Is your email to industry analysts value-add or spam?

Forrester analyst and best-selling business book Groundswell co-author Josh Bernoff (blog, Twitter handle, bio) has an interesting little critique of the emails he receives in Three quarters of the PR email I receive is irrelevant. Why? Josh tweeted me that this post applied just as much to analyst relations (AR) professionals as PR.

You should take a moment to read his post and do a quck review to see if you are you guilty of any of Josh’s offenses.

SageCircle’s Analyst Hierarchy of NeedsAs we pointed out in the “Analyst Hierarchy of Needs”, the analysts do appreciate outreach by AR teams. However, they want more than simple, generic outreach. They want “Personalized Outreach.” In our interviews with analysts the common refrain is “Just send me information about stuff I care about.” Once your AR program is proficient at providing analysts the basic information they need, your program should work to begin personalizing content based on the specific coverage, speaking calendar, and editorial calendar of individual analysts.  Targeted information supporting issues they are concerned about is highly prized by the analysts and can raise your AR program’s visibility significantly.  However, analysts who receive too much generic content will stop looking and miss your personalized information.  

Another point to be aware of when applying the Hierarchy of Needs to your analyst email distribution is emphasis changes depending on the analyst’s status. A Sage analyst will be significantly less tolerant of generic emails than a Novice analyst, who might appreciate the basic information (see Know your analyst – Novice, Luminary or Sage).

The situation differs when you are Continue reading

Tool for Sales – The Prospect Profile Form

icon-dollar-euro.jpgThe analysts possess a wealth of information that can help vendor sales organizations better understand their prospects. The question is how to get the information from the analysts. SageCircle has put together a simple process and checklist that AR can use to conduct a structured inquiry with key analysts to collect and organize important information about your prospects. The process is simple. Schedule an inquiry with one or two of your Tier 1 analysts (with whom you have Inquiry privileges). Use the questions on the Prospect Profile checklist to gather information from the analyst and enter the responses into the form. After finishing the inquiry, complete the form and forward it to sales.

There are two main categories of input that you are looking for: “Analyst’s Perceptions about the Prospect or its Peer Group” and “Analyst’s Perceptions about Your Differentiation in this Situation.” Within each main category there are sub questions like market, prospect and business challenges. 

Besides obtaining valuable information and insights for your sales teams, using this technique is also a great way to improve your relationships with key analysts. As we mentioned Continue reading

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