• 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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Are you checking for the year-end prediction research notes?

Well, it’s that time of the year when thoughts turn to holiday parties, mistletoe and… the annual deluge of analyst predictions for the coming year. For example, the rollout of Gartner Predicts research notes started in November with 44 published so far. Another example is IDC starting its series of industry Top 10 Predictions webinars and reports. There are many more examples from single practitioners to major firms. 

Many in the vendor community dismiss the annual flurry of predictions because they perceive them to be fluff with extremely short shelf lives. It is also easy to miss these annual notes if you have alerts keyed to your company name because companies are not often mentioned in the notes. However, your sales people can be blindsided by one of these notes if the analyst denigrates your market, even if your company is not directly mentioned. Don’t be surprised if the content of a prediction appears to be a little wild-eyed and out of character for your favorite sober-sided analyst – they are encouraged to write in an edgy style in order to be entertaining and perhaps get press attention.

Don’t forget to check the firms’ press releases as well, because they can differ from the original prediction. For example, a Gartner prediction in Continue reading

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