[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…
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 analysts use information that is at least a quarter non-functional and sometimes as much as half. Companies significantly benefit by communicating non-functional attributes, including brand,…
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 marketing more aggressively than their customers are decelerating purchasing. That produces a huge competitive advantage for analyst firms who can help service providers and vendors…
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.
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 AR teams rather than engaging in next practice. So you don’t need to read the long post about this, I’ve summarised the key trends in…
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 most influential analyst firms. As a workaround, most mid-market solution providers buy content from niche analyst firms to accelerate leads through the sales pipeline.There are…