• 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 […]

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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