• Recent Posts: Kea's research blog

    ‘Influencer relations’ is no longer the best term for B2B relationship marketing

    ‘Influencer relations’ is no longer the best term for B2B relationship marketingWhen our blog changed its name from Analyst Equity to Influencer Relations, we did so to reflect the two-fold role that analyst relations established in integrating communications: enabling relationships with similar business-to-business (B2B) influencers, sourcing advisors and consultants; and developing messages and materials that enable internal capacities like sales, marketing insight and marketing. Many B2B Read more about ‘Influencer relations’ is no longer the best term for B2B relationship marketing[…]

    AR Classics: Identifying and Measuring Impact and Influence

    AR Classics: Identifying and Measuring Impact and InfluenceHow can analysts in non-traditional, freemium, analyst firms prove their value, and how should analyst relations professionals respond to their growing impact? Until analysts start to track their impact in the fullest way, they will always be underestimated by suppliers in the high technology and telecommunications industries. Back in 2015, when this was posted, Edelman’s Read more about AR Classics: Identifying and Measuring Impact and Influence[…]

    Investor relations head takes over AR at Tata

    Investor relations head takes over AR at TataThe IIAR is discussing a big surprise: one of the big 3 IT services brands just put its analyst relations (AR) under the control of its head of investor relations (IR). It would be unimaginable in most firms, and perhaps Tata Consultancy Services (TCS) is one of the few firms that can do that well. Tata Sons’ Read more about Investor relations head takes over AR at Tata[…]

    Peter O’Neill joins Kea Company as Research Director

    Peter O’Neill joins Kea Company as Research DirectorLONDON. February 1st 2018 — Longtime industry analyst Peter O’Neill has been appointed Research Director by Kea Company, the world’s largest analyst relations (AR) consultancy. O’Neill was previous research director at Forrester Research, leading the firm’s services for analyst relations professionals as well as research for B2B Marketing professionals.   At Kea Company, O’Neill will Read more about Peter O’Neill joins Kea Company as Research Director[…]

    AR Classics: Barbara French on how to grab an Influential Analyst’s Attention

    AR Classics: Barbara French on how to grab an Influential Analyst’s AttentionBarbara French’s Grab an Influential Analyst’s Attention: 3 Secrets & 4 Tips helps companies to avoid some of the most common errors in analyst relations. We especially appreciated these points in the article. Marketers can use analysts and analyst research to add credibility to their businesses without ever having the analyst specifically endorse their company. Read more about AR Classics: Barbara French on how to grab an Influential Analyst’s Attention[…]
  • Advertisements

Time is running out for influencing Gartner’s Fall Symposia presentations

Logo - Symposium 2009Analysts creating presentations for the Fall Symposia series will need to submit their PowerPoint files to Editorial starting in late July or early August. So now is the time to make a last push to get your information and point-of-view across to your analysts.

It is important to remember that the push in July is focused on the physical presentation. There will be other activities required in late August to early October to influence the talking points used by the analysts during their speeches and 1-on-1s. See below to learn about staying top of mind at Symposium, which is the subject of August’s free AR Coffee Talk.

One of the trickier issues for AR to decide is how much information to provide in July under non-disclosure about major announcements planned for September or October. There is the obvious concern of leaks while presentations are a work in progress.  However, providing NDA information can subtly influence what is in the presentation or the approach the analyst takes to lay out market trends.  Just be clear about what is confidential and be up front about your concerns.  Analysts will appreciate the candor.

SageCircle Technique:

  • Immediately schedule inquiries with your top Gartner analysts to discuss
    • How their presentations are progressing
    • When the presentations are due to Editorial
    • What new opinions or changes from prior positions will likely be included
    • What type of customer stories, information, data or graphics does the analyst need that you might be able to help provide
  • Determine what you can realistically influence
  • Work with your extended AR team and domain experts to quickly develop written and graphical content to email to the analyst. Do not PDF, rather send in open Word, Excel or PowerPoint files so that it is easy for analyst to cut-and-paste into their presentations
  • Schedule briefings by domain experts and executives to fill in gaps in the analysts’ understanding
  • Schedule an inquiry for the week prior to scheduled Editorial submission to see if there are any last minute content gaps to fill

* SageCircle Advisory clients can schedule an inquiry to brainstorm how to approach the analysts about what is going into or being left out of the Symposia presentations.

Bottom Line: It is critical that analyst relations (AR) professionals work to have their points-of-view about topics that should be included in Symposium presentations. Unfortunately, time is running out.  It is imperative that AR teams act fast to contact analysts to start or continue the dialog.

Staying Top of Mind for Gartner Symposium – August AR Coffee Talk

Gartner analysts never script out every word or vendor mention that they use at Symposium.  Rather they develop the main ideas and then use examples and vendors that are top of mind while they are giving their speeches or doing 1-on-1s with IT buyers.  This ensures that the examples are fresh and timely.  As a consequence, it is important for AR professionals to make sure their companies, products, and customer stories are top of mind with the Gartnerians.

Join us to chat about what steps to take between now and Symposium, as well as once you are at Symposium, to ensure that you have top-of-mind presence.

August 4 at 8 AM Pacific – FreeClick here to register

August 13 at 10 AM Pacific – FreeClick here to register

AR Coffee Talks

Networking and chatting with peers is a great way to expand your knowledgebase. Unfortunately, we do not always have the time to go to a specific event. SageCircle’s free Coffee Talks are our way to facilitate the development of the AR profession. A strategist or guest speaker will take ten minutes or so to set up the topic and then it’s open discussion.

You supply the coffee, we’ll all supply the talk.

To see a calendar of future webinars, Coffee Talks, workshops and seminars, please visit the SageCircle Calendar.

Advertisements
%d bloggers like this: