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. Many vendors are decelerating sales and

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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 carefully aligning with the majority of

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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 needed to win advocacy from the

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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 no question about which of these

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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 that AR has not yet exhausted

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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”. This time last year, the three

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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 benefits of analyst relations. It’s a

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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 now looking at AR from a

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