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…
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
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…
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
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….
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.
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…
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…
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…
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.
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…
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…