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
3. Engage & Influence
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….
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…
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…
AR Transformation, One Year On
I’m delighted to join my Analyst Observatory colleagues Robin Schaffer and Sarah Shamouelian for this year’s Analyst Relations Forum: “AR Transformation, One Year On”….
20 years on: Influencing the influencers
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…
Analyst influence strengthens through the buying cycle
One of the many transformations in analyst relations in recent years has been its growing integration into marketing communications. Sales and communications leaders are…
When analyst firms abuse briefings with egregious sales pitches
Here are four ways Analyst Relations people can stop analyst firm staff from selling in briefings. Can you think of any others? 1. Use…
Beth Torrie on Analyst Briefing Basics
Analysts told us what they want, let’s follow their guidance. Analysts take briefings from vendors so they can understand from the vendor’s perspective how…
2021 Analyst Firm Awards to be announced
The initial results have been processed from the Analyst Value Survey, and below is the schedule for the 2021 Analyst Firm Awards, which are…