IIAR> Best Practices Paper: Scaling AR Reach

This new IIAR> Best Practices Paper Scaling AR Reach: Connecting with the Long Tail is a Must for Your Influencer Strategy by Katie Webb (LinkedIn, @katiewebb) of Oracle and Ludovic Leforestier (@lludovic, LinkedIn) at Starsight Communications and IIAR> Board Member is now available on the IIAR> Members Portal > link

Key takeaways

• Buyers seek a range of opinions and you need to be talking to those who express them, wherever they are
• Building and maintaining relationships with long-tail influencers should be a key part of AR strategy
• Design an influencer engagement strategy that matches your desired outcomes
• Peer review sites call for a dedicated strategy
• Use content to engage with long-tail influencers
• Creating a dedicated platform or information hub can be a good strategy if you have scale and resources
• Develop a range of engagement tactics to cover all your bases
• Optimise your ROI

Table of contents

• The influencer landscape is changing
• Understand the characteristics of key influencer personas 
• Map influencers to your customer personas
• Start your scale strategy by defining engagement tactics for each influencer group
• Plan for challenges outside the AR comfort zone
• Recommendations for AR professionals
• Appendix 1: Oracle case study
• Appendix 2: Criteo case study

IIAR> Best Practices Paper: Scaling AR Reach

Authors

• Ludovic Leforestier (@lludovic, LinkedIn)Ludovic Leforestier (LinkedIn, @lludovic) / IIAR> Co-Founder and Board Member, Founder, Starsight Communications
• Katie Webb (LinkedIn, @katiewebb) of Oracle

Publication date: January 2021

Resources for IIAR> members

• Link to PDF for IIAR> Members > IIAR> Best Practices Paper: Scaling AR Reach

Contributors

• Christina Neill / Director: Spotlight Academy, Spotlight | Analyst Relations
• Avinash Murthy / Global Head: Analyst and Influencer Relations, Wipro Limited
• Crystal Golightly / Vice President: Customer Experience and Operations, ARInsights
• Ricarda Rodatus / Senior Vice President: Global Analyst Relations, Oracle Corporation
• Marta Melon / Global Alliances and Analyst Relations Manager, GFT Technologies SE
• Josu Franco / Strategy & Technology Advisor, WatchGuard Technologies
• Simon Jones / Managing Partner, Destrier AR
• Bill Reed / Managing Director, NarrativeWorx

Other IIAR> Best Practices Papers

• Full list here > IIAR> Thought Leadership
• • IIAR> Best Practices Webinar: Sales Enablement + 30/60/90 days AR Plan, (06/25)
  • IIAR> Best Practices Webinar: AR Compass, 2nd May
  • IIAR> Best Practice Webinar: Getting the Most out of Analyst Advisory Sessions, 4th April
  • IIAR> Best Practice Paper: Engage the right audience, using analyst tiering
  • IIAR> Discussion Group: managing analyst advisory days
  • IIAR> Best Practices Paper: running and leveraging analyst inquiries
  • IIAR> Best Practices Paper: Delivering AR Programmatically with Campaigns
  • IIAR> Primer: Why should startups and scale-ups have an analyst relations strategy?
  • IIAR> Best Practices Paper: Running an industry analyst briefing
  • IIAR> Webinar recap: What is analyst & influencer relations (AR)?

Other AR best practices blog posts

• IIAR> Best Practices Webinar: Sales Enablement + 30/60/90 days AR Plan, (06/25)
• IIAR> Best Practices Webinar: AR Compass, 2nd May
• IIAR> Best Practice Webinar: Getting the Most out of Analyst Advisory Sessions, 4th April
• IIAR> Best Practices Webinar: Peer Review Websites
• IIAR> Best Practice Paper: Engage the right audience, using analyst tiering
• IIAR> Discussion Group: managing analyst advisory days
• IIAR> Best Practices Paper: running and leveraging analyst inquiries
• IIAR> Webinar: Building a Skilled AR Team during the Great Opportunity
• IIAR> Best Practices Paper: Delivering AR Programmatically with Campaigns
• IIAR> Primer: Why should startups and scale-ups have an analyst relations strategy?