• 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 […]

Portland’s tech startup community – Startupalooza [Startup Saturday]

rocket-for-startups.jpgLast Saturday I attended one of the events coordinated by Portland’s vibrant startup tech community and encountered entrepreneurs, executives, bloggers, analysts, and consultants.  Startupalooza (link) is one of the various ways that social media is helping to bring people together.  Organized through the web this event had capped the attendance at 200 people due to space limitations, but had an additional 67 people on the waiting list.  Its goal was to provide a live networking opportunity as well as a forum for presenting ideas.  Many of the attendees had their twitter addresses on their name badges.

Among the presenters were executives from Jive Software to explain their successful startup process.  They understand the influence of the analysts and have dedicated resources to an AR program.  You will note that we blogged about Sam Lawrence’sAnalyst Report card” which certainly raised their visibility.

You can link to the descriptions of the various presentations, but I would like to point out an example of one that could significantly benefit from more analyst exposure.

 I want Sandy is a personal email assistant that reminds you of tasks, appointments, and concepts you wanted to recall.  It integrates with Outlook, sends you a morning digest, and maintains reminders by whatever email methods you use including your phone or blackberry.  Their service is free to individuals with a business model aiming toward corporate use.  A strong connection with the right analysts could promote its use in the large corporations as they consult with those analysts about email upgrades.  As a small startup they don’t have the resources to conduct a full AR program, but analysts have a significant influence in the implementation process of IT for large companies.  Some well placed connections would have impact on future revenues.

Remember, you do not have to be a client to brief the analysts and information is your best currency.  If you can create buzz about new concepts and get the discussion going you have a chance at category creation. Also, don’t forget that there are “bite sized” AR services available to help startups with entry level analyst outreach.

SageCircle Technique

  • As always, determine the best analyst list based on rank and tier in your marketplace
  • Focus on analysts that are seeking new technology or cool innovations
  • Determine the related analysts that use social media, especially blogs
  • Arrange briefings and then conduct them using web technologies
  • Attempt to meet analysts at their conferences and social events

 Bottom Line: SageCircle research continues to show that analysts have a significant influence on the IT buyer decisions.  Startups hoping to enter new spaces will need to create awareness with appropriate analysts so that they may be considered for future corporate purchases.

 Question:

 Startups – What attempts have you made to brief the analysts? What results have you found?

 Analysts -What advice would you offer startups on how to communicate with you to provide a briefing?

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

  • Reviewing your briefing plans and presentations
  • Suggesting analyst lists
  • 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.

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