• Recent Posts: Influencer Relations

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

    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 […]

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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