Lenovo Hardware Refresh

As Lenovo approached FY23, nearly 55 million customer client system serial numbers were set to expire. Lenovo needed a seamless digital buying experience, supported by the right people, processes, and technology.

MOD+Co was brought in to provide B2B customer experience (CX) strategy, digital transformation, sales enablement, and go-to-market program development, partnering with Renewtrak’s renewal automation platform.

The goal was to enhance the customer journey and path to value: introducing a new hardware refresh sales motion, driving adoption, and generating recurring revenue streams.

Capabilities

Industry

Computer Hardware and Technology

Go To Market

B2B CX Strategy

Contact Strategy

Sales Enablement

Personalization

Creative

Creative Services

Email Design

Content & Messaging

Technology

Marketing Automation

Transformation

Digital Transformation

Data

Audience Segmentation

01

B2B Strategy

As a TSIA Consulting Alliance Partner with over 15 years in customer growth and renewal automation, MOD+Co embedded as an extension of Lenovo’s team, from sales strategists and solutions architects to data engineers and creative professionals.

MOD+Co dismantled the maze within Lenovo’s buying experience, removing obstacles and incorporating a refresh motion into a streamlined, frictionless path to value.

By using product expiration as an opportunity trigger, automation accommodated renewal or refresh options, and the internal Lenovo team responsible for customer engagement was aligned.

This empowered Lenovo to establish an automated retention program that supports the lifecycle of existing machines or transitions customers to new hardware within their install base.

02

Design and Delivery

MOD+Co’s production designers and copywriters defined APOS visual identity guidelines to ensure consistent branding across all touchpoints, including campaign theme, visuals, storyline, and messaging that communicate value and earn executive sponsorship.

MOD has helped Lenovo achieve innovation, operational excellence, and optimized customer experiences. It is a pleasure to work with such a talented and dedicated team. Thank you!

— Hayden Mugford, APOS GTM and Strategy, Lenovo

03

Training in 14 Languages

To drive adoption, MOD+Co created comprehensive sales training for internal teams and channel partners.

04

Rules Built for Scale

By analyzing millions of rows of data, MOD+Co produced detailed technical documentation to enable Lenovo’s program to scale and automate effectively.

Complex rule sets ensure accurate personalization and pave the way for program automation and scalability.

The Results

Lenovo achieved significant revenue acceleration, met the evolving needs of its customer base, and opened new opportunities for growth.

The program hit 150 percent of its FY23 revenue goal, with indirect channel revenue doubling year over year and conversion up 42 percent since launch.

Three thousand channel partners are onboarded into an automated renewals program that scaled from a single-country pilot to 22 countries in one year.