Lenovo CMO on AI Marketing, B2B & B2C Strategies

Lenovo CMO on AI Marketing, B2B & B2C Strategies

Artificial intelligence (AI) is transforming marketing. Lenovo, a company utilizing AI in both its products and marketing strategies, understands this shift. Emily Ketchen, Senior Vice President and CMO for Intelligent Devices Group and International Markets at Lenovo, emphasizes the importance of embracing AI's potential.

You want to keep up, you want to stay tuned in and you want to know how to use AI to be able to advance.

Balancing B2B and B2C Marketing

Ketchen oversees both B2B and B2C marketing globally. She highlights the importance of connecting with audiences emotionally, regardless of the target market. While B2C marketing often involves broader messaging, B2B requires more personalized communication. Lenovo's AI-powered PCs present a unique opportunity to create a new product category for both consumer and business customers.

Integrating AI into Marketing Teams

Lenovo established an AI governance council, collaborating with security and legal teams. They also implemented a training program to educate marketers on AI's capabilities and applications. This initiative empowers Lenovo's marketing team to effectively communicate the benefits of AI to consumers and businesses.

Strategic Brand Partnerships

Lenovo utilizes a structured framework for brand partnerships, focusing on clear alignment and effective storytelling. Partnerships like those with Formula 1 (F1) and FIFA are significant investments, requiring rigorous measurement and analysis. Lenovo leverages these partnerships to enhance brand attributes and engage employees.

Lenovo's F1 Activation

The F1 partnership aligns with Lenovo's focus on technology and innovation. F1's global reach allows Lenovo to deploy targeted marketing campaigns in various regions. Innovative activations, such as 3D out-of-home advertising in London and multi-screen displays in Japan, demonstrate Lenovo's creative approach.

Lenovo uses AI-powered contextual targeting to reach both F1 enthusiasts and C-level executives, resulting in increased efficiency and effectiveness.

Maintaining Agility in a Dynamic Market

Ketchen stresses the importance of agility in navigating a constantly changing market. Lenovo fosters an open environment where ideas are encouraged, and agility is modeled from the top down. This adaptability, honed during the COVID-19 pandemic, allows Lenovo to stay ahead of the curve and maintain its focus on innovation.