Left Brain Marketing Launches New Blueprint For Demand Gen Strategy

Many companies in the early stages of building their demand generation stages often search out a blueprint for the steps they should take and how they evaluate their progress. Left Brain Marketing, a Silicon Valley-based demand generation agency, has just released a new model designed to provide marketers with a framework that takes a more granular approach to measuring marketing’s role in the revenue pipeline.

Appropriately labeled The Left Brain Model, the framework is intended to provide a structure for the nurturing and lead scoring activities that support this process. In conjunction with the new model launch, Left Brain Marketing has also published a complementary white paper. BtoB marketers can download a free copy of white paper outlining 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.

"BtoB 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," said Malcolm Friedberg, President of Left Brain Marketing. "Many BtoB marketing organizations have adopted marketing automation to assist them in this effort; yet, a significant number of BtoB 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?"

Friedberg added the new model is intended provide a blueprint for building pre-sales nurturing programs, and to help BtoB marketers understand the goals and objectives of upstream lead qualification. The model provides a step-by-step framework for moving from initial buyer engagement to sales-ready lead status. It also helps diagnose opportunities and gaps that exist within many demand generation programs, by narrowing the objectives for lead qualification at each stage in the nurturing process.

“We approach the market differently than other companies do,” Friedberg said. “We’re really looking to build a strategic foundation on which we can offer marketers some high level concepts in addition to a solution that’s practical and easy to execute. In order to be able to do that we felt like we needed a model on which marketers can build their infrastructure.”

The Left Brain Model’s primary focus is to provide 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.

“There’s been a great dialogue around getting to a more operational conversion view of demand gen in the marketplace,” said Adam Needles, VP of Demand Gen Strategy at Left Brain Marketing. “There have been a number of firms, including SiriusDecisions, that have brought granularity to that, but a lot of that focus is around the handoff between marketing and sales.”

The model is designed to provide simplified definitions of the objectives for lead qualification and for progressive profiling that must occur at each stage of qualification, as well as insights into how to rationalize using demographic versus behavioral scoring inputs to better engage with buyers.

The company said it will release additional white papers in the coming weeks that build on this framework and take a closer look at 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.