• Recent Posts: Influencer Relations

    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 […]

    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 […]

Vendor AR teams need to achieve balance between outbound and inbound interactions

One of the biggest mistakes that an analyst relations (AR) team can make when trying to influence an industry analyst is focusing too much on outbound communications (e.g., briefings) and not using inbound interactions (e.g., client inquiry) enough (click to enlarge graphic).

Analyst relations (AR) is typically interrupt-driven so it is easy to get caught up in responding to analyst requests and getting ready for the next briefing. Unfortunately, this leads to a situation where some of the most effective tools AR has are not taken out of the toolbox. To correct this problem, AR teams need to make it a priority to balance inbound and outbound interactions.

SageCircle suggests an interaction plan that creates a schedule based on internal and external triggers.  (We have details and a sample spreadsheet in the Online SageContent Library).  This allows you to easily review the balance of planned interactions for type, tier, and focus.  By creating this forward-looking plan you can better schedule your spokespeople, get ahead of critical briefing needs, and better utilize your contracted inquiries. 

SageCircle Technique:

  • Develop a strategy AR plan that includes targets for the mix of interactions
  • Create a planning calendar that lists out your Tier 1 analysts and planned interactions by month, balancing inbound and outbound
  • Capture all analyst interactions in your Analyst Relationship Management (ARM) application or other tool
  • Monthly review your previous three months of interactions to determine if you adhering to your mix targets
  • Adjust upcoming interaction types to adjust the balance of inbound and outbound

Bottom Line: One of the best ways to “get inside the head” of analysts is using client type interactions. Client interactions, especially inquiry, are also critical to impacting the top of the Analyst Hierarchy of Needs. By making the review of interaction mix a regular activity, AR teams can ensure they are using all the tools available to them.

Question: Do you have a ratio of inbound to outbound that you try to maintain? If so, what is your ratio? What process do you use to ensure that you are achieving your goals?

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One Response

  1. […] your emails along with other forms of communications to ensure you are maintaining the right mix of interactions (track using a commercial AR management tool like ARchitectTM or at least a homegrown […]

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