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Lenovo NA RM Brand Synthesis

Lenovo’s North American Relationship Marketing team engages BAT to develop a high level plan to incorporate Account-Based marketing practices into their long-term marketing strategy.

First step: Brand Synthesis.

In this case, BAT harnessed Brand Synthesis to quickly develop a deep understanding of the Lenovo brand, RM customer, and key offerings / messages. Through the process, we identified opportunities to develop customer-centric messaging, evolve content development and lead generation processes, and collaborate with the team’s internal resources and extended 3rd party agency vendors to develop a comprehensive account-based marketing approach.



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