• 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

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    Investor relations head takes over AR at Tata

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    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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The Volume of Analyst Publishing and Quotes

In the “Metrics – Written Word Audits” section of the Online SageContentTM Library we recommended that AR establish a multi-faceted program to capture and analyze analyst opinions – in as near real-time as practical. This is easier said than done because the sheer volume of research and quotes being generated is growing as new forms of publishing opinion (e.g., blogs and Twitter) are added to the traditional methods. 

While browsing some research, it becomes quickly apparent that there is a huge range of research documents, not all of which need to be monitored by AR. Some research is teeming with opinions that could sway technology buyers, while other research merely provides simple product or market descriptions. Length does not correlate to volume of opinions; single page flashes can present more opinions on multiple vendors, multiple products, and markets than a 30-page report.

Blogs and Twitter add new complexity to Continue reading

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