How Lenovo got big results by placing small bets | SmartBlog on ...

SmartBrief Horizontal Briefs (Aug 20 2010)

1. This guest post is by Jeremy Epstein, founder and chief marketing navigator at Never Stop Marketing, and Jay McBain, head of Lenovo's small- and. ... They added thought leadership to the communities — as opposed to selling to or through them. They fully engaged in forums, guest blogs, podcasts and webinars, as opposed to just advertising. What about ROI? Measuring success for Lenovo was a challenge. There isn't the instant feedback that a direct mail or coupon code gives. ... (Read Full Article)

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