Kelly Services a $5.5 billion world leader in workforce management and human resources solutions seeks an Analyst Relationship Manager who will be based virtually. This individual will be responsible for developing and maintaining analyst relationships to advance the business goals of the company; promote Kelly’s brand platform of “what’s next” and serve as an advocate for workers who choose non-traditional work styles.Continue Reading →
Author Archive | Ludovic Leforestier
I’ve been in AR for a long long time, so long that when I started (working at Text 100 representing Microsoft in Europe – yup I am showing my age!) reaching out to industry analysts while at a PR agency most of the analysts I spoke to thought I had called the wrong department. Almost 20 years later (yikes!) and AR is cool again, especially if it is part of your influencer relations strategy.
You missed that trend? Let me explain, today everyone is an influencer (wasn’t that always the case?) and if you work in marketing you need to reach out to them to ensure you can influence their thinking and in turn they will influence your customer, or if you are an agency practioner your clients’ customer.Continue Reading →
If you read part 1 of my blog post ’20 mistakes analyst relations teams are making’ you will hopefully have learnt a few things. Including the fact that I am not shy when it comes to sharing my thoughts! So here we go with part 2 of my list of don’ts, pitfalls, and worst practices when it comes to working with industry analysts.
- Following on from my tip not to focus on just one or two analyst firms, don’t treat the analyst community as a homogeneous ecosystem. Our differences abound. Some firms tend to employ very dry, almost academically analytical people. Others are less analytical, more engaging. So, don’t ignore the importance of defining what you want from a particular analyst interaction. For example, are you looking for an objective, outside critic to give you unvarnished, ugly truth? Are you looking for a reassuring partner? Lots of analysts can play both roles, but you have to help them understand what you need. Once in a while, your most curmudgeonly and cynical critic can also be your most inspiring partner.
- On a related note, don’t assume we all do the same things the same way (in terms of either free advice or paid projects). Even within one firm, each analyst will have his or her own style when collaborating with you.
- Don’t forget to double check whom from the analyst side and whom from your side will be on a given call. Calls that take place with the wrong people are a waste of everyone’s time. If you plan to have a very technical product-development engineer representing your end, then you’ll probably want a more technical person on the analyst’s end (at ESG, our lab analysts are known for keeping pace with even the nerdiest infrastructure architects and technology evangelists.) But if your goal is to figure out how to translate extremely technical value statements into compelling, plain-English marketing messages, then request an analyst that’s focused in that manner.
- It is a really bad idea for you to conduct briefings with us at the last minute. Your lack of prep work sends a poor message to us. But more importantly, if you wait until three weeks before a product launch to get in touch with us, then there will be no time left for us to help you make your launch better! Every message will already be baked on your side, warts and all. That’s not a situation conducive to making us feel engaged with your company and its goals. I recall many occasions when it’s happened to me, and afterward, I found it harder to feel invested in helping those clients craft their launch strategies the next time around—because I knew, yet again, there’d be no time left for them to act on any of my suggestions. Basically, if you don’t want to consider the analyst’s feedback, you might as well just send a deck.
- Don’t assume we have set opinions on everything, even on matters involving a single company. We are always morphing and expanding our knowledge of the markets we cover and the clients we serve. Don’t assume influencers cannot be influenced! You have more power of persuasion over us than you might know. We’ll have no issues becoming avid fans of you and your company if it’s warranted.
- Which brings me to this point: don’t ignore us. You aren’t the only ones having calls with us. Members of the IT press call us for commentary, too. When journalists are asking us for a quote, your ongoing efforts to ensure your company remains “front-of-mind” in our consciousness will pay off. Basically, just keep in mind that we talk to a lot more people affiliated with your industry than you do—reporters, end-users, channel partners, your direct competitors, major investors, other analysts, and beyond.
- On a day-to-day basis in your own role, don’t be just a gatekeeper. In other words, don’t limit yourself to being the forwarder of emails between outside analysts and your company’s in-house subject matter experts. Over the years, I’ve seen AR people overly indulge in “bottlenecking” behavior, presumably because it gave them a feeling of control over the company’s analyst relationships. If you do that, you are not adding value you are actually reducing value for all parties. We are a catalyst for your company’s success. Keeping the relevant analysts “locked in an AR drawer”, away from your marketing and engineering colleagues, isn’t helpful.
- Don’t let your company’s marketing-campaign people pitch anyone (i.e., juicy prospects and lucrative customers whose continued business is important) without doing a dry run with an analyst first. We are your brutally honest friend who will tell you about your halitosis and thus save you from embarrassment when it really counts!
- It works the other way, too. Don’t forget that people across your industry, not to mention your biggest customers, are regularly telling us far more then they’d ever dare reveal to you directly.
- Here we could have something about not using a slide deck with you that features market stats from competing analyst houses… Is that an issue? I’d have thought so but I’m not an analyst…
- We have entered a time in which the classic “annual big launch” is fading away. More often, IT vendors—including the company you may represent—are releasing steady drip-drips of enhanced product features and functions throughout the year. This IT industry-wide shift is making it harder for product marketing teams to garner traction and attention for their new and improved solutions.In such a climate, if you treat your analyst community as a check-box item, then you’ll do nothing more than check a box. You can do better than that. We are not all the same—learn that, and work optimally within that reality.These days, it’s more important than ever for you to refine and optimize your analyst interactions. As with any relationship, honesty is the best policy. Candor leads to trust, and trust leads ultimately to success — for you and us.
Mark Peters (LinkedIn, @englishmdp) is a Practice Director & Senior Analyst at the Enterprise Strategy Group (ESG), with three decades of IT industry experience – the first two spent in myriad commercial management roles for vendors on each side of the Atlantic the last decade looking in on the vendors and at the market for ESG. ESG is an IT analyst, research, validation, and strategy firm that provides market intelligence and actionable insight to the global IT community. ESG helps clients achieve business results through a comprehensive portfolio of research and advisory services, consulting, and custom content solutions.
Good news: With improvements, everyone will see better results
I’m going to make an assertion that will seem unnecessarily provocative. After working for a decade as an IT industry analyst—including interacting regularly with analysts from other firms — I am confident in saying that many, indeed perhaps most, analyst relations teams are sub-optimizing their relationships and, by extension, their companies’ relationships with the analysts covering them.
I mainly work with teams that manage industry analyst relations specifically—that is, AR teams. But good chunks of the advice I’m about to share could apply (with some tweaking) to anyone managing relationships between their company and outside influencers such as journalists, investment analysts, or other third-party pundits who need information about features, roadmaps, or strategies.Big companies have full-time AR, PR, and IR teams, but even small startups usually have someone on staff doing similar work, even if it’s just one part of their role. There are a lot of you out there. So here we go.
For two decades, NVIDIA has pioneered visual computing, the art and science of computer graphics. With our invention of the GPU – the engine of modern visual computing – the field has expanded to encompass PC games, movie production, product design, medical diagnosis and scientific research. Today, visual computing is becoming increasingly central to how people interact with technology, and NVIDIA has extended its technology into datacenters, mobile devices and cars. There has never been a more exciting time to join our team.Continue Reading →
It is with great sadness that we’re learning of Matthieu Poujol’s sudden departure.
He was a well respected, recognised and knowledgeable professional, always helpful and kind but also great fun. And a dear friend of many in the AR community.
The IIAR> Extended Board and AR community expresses its sincere condolences to his family and colleagues at PAC | teknowlogy.
Au revoir Mathieu.
H+K’s Tech practice is one of H+K London’s leading and highest performing sectors and has grown rapidly over the last six years. The experience of the 35+ team spans integrated communications, from corporate, B2B and consumer communications, to digital + social, influencers, analyst relations, content marketing and internal communications. We understand technology ecosystems, consumer and business audiences and the power of the influencer. We believe in making complex technology simple – sharing its benefits to the world.Continue Reading →
Join our team and experience Workday!
It’s fun to work in a company where people truly believe in what they’re doing. At Workday, we’re committed to bringing passion and customer focus to the business of enterprise applications. We work hard, and we’re serious about what we do. But we like to have a good time, too. In fact, we run our company with that principle in mind every day: One of our core values is fun.Continue Reading →
London, Wednesday 27th November 2019. At the IIAR> we believe in taking a stance and recognising greatness when we see it -an approach we find more impactful than sprinkling awards to dozens of “winners”.
Today, at the IIAR> London Christmas Party kindly sponsored by HCL, we celebrated the top industry analysts and firms of the year. The IIAR> surveyed analyst relations professionals globally and from diverse industries, predictably casting a wide net on coverage areas. The evaluation used the IIAR SOSM methodology, to reflect the best practice promoted within the IIAR> looking at not only perceived sales impact, but also strategic insights, resonance in the media and ease of doing business with.
This year, analyst relations (AR) professionals have voted and provided clear insights both on the value they see from analysts, as well as how they perceive industry analyst firms’ value to them as clients. There were some interesting shifts in the 2019 results compared to prior years…read on to learn more!
Without further ado, the Analyst Relations community has spoken and the winners are….Continue Reading →
Reporting to the Vice-President of Solution Marketing, the Analyst Relations Director role facilitates two-way dialogue between BlackBerry and industry analysts. Focusing largely to increase awareness for the company and our products and services, while delivering key analyst insights to our internal teams. An ideal candidate will have a proven track record of managing an AR team and creating and executing an AR program strategy and building collaborative relationships with influential analysts, executive spokespeople, product strategy and marketing leaders.Continue Reading →
The Brand, Marketing and Communications (BMC) function has an important role to play in helping to achieve EY’s ambition to create long-term value as the world’s most trusted, distinctive professional services organization. We work hand in hand with the business to take services and solutions to market; bring our purpose, building a better working world, to life for our people, clients and communities; engage our people and build a high performing culture; and to build the commercial value and emotional resonance of the EY brand.
Through the collective power of BMC, and the other teams and specialists we work with, we aim to build a better working world by driving commercial value through distinctive marketing and communications that deliver measaurable market impact.
The IIAR> mainframe has been furiously crunching the input from AR professionals for this year… and the IIAR Analyst of the Year 2019 winners will be announced next week on Wednesday 27th November 2019 IIAR> Christmas Party in central London. Make sure you register now, tickets are going fast!
The IIAR> Analyst Of The Year is the best and longest running industry award, uniquely compiles input from analyst relations professionals and aims at highlighting individual analysts, new analysts, firms and client partners who have impressed our community and is awarded by the non-profit Institute for Industry Analyst Relations (IIAR). In other words, it’s our way to reflect and share our appreciation.Continue Reading →
We are looking for high calibre candidates to join our International (Europe, Middle East and Africa, Asia Pacific, India and Japan) regional team for media relations and analyst relations as a Media and Analyst Relations Intern. The 13 month marketing communications placement is based in Bracknell, Berkshire, UK, and you will be reporting to the director of International Media Relations for Hewlett Packard Enterprise based in the UK.Continue Reading →
Apttus is hiring a Director of Analyst Relations responsible for developing and executing deliverables that feed integrated marketing campaigns. The role will report into the Vice President of Worldwide Marketing.Continue Reading →
About the job
Whether you’re on a consumer product (like Gmail, Search, Maps, Chrome, Android) or a business product (Google Ads, AdSense, Google Marketing Platform, Analytics), you take part in a complete marketing experience as you lead every facet of the product’s journey. From determining positioning, naming, competitive analysis, feature prioritization and external communications, you help shape the voice of the product and help it grow a consumer base. This means you work with a cross-functional team across Sales, corporate communications, legal, webmasters, product development, engineering and more. In this role, you’ll be involved with product marketing strategy from beginning to end.Continue Reading →
Twilio is looking for a Director of Industry Analyst Relations to build on the foundation that we have established with a broad range of analysts. We are a diverse business with a variety of use cases that require us to engage with and influence analysts in domains including contact center, communications platform as a service, security, application development and delivery, messaging, Internet of things and more.Continue Reading →
NICE Ltd, a rapidly growing publicly traded tech leader with a market cap of $6 Billion, is seeking a Public Relations/Analyst Manager to join as a tactical contributor for our Global Corporate Communications Team. This role focuses on writing, public relations, case studies, and messaging. The candidate should be experienced in driving key messaging with industry influences across the major industry research firms. As a fast paced organization the ideal candidate will be one that understands competing priorities and is well-equipped to ensure the PR/AR process flow churns.
The PR/AR Manager will report directly to the Director of Corporate Communications, who is committed to ensuring everyone has a seat at the table. You will benefit from a thoughtful, strategic management approach designed to actively cultivate a space where innovation and diversity of approach is rewarded, irrespective of guaranteed outcome or potential risk. The ideal candidate is a creatively adventurous thinker who explores beyond the status quo. We’re driven to ensuring our voice and approach are as cutting-edge as our market-disrupting technology products!Continue Reading →
Fashionably late but always on point and by popular request here’s the IIAR Tragic Quadrant 2018, a representation of how Analyst Relations Professionals (AR Pros) have rated analyst firms in the 2018 survey we ran for the Analyst and Firm of the Year 2018.
For new readers here, the Tragic Quadrant is of course a pun on the infamous Gartner ‘Magic Quadrant’. We do not pretend this as an exhaustive analysis -nor is it a completely serious piece of research (the “Tragic” moniker is there as a reminiscence it should be taken with a pinch of salt). Nonetheless it is based on data and, as opposed to the Gartner Magic Quadrant, there are no magical and secretive weightings. As such, it is a good indication going back several years of the changes afoot in the industry analyst landscape and the judgement analyst relations professionals cast on industry research firms. And it provides actionable insights AR pros can use, something other surveys in this field often lack.Continue Reading →