• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

Gartner’s Cool Vendor annual research note set [Startup Saturday]

rocket-for-startups.jpgOften startups with interesting new technologies feel like there are no IT analysts that want to cover them. For example, they are usually excluded from signature deliverables like Forrester Waves and Gartner Magic Quadrants since they often don’t fit neatly into an existing market. Rather than give up, startups should consider targeting Gartner’s annual “Cool Vendors” research note series.
 
The “Cool Vendors” series was launched in 2004 with 17 market categories. By 2007, the Gartnerians had expanded that to 36 markets with well over 130 vendors covered. Googling “gartner cool vendors” (without quotes) will return nearly 100k hits. If you are not a Gartner client, some of those hits will have research notes available for download for free because a company listed in the research note decided to get reprint rights for marketing purposes. You will also see many, many press releases by the vendors listed in a “Cool Vendors” research note.
 
The series is typically released in March, which means work on the notes likely starts in January. So now is the time to start planning a campaign to get included in one of those notes.
 
SageCircle Technique: If you are a Gartner client (or your PR firm or VC backers if they have a seat, even if you cannot participate directly in the inquiry), schedule a client inquiry with an appropriate analyst. The analysts could be someone you normally brief. Or, you could try GVP and Chief Gartner Fellow Daryl Plummer who co-wrote the series overview research note in 2007 and might know what markets are being targeted in 2008. Ask the analyst if there is going to be a Cool Vendor note covering your market and what you can do to maximize your chance of being included.  If the answer is promising then put together a formal campaign that combines briefings, client inquiries, customer stories (even beta customers) and maybe even an analyst consulting day to provide the analyst(s) with the information and insights needed to make including your company as a “Cool Vendor” a simple decision.
 
If you do not have access to a Gartner Advisor seat, then create a legitimate reason to brief the appropriate Gartner analyst (not Daryl Plummer this time). Then during the briefing, inquire about the Cool Vendor series. Again, if the answer is promising, work to schedule a series of highly targeted briefings to demonstrate your worthiness for inclusion.
 
Bottom Line: The business value of being included in the Cool Vendors series goes from implied validation to marketing to public relations to lead generation. While there is no guarantee that you can get included on a Cool Vendors research note, the value is such that not even trying seems a missed opportunity.
 
Question: Has your company been included in a Cool Vendors research note? What, if any, value did you realize from the placement?

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One Response

  1. […] needing broader exposure to get some beta customers and startups hoping to get exposure in one of Gartner’s Cool Vendors research notes.    Because startups have some unique analyst relations issues, we will be posting some articles […]

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