• Recent Posts: Influencer Relations

    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 […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

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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