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 →
By Vicki Jenkins/ Nelson Hall (LinkedIn, @)
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.
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.
Based on my background as both an AR professional and an industry analyst, I and NelsonHall colleagues have put together guidelines for planning promotional campaigns to communicate positioning in analyst reports, using NelsonHall’s (vendor) Evaluation & Assessment Tool (NEAT) reports as an example. NEAT reports help strategic sourcing managers to evaluate outsourcing vendors, and consists of a two-axis model: assessing vendors against their ability “to deliver immediate benefits” to clients and their ability “to meet clients’ future requirements”.
Plan for promotional rights
When participating in industry analyst reports, it is important to secure budgetary funds for promotional rights (or ‘reprint rights’ in old terminology). If your organization does well, the rights will be needed to promote your organization’s position in the report. In the case of NelsonHall’s NEAT, promotional rights allow vendors to use the NEAT graphs, supported by quotes from NelsonHall analysts, as part of their service marketing initiatives (e.g. in marketing collateral, press releases, news articles, social media, websites, etc.). NelsonHall also delivers a bespoke report containing a summary analysis of the vendor’s capabilities within the specific service type (including financials, strategic direction, and strengths), plus the latest market analysis summary for the service in question.
NelsonHall and most other industry analyst firms have guidelines on how the reports can be used and have a review process regarding their usage.
Promote your positioning internally to support external campaigns
Promotional rights of analyst reports typically allow promotion for an agreed upon timeframe. The extent to which a vendor is able to leverage the promotional rights depends on being able to communicate their positioning effectively within their organization, and to encourage usage.
In reaching out to colleagues across the business, explain the significance of your positioning as well as the potential benefits to your organization. Make sure the personnel that participated in the report preparation, briefing, and securing of client references are made aware of the analyst firm positioning of your organization.
Make it as easy as possible for colleagues to leverage promotional rights by, for example:
- Getting approved analyst quotes
- Preparing slides for internal departments to use externally. Usage examples include sales presentations and inclusion by solutioning employees in proposal responses
- Developing brief articles (or simply bullet lists) based on the report
NelsonHall recommends vendors share their NEAT positioning with the departments listed below and provide direction on how it can be leveraged:
- Marketing/Social Media:
- Develop some one- or two-line quotes or facts about positioning to be used as tweets
- Share a link to a news release about your positioning, to be posted on LinkedIn, Facebook or other social media used by your company
- Place an article about your positioning in client and employee newsletters
- Seek opportunities to include your positioning in marketing brochures, marketing campaigns, annual reports, and if applicable earnings scripts
- Develop an e-mail marketing campaign about your positioning.
- Web Team:
- Explain the significance of your positioning and ensure the NEAT graph(s) have strong website real estate for the full duration of the promotional rights(in my time as an AR professional, I once paid for reprint rights for a year, only for the web team to remove the relevant collateral from the website after a month! I had to remind the team of the value of the reprint rights in order to get the web post reinstated)
- Ensure the NEAT graph is accompanied by key benefits and include a quote as well
- Provide a link to the NEAT report.
- Public Relations:
- Draft a news release
- Provide the NEAT graph(s)
- Ensure the news release is shared with key global media contacts as well as trade media, and local media where the company has contacts and a presence.
Following these simple guidelines can help AR to ensure that their business gets the most mileage from their participation and positioning in an industry analyst report such as NelsonHall’s NEAT series.
By Vicki Jenkins/ Nelson Hall (LinkedIn, @)
This is the fourth 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 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 →
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.
This is the second 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 the role of AR in the briefing process.
With a background as both an analyst relations (AR) professional and an industry analyst, I have seen what happens on both sides of the fence, and communication between the two sides is not always straightforward. Hence, this is the first in a series of blogs for AR professionals containing tips and pointers on how to ensure that the AR/analyst relationship stays smooth. Topics will include briefing preparation and follow-up plans, promotion plans for report placement, and industry analyst days. As it’s that time of year, I’ll start by taking a look at AR planning. Continue Reading →
For over a decade, freemium has been the ubiquitous business model for fledgling internet firms and the developers of smartphone apps. Users sign up for free to enable basic features, and are then drawn into subscribing to various levels of premium functionality. More recently, the freemium model has been the subject of considerable attention in the B2B market research space, with some rather extravagant claims and unsound thinking being used to herald it. Let’s have a closer look. Continue Reading →
The IIAR Webinar with NelsonHall’s CEO, John Willmott (@John_NH, LinkedIn), on the 6th February 2014, provided an overview of NelsonHall’s new vendor evaluation tool “NEAT” (NelsonHall Vendor Evaluation and Assessment Tool.
According to Purchasing Insight the terms “Purchasing” and “Procurement” are often used, incorrectly and as alternatives. So what is the difference between purchasing and procurement? Procurement is the overall function that describes the activities and processes to acquire goods and services. Importantly, and distinct from “purchasing”, procurement involves the activities involved in establishing fundamental requirements, sourcing activities such as market research and vendor evaluation and negotiation of contracts. Where as Purchasing refers to the process of ordering and receiving goods and services.
Calculations suggest the NelsonHall their vendor and assessment tool, NEAT, can take 50% out of the research side of the procurement process. Want to know how? How NEAT could save you time and cost through improving your procurement process and help “bridging the gap between procurement and purchasing”? John Willmott’s presentation and a recording of the IIAR Webinar is available here, for IIAR Members. (Another good reason for joining the IIAR)
IIAR Webinar: NelsonHall’s New Vendor Evaluation – 6th February 2014
The IIAR is delighted to host a webinar on NelsonHall’s new vendor evaluation and sourcing managers’ tool which was launched in October last year. The call is scheduled for Thursday, February, 6th at 4:00pm GMT/11:00am EST.
John Willmott (LinkedIn, @John_NH), CEO at NelsonHall, present the demo and discuss their new tool. He will talk through the process of engaging with NelsonHall from the vendor perspective as well and information how this can be used by the buy-side. It will also be a good opportunity to ask John any questions you might have about NelsonHall. Continue Reading →
Those of us fortunate enough to be able to attend* yesterday’s IIAR Forum enjoyed a treat.
Ed Gyurko presented the latest IIAR whitepaper on Magic Quadrant submissions (available from Monday, free of charge to members). It will prove immensely useful to those who have to work on the seminal Gartner reports.
Following Ed was David Taylor who spoke about the IIAR’s plans for AR accreditation. These are really starting to take shape. David and the group he’s been working with deserve a lot of thanks for their hard work to date. There’s more that still needs to be done – but it’s definitely getting there and that’s very exciting.
And then we had the third highlight of the meeting – a spirited and informative debate with analysts from three firms that are focused on the IT services market: Kate Hanaghan of Bathwick, John Willmott from NelsonHall and Puni Rajah of TechMarketView (who was joined by her colleague Anthony Miller).
There are some clear differences between the three firms but all three are in agreement: relationships with clients are the key for success in the next 12 months. There was also consensus that good analyst firms would survive but there would be casualties among those unable to demonstrate the value they deliver.
While all three acknowledged the difficulties of doing business in the current market, TechMarketView was very upbeat about the future. Puni and Anthony are predicting that the overall analyst market will grow in size over the next year (and as a result, there will be more demand for AR people). It will be nice if those predictions come true.
There was plenty more discussion and our hour was quickly over. If you couldn’t make it, then I’m sorry. You did miss a really good meeting.
Finally, thanks to our analyst speakers for coming along and taking part in an absolutely fascinating debate.
* Attendees came from a wide range of companies including Accenture, BT, Capgemini, Cisco, CSC, CustomerClix, Edelman, HCL, Hill & Knowlton, Logicalis, Nortel, Oracle, Prasada, Richmond Green, Sunesis, Weber Shandwick and Zeus.