Lenovo used to treat all customers the same with mass marketing campaigns but has now adopted a more personalized approach using Oracle Marketing Cloud. This allows Lenovo to capture detailed customer profile data across channels to better understand individuals. By orchestrating targeted messages, Lenovo's Notify Me emails generate 124 times more revenue than promotional emails, with open and click-through rates of 65% and 61%. The cross-channel platform from Oracle Marketing Cloud provides Lenovo with consistent, personalized experiences across different channels.

1. CUSTOMER SUCCESS STORY CROSS-CHANNEL MARKETING
Lenovo Orchestrates Messages Across
Channels to Drive Engagement
Lenovo’s digital marketing team is embracing Modern Marketing to build one-to-one relationships
that strengthen customer satisfaction and loyalty. Since each Lenovo customer and prospect is
unique, it’s critical that the marketing team capture and analyze detailed profile data through its
marketing programs. Until recently, Lenovo treated its entire audience the same way, launching
mostly mass marketing campaigns. Today, things have changed—thanks to Oracle Marketing Cloud.
CHALLENGES
• Cater to millions of unique consumers
• Speak to customers in a more targeted way
• Replace linear marketing campaigns with a highly personalized customer experience
SOLUTIONS
• Cross-channel marketing
RESULTS
• Generated 124 times more revenue with Notify Me emails than with promotional messages.
• Achieved a 65% open rate in the Notify Me campaign.
• Achieved a 61% click through rate in the Notify Me campaign.
Getting better data through Oracle Marketing Cloud helped Lenovo’s marketers replace linear
campaigns with related interactions orchestrated across channels, enabling the delivery of a highly
personalized customer experience. This data-driven approach resulted in significant gains in open
rates, click through rates, and revenue generation compared to the company’s previous campaign-
centric email marketing. Another benefit of this approach was a growing base of satisfied Lenovo
customers and advocates. “Oracle has given us a platform that lets us take data from many different
sources, aggregate it, and orchestrate messages based on the customer’s behavior and preferences,”
says Jennifer Downes, Director of Response Marketing at Lenovo.
Lenovo now uses Oracle cross-channel marketing to run Notify Me campaigns that help maintain
customer interest during the lag time between an initial product announcement and the product’s
release. Lenovo captures customer interest on a landing page and then follows up with relevant
email and display messages. On average, Notify Me email messages generate 124 times more
revenue per email than promotional emails. “There are a lot of platforms that can do email, there are
platforms that can do display, but having separate platforms really makes it difficult to bring a
consistency in the message and who you are delivering it to,” Jennifer says. “With Oracle, we have
that single view of our customers.”
Learn more at: oracle.com/marketingcloud
65%
World’s leading PC maker
uses Oracle Marketing Cloud
to achieve an open rate of
65% in email marketing.