The most effective way to rank the impact of influencers on sales is through market research. Too many firms rely on a combination of subjective judgements with Klout scores and, over the last decade, Impact Modelling has emerged as one of the strongest methods around. Our method involves a series of stages. We take your…
In tough economic times there’s no more business as usual. AR mamagers have done a lot of work to raise the visibility of the function but there’s still lots more work to do to close the loop and use social media catch up with the social media ‘gurus’. Here’s our tips: 1) Depending on the…
Most providers of technology services and solutions will find that a very small number of analysts will most of of the influence on their sales. Very often, we see that ten or fewer analysts at firms like Gartner, Forrester and the Datamonitor/Ovum group will hold 70% or 80% of the influence on sales. However, there’s…
“AR has a great opportunity” to close the social media loop, Jonny Bentwood told us this week. As the strategy guru at Edelman responsible for social media and analyst relations, he has a powerful insight into the discussion on AR’s future. “As influence becomes more important and traditional stakeholder models become less focussed, AR can…
The chart below illustrates the very uneven recovery from 2008’s decline in hiring of AR, IR and other marketing professionals. During 2009 and 2010 we have seen a modest growth in the proportion of vacancies asking for analyst relations skills, currently up 4%. ‘Along the corridor’, in public relations and investor relations, there was a…
There’s an interesting slideshare here from the recent Forrester discussion on how AR teams can be using social media. It’s not perfect, but useful. Take a look!
Imagine the conversation: “Great news! The CEO of our biggest client has agreed to give us an endorsement. What do we do next?”. Most companies are familiar with making the most of case studies. They step through the problem, the implimentation and the results. Case studies are powerful pieces of promotions writing, typically much shorter…
Andrew Parker, Forrester vice president and lead IT services & sourcing analyst in EMEA, passed away last Sunday after losing his battle with cancer. Many of Lighthouse’s clients have worked with Andrew for several years, and we found him a warm and generous man as well as an insightful analyst. Forrester’s Chistine Ferrusi has written…