How Lenovo shaped marketing strategy for its service-led transformation

Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.

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.