite Chat Show strengthened Lenovo ISG's brand and reputation in target markets, positioning the company as a thought leader rather than a commodity vendor in the data center space.
Services Delivered
Account-Based Marketing (ABM) · Hyper-personalisation strategy · Technographic and intent data profiling · Digital listening and audience segmentation · Demand generation · Lead nurture campaign development · Thought leadership event production (C-Suite Chat Show) · Influencer marketing · CRM strategy and integration · Marketo integration and automation · Email marketing · Custom analytics dashboard · Sales and marketing alignment
Technologies & Platforms
Marketo · CRM platform integration · Marketing automation workflows · Intent data and technographic tools · Digital ABM platforms · Programmatic display · Email marketing automation · Custom analytics and reporting dashboards
About Lenovo ISG
Lenovo Infrastructure Solutions Group (ISG) is Lenovo's data center and infrastructure business, delivering servers, storage, networking, and solutions for cloud, AI, and enterprise computing environments. ISG operates globally, selling large enterprises, hyperscalers, and service providers through a complex B2B sales model. Its buyers are among the most selective and research-intensive in the technology sector, C-suite executives and IT leaders responsible for multi-year infrastructure investment decisions.
Related Work
This case study is part of Langoor's B2B marketing and enterprise demand generation practice. See also:
- Unilever: Digital Experience at Scale (AEM implementation and brand experience delivery across 400+ FMCG brands)
- Cisco: Demand Generation (B2B demand programmes across cybersecurity and enterprise technology)
- Infosys: ABM and Thought Leadership (Enterprise technology brand positioning in global markets)