In today’s competitive technology market, IT industry analysts have become increasingly important opinion leaders, with influence over a range of user purchasing decisions as well as helping shape sales and marketing strategies for vendors and channel players. Building mindshare and momentum with these influencers is not just a matter of luck; it requires knowledge, insight and understanding. To help you achieve this, Lighthouse Analyst Relations runs an annual Singapore training course – two full-day workshops on the last Wednesday and Thursday of May. The event has run each year since 2005, and takes place at Centennial Tower.
Day one: Influencing Industry Analysts Workshop
This is a comprehensive one-day workshop which will address all of the key issues involved in building a successful analyst relations program for the Asia/Pacific region.
Topics covered include:
- The IT industry analyst landscape
- Types of analyst firms
- Analyst characteristics
- How do analysts influence markets?
- How do they impact sales?
- How to engage with analysts?
- Developing an effective AR program
- Strategy development
- Targetting & activities
- How to engage their interest
Who should attend
- IT marketers who spend all or some of their time focused on IT analysts
- Marketing managers seeking to develop or enhance their AR program
- Competitive specialists seeking to build a two-way relationship
The Speakers
Duncan Chapple is a principal with Lighthouse Analyst Relations. In the 1990s he was an analyst with Ovum. Since 2000, he has lead analyst relations , targetting and measurement programs for most of the world’s leading technology brands.
Efrem Mallach PhD is a principal with Lighthouse Analyst Relations. Based in Boston, he co-founded the Kensington Group in 1992 and has recently updated his book, Win Them Over: A Survival Guide for Corporate Analyst/Consultant Relations Programs.
Many companies understand why AR is important; but very few are able to allocate their effort effectively, to meet analysts’ information needs or to use analyst relations tools effectively. To help your firm grow its profitability through analyst relations, Lighthouse Analyst Relations offers Building Analyst Relations Momentum in May and June each year.
Click here to register for the “Influencing Industry Analysts Workshop”.
Day two: Building Analyst Relations Momentum
Unlike introductory classes that introduce marketing and communications professionals to the technology analyst landscape, Building Analyst Relations Momentum is a unique one-day seminar for experienced analyst relations professionals. The workshop contains insight from our global AR experts on how stronger project methodologies and decision-making can help your company to develop deeper relationships, faster, with the analysts who influence your clients.
Topics covered include:
- What makes analysts recommend firms to buyers?
- What the research shows
- Which methods should you use more, or less
- Leveraging analysts to develop strategy, reputation and profitability
- Developing AR momentum and operational excellence
- Analyst summits and conferences
- Measuring your AR program
Who should attend
- Technology marketers who spend all or most of their time focused on analysts
- Senior marketing managers responsible for developing AR performance
- Experienced Vendor Relations managers from industry analyst houses
- Alumni of foundation courses in industry analyst relations
The Speaker
Efrem Mallach PhD is a principal with Lighthouse Analyst Relations. Based in Boston, he co-founded the Kensington Group in 1992 and has recently updated his book, Win Them Over: A Survival Guide for Corporate Analyst/Consultant Relations Programs.
Click here to register for the “Building Analyst Relations Momentum Workshop”
For more details, please contact EASTWEST Public Relations at:
 | Khairunnisa Bte Ahmad DID: +65 6429 0310 nisa@eastwestpr.com | Janani Jayasundar DID: +65 6429 0302 janani@eastwestpr.com |
