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 and purchase influencers. Even oh-so-rational industry

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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

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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 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.

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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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Guest post: How Ericsson and AWS raised the bar for Analyst Relations.

The Analyst Relations Forum, sponsored by CCgroup, is delighted to invite you to the 2022 SageCircle Awards celebrating analyst relations excellence on 29th September, 16:00-17:00 UK time. In recent years, new standards for

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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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