What’s up this week in influencer relations? Here’s what I’ve been talking about offline when the conversation rolls around to, “So what’s up? Anything I need to know?” This week the gossip has centered around analyst blogs, HP and Dell. Feel free to add your nuggets. EDS = HP. HP retired the EDS brand this week. Time to update your … Read More
Sponsored analyst blogs and bloggers – matter of time
Many of us are ready to recognize social media as a standard subset of our B2B and B2C communications channels. Even the slow moving Fortune 500 is adopting public-facing blogs, according to SNCR. So it’s time to stop thinking about analyst-written blogs as a novelty and start thinking about them as part of standard analyst business practice. One of the … Read More
Analyst relations to influencer relations – the ‘Wallah’ principle
Seth Godin recently pointed out the benefit of focusing on just one thing — being a “wallah” — as opposed to trying to do a little bit of everything. Being a wallah means focusing on excelling in one particular area of business. That strikes a chord with me and the evolution I see for analyst relations within tech marketing. Today, … Read More
What’s another word for influencer?
There are several good reasons to replace the terms “influencer” and “influencer marketing” in the marketing vocabulary. What are the best  alternatives? I don’t know the answer, however I see signs of a backlash against misuse and abuse of these terms. What are the issues with the word influencer? To start, not everyone likes being branded as an influencer. As Evan … Read More
Analyst relations skills: building a checklist for wider influencer opportunities
Analyst relations is entering a time when the tech industry not only acknowledges – but celebrates – the rich diversity of decision-maker influencers. This shift to influencer marketing presents new opportunities for transforming AR programs and careers. Many of the skills that contribute to successful analyst relations translate smoothly to relations with other types of influencers.  And some skills do not. … Read More
Join me for Looking Ahead: The Future of AR
Where is analyst relations going? How is it changing? What are the implications for people and programs? What can you do about it? I’m delighted to announce that I’ll be leading a discussion on these points early next month with the Forrester Research Analyst Relations Council. It will be a lively exchange with practical and worthy ideas. Special thanks to Trisha Mirel … Read More
Farewell to Noreen Theede
A cherished analyst relations colleague, Noreen Theede, passed away recently. Her humor, intellect, focus and enthusiasm are well known among analysts and PR/AR pro’s working in the networks and telecom sector since the early 90s. I met Noreen during a whirlwind stint at Novell. We left the company around the same time. Shortly after, Noreen was the first person to … Read More
Updating analyst relations to support new research-focused influencers
The web has revolutionized the media and research businesses. Freely available and low-cost research is gaining stature as a viable alternative to higher-priced analyst research. Those who publish so-called “good enough†research are becoming trusted influencers in their own right. Plus, maturing web search services make it easier to find premium and sponsored research stored on the web in a … Read More
Ray Wang and Jon Collins voted Analyst of the Year
Personal congratulations to Ray Wang, formerly with Forrester Research, and Jon Collins, head of Freeform Dynamics for taking top honors as “Analyst of the Year” in a survey of analyst relations professionals. More at Tekrati.
What’s your definition of an industry analyst
It sounds so simple: tell me your definition of an industry analyst. In truth, coming up with a viable definition for the tech “industry analyst” is not such a simple exercise. Clear-cut distinctions between industry analysts and other types of influencers have been dissolving over the last few years. From 2006 to 2008, I helped the industry come to some … Read More