Author Archive | Ludovic Leforestier

[JOB POSTING] Director, Analyst Relations, Corporate Communications / Broadridge, NYC, USA

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The Analyst Relations role will support the development and execution of a strategic program to the analyst community; fostering deeper relationships, driving positive reputation, raising brand awareness by positioning Broadridge as a global Fintech innovator. This role will further the external image and reputation of Broadridge through effective engagement and communication with the analyst community which will then be leveraged with key external audiences, primarily the media and industry influencers, but also clients, prospects, associates and Broadridge shareholders. You will be a key member of the Corporate Communications team and will collaborate closely with marketing, strategy, executives and outside agency resources on key marketing and communication initiatives. You will support the creation and promotion of thought leadership reports and drive efforts around industry and business award submissions. You will translate key strategic business or financial issues into messaging that resonates with analysts, media, influencers, clients and prospects.

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[JOB POSTING] Director, Analyst Relations Job / Mimecast, Lexington, MA, USA

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Mimecast is looking for a remarkable industry analyst expert with a firm grasp of the cybersecurity market to direct the strategy and operations of the global Analyst Relations program on the Corporate Communications team.  The ideal candidate is comfortable balancing strategic and creative thinking with tactical and detailed execution.  This independent and cross-functional expert requires excellent communications skills, both written and verbal, to best position Mimecast and grow awareness with key analysts on Mimecast’s world class service offerings. The person in this role will be responsible for successfully leading cross-functional teams and multiple projects on a global scale in support of the broader Analyst Relations program. 

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[JOB POSTING] Analyst Relations Senior Manager / Citrix, CA, NC or FL, USA

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Reporting to the Director of Analyst Relations, Citrix is hiring a senior manager of industry analyst relations. Citrix is well advanced in a strategic transformation as it transitions to software-as-a-service model, provides unique capabilities to its client base to support public, private and hybrid cloud computing, and as it leads in the rapidly emerging digital workspace technology space.  As such, this is an exciting opportunity to experience a new wave of growth on a highly valued and strategic team.

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[JOB POSTING] Analyst Relations Manager / Red Hat, USA

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Job summary

The Red Hat Marketing team is looking for an experienced Analyst Relations Manager to join us in Boston, MA. In this role, you will manage Red Hat’s strategy with industry analyst firms. You’ll oversee, develop, and implement a variety of projects and programs for one group of our offerings while working closely with Product Management, Product Marketing, and Corporate Communications teams to develop and carry out the strategy to positively impact Red Hat’s position among key analysts. As an Analyst Relations Manager, you’ll need to have a broad range of skills including the ability to manage successful analyst relations programs, work well with senior executives and a wide range of internal teams, prioritize and handle multiple concurrent projects, and build solid relationships with key industry analysts and technology experts.

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[JOB POSTING] Analyst Relations Manager / AWS, UK

Amazon Web Services (AWS) logo on IIAR website

The role

Amazon Web Services (AWS) is seeking an experienced, self-starting, highly intelligent, personable, and detail-oriented manager to join the EMEA analyst relations (AR) team to focus on the UKs and Nordic market. The successful candidate will have the unique opportunity to help drive creation and execution of core strategic AR programs for AWS in the UK and in other EMEA markets. The AR Manager role is tasked with driving awareness of the rapidly expanding number of services in the AWS technology infrastructure portfolio and to facilitate the conversation around migrations to the cloud, security, cloud transformation, and data protection issues.

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[JOB POSTING] Senior Manager Analyst Relations / Equinix, London or Amsterdam

Equinix logo on the IIAR website

Equinix is looking for an experienced and passionate Senior Manager, Analyst Relations expert with strong industry analyst relationships in the Tech B2B space. Reporting to the Director of Analyst Relations, this role will maintain ongoing relationships with industry analysts across a variety of firms. This person will also support communications and marketing initiatives with analyst research, coverage and industry validation.We are looking for someone who is detail oriented, is a self-starter and a team player with strong knowledge of telecom, colocation, cloud and IT landscape. In this role, you’ll bring experience working with lead analysts from top firms in the IT Infrastructure sector, particularly cloud and networking segments.

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[JOB POSTING] Communications Manager, Workplace / Facebook (London, UK)

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Workplace from Facebook is an enterprise communication platform that enables employees at any organization to collaborate and communicate using many of the same features available on Facebook. Launched in 2016, Workplace is growing quickly. Workplace now has more than 3+ million paid monthly users and tens of thousands of companies around the world using the platform to connect their employees and work seamlessly across teams and geographies. To help with the ongoing growth of the Workplace business, we are seeking a highly-motivated Communications Manager to lead a variety of initiatives across our global product and brand communications, analyst relationships and strategic response (crisis comms). 

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[JOB POSTING] Analyst Relations Manager / Wipro, Bangalore, India

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The Analyst Relations function is dedicated towards managing Wipro’s perception and positioning with industry and technology analysts from firms such as Gartner, Forrester, IDC, Everest, HFS, Nelson Hall, Zinnov, Avasant etc. This is achieved through impactful analyst connects, and by presenting a compelling response to the analyst firm’s competitive reports and research artefacts that aim to position Service Providers as per their differentiators and offerings.

The Analyst Relations Manager will be responsible for helping us grow and nurture our relationship with industry analysts and responding to competitive reports that span across services and industries, and have a high impact on our market positioning.

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IIAR> Webinar – Welcome to the party, Omdia!

It’s been fascinating to watch Ovum for the past 15+ or so years, acquiring Butler Group, merging and un-merging with Datamonitor, buying RHK and then been purchased by event giant Informa.

The last chapter saw Informa buying the research-part of IHS, namely IHS Markit Technology (August 2019), Tractica (July 2018) and moving it all into shiny new offices on the Southbank together with Informa’s other brands: Screen Digest, iSupply, Computerwire (bought in August 2016), Heavy Reading, Infonetics, IMS and Displaybank.

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[JOB POSTING] Analyst Relations Director / Rubrik, Palo Alto, CA, USA

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Job Summary

Rubrik is one of the fastest growing companies in Silicon Valley, revolutionizing data protection and management in the emerging multi-cloud IT industry. Recently named as one of Linkedin’s 2019 Top Companies, our mission is to unlock the power of data by organizing and protecting the world’s business information by building a forward-thinking, design-oriented brand that impacts the perception of user interface and experience in enterprise.

We aren’t shy about crafting products to solve problems no one has tackled or thought about before by defining the industry, instead of waiting for directions. Rubrik is the world’s first platform to orchestrate data for hybrid cloud enterprises anytime, anywhere. We blend future-proof architecture with consumer-grade simplicity to pioneer a fresh approach to an old problem.

Our focus is on the people that can produce extraordinary results. We need individuals who feel comfortable in ambiguity and excited by the prospect of a challenge. Bottom line, if you have a limitless drive and like to win, we want to talk to you!

We are now looking for an experienced Analyst Relations leader to build and manage our analyst relations program, partnering with external analysts as well as internal stakeholders. Reporting to the Vice President of Marketing, the Director, Analyst Relations will be responsible for building and maintaining strong relationships with top-tier and specialist analyst firms and developing and executing the strategy on engaging the analyst and influencer community.

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[JOB POSTING] Analyst Relations Manager / Red Hat, Boston, MA

Red Hat logo

Job summary

The Red Hat Marketing team is looking for an experienced Analyst Relations Manager to join us in Boston, MA. In this role, you will manage Red Hat’s strategy with industry analyst firms. You’ll oversee, develop, and implement a variety of projects and programs for one group of our offerings while working closely with Product Management, Product Marketing, and Corporate Communications teams to develop and carry out the strategy to positively impact Red Hat’s position among key analysts. As an Analyst Relations Manager, you’ll need to have a broad range of skills including the ability to manage successful analyst relations programs, work well with senior executives and a wide range of internal teams, prioritize and handle multiple concurrent projects, and build solid relationships with key industry analysts and technology experts.

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[JOB POSTING] Analyst and Customer Relations Manager / BT, London, UK

Why this role matters

External influencers in industry analyst and sourcing advisory firms engage closely with our customers, competitors, regulators and investors, the media and wider financial community, so are both an important channel to market and source of insight. The analyst and consultant relations (ACR) programme in Global focuses on developing and strengthening influencer relationships to:

  • Improve market perception of BT by persuading them to represent BT in the best possible light.
  • Improve win chance in in client opportunities at all stages of the sales cycle.
  • Glean vital sources of market intelligence trends and potential opportunities.
  • Bring outside knowledge, feedback and advice into BT.
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[JOB POSTING] Director of Analyst Relations / AtoS, Irving, TX, USA

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The objectives of this role are to drive and execute improved industry analyst awareness and perception of Atos North America (NA) in the IT Services Services marketplace, to engage NA leadership in developing enduring analyst relationships and to position analysts to be advocates for Atos in the industry.  The position reports to Senior Director, Atos Analyst Relations – North America.

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[JOB POSTING] Senior Analyst Relations Manager / F5, Seattle, WA, USA

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Come work at a place where innovation and teamwork come together to support the most exciting missions in the world!

We are seeking an experienced Senior Analyst Relations Manager who will partner with the Director of Analyst Relations, where you will plan for, establish, nurture and oversee relationships with technology industry analysts to maintain and improve F5’s credibility and thought leadership with these constituents. The primary objective is ensuring that key influencers support F5’s story as they interact with customers/prospects, partners, journalists and financial analysts.

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[JOB POSTING] Analyst Relationship Manager / Kelly Services, USA

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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.  

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[GUEST POST] Influencer relations so much more than going from an A to I

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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.

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[GUEST POST] 20 mistakes analyst relations teams are making by Mark Peters / ESG (part 2)

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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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!
  9. 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.
  10. 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…
  11. 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.

This post first appeared on A3 Communications, reposted with their kind permission.

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[GUEST POST] 20 mistakes analyst relations teams are making by Mark Peters / ESG (part 1)

Mark Peters / ESG: 20 mistakes analyst relations teams are making

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.

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