• Recent Posts: Influencer Relations

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    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 […]

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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