• 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 […]

Now that is not the way to exploit an expensive Magic Quadrant reprint

socialtext-open-link-to-a-gartner-mq.jpgI accidently came across an unsecured link to a PDF of Gartner’s Magic Quadrant for Team Collaboration and Social Software, 2007 courtesy of (vendor). This was a nice little treat because I was about ready to chat with one of (vendor)’s competitors and it good to see what Gartner had to say.

For (vendor), it is a classic mistake to not require someone who wants a copy to register so that the company can capture the potential prospect’s contact information for later use. Furthermore, Socialtext could be giving their competitors’ a free ride off their expensive reprint, because companies who do not purchase a reprint can have their sales teams simply point prospects to that link, which only displays the PDF. Oh, and if you go to (vendor)’s website the link to the MQ takes you a blank Flickr page.

BTW, the above link might be available for long as I notified (vendor) that they should take it down.

SageCircle Technique: Communications and tech vendors who license analyst research for marketing purposes should:

  • Keep the link to the PDF secure
  • Require people to register to get a copy
  • Surround the link to the reprint with marketing content that exploits the analyst’s commentary

In addition to protecting their own reprints, vendors should also be searching for reprints by their competitors whenever a major piece of analyst research is published.

Bottom Line: Vendors should not license expensive analyst research and not treat it as a valuable asset.

Question: Vendors – Have you ever used another company’s research reprint to your advantage?
 
How SageCircle Can Help – SageCircle can help vendor marketing teams develop an effective program to leverage analyst reprints. This includes how to equip the sales teams with the training and tools to exploit positive commentary. Call 650-274-8309 or e-mail info (at) sagecircle dot com for more information.

2 Responses

  1. The Gartner PDF are often hosted on gartner.com. They’re easy to find with Google: quote the file reference and the command filetype:pdf

  2. Interesting. I’ll have to try that. Thanks for the tip!

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