On any day an IT and telecommunications industry analyst has the opportunity to verbally mention your company or products via micro-blogging and conversations or inquiries with a number of your key constituencies – customers, prospects, press, current and prospective partners, financial analysts, current and prospective employees – impacting their perception of your company.
Also on any given day, an industry analyst could be working on a formal piece of research – whether a research paper, blog post, or conference presentation – that could have a shelf life of months or years.
A critical fact is that in many cases vendors and their products that are used as positive examples of some topic or trend are not pulled from a carefully considered list, but just which ever vendor was top-of-mind at that particular moment. This reality puts a real premium on analyst relations (AR) teams maintaining a steady stream of touches with their key analysts.
- Develop an AR plan that schedules regular touches with key analysts
- Use a mix of interactions and topics to ensure that the analysts will find the touches interesting
- Emphasize the use of client inquiry where available
- Informally track analysts’ interactions with your competitors. For example, analysts on Twitter frequently mention upcoming vendor briefings and events
- Periodically review your interactions database to ensure that an analyst has not accidently fallen between the cracks, easy to do if you have an Analyst Relationship Management (ARM) tool
Bottom Line: Maintaining top-of-mind presence is key to leveraging the analysts’ influence to drive revenue growth. An analyst mentioning your company in a positive light almost acts as an implied endorsement. While difficult to measure it can have a profound effect on sales deals and market perception.
Question: AR teams – Do you have formal or informal standards for how often you need to touch your key analysts?