MarketingSherpa interviewed me on building analyst relationships and leveraging industry analysts in marketing programs. Registration required
A Creative Thinking Exercise for AR Managers
Certain analyst relations “best practices” are living on borrowed time. They are out of sync with the structures of expertise within the analyst community. They are also out of sync with the dynamics of analyst influence among high tech users. Following is a simple exercise in creative thinking that can help you start breaking free of handed-down AR behaviors, practices … Read More
Analyst Weblogs and AR Best Practices
A few industry analysts are experimenting with weblogs, or “blogging”, as an additional, more informal or more immediate vehicle for expression. For analyst relations managers, the greatest value of these first-generation analyst blogs is not in delivering influence or mentions for their employer. The value is in providing candid insights into analysts as normal, socially connected human beings. AR Benefits … Read More
Tekrati FAQ: Working with an Analyst Relations Consultant
Industry analyst relations consultants help vendors build, maintain and leverage industry analyst relationships. This Tekrati FAQ introduces the basics of working with an industry analyst relations consultant. It focuses exclusively on high tech industry analysts. Download this Tekrati Tip (PDF): Tekrati FAQ: Working with an Analyst Relations Consultant Reprinted from Tekrati
Briefing Industry Analysts: Venues and Planning Tips
Most industry analysts prefer to take vendor briefings by telephone. This places particular importance on face-to-face time, including why, when, and how well vendors use the in-person briefing venues. This Tekrati tip highlights six outbound briefing venues: Onsite briefings Executive briefings Trade show briefings and meetings Corporate “analyst day” briefings Drill-down or themed “analyst day” briefings Analyst-sponsored events Download the … Read More
Crafting an Internal Mission Statement for an Analyst Relations Department or Program
A good starting place is setting objectives for length and simplicity. Use these four guidelines before thinking about specific words or content: Aim for a concise AR mission statement. Set a maximum limit before you start. Keep the mission statement buzzword-free. You are writing a statement reflecting your role in the company that every employee in the company can understand. … Read More
Anatomy of Effective Analyst Relations Newsletters
Industry analysts are not your typical audience. Take a quick tour of the body parts and vital signs of an effective analyst relations newsletter program. DNA: Real Audience Know your audience. An analyst newsletter is not a mass communications vehicle; it’s a newsletter for a finite, influential audience. Treat them like the staunch individualists they are. Identify 3 to 5 … Read More
Analyze This: 5 Myths About Analyst Briefings
Ready to rally the troops for analyst briefings? Don’t operate that briefing apparatus under the influence of the 5 Myths About Analyst Briefings. Myth 1. “Analyst briefings are part of a press relations strategy.” Reality: Analyst briefings are integral to market intelligence, visibility and validation, and are part of ongoing industry relations. Many industry and business publications require at least … Read More
Better Ideas on Leveraging Industry Analysts
Whether you spend hundreds or thousands on industry analyst research, these 10 tactics can enhance your ROI and tech acumen. 1. Enrich Decision Processes The true test of an analyst service is its value in the decision process. Throughout your decision process, create formal and informal points for reality checks with qualified analysts. Begin with upstream decisions on emerging trends, … Read More