Archive | AR Best practices

IIAR Munich Beer Garden Event – Join us on July 27 for the next IIAR German chapter Stammtisch!

The IIAR German Chapter invites to the next IIAR Munich Summer Event. This year, we will be settling in to a centrally located beer garden in Munich. We’re looking forwards to a great summer night of networking while enjoying a Maß beer together and exchanging news and insights into the world of AR and analysts, in a relaxed Environment.

Join us for the next IIAR German Chapter Summer Event on

Tuesday, July 27, 2017, from 7pm CET Continue Reading →

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IIAR Webinar with ARInsights: How to Manage an AR Event

Events create a lot of stress for AR teams, often stretching them to a creaking point. They account for an large proportion of the overall AR budget, their organisation consumes the team and put great demands on executive time.  Nothing can go wrong, and no detail can be overlooked.  AR teams are tasked with creating personalided analyst and executive agendas that can have no conflicts, while making sure that analysts and executives are left with no idle time.
In this webinar, Crystal Golightly (LinkedIn, @crysgolightly) / ARInsights will share best practices how to take the stress out of organising analyst events gathered by working with clients such as Oracle, Cognizant, Infor and many others.

This session will be moderated by Ludovic Leforestier (LinkedIn, @lludovic), IIAR Board Member and Global Influencer Director at Criteo. Continue Reading →

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IIAR London Forum: Best Practice followed by NelsonHall: Getting the Message Out in a Post-Truth World

As 2017 is shaping up to be a Tectonic Year when it comes to Analyst Relations the IIAR will be holding a London Forum on April 27th and on the evergreen topic of AR Best Practice, IIAR members are invited to share and debate best practice relating to Analyst Relations, Ludovic Leforestier (LinkedIn@lludovic), will moderate the session. This will be followed by a NelsonHall Session on Getting the Message Out in a Post-Truth World, presented by  Rachael Stormonth (LinkedIn, @rstormonth), Guy Saunders (LinkedIn, @GuySaunders1), Paul Connolly (LinkedIn, @Paul_NH), John Willmott (LinkedIn, @John_NH) Continue Reading →

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IIAR Webinar: Getting Started in Analyst Relations

What better way to kick off the start of the new year than a “How to Guide” for Getting Started in Analyst Relations.

Lyn Fariello, (LinkedIn@LynFariello) will talk through everything you need to know from the practical aspects of managing a briefing and analyst evaluation through to the strategic aspects like identifying and managing stakeholders, key targets and planning.

Moderated by: Ludovic Leforestier (LinkedIn, @lludovic)
Date: Wednesday 25th January 2017
Time: 1600 GMT/ 1700 CET/ 0800 PST/ 1100 EST
Duration: One Hour
Register HERE

Registration is required, attendance is free for IIAR Members, non members should contact the IIAR Community Manager: Maria Ashton (mashton at analystrelations dot org) for options.

 

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IIAR Discussion Group: Negotiating with Gartner

Successfully negotiating your contract with analyst firms to get the best business value from commercial relationships with industry analysis firms is a key activity for many analyst relations (AR) teams.negotiating-with-gartner

A follow-on from our first IIAR Discussion Group will review the outcomes document from the first meeting (IIAR members can download it <<here>>) and continue the conversation. As Gartner is the largest of the analyst firms we expect the discussion will no doubt focus here; this will not be to the exclusion of all (or any) of the other analyst companies.
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IIAR Best Practices Webinar: Strategic Analyst Tiering For Digital Business

This new IIAR Best Practices Paper will be resented by Susan Galer (@smgaler, LinkedIn) in an IIAR Webinar moderated by Ludovic LeforestierLinkedIn @lludovic), Bearing Point and IIAR Board, this how-to webinar is designed to go beyond textbook best practices, providing step-by- step techniques you can put in place immediately to:susan-galer

  • cut through the noise and determine which analysts really matter to your company
  • forge ahead even when you don’t have a business plan from internal stakeholders
  • match your organization’s objectives to the analyst’s true scope of influence
  • answer hard questions to bridge the gap between expectations and reality

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[GUEST POST] Why AR comes before PR. Just look in the dictionary.

By Ian Gotts / Founder and CEO, Elements.cloud (LinkedIn, @iangotts).

You’re an innovative and growing software vendor, I get that. You’ve got a fab new product that’s going drive dramatic benefits for enterprise customers, I get that.You’ve even got a blog to push out great customer stories now and then, I get that too.

But how do you accelerate growth without piling on expensive sales guys? And how do you make it easier for the large corporates to find you and get comfortable placing big orders with you?

ANSWER: You create relationships with the analyst community. And here’s why. Continue Reading →

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IIAR London Forum: Creating AR impact – are agencies an asset or a threat

To kickstart Q3 and the forthcoming events season, the U.K. Chapter of the IIAR  has organised an evening of healthy debate, intelligent content and responsible drinking.

The topic for our panel discussion is an evergreen one: should vendors keep AR in-house or could they benefit from external support? panel discussion2

Agenda – Wednesday 14th September 2016 – London

  • 1800: Welcome drinks
  • 1815: Welcome note & update by the IIAR Board
  • 1830: Tutorial: Case studies in Effective External AR support, Dominic Pannell /Buzz Method (LinkedIn, @buzzmethod)
  • 1900: Panel discussion – Creating AR impact – are agencies an asset or a threat?
    Chaired by Ludovic Leforestier /Bearing Point and IIAR Board (@lludovicLinkedIn) with

  • 2000: Analyst firm spotlight with Aditya KishoreHeavy Reading (an Informa company)
  • 2045: Drinking Class on Gin presented by Paulina Michelak, By The Bottle
  • 2115: networking sponsored by Tenderlake and By The Bottle – Networking Through Responsible Drinking

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[GUEST POST] Three ‘Must-have’ Anchor Points for Your Analyst Relations Program

Rishi GhaiBy Rishi Ghai (LinkedIn@rishi_ghai) Head – Analyst Relations, Corporate Communications, and Digital Marketing / Cyient

Launching an industry analyst relations (AR) program takes elaborate research and planning. Unlike simpler functions that a technology or service provider can delegate or outsource with minimal involvement, AR requires the continuous participation of stakeholders from a broad cross-section of the business––from corporate strategy to business-unit marketing, through to delivery and finance. Simplifying the creation of a new AR program requires defining its anchor points––the guiding forces necessary to give a direction to it and keep it on track.

Let’s take a look at three essential anchor points, which can serve as the compass of your organization’s AR program: Continue Reading →

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[GUEST POST] Analyst Relations Best Practices: Seven Tips to Make Your Company a Star at Industry Analyst Events

By Caroline Dennington / Dennington AR (@CDenningtonLinkedIn).

Summer is upon us and though that means wet weather for Caroline Dennington in the UK and heatwaves and wildfires for Caroline’s writing partner Phil Nash, analyst relations (AR) professionals around the globe are getting ready for another busy event season with the industry influencers.

InfoSec and Forrester Forum have already taken place in London and once again, Gartner Security & Risk Management Summit in Washington, exceeded all expectations attracting a huge delegate audience and of course, hundreds of analysts!

With Symposium, IDC Directions, Catalyst, BlabkHat and numerous other major events such as Sibos and ACAMS on the calendar, how can AR Managers ensure they secure relevant analyst time at these events and importantly, engage their executives and sales personnel in meaningful conversations? Continue Reading →

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IIAR AR Professional of the Year 2016 profile: Peggy O’Neill

Peggy O'NeillPeggy O’Neill, Senior Director, Analyst Relations at Informatica,  (@pegoneillLinkedIn) is the IIAR AR Professional of the Year 2016 for North America. In this interview, she discloses a few best AR practices from her own shop.

  1. What’s been your career path to becoming an AR pro?
    I was a former analyst at Gartner and Nielsen/NetRatings and Oracle recruited me to head its analyst relations program in 2001.

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German Chapter Stammtisch in Munich beer garden

The IIAR German Chapter is planning a networking event in  a Munich Beer Garden, AR professionals and analysts alike are invited. One of Munich’s famous beer gardens will provide a great relaxed environment in which to exchange news and experiences of the AR world. Screen Shot 2015-09-24 at 10.07.55

As a key topic for this Stammtisch, we’ve chosen “How Analyst Relations and Sales need to become best friends”. Understanding the changing sourcing patterns in the wake of digitization is key for Analyst Relations Professionals aiming at supporting effectively sales and marketing.

Crisp Research will speak about the changing business models of analyst houses vis-à-vis the digital transformation and the changing sourcing strategies.  Continue Reading →

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[GUEST POST] So, You Did Well in an Industry Analyst Report… How Do You Get the Word Out?

By Vicki Jenkins/ Nelson Hall (LinkedIn@VickiJ_NH)
This is the fifth in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a look at promoting your organization’s inclusion in an analyst report. Vicki Jenkins / NelsonHall

Often times, before committing to participating in an industry analyst report, subject matter experts will say to their AR colleagues, ‘What happened with the last report we participated in? What did we get out of it?’ In many organizations, it’s not realistic to send the report to the marketing team simply asking them to leverage it, as they have many other commitments and deliverables and might not understand the value of the report and how to make best use of it internally or externally. Continue Reading →

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[GUEST POST] Analyst Briefings: The Delicate Business of Client References

By Vicki Jenkins/ Nelson Hall (LinkedIn@VickiJ_NH) 
This is the fourth in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship Vicki Jenkins / NelsonHallbetween AR and industry analysts. Here I take a look at using client references and case studies in the briefing process.

Quite often, participating in an analyst report requires providing client references as part of the briefing process, and in the area of outsourcing these can be rather difficult to secure. It is important to develop relationships with your sales and client services teams and to let them know about upcoming analyst reports that will require references so they can assist you without it being a fire drill. Knowing that references are required well in advance also enables your colleagues to select references appropriately, and avoid overusing certain clients where they are handling multiple requests for the client’s time. Continue Reading →

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[Guest Post] Analyst Briefings: Preparing for Success

By Vicki Jenkins/ Nelson Hall (LinkedIn@VickiJ_NH) Vicki Jenkins / NelsonHall

This is the third in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a more detailed look at preparing for analyst briefings.

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Do you need to pay Gartner to be in the Magic Quadrant?

It’s been interesting reading some of the recent posts and comments on Linkedin about Gartner and its supposed lack of independence.

I’ve been an AR professional for 15 years now and work for a variety of technology and telecoms companies (large and small). Some have Gartner contracts, some don’t.

I have never seen or heard of any evidence that says you can buy your way gartner-empty-magic-quadranton to a Magic Quadrant. Nor does the amount of money you spend influence where you appear on the MQ.

My personal experience supports that. I’ve had clients who spend a lot of money with Gartner fail to be included on an MQ (or be included but not where they wanted to be). I’ve had clients who spend no money with Gartner be included on an MQ – and in good positions. Continue Reading →

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[GUEST POST] Successful Analyst Relations Requires Grown Ups

By Peggy O’Neill  (@pegoneillLinkedIn) from Informatica. 

A fellow AR manager called recently to weep on my shoulder. She wanted a sanity check about setting internal expectations on what analyst relations could or could not do as her executives were making demands she considered outlandish. She sought my unvarnished opinion about the requests involved in case they were possible and she needed to step up her game.

I listened in disbelief to what her execs were asking for, probed for more details, and I’m sad to report that at the end of the conversation we concluded it was time for her to leave her company as she was working at an outfit where the culture and expectations were antithetical to a successful analyst relations program. Continue Reading →

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IIAR Best Practice Paper: Agile Analyst Relations

Horst Kuchling, Yvonne Kaupp and Simon Jones (from left to right) German IIAR Chapter

Horst Kuchling, Yvonne Kaupp and Simon Jones (from left to right) German IIAR Chapter

One of the biggest misconceptions about Analyst Relations is that you need megabucks or unlimited budgets in order to succeed. Of course, having the financial muscle to engage with analysts will ultimately get you further – and help drive deeper relationships with your Tier One analysts, but you can also do it on a budget. Continue Reading →

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“How to take on the Digital Wave”

A growing issue for AR pros and their companies is defining what ‘digital’ means. Or, more importantly, understanding how the different industry analyst firms define digital and “digital transformation”. It is certain that digital will “disrupt”, and that more existing businesses will get ‘Uber-ed”, as one of our panellists put it. However what is less clear is just how and where digital transformation will impact existing business models over the next few years, as well as what the opportunities and threats will emerge from digital. How might the AR pro navigate the new digital landscape when briefing and engaging with industry analysts firms? These were just some of the questions posed to a distinguished panel of leading industry analysts at the latest IIAR event hosted at the glamourous Heron Tower on August 13th 2015.

photo 1-2

Aniruddho Mukherjee of the IIAR kicking off the evening with an overview and update on IIAR to its members,whilst Debleena Paul and Neil Pollock also both from the IIAR look on

Is 2015 a tipping point in terms of digital transformation?

The convenor, Debleena Paul, got the ball rolling by asking the panellists whether 2015 is a tipping point in terms of digital transformation. Are digital technologies beginning to bring the kind of disruption that has been promised for some time? Marianne Kolding (Vice President and Executive Sponsor, European Digital Transformation Practice at IDC) responded that it was coming but that it was not there yet. A lot of firms have it on their agenda and are “dabbling”, but change wasn’t happening everywhere. Tim Walters (Co-founder and Principal Analyst at Digital Clarity Group), saw that ‘phase 1’ of the change had occurred, where companies beginning to educate the public about how digital was something that they would need, but that ‘phase 2’, where companies were beginning to think about what they were going to do about it, was only just beginning.

photo 2

Pictured, from left to right, Debleena Paul (IIAR), Dominic Trott (PAC), Tom Reuner (HfS), Gerry Brown (Ovum), Tim Walters (DCG), Marianne Kolding (IDC)

Digital transformation can be anything. The first problem is identifying it, says Gerry Brown from Ovum

Very quickly the panellists got to the issue plaguing discussions of digital transformation thus far: What exactly is it? Tom Reuner (Managing Director for IT Outsourcing Research at HfS), thought that digital transformation meant different things to different people. The term was being used by everyone simply as a place holder. Debleena quizzed the panellists on what their definition was – noting how each industry analyst firm seemed to have a different conception of digital transformation.

Digital transformation is a process, not a project, says Marianne Kolding from IDC

Marianne Kolding told the audience that IDC saw digital transformation as where the business model for the company was fundamentally changed. This was both in the way it served its customers but also how its employees operated. For IDC, digital transformation was not just about reconfiguring the front-end but also transforming back office processes. Firms had to build a new way of looking at technology. Digital transformation cannot simply be another project, she argued, it has to be a process. Dominic Trott, (Senior Analyst Digital Business at PAC), told the audience that PAC has two definitions for digital transformation. The first is tackling the front end where the company attempts to build tighter customer interactions but the second is a broader change in culture and mindset in terms of reorganising the business around the needs of the customer.

photo 3

Debleena Paul (IIAR) grills Dominic Trott (PAC)

Digital is a wave but has unexpected force, Tim Walters from DCG notes that companies need to understand and react appropriately to the energy

Tim Walters reminded the audience that the kinds and amount of change that companies were undergoing today was not unprecedented. Companies had been subject to similar waves of change through earlier technologies. And like these waves before companies needed to understand and react to the specific energy in the wave. What is different this time, argued Tim, was that whereas in past waves it was the company that led the change, this time around it is the consumer that is empowered; it is the customer that is driving the change.

photo 4

Tim Walters and Gerry brown debating the finer points of the digital ecosystem

AR Pro Tip 101 on how to improve a presentation: Ask the analyst what they would find valuable!

The conversation turned to how AR pros might improve the way they present their companies digital transformation strategy to industry analysts. Here, rather than dissensus, there was much agreement. Tom Reuner strongly pushed for companies not to present technologies but “narratives”. Companies needed to come up with narratives which were true for their organisation as they were for the problems experienced by their customers. Rather than standard ‘corporate decks’, Gerry Brown, (Senior Analyst, Customer Engagement in Digital Technology at Ovum), wanted to hear ‘war stories’. This includes what has worked and what hasn’t; the upsides and downsides of the digital transformation strategy. Tim Walters was similarly interested in hearing the ‘process’ by which the company understands their customers’ problems. He was much less interested in companies telling him what they can do, but rather how they were now doing things they couldn’t do before, because a client has a new problem and has asked for it.

Your Point of View!

You’re read what we think. We’d love to hear your point of view on what digital transformation might mean for companies and how AR pros could do a better job of communicating their transformation strategies to industry analysts and others. We’re working on a longer version of this blog post, and would like to incorporate your feedback into a white paper that would be circulated with IIAR members. Let us know your experiences. Add your comments to the blog or email us.

photo 5

Event attendees

It wasn’t all digital transformation, however. There was also time for some of the event attendees to enjoy an expert talk on the famous Heron building fish tank! We learnt it was the largest privately owned fish tank in Europe, and the names of quite a few fish too!

photo 6

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[GUEST POST] Five timeless questions about analyst relations

Over the last 12 years, my colleagues and I have run dozens of webinars and telephone conferences to address the most frequently asked questions of analyst relations managers. This week I’ve been running the numbers, looking to see which topics got the most attention. Several of these topics were used more for than one event and, indeed, looking back even to 2003 I can see that some of the topics are timeless. Five thoughts come to mind. Continue Reading →

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