• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

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?

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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