Ok, I've been playing around and this process seems to work for me:
1) Create Sega Lindbergh platform. The platform doesn't seem to exist by default, so you need to create it. For now, you can just create a bare-bones entry and add more details later. All I did was go to Tools > Manage > Platforms and clicked Add... On the Details tab, I entered Sega Lindbergh under "Title" and Arcade under "Scrape As" and clicked OK.
2) Add Games. Remember, I'm using .bat files to launch these games. So I went to Tools > Import > ROM Files. Click Next and the Add Files. I added my .bat files here. and clicked Next. I selected the Sega Lindbergh platform I created in the previous step (ensuring "Arcade" is listed under "Scrape As". I left the emulator blank and clicked Next. I then selected "Use the files in their current location". I unchecked Search for game info and Check None for any media downloads.
3) This created a new Sega Lindbergh platform category under Arcade and the game I added in the previous step showed up there. At this point I could go into the entry and edit Metadata/Media. First, of course, in the Metadata section I searched for the actual game title in the LB Database. Then, in the Launching > Emulation section, I unchecked "Use an emulator to play this game".
4) Download Media. Once the correct game was tagged, I went back and downloaded the game media: Tools > Download > Update Metadata and Media for Selected Games and went through the normal process of downloading media from LB and EmuMovies.
And that's mostly it! I also went back and added more info to the Lindbergh platform entry from here:
I also added clear banner from here to replace the default Arcade banners:
I hope this helps folks get started. Happy gaming!