Left Brain DGA Unveils The Left Brain Model, Its Demand Generation Model

MENLO PARK, CA – November 18, 2010 – Left Brain DGA, a Silicon Valley-based demand generation strategy agency, today announced the public release of its demand generation model, called The Left Brain Model^™. This model provides marketers with a framework to more-granularly measure a B2B marketing organization’s contribution to demand generation programs and a structure for the nurturing and lead scoring activities that support this process. B2B marketers can download a free copy of this model and begin using it as the basis for building their own demand generation programs today.

The Left Brain Model is focused on deepening marketers’ insights into how to succeed with demand generation and on extending the dialogue around the keys to successful demand generation, uniquely filling gaps not addressed by other models.

“B2B marketers are increasingly aware they must build and manage complex, iterative, multi-step nurturing programs with the combined goals of educating the buyer and of better delivering ‘qualified leads’ to sales,” commented Malcolm Friedberg, President of Left Brain DGA. ”Many B2B marketing organizations have adopted marketing automation to assist them in this effort; yet, a significant number of B2B marketers today are stumbling. How do they move from ‘one-and-done,’ traditional, mass-marketing tactics to truly engaging a buyer in an interactive buying process that also serves as a mechanism to qualify him/her as a potential lead for sales?”

The Left Brain Model offers a thoughtful blueprint upon which to build pre-sales nurturing programs. It helps B2B marketers understand the goals and objectives of upstream lead qualification, and it provides a step-by-step framework for moving from initial buyer engagement to vetting that buyer as a lead that is ready to engage with a sales team member. It also helps diagnose opportunities and gaps that exist in many demand generation programs by narrowing the objectives for lead qualification at each stage in the nurturing process.

In doing so, The Left Brain Model delivers:

• Critical granularity around the multiple steps that it takes to get a lead from Prospect to Sales Opportunity — introducing four stages of qualification where other models offer only one stage;
• Complete — but simplified — definitions of the objectives for lead qualification and for progressive profiling that must occur at each stage of qualification; and
• Insights into how to rationalize using demographic versus behavioral scoring inputs to better engage with buyers ‘in the right place, at the right time’ and thus to improve the opportunity for successful sales conversion.

The Left Brain Model was derived from the experiences of the Left Brain Marketing team with its own clients, and the agency leverages this model at the core of all of its client engagements today.

Left Brain DGA is making this model and the whitepaper that explains it publicly available, beginning today.

Also, over the coming weeks, additional whitepapers will build on this framework and take deeper dives into the implications of this model for developing content marketing, layering and structuring nurturing logic, building scoring models, expanding sales-stage nurturing and applying upstream demand generation efforts to customer retention and remarketing, among other topics.

About Left Brain DGA
Left Brain DGA is a leading demand generation strategy 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, production, analytics and optimization for demand generation programs.

Left Brain DGA is based in the heart of the Silicon Valley.

Contact:
Malcolm Friedberg
President
Left Brain DGA
650-561-3435