• 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 […]

Startups can create business value by focusing on industry analysts [Startup Saturday]

rocket-for-startups.jpgThere is great value for startups that sell to corporations or large governments to invest in analyst relations (AR). The analysts can: 

  • Bolster startups’ credibility by characterizing the startup as “viable” or an “up-and-comer”
  • Generate highly qualified leads by placing the startup on buyer short lists
  • Create marketplace exposure and visibility by quotes in the press
  • Illustrate new marketplace trends that validate the startup’s approach

Startups have reported an “explosion of white-hot leads” due to being placed on an analyst firm’s signature research graphic – strong proof that analyst relations’ value can be measured in actual revenues. 

Even if the analysts do not write about the startup, they can have the same effect by talking about the startup. Analysts deliver a significant portion of their research and recommendations – especially helping build short lists for buyers – via inquiries (i.e., telephone-based one-on-one conversations) with their end-user clients. In addition, analysts can raise a startup’s visibility by mentioning the firm during a speech or client teleconference. Therefore, it is important that the startup not measure the success of its AR effort merely by counting the number of times that it shows up in the analysts’ written research.
 
In this context, the interaction with the analysts is an extention of marketing and sales. There is also value for startups in using analysts in a client context to improve their decision making. That will be a subject of a different article.
 
Bottom Line: Because startups are short in the marketing budget department, leveraging the industry analysts’ role with technology buyers can be a cheap — in dollars — method to increasing visibility and leads.
 
Question:  For startups — Have you experienced an increase in awareness and/or leads because you were mentioned by an analyst verbally or in published research?

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One Response

  1. […] AR should be a significant investment for emerging companies and how analysts can play a role in building market awareness.  We offered techniques for introducing yourself to an analyst – so let’s be practical about […]

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