• 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

Vendors, through reprints, help keep the analysts influential

There is an inherent contradiction in vendors saying the industry analysts are not relevant in the age of social media, while at the same time spending tens of thousands if not hundreds of thousands of dollars on research reprints like the Gartner Magic Quadrant or Forrester Wave. If the analysts are no longer influential – some vendor executives actually make that declarative of a statement – then why are their companies wasting the money spent on reprints? Reprints are not chump change as Gartner in its Q1 earnings call revealed that it makes about $7 million per year in reprint rights. Plus, our Google Alerts set up for the Gartner Magic Quadrant and the Forrester Wave come in every day – without exception – with multiple new hits on vendors bragging about their positions on one or more of these iconic research graphics. 

A small irony is that the vendors promoting analyst research in press releases, blog posts, Twitter tweets, reprints on websites, and quotes in sales presentations only help to reinforce the perception among enterprise technology products and services buyers that these analysts matter. To a certain extent, vendors are spending their money in order to do brand marketing for the analysts. Pretty good deal for the analyst firms, eh? Of course, the two biggest beneficiaries of this largess are Gartner and Forrester.

SageCircle has previously posted these discussions of analyst influence in age of social media:

SageCircle Technique:

  • Don’t fall into the trap of thinking that analysts will automatically lose influence
  • Educate executives that the rise of the blogosphere and other social media does not automatically doom the analysts
  • Track Forrester’s and Gartner’s quarterly earnings (the only two public companies) to understand the number of enterprise clients they have
  • Track analyst firms’ investments in social media to determine whether the firms are working to ensure they can leverage social media to grow their level of influence
  • Track changes in the analyst firms’ overall client bases to determine whether IT buyer-based influence is waxing or waning

Bottom Line: There is no guarantee that any particular analyst firm will “get it” when it comes to the Fog of Influence and take the steps necessary to maintain or increase its influence. However, it is not inevitable that analysts have to lose influence. AR teams and their colleagues in corporate communications as well as PR agencies need to continually monitor their markets to ensure that they have an objective view of the shifting influence landscape.

Question: AR Teams – Do you have executives that express skepticism about the influence of the analyst?  Analysts at major firms – Do you perceive that your firm is taking the steps necessary to maintain a high level of influence? Are you taking steps to maintain your personal brand and influence?

Do you have trouble convincing your executives about the influence of the analysts and the ROI of AR? SageCircle can help

SageCircle can provide you with the 3rd party perspective to reinforce what you are already telling your executives. Some of our services that can help in this situation include:

To find out more information about how SageCircle can help you take your AR program to the next level visit our website at www.sagecircle.com, email us at info [at] sagecircle dot com or call 503-636-1500.

Advertisements

2 Responses

  1. […] here: Vendors, through reprints, help keep the analysts influential Categories: Graphics Tags: flowing, Graphics, hits-on-vendors, new-hits, new-infographic, […]

Comments are closed.

%d bloggers like this: