Building an advocacy portfolio from scratch is no easy feat. It requires things like determination, patience, and creativity. And it also requires leadership buy-in, a deep understanding of customer needs, and a commitment to building genuine relationships. For Lenovo, they’ve faced challenges unique to their size (they’re a large enterprise, global organization after all) and sprawling portfolio of offerings. There’s a lot going on!
So in the arena of customer advocacy, where brands are constantly competing for attention and loyalty, figuring out how to turn customers into passionate supporters is quite the accomplishment and Lenovo has started to crack the code.
The Trifecta of Advocacy Program Excellence
So, what goes into building an award-winning advocacy program? We sat down with Alyssa Maschi, Head of the Global Customer Marketing & Advocacy Center of Excellence, to dig into Lenovo’s award-winning advocacy portfolio, which earned them the 2024 CAP Award for 'Exceptional Advocacy Portfolio.’
In building their Center of Excellence (COE), Alyssa and her team focused on three core areas: Customer Marketing, Customer Appreciation, and Customer Advisory. “We strategically designed our programs to elevate our customers' success stories while reinforcing Lenovo's brand,” she shared.
Customer Marketing
Lenovo’s approach to customer marketing is nothing short of cinematic. They’ve partnered with over 500 customers to create compelling, customer-focused content, including case studies, videos, blogs, and testimonials. Their impressive lineup of collaborators includes big brands like the Dallas Cowboys, F1 and Doctors without Borders..
"Our goal is to be the invisible hero propelling our customers to succeed. Our award-winning content reflects our commitment to our customers.” - Alyssa Maschi
Their commitment to high-quality, narrative-driven content has earned Lenovo numerous accolades, including Webby, Shorty, and Telly Awards for excellence in production and storytelling.
Their Customer Marketing pillar also emphasizes media and event engagement, a strategy that allows customers to connect with industry analysts, journalists, and Lenovo leaders at key events. At the 2023 Tech World, for instance, Lenovo showcased 22 customers, providing a platform they might not otherwise have. “Our customers find great value in presenting themselves as thought leaders and early adopters of leading technology,” Alyssa noted, highlighting the benefits of expanding their influence and network.
Customer Appreciation
Lenovo recognizes that advocacy is a two-way street—while customers may benefit from the visibility and connections the COE offers, their participation is invaluable to Lenovo’s success. That’s where their Customer Appreciation pillar comes in. This pillar goes beyond a simple “thank you,” turning gratitude into meaningful experiences.
Just last year, Lenovo expanded its budget to officially launch the Customer Appreciation Program. Through this program, Lenovo has celebrated 95 advocates with thoughtful, personalized gifts tailored to acknowledge their unique contributions. From handwritten notes to curated packages, each gesture reflects Lenovo’s commitment to nurturing authentic, lasting relationships with their advocates.
This approach isn’t just about saying thanks—it’s about creating a memorable moment that reinforces the value Lenovo places on its customers. And it’s working. Advocates frequently express their gratitude for the recognition, with one participant sharing: “That is so nice of you all! It was a blast to participate in the program!”
Customer Advisory
The Customer Advisory pillar leverages Lenovo’s Global Advisory Board (GAB) to build meaningful, strategic relationships with C-level IT leaders. This exclusive group provides a direct channel for Lenovo to gain invaluable insights into the challenges and opportunities these decision-makers make. By understanding their needs, Lenovo ensures they remain ahead of the curve in delivering innovative solutions that address real-world demands.
Given Lenovo’s expansive size and diverse portfolio, the team recognized the need to focus their advisory efforts strategically. Rather than dispersing resources across multiple advisory boards, Lenovo concentrated on forming a single, impactful group comprised of global customers with operations spanning continents. This approach allows for a more cohesive and meaningful dialogue, fostering deeper connections and more actionable outcomes.
In December 2024, Lenovo hosted its inaugural Global Advisory Board meeting in New York City. The gathering brought together C-level IT leaders from some of the world’s most influential organizations. The goal? To deepen relationships, share insights, and collaboratively shape the future of Lenovo’s offerings. This dynamic, two-way collaboration not only strengthens Lenovo’s relationships with key customers but also positions both Lenovo and its advisory members as co-creators of market-leading solutions.
Global Reach, Local Touch
With millions of customers spread across 180 markets, finding and connecting with advocates globally can be quite a challenge. So, how do Alyssa and her team tackle this?
- Identifying potential advocates through sponsorships and partnerships with other technology organizations.
- Collaborating with group reference managers to pinpoint key customers for specific advocacy initiatives.
- Working closely with marketing managers and business group leads to create inclusive content that reflects regional relevance and cultural nuances.
“[These colleagues are] essentially extensions of our team,” Alyssa explained. “They communicate our goals and opportunities, reinforcing our message. Then we collaborate on whatever content the customer has agreed to develop with us.”
Turning Colleagues into Champions
Lenovo’s advocacy team has mastered the art of turning colleagues into champions. By building trust and fostering cross-functional relationships, they’ve created a network of internal advocates that continuously identify new customer opportunities and deepen existing relationships.
“Our team isn’t made up of product or service experts,” Alyssa shared. “We rely on cross-functional colleagues for that expertise, and trust is key. Once people trust you and see how you can help them, it opens doors to collaboration and opportunities.” Earning that trust within the organization has been foundational for the advocacy team’s success, which helps keep the program running effectively.
Demonstrating the value of their advocacy program to other teams has been crucial in building internal support. These collaborations have been enhanced through regular communication, where teams stay updated on upcoming content and customer stories—an effort shared across all teams to keep customer stories top-of-mind.
“We’ve become a go-to resource for other teams. The more teams that come to us with opportunities, the more we can engage our customers again and again.”
How Strategic Customer Advocacy Has Transformed Lenovo
Lenovo’s advocacy program isn’t just a win for its customers—it’s transformative for the company. By placing customers at the heart of their strategy, Lenovo has unlocked a wealth of opportunities that extend far beyond traditional marketing efforts. This approach has not only strengthened relationships with customers but also delivers immeasurable business outcomes that reinforce the program’s value.
Through their COE, Lenovo has been able to:
- Drive Impact: Arm leadership with impactful customer success stories to share with other customers, media, analysts, and industry leaders.
- Create Trust: Provide the entire organization with a library containing hundreds of customer success stories that describe why they chose to partner with Lenovo.
- Scale Engagement: Design the COE program to have channel partner engagement to expand end-customer reach.
Tips For Building a New Advocacy Program
For those looking to create their own award-winning advocacy program, Alyssa had some advice to offer:
- Be visible and approachable: Networking internally and building strong connections within your organization is just as important as engaging with external supporters.
- Find your internal advocates: Your colleagues across departments can become your strongest advocates, providing the expertise, feedback, and connections necessary to propel your programs forward.
- Secure leadership buy-in: Lenovo assembled a powerhouse group of marketing and business group executive leaders to add credibility to their advocacy efforts and strategic guidance for developing and formalizing their strategies.
The Power of Recognition
Winning the 2024 CAP Award for ‘Exceptional Advocacy Portfolio’ was a game-changer for Lenovo’s advocacy team.
“Winning this award was so important for our team. Not only did it validate all our hard work, but it opened our leaders’ eyes to the value of advocacy. Suddenly, we had an ‘award-winning program,’ and leadership was talking about it in every corner of the business. Now, everyone is coming to us with congratulations, and we’re thinking, 'Great—now we need to do even more!'"
In the end, building an award-winning advocacy portfolio is about more than just collecting customer stories. The key to advocacy is finding and engaging your own advocates—those who can help you navigate challenges, champion your program, and support you along every step of the way. Lenovo’s success serves as an inspiring blueprint for companies looking to elevate their advocacy game.
