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Duncan Chapple

Duncan Chapple

Duncan Chapple is the preeminent researcher worldwide studying the value of industry analysts and analyst relations. Chapple directs research projects and development workshops that increase the value generated by relationships with industry analysts and sourcing advisors. He recently completing a research degree at the University of Edinburgh, looking into industry analysts.

AR Classics, On Analyst Relations

AR Classics: Seven ways to drive analyst relations success

[Duncan Chapple and colleagues at Brodeur Worldwide prepared this advisory note for clients of Omnicom in 2002.] Despite the importance of technology market analysts…

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Category Creation is Key to Markets, Not Quadrants
3. Engage & Influence

Category Creation is Key to Markets, Not Quadrants

In conversation, Jerome Pineau and Duncan Chapple stress the benefits of category creation in collaboration with industry analysts and AR #archat

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How Brand Influences Enterprise Technology Buyers
4. Align, track & educate

How Brand Influences Enterprise Technology Buyers

Although many marketers feel that B2B professionals choose between technologies based on tangible functionality, CCgroup’s research has found that non-functional attributes heavily influence buyers…

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Blogs

Mr Bean, like Bing’s $100bn stumble with ChatGPT, shows AI’s risks & rewards

Marketers need realistic expectations of AI. Microsoft stock lost $100bn when ChatGPT gave false answers. But Rowan Atkinson as Charlize Theron showed the potential

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3. Engage & Influence

How analysts & Analyst Relations can drive growth in times of turmoil?

Technology markets are in turmoil, and industry analysts are a vital part of the fabric needed to prevent vendors from tearing the industry apart….

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Intangible, qualitative metrics combined with activity-based measures have historically rendered it difficult to demonstrate AR program value. On January 25, Jen Kaye Lapierre and I will explore new methods of AR measurement and visual dashboards that bring program impact to life and begin to quantity several intangible, qualitative measures of success.
2. Drive and Determine Goals

AR Measurement: Quantifying the intangibles to articulate AR program value

On January 25, Jen Kaye Lapierre and I will explore new methods of AR measurement and visual dashboards that bring program impact to life and begin to quantity several intangible, qualitative measures of success.

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ANALYST_EXPERIENCE_IMPACTS_ANALYST_ADVOCACY_Blog_Oct22
3. Engage & Influence

AR winners share 3 strategies: here’s 3 ways to catch up

The gap is widening between the most effective analyst relations programmes, at firms like Ericsson and AWS, and the ‘best practice’ firms that are…

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3. Engage & Influence

60% of B2B tech buyers discount paid content

Licensed content from niche analysts is a valuable marketing tool. However, the perception of top analyst firms is shifted through #analystrelations, not spending.Extensive effort is…

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3. Engage & Influence, Research

How to take a brand equity approach to analyst value

If you can’t value analyst relations ‘bottom-up’ (through sales tracking and win-loss analysis) then can it be done ‘top-down’ (using brand equity approaches)? There’s…

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Blogs

I’m hiring an AR programme manager

I’m hiring a programme manager at CCgroup – B2B Tech PR. This is a key role where project management and people skills are more important initially than analyst relations knowledge.

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Why B2B Marketing & Sales Should Care About Analyst Relations
5. Leverage Reputation, Webinars and Videos

Why B2B Marketing & Sales Should Care About Analyst Relations

B2B marketing leaders often have an ambivalent relationship with analyst relations. In some organisations, AR is a team sport: AR is a partnership with…

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Analyst Relations Forum
3. Engage & Influence

2021 Analyst Relations Forum: deck & takeaways

Analysts relations professionals are under new pressures. Many are questioning whether, and how, AR should try to transform its value to colleagues. Others feel…

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Copyright Duncan Chapple, MPRCA 2003-2023.
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