AR Classics is our collection of widely-read analyst relations articles which continue to be popular years after their publication.
In 2009, as the global financial crisis reshaped business priorities, Marius Jost sat down with Duncan Chapple to discuss major shifts in the IT research industry. Their podcast captured three emerging trends that would define the next decade: growing demand for targeted research despite budget constraints, the rise of freemium business models, and the impact…
[Duncan Chapple and colleagues at Brodeur Worldwide prepared this advisory note for clients of Omnicom in 2002.] Despite the importance of technology market analysts in communicating vision, direction, and capability to the market, many companies don’t bother to pursue relationships with them. Of the ones that do, there are many whose outreach is half-hearted, shoddy…
Telling the truth: analysts tell operators and vendors what needs to be said rather than what is popular
Gideon Gartner’s website has been toppled by PHP problems, so I’m reposting one of the articles I’ve spent the most time reviewing while writing my PhD. In it, the Gartner, Inc, founder explains the role of the firm’s guiding theory in developing its approach to sales and pricing. Around 1986 I was still working to…
Although analyst relations is now a major element of tech marketing, many spokespeople mis-step in analyst briefings. Gartner’s research shows that the average high tech solutions provider is now spending 11% of its revenue on marketing. IDC’s technology marketing tracker shows that around 3% of that marketing spend goes on media relations, and 1.5% on analyst…
Since managing analyst relations for clients like Microsoft, Motorola and Kodak at CCgroup, Amjad Khan’s led AR in-house at Global Crossing and Amdocs and worked with the full range of analyst firms. In this article, Amjad made an early assessment of the new analyst firms which appeared eight to ten years ago. Navigating the new…
How can analysts in non-traditional, freemium, analyst firms prove their value, and how should analyst relations professionals respond to their growing impact? Until analysts start to track their impact in the fullest way, they will always be underestimated by suppliers in the high technology and telecommunications industries. Back in 2015, when this was posted, Edelman’s…
Barbara French’s Grab an Influential Analyst’s Attention: 3 Secrets & 4 Tips helps companies to avoid some of the most common errors in analyst relations. We especially appreciated these points in the article. Marketers can use analysts and analyst research to add credibility to their businesses without ever having the analyst specifically endorse their company….