• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

Is your email to industry analysts value-add or spam?

Forrester analyst and best-selling business book Groundswell co-author Josh Bernoff (blog, Twitter handle, bio) has an interesting little critique of the emails he receives in Three quarters of the PR email I receive is irrelevant. Why? Josh tweeted me that this post applied just as much to analyst relations (AR) professionals as PR.

You should take a moment to read his post and do a quck review to see if you are you guilty of any of Josh’s offenses.

SageCircle’s Analyst Hierarchy of NeedsAs we pointed out in the “Analyst Hierarchy of Needs”, the analysts do appreciate outreach by AR teams. However, they want more than simple, generic outreach. They want “Personalized Outreach.” In our interviews with analysts the common refrain is “Just send me information about stuff I care about.” Once your AR program is proficient at providing analysts the basic information they need, your program should work to begin personalizing content based on the specific coverage, speaking calendar, and editorial calendar of individual analysts.  Targeted information supporting issues they are concerned about is highly prized by the analysts and can raise your AR program’s visibility significantly.  However, analysts who receive too much generic content will stop looking and miss your personalized information.  

Another point to be aware of when applying the Hierarchy of Needs to your analyst email distribution is emphasis changes depending on the analyst’s status. A Sage analyst will be significantly less tolerant of generic emails than a Novice analyst, who might appreciate the basic information (see Know your analyst – Novice, Luminary or Sage).

The situation differs when you are Continue reading