• Recent Posts: Influencer Relations

    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 […]

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

Commenting on analyst blogs to build relationships with analysts on the cheap [Startup Saturday]

rocket-for-startups.jpgOne of the challenges for startups is how to build relationships with analysts when they do not have a services contract. Because many analyst firms put the analysts behind a paywall, startups cannot call up the analyst for an ad hoc conversation. Yes, one can do some relationship building via briefings and informal interactions at events, but not having client inquiry takes an important tool out of the AR tool box. Luckily, there is a new avenue for building relationships without requiring client status and that is commenting on the analysts’ blogs.

More and more analysts are writing blogs, either directly tied to their firm or as a personal branding tool. In addition, savvy analysts are using their blogs as idea development platforms to incorporate a broader community into their research work. This increased usage provides a huge opportunity for startups – and any AR team – to develop top-of-mind presence and a relationship. All bloggers appreciate good comments so a startup can leverage some of its unique market insights (see here and here) to contribute interesting content to their analysts’ blogs. The more the startup comments, the more aware the analyst will be and an online conversation can start that will spill out into the analog world without the need for a contract.  Don’t forget to mention if you have a blog as well.

Don’t stop with blogs, startups can also use other social media as well. Check to see if the analyst is on Twitter (see SageCircle’s Analyst Twitter Directory), Facebook and LinkedIn. If they are, then you can use each of those particular media in the appropriate manner to interact and deepen relationships with your analysts. However, do be careful that you do not step over the line and appear to be stalking.

SageCircle Technique:

  • Determine which of your top analyst have blogs (use a blog search tool, Tekrati’s Analyst Blog Directory or simply ask the analyst)
  • Add the analyst blog to your RSS
  • Review daily for opportunities to comment
  • Link to analyst blog entries from your own blog where appropriate
  • Interview your executives and domain experts for comment fodder even they will not comment directly
  • Check back to see if the analyst has commented on your comment to see if a response is appropriate

Bottom Line: Traditional analyst firms want to put their analysts in a walled garden. However, social media is starting to crumble the paywalls and smart startups can use this change in the market to build relationships with analysts until the startup can afford the services contracts that permit client inquiry.


Startups – Have you confirmed which of your tier 1 and tier 2 analysts have blogs? Do you regularly comment on relevant posts?

Analysts – At what point does a vendor step over the line from contributor to stalker? What advice would you offer startups on how to communicate with you via social media?

How SageCircle can Help: If you need advice about how to leverage social media to build awareness and relationships with analysts, check out SageCircle’s two-hour and five-hour advisory paks or Annual Advisory Service. The advisory paks are easy to setup and pay for via credit card. We can help you by:

  • Analyzing your analysts’ blogs and suggest content you could contribute via comment
  • Critiquing your comments before you post them
  • Suggesting tactics and providing best practices for using other forms of social media

For more information, visit our website or contact us at sales [at] sagecircle dot com or 650-274-8309.

3 Responses

  1. Carter – this is a very interesting topic – glad you brought it up.

    Blogs are great for open discussion forums. However, I would warn startups against using blogs for free sale-pitches. They are a forum for inputting intelligent commentary and insight. Blog-masters will quickly block comments on their blogs that are entirely self-serving, or add no value.

  2. Hi Phi, Thanks for the great comment. I tried to emphasize that startups or other AR teams contribute value-added content, but I did not say what they should not do — sometimes the most important part. >>grin<< Other topics not appropriate are:

    * Try to persuade the analyst to do a briefing outside of the normal process for the firm (if the analyst is impressed with the comments, she will ask for a briefing)

    * Leave non-value added comments like “Great post!”

    * Leave too many comments where it feels like stalking

    Other no-no’s within the context of analyst-specific blogs?

  3. I get literally hundreds of comments from people in places like China, Eastern Europe and India… and I have to spend time either editing the English (because it makes little sense) or deleting them because they simply make no sense at all. And these are often from vendor execs in top tier companies. AR should train their clients on how to post effectively. Bloggers LOVE plenty of comments, so please do not see this advice as a discouragement… more of a “please comment MORE, but ensure it is of value add”. Moreover, don’t be scared to disagree with the blogger if you think he/she is talking garbage… that’s part of blogging culture… intelligent debate.


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