In a crowded B2B technology space, Lenovo knew that it had to move beyond price-based messaging to compete for a share of IT buyers’ attention. Enlisting LinkedIn as its content distribution network, and King Content as its content marketing partner, enabled Lenovo to transform its pipeline value. Lenovo knew that content was the key to engaging IT buyers in small and medium-sized businesses early in the buying cycle. In driving deeper engagement by informing, entertaining and inspiring, it could raise awareness, build credibility and nurture prospects to deliver warmer leads to sales. However, it needed a content distribution platform that would ensure the attention of IT decision-makers – and could target them precisely across 13 European countries. Lenovo Case Study The Cha

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