It’s 20 years since I wrote Influencing the influencers, an insight note published by Brodeur which discussed analyst firms, their business model and the benefits of analyst relations. It’s a lovely phrase, which Brodeur often reused. I was delighted to see developed by Wire The Market in 2003. While my 2001 article focussed on the…
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…
Each month, Influencer Relations highlights one of the leading analysts in our industry. We ask one of our favorite analysts about their current work, past experiences and how to get the best out of them. ALAN PELZ-SHARPE BACKGROUND: I have been an industry analyst for 20 years and founded Deep Analysis 4 years ago. HOW…
Here are four ways Analyst Relations people can stop analyst firm staff from selling in briefings. Can you think of any others? 1. Use chat: Many online tools allow chat, and some allow you to message privately to the analysts. In your own words, explain the spokespeople isn’t a prospective client. Let’s get back to…
Arbitrage tactics can help your analyst relations team to profit from other people’s mistaken valuations. My research at the University of Edinburgh Business School shows vendors generally over-allocate their time in three ways. First, they overestimate both impact and scale of the major analyst firms (which employ half the analysts) and underestimate the others. Secondly,…
My June webinar will outline how Analyst Relations can accelerate the purchasing process and increase the number of leads for business-to-business technology providers. Sadly, analyst relations programs are typically disconnected from sales efforts and struggle to deliver value to business development functions. CCgroup – B2B Tech PR is incredibly commercially minded. We help clients, in…
HFS Research, Everest Group and KMPG’s performance were especially strong in the Analyst Firm Awards, which are sponsored by CCgroup.
Measurement is not only the deepest challenge in analyst relations but it’s also the biggest danger. 20th-century public relations measures, based on activity, remain dominant in the evaluation of analyst relations programmes. CCgroup is helping to shift the focus by tracking analysts’ perceptions and the value of their insight. However, many organizations struggle to quantify…