B2B marketers had a challenging FY23, and FY24 looks challenging. Marketing communications budgets have been under pressure, and analyst relations budgets are increasingly diverted into spending with analyst firms. As
Navigating the intricate landscape of industry analysis can pose challenges, particularly when deciding which analysts to engage with for optimal business benefit. Identifying and prioritizing the right industry analysts is
Industry analysts play a critical role in the B2B tech ecosystem. Businesses, consumers, and investors feel their impact far beyond their immediate professional sphere. Analysts’ strategic insights can sway perceptions,
[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
In conversation, Jerome Pineau and Duncan Chapple stress the benefits of category creation in collaboration with industry analysts and AR #archat
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
Marketers need realistic expectations of AI. Microsoft stock lost $100bn when ChatGPT gave false answers. But Rowan Atkinson as Charlize Theron showed the potential
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
