• Recent Posts: Influencer Relations

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

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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