Rethinking B2B marketing
This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.
Back in 2019, global technology brand Lenovo embarked on a mission to reposition itself from being just an IT vendor that sells PCs and devices, to a solutions provider capable of helping customers address critical needs.
This “service-led transformation” – based on the company’s “3S” strategy (Smart Internet of Things, Smart Infrastructure and Smart Verticals) for the next decade – coincided with the onset of the COVID-19 pandemic in early 2020 and accelerated plans across the...