• Recent Posts: Kea's research blog

    ‘Influencer relations’ is no longer the best term for B2B relationship marketing

    ‘Influencer relations’ is no longer the best term for B2B relationship marketingWhen our blog changed its name from Analyst Equity to Influencer Relations, we did so to reflect the two-fold role that analyst relations established in integrating communications: enabling relationships with similar business-to-business (B2B) influencers, sourcing advisors and consultants; and developing messages and materials that enable internal capacities like sales, marketing insight and marketing. Many B2B Read more about ‘Influencer relations’ is no longer the best term for B2B relationship marketing[…]

    AR Classics: Identifying and Measuring Impact and Influence

    AR Classics: Identifying and Measuring Impact and InfluenceHow can analysts in non-traditional, freemium, analyst firms prove their value, and how should analyst relations professionals respond to their growing impact? Until analysts start to track their impact in the fullest way, they will always be underestimated by suppliers in the high technology and telecommunications industries. Back in 2015, when this was posted, Edelman’s Read more about AR Classics: Identifying and Measuring Impact and Influence[…]

    Investor relations head takes over AR at Tata

    Investor relations head takes over AR at TataThe IIAR is discussing a big surprise: one of the big 3 IT services brands just put its analyst relations (AR) under the control of its head of investor relations (IR). It would be unimaginable in most firms, and perhaps Tata Consultancy Services (TCS) is one of the few firms that can do that well. Tata Sons’ Read more about Investor relations head takes over AR at Tata[…]

    Peter O’Neill joins Kea Company as Research Director

    Peter O’Neill joins Kea Company as Research DirectorLONDON. February 1st 2018 — Longtime industry analyst Peter O’Neill has been appointed Research Director by Kea Company, the world’s largest analyst relations (AR) consultancy. O’Neill was previous research director at Forrester Research, leading the firm’s services for analyst relations professionals as well as research for B2B Marketing professionals.   At Kea Company, O’Neill will Read more about Peter O’Neill joins Kea Company as Research Director[…]

    AR Classics: Barbara French on how to grab an Influential Analyst’s Attention

    AR Classics: Barbara French on how to grab an Influential Analyst’s AttentionBarbara French’s Grab an Influential Analyst’s Attention: 3 Secrets & 4 Tips helps companies to avoid some of the most common errors in analyst relations. We especially appreciated these points in the article. Marketers can use analysts and analyst research to add credibility to their businesses without ever having the analyst specifically endorse their company. Read more about AR Classics: Barbara French on how to grab an Influential Analyst’s Attention[…]
  • Advertisements

Tips from analysts about how to interact with them more effectively (new tips added 2/19/08)

(Editors Note:  Robin Bloor’s tips # 6-8, two by James Governor, two by Jeremiah Owyang and one by Charlene Li  added on 2/19/08)

I have been running across a number of interesting blog posts by analysts providing tips to the AR community. This is very useful information for AR professionals, both to improve their AR execution but also to get insights into one of their analysts. Here are the blog entries I have found so far (alphabetical order by firm):

Curt Monash, DBMS2, Monash Report, Strategic Messaging, Text Technologies

Charlene Li, Forrester

Jeremiah Owyang, Forrester

Dale Vile, Freeform Dynamics

Robin Bloor, Hurwitz and Associates & Bloor Research

 Henry Morris, IDC

Michael Cote, Redmonk

James Governor, Redmonk

John Toigo, Toigo Partners International

SageCircle Technique: AR professionals should ask analysts what are their preferences when it comes to interactions. AR teams should also closely monitor the blogs, if any, of their Tier 1 and 2 analysts to capture any insight into how the analysts like to be treated by vendors.

Bottom Line: For AR professionals, understanding what analysts like and don’t like can be a valuable piece of insight to make your interactions more productive. Remember, analysts are people and individuals, not some monolithic “analyst,” so treat them as individuals.

Questions:

AR managers – Have you seen other analyst posts or published research on what AR should be doing? If so, please share them with SageCircle to expand this list.

Analysts – Do you have pet peeves about how vendors interact with you? If so, please share them with SageCircle so that we can enhance the AR profession.

AR Managers – Let’s put the shoe on the other foot. Do you have pet peeves about how analysts interact with you? If so, please share them, even anonymously if that makes you more comfortable.

How SageCircle can Help: SageCircle can help AR teams elevate their programs to best-in-class status through training and advisory. Please contact us at info [at] sagecircle dot com or 650-274-8309 for more information.

Interested in an analyst relations checkup?  Want to know how you stack up against best-in-class AR best practices? Request a free SageCircle AR Diagnostic.  Give us a half hour of your time, answer some questions, then we provide you with a concise analysis of your program.

Advertisements

6 Responses

  1. Excellent post, Carter. And thanks to all the others for the insight.

    I’m glad Robin Bloor thinks that I, as a media relations/PR expert, can occasionally fill in and do the job of an AR professional (“How To Deal With Analysts: #2 AR or PR?”). But wait, I best not spam them with the new sales office opening press release 😉

    That said, I absolutely agree that the role of an analyst to his/her constituents is markedly different than that of a journalist’s remit. Especially in today’s media world – all about entertainment, sound bites, personalities rather than bits and bytes, conflict, etc.

    That said, the approach will differ, but the outcome/goal remains the same whether analyst relations or media relations – to foster and maintain a strong working relationships. And if we, AR and media relations, fail to understand how to approach either audience, we should simply change careers. We’re doing a disservice to our client/company.

  2. […] Tips from analysts about how to interact with them more effecSagetively (new tips added 2/19/08) […]

  3. […] Tips from analysts about how to interact with them more effectively […]

  4. These are great tips!..I will always keep them in mind..^^..

  5. […] an agenda for yourself that includes information that they will find interesting, exciting, and relevant to their work.  Keep the content simple and to the point.  You want this first meeting to be a dialog and to […]

  6. […] a good new trend, analysts are putting up explicit “How to pitch me” notes. (Carter Lusher has links to some of them.) Here’s […]

Comments are closed.

%d bloggers like this: