Webinar: Owned AR outputs can accelerate sales

Cybersecurity AR specialist Pedro Domingues and I took an hour to chat about what we’ve learnt, from our AR clients and from our CCgroup’s marketing services practice about what AR can go to integrate matter into sales for business-to-business technology companies. CCgroup has posted the recording on its youtube site.

We start the discussion with two anchors. First, an example of our own success with a client. Second, equally empirical, is the framework that reflected experiences at Hewlett-Packard, and later reflected in work by Carter Lusher and Ralf Leinemann, who both led AR activities in that company.

Key to CCgroup’s approach is the insights into how analysts impact sales from the firm’s Catalyst surveys and insight reports, both of which reflect independent research into the audiences that matter to most to B2B tech sellers. The study shows that analyst, and analyst reports, drive both awareness and shortlisting in high-growth markets like cybersecurity, financial technology, and telecoms.

In the webinar we also illuminate how AR can accelerate the sales cycle by creating owned assets. As defined in the PESO model, owned AR content is the asset that you own. Typically it lives on your servers, and you have selected it for the message. You control how it’s shared. Because AR teams are the best people to scan comments by analysts, they are the best people to contrast, comment on, and criticize analysts on a fair use basis and to produce original content that summarizes analysts’ views without infringing on the analysts’ copyright uses.

Copyright protects work being copied and reproduced without the owner’s permission. To use material that is copyrighted, you must gain approval from the owner for the exact circumstances of use. To learn more check this course where Stefan teaches how to make money copywriting. Owned AR outputs need to be put into the other elements of the PESO mix, and are certainly the most neglected form of content for AR teams to address.

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As the head of CCgroup's analyst relations team, Chapple directs programs that increase the value of relationships with industry analysts and sourcing advisors.