How do you know whether you’re looking at a traditional analyst relations program or one already adopting elements of influencer relations? Rely on simple, straightforward litmus tests to distinguish between the two. Try this one: Traditional AR programs focus on trend watchers at the analyst firms. AR programs moving towards influencer relations focus on trend watchers and trend makers.
What’s the corporate business value of AR?
Forrester Research’s Kevin Lucas raises a good question: what core corporate business value can your analyst relations program deliver? His point is that AR programs shouldn’t commit to delivering sales value unless there’s good reason to do so. As logical as that advice may sound, I don’t agree with it. Analyst relations programs can be designed to deliver on a … Read More
Blogs aren’t what they used to be
Duncan raises some good points about the evolution of blogs and microblogs (i.e. Twitter). Blogging is becoming the online publishing platform of choice in many industries, from politics to pharma. This has a couple of implications for influencer programs in 2009. Top of my list, is that 2009 should see the end of consternation over classifying influencers as “bloggers” or … Read More
Influencer marketing in the downturn
Economic conditions, cutbacks in marketing spending, and staff downsizing are top of mind with many of the tech marketers I’ve met over the last few weeks. One group that stands out as much more upbeat is the analyst relations community here in Silicon Valley. Many of the AR practitioners who gathered last week at an IIAR meeting told me that … Read More
Invite: Analyst relations meet-up in Palo Alto on Sept 25
Peggy O’Neill, vp of analyst relations at H&K, was in touch with an invitation to Silicon Valley AR professionals for a special meeting in Palo Alto this week. The purpose of the meeting is twofold: hold an industry dialogue with independent analysts, and gauge interest in launching a Silicon Valley chapter of IIAR (the UK-based Institute of Industry Analyst Relations). … Read More
Getting personal with influencers
Duncan points out a real world example using influencer marketing to create common ground and shared thinking among traditional marketing silos — PR, analyst relations, events, partner programs, et al. It’s easy to overlook the significance of this point. I’ve sat through many marketing department meetings where the only meaningful common ground was the catered lunch. Analyst relations can play … Read More
Efrem Mallach pens new analyst relations book
Dr. Efrem Mallach has released the 20th anniversary edition of his original and definitive guide to high tech industry analyst relations. His new book, “Win Them Over: A Survival Guide for Corporate Analyst Relations/Consultant Relations Programs” (ISBN-10: 090637801X, ISBN-13: 978-0906378014) is described and sold at Amazon. I’m inclined to think that it is even better than the original. However, I’m … Read More
Technobabble: The top 50 ICT industry analyst blogs
An independent ranking of the top 50 ICT industry analyst blogs shows the blogosphere to be a level playing field for analyst bloggers. The ranking was produced by Jonny Bentwood, who blogs as possible at Technobabble 2.0 and works by day as a PR consultant for Edelman. The top 50 blogs hail from one-man consultancies as well as multinationals. The … Read More
IIAR Forum presents Forrester Research
The May 2007 meeting of the Institute of Industry Analyst Relations (IIAR) Forum will feature Forrester Research. Guest speakers are David Metcalfe, a senior vice president at Forrester, and senior analyst Kevin Lucas. The meeting is open to current IIAR Forum members and a limited number of first-time guests. Seating is limited; RSVP to the IIAR secretary. The meeting will … Read More
Northern Light tool extracts meaning from market research reports
Northern Light today introduced MI Analyst(TM), an automated “meaning extraction” application designed specifically for market intelligence and market research. By combining free-text searching with advanced text analytics, MI Analyst speeds and improves a researcher’s ability to analyze reports from internal and external sources, identifying the strategy issues and suggesting the business implications of the analyzed content. MI Analyst adds value … Read More