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IBM Cloud Authors: Anders Wallgren, SmartBear Blog, Elizabeth White, Liz McMillan, Pat Romanski

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Left Brain DGA Client Lenovo Wins Marketing Automaton’s Top Honor at 2012 Eloqua Markie Awards

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 Orlando, Florida.

“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 assessment.

“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 engagements through highly relevant and helpful content, and a closed-loop reporting system to show success and inform future decisions.”

“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.

About Lenovo

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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