After a decade under the name ‘Analyst Equity’, it is relaunching asInfluencerRelations.com. Over the last year the readership doubled and, because the new title more accurately describes what the blog is about, it should help continue our growth.
The new name reflects substantial continuity. From the very beginning, I’ve written about financial analysts, bloggers, management consultants, sourcing advisors and academics as key third-party influencers on business decisions. Analysts have always been the most influential of those, but I and other contributors have outlined the relationship between these influencers. And the three prerequisites for building and measuring influence are the same across different influencers: the primary relevance of content, and the authenticity of the participants in the dialogue and genuine interest.
That said, there are also newer elements at work.
The new name also reflects ideas which have developed over those last ten years about the context of influence. By that, I mean the cross-cultural, non-verbal, intangible and relational factors which are important in business relationship management more broadly.
Of course, the new blog title also reflects my experience in integrating different forms of influence. Ten years ago I was a director at Lighthouse, a media relations consultancy where I led the analyst relations and investor relations services. Since then I’ve had the opportunity to work with some of the world’s biggest B2B brands in the world on projects integrating analyst relations with sales and insight. At Kea Company, we articulate these elements in our Analyst Relations practice. In the future, I’ll write more about topics like content marketing, social media, market intelligence, market research, sales enablement, channel strategy and brand management.
As always, your comments and suggestions are vital.