Lenovo is one of the world's leading computer and technology companies. When the brand wanted to increase sales for its AI, HPE, and hybrid cloud solution by targeting IT professionals in India, it turned to AdToro for B2B lead generation and outbound marketing campaigns.
For efficient sales, Lenovo needed to reach the right people at the right time. That meant qualifying leads with enough budget, authority, need, and the right potential timeline for adopting AI and hybrid cloud solutions.
Lenovo wanted to communicate with IT decision-makers in the Indian market and generate leads that were able to convert quickly.
Fix the basics: AdToro expanded the list provided by Lenovo and compiled a list of key decision-makers relevant to the offer. This created 9,500 potential prospects for the campaign.
Lead qualification: To maximize the value of the prospect list, AdToro deployed a two-pronged funnel strategy involving programmatic advertising, electronic direct mail, and telemarketing. By creating several ways to convert, the campaign achieved a higher conversion rate. Recipients who opted in for further communication were pursued through additional emails, either returning to the funnel or qualifying as an MQL.
Saving the most relevant leads: Prospects who engaged with programmatic ads and EDM activity and fit the BANT profile were pursued through telemarketing. This ensured high-potential prospects did not fall out of the funnel unnecessarily. Limiting telemarketing to prospects with expressed interest made the channel more efficient.
The client ended the campaign with new marketing qualified leads who had agreed to further communications, along with a list of more than 9,000 relevant IT decision-makers that could be used in similar campaigns in the future.
By combining list expansion, programmatic ads, EDM, and telemarketing, AdToro helped Lenovo turn targeted interest into qualified sales conversations.
