• Recent Posts: Influencer Relations

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

What to do when you only have a few dollars for AR

rocket-for-startups.jpgThere are many IT vendors that are either launching or reinvigorating their AR program for the IT industry analysts (e.g., Gartner, Ovum and Yankee Group). It is typical for nascent AR programs to have a small budget to work with. This heightens the importance of spending decisions because when there is little money the margin for error shrinks considerably. 

The first priority for AR managers is that they demonstrate effectiveness early to get more support for AR. This requires a ruthless focus on the key success factors and how money spent can help achieve those factors. While there are many reasons why IT vendors invest* in AR, more often than not the initial reason is to obtain increased visibility with the analysts talking to their prospects. This post focuses on that premise.

First, spend your money with the right analysts. There are three primary types of analysts: end-user advisory, market research, and white paper for hire. It is the end-user advisory firms that have the hundreds of thousands of personal interactions with IT buyers every year. Thus, dollars spent with those analyst firms will have the biggest payback by obtaining relationship-building tools. Advisory firm contracts provide the ability to do inquiries on a frequent basis, which are invaluable for gaining insights into the analysts’ thought processes and research agenda, getting “top of mind” presence, doing spoken word audits, and developing a personal relationship. These types of activities will greatly enhance an IT vendor’s visibility with their primary analysts leading to analysts being more comfortable recommending the vendor to their clients.

Market research firms are less important because their clients are vendors and financial firms. The exception is when the market researchers are affiliated with an end-user advisory firm (e.g., Dataquest and Gartner) where a well-crafted and keenly executed “market driver” study can be used to influence the advisory analysts. In this case, the AR program might be able to leverage their company’s research/competitive intelligence’s market research budget for this project.

White paper for hire firms should NOT get any of your meager AR budget. These analysts’ primary clients are vendors’ marketing and Continue reading

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