Left Brain DGA, a Silicon Valley-based demand generation agency, is
proud to announce that one of its marquee clients, personal computer
giant Lenovo, won the 2012 Demand Generation Center of Excellence Markie
Award at the 6th Annual Eloqua Experience Conference in
"A truly great night that shined a spotlight on the hard work of many
and the importance of collaboration with a committed team of demand gen
experts to achieve truly remarkable results," said Steve Barnard, senior
demand generation manager at Lenovo. "Marketing Automation just flat out
works if you do it right. Left Brain and Lenovo's collaborative
go-to-market strategy, Lenovo's exceptional products and services,
extended ecosystem partners, commitment to persona-based content and
focus on metrics to drive campaign decisions certainly played a key role
in this win."
Barnard continued by adding that his internal team of campaign managers,
marketing operations team, and strong partnership with the Lenovo sales
team deserved high praise for their efforts. He also credited the
support they received from Eloqua while using its state-of-the-industry
market automation platform.
"Bottom line, as a committed group of internal and external experts with
a common goal, we partnered with sales to generate $85 million in
pipeline opportunity revenue over an 18 month period for Lenovo,"
Barnard added. "Statues and praise are great, but results are what
matter and we got results."
Left Brain DGA Chief Strategy Officer April Brown agreed with Barnard's
"It truly does take a village to achieve these kinds of returns on
marketing campaigns and our village had a good leader in Steve," Brown
said. "He told us at the onset that his team needed to deliver
repeatable, predictable marketing-qualified leads (MQLs) across multiple
markets and products. We told him that to pull this off we all needed to
adhere to a rigorous process that involved deep demographic and
psychographic analysis, sales cycle modeling across key business units,
more authentic prospect engagementsthrough highly relevant and helpful
content, and a closed-loop reporting system to show success and inform
"Lenovo won this award because they knew what they wanted to achieve,
had smart people behind the wheel on their campaigns, and trusted Left
Brain to help them get there," Brown added.
For his part, Left Brain's CEO Malcolm Friedberg took the win as
validation not only for the Left Brain Model™ and the power of
purpose-fueled collaboration, but for his decision to align with Eloqua
when he launched the agency. "Today's B2B sales environment is
intolerant of cookie cutter marketing approaches and relies more on
multi-disciplinary strategies that begin and end with knowing prospect
and customer preferences in punishing detail," he noted. "Eloqua's
Marketing Automation Platform is unmatched in our industry to simplify
highly complex campaigns in a way that yields the data we need to be
successful. Their top-down commitment to innovation in our industry by
Joe Payne and the team at Eloqua makes me glad we are partners."
That goes double for Lenovo Marketing Automation Manager Tracy Milligan.
"Eloqua not only gave us the ability to think differently and approach
marketing as a nurturing exercise instead of batch-and-blast process,"
Milligan said, "they also helped transform the culture of Lenovo to one
where sales and marketing are aligned and functioning as a team designed
to close deals."
"At the end of the day, we're measured by our ability to help customers
move the revenue needle in the right direction," added Leftbrain's
Friedberg. "The results of our work together point to a significant
win-win-win for all three organizations."
To see how all of this came together, read Lenovo's
Quest for Best-in-Class Demand Generation here.
Lenovo (HKSE: 992) (ADR: LNVGY) is a $US30 billion personal technology
company serving customers in more than 160 countries, and the world's
second-largest PC vendor. Dedicated to building exceptionally engineered
PCs and mobile internet devices, Lenovo's business is built on product
innovation, a highly-efficient global supply chain and strong strategic
execution. Formed by Lenovo Group's acquisition of the former IBM
Personal Computing Division, the company develops, manufactures and
markets reliable, high-quality, secure and easy-to-use technology
products and services. Its product lines include legendary Think-branded
commercial PCs and Idea-branded consumer PCs, as well as servers,
workstations, and a family of mobile internet devices, including tablets
and smart phones. Lenovo has major research centers in Yamato, Japan;
Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina. For
more information, see www.lenovo.com.
About Left Brain DGA
Based in the heart of Silicon Valley, Left Brain DGA is a leading demand
generation agency, serving some of the largest and best-known enterprise
brands. The agency helps marketing organizations develop and grow
successful demand generation programs. Its approach leverages a
proprietary demand generation process model - The Left Brain Model™ -
powered by marketing automation technology. The agency delivers a full
set of services that span strategy, content, technology, analytics and
optimization for demand generation programs. Visit www.leftbraindga.com
or call us directly at 650-561-3435.
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