• Recent Posts: Influencer Relations

    IDC overtakes HfS in 2017 global Analyst Firm Awards

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    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 […]

    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 […]

Who influences your enterprise customers’ and prospects’ technology purchasing decisions?

icon-social-media-blue.jpgThere is much speculation about the role of telecommunications and IT analysts in the enterprise tech purchasing decision, especially in the context of the rise of social media. There is also great angst among AR professionals about whether they need to start adding bloggers to their portfolio. Unfortunately there is more speculation than hard data in all of these discussions. So what should AR teams do? It’s simple: 

            Ask tech buyers, especially your customers, 
            about the role of influencers in purchasing.

As we have said multiple times in multiple ways, it is very important for AR teams to survey their customers on the role industry analysts and others (e.g., management consultants, press, bloggers and so on) play in providing information and advice for purchasing decisions. Alas, if it was only as easy to execute this suggestion as to say it. Well, there might be a way to get this information with relative little effort requiring only a modest investment.

The Analyst Strategy Group (ASG) is currently soliciting clients for the 2008 version of its IT buyers influence study. This study was last conducted in 2005 because results of the 2002, 2003 and 2003 studies were very consistent and it was felt that there was no need to conduct it so frequently. In the intervening time since the last study there has been an explosion of social media, especially blogs, as a source of information for tech buyers. As a consequence, it was decided to run the survey again with a significant emphasis on the role of social media. ASG is consulting with SageCircle on social media, so the right questions will be asked that will address this aspect of the influence game.

There will be two sources of tech buyer contacts. First, ASG will bring a database to the table. Second, clients will have the option of contributing their customer and prospect names to the database. For those that do, they will be able to get cuts of the data that looks at all results and then the subset that is their customers.

Participating in a multi-client study is significantly less expensive than the custom consulting projects I used to commission at my former employer. However, if you make an effort to provide ASG with a sufficiently large enough list of customers, then the results could be equal to what I got for my six figure projects.

If you are interested in participating in this study please contact Portia Langworthy at plangworthy@analyststrategy.com or 206-301-9691. Click here for the brochure and more information.

Bottom Line: Hard data about how your customers make purchasing decisions is very valuable as both inputs into your AR plans and as supporting evidence to management about their need for investment in AR.

Full Disclosure: The principals at ASG are former colleagues of Dave and Carter at SageCircle 1.0. Carter was a client of ASG’s measurement services and a sponsor of prior multi-client studies when he was the Corporate AR Director at a large vendor.

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