• 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[…]
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We received the first submissions to the “Vendor Analyst Events” calendar

Tip o’ the hat to Rachel for her tip about the Avaya Analyst Conference. Another tip o’ the hat to Shelley for the tip about Iron Mountain’ analyst event. A double tip o’ of the hat to Daniel for the two-fer tip about Deloitte’s Americas and EMEA AR Summits.

Remember, there is no charge to have your event listed. The goal of the calendar is to help vendors avoid  splitting analyst attendance at analyst summits or conferences, which can occur if vendor events are scheduled too close together. As Shelley said:

“The AR event calendar is a great idea and I hope all of ‘us vendors’ will share that info with you.”

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Harvest insights by having topic discussion tables at analyst summits

Most large analyst summits (aka as analyst conferences or days) are organized the same way: main tent presentations, breakout sessions, 1-on-1s, demos and booze-and-schmooze receptions/dinners. Breakfasts and lunches are typically organized by putting an executive at a table so that analysts can ask questions. Here is an idea for a new approach: topic discussion tables.

This is not a brilliant new idea, but a variation of the IT manager-centric “birds of the feather” tables at many analyst conferences. In this idea, the analysts are not invited to ask executives questions but to discuss amongst themselves an idea or issue (e.g., how rising energy costs will impact a particular market, how the vendor can expand globally beyond BRIC, or exploiting FireFox instead of being Internet Explorer centric). The vendor domain experts or executives are participants in the discussion and are asking questions instead of being the center of attention and answering questions.

Analysts from Gartner and Forrester will likely object or not want to participate in these sessions because they will not want to share their insights or data in front of competitors. That is ok because Continue reading