Generating $66 Million with Account-Based Marketing
How Hat Media partnered with Lenovo to turn IT decision-makers across Asia-Pacific into trusted, high-value relationships.
Achieving $66M via Account-Based Marketing for Lenovo
A multi-year, content-led ABM partnership with Lenovo across Asia Pacific — built on trust before pipeline, and proof over pitch.
Hear directly from Lenovo on what changed when content and Account-Based Marketing started working together.
A content hub built for IT decision-makers, not sales pitches
We built a mobile-first digital content hub designed to connect directly with IT decision-makers in mid-sized businesses. The goal? To give them the kind of tech insights they actually cared about — not just another sales pitch disguised as content.
Strategic ABM
Zeroing in on Lenovo's highest-value accounts, so effort and personalisation followed where the revenue opportunity was greatest.
Content strategy and hub design
Making Tech Revolution the go-to destination for thought leadership — content IT decision-makers would seek out, not scroll past.
Social selling and influencer engagement
Getting the right voices and audiences talking, so the hub's credibility compounded through people buyers already trusted.
"I've had the pleasure of being a client of Hat Media's and what I was really drawn to is their mindful approach. Immediately you are able to relate and connect with Jo (Head of ABM) and that lends itself to a positive foundation for a solid relationship. Jo is a visionary, constantly thinking and considering 'what's next'."
Charis Jamieson, AP Commercial Marketing Director at LenovoEngagement at a glance
- Client
- Lenovo
- Region
- Asia-Pacific
- Approach
- ABM + content hub + social selling
- Result
- $66M revenue in 12 months
From transactional engagement to trusted relationships
- A consistent 25% month-on-month growth in new subscribers to the Tech Revolution hub
- Key industry influencers successfully attracted to contribute to the hub's content
- $66 million in measurable revenue delivered within the first 12 months
Beyond the numbers, the initiative helped Lenovo solve a long-standing challenge — connecting meaningfully with IT decision-makers across diverse markets in Asia-Pacific.
By combining Account-Based Marketing with a content-led approach, Lenovo was able to move from transactional engagement to trusted relationships that drove real business outcomes.
"I have worked with Joana at Hat Media in the last couple of years and she is a dedicated and forward-thinking digital leader who has an expansive knowledge in her field. Her ingenuity and comprehension of change requests proved her to be insightful and capable of adapting easily with a desire to produce quality work. I learned a lot from her as a digital marketer and she will definitely be an inspiration to anyone who has a chance to work with her!"
Eileen Tai, AP Commercial Digital and Social Marketing Senior Specialist at Lenovo
Account-Based Playbook
By Joana Inch, best-selling author of "Go To Market" — a proven roadmap to understand, engage and retain modern B2B buyers.
Order a Copy →
Resources
© Hat Media Pty Ltd.
