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[JOB POSTING] Industry Analyst Relations Manager, £50-65k base + bens London or Hampshire

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Industry Analyst Relations Manager, £50-65k base + bens London or Hampshire

Do you drive market trends? Can you utilise Research & Industry data firms to segment business opportunities? Using your pro-active, creative, entrepreneurial spirit you will be developing compelling customised marketing plans to increase our International footprint. We are a recognised Software brand name, Microsoft & Cisco partner experiencing rapid growth.

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[GUEST POST] What are My Secret AR Weapons?

I, like others am driven to compete, produce the best results….or in other words, Win!

I know that I am not alone in this, and am competing for analysts time and attention, not to mention doing everything I can for the highest rating possible.  So I instinctively know that others are sucking up the remaining analyst time with a message that favors them once my time is up.  So I have to get the time, and make it as meaningful as possible.

I rely on a few tactics that have morphed over the years, but are still true today.

NUMBER 1, IT’S ABOUT THE RELATIONSHIP

This takes time, but it is important to know the other person.  I take the time to talk about their children, pets, or at least read their social media which tells me about them as a person.  This can set the tone for a relationship, and you also can find the common ground to have more than just a perfunctory relationship.

What do you get out of it?  Many things like trust (which matters in good or bad times), an answered email, tweet, or any other form of communication.  I talk to analysts and they frankly have email overload and/or avoidance.  That means if they see it from you, there is a decision on whether to look at it (or take the call) or brush it off to the dustpile.

My advice is to take the time to build a relationship by knowing them, then helping them by going out of your way to make the transaction more meaningful.  You will see results from it, like the answer you were looking for.  It’s almost like real estate but instead of location, it’s relationship, relationship, relationship.

NUMBER 2, WHAT IS THEIR BACK CHANNEL

Further on the issue of communicating with the analyst is how to avoid their overload.  There is some method they choose that they rank as the one to answer.  It could be twitter, email (a personal account could be an option here), a text….whatever.  Once you build the relationship, ask them in a crunch, how can I reach you.  Murphy’ law will come into play at some point.   The analyst will be unavailable when you need them (right now) and the back channel is the way.

A word of advice.  If you abuse this, it negates the purpose of having a back channel.

NUMBER 3, IS MY EXECUTIVE THE BEST HE/SHE CAN BE?

At some point, it’s the executive and the analyst and it’s out of your hands.  The can make or break it for you.  Pick the right one for the right briefing.  Tell them how to answer to the analyst base on the relationship you have built and their nuances.

Another issue is how and what you tell.  Sometimes you can state the obvious.  Other times you need to absolutely not answer  a question that will sink your ship.  Having the executive ready to know where the landmines are.   One in A/R must realize that not all are called out to be an effective spokesperson.  Here is a discourse on executives.

If they fall down and you know it, you have to get back to the analyst and sweep up the damage.  Get another executive or knowlegable person to fix the mess.

The best of all worlds is when you get the relationship (here’s that word again) with and executive, and they know how to tell the right story and they build a relationship with analyst also.

Point of interest:  You must also make sure that they know the difference between a press briefing and an analyst briefing.   What is off limits and how far can you push the information limits (NDA may be needed).   I want my execs to tell almost everything including some warts.   This makes the story believable, especially when you are early in the announcement cycle.  This gets you buy in, or if you know a certain analyst is anti-your-message, you’ll know not to go there at announcement time.

Is this a comprehensive list, by no means, mostly because you are dealing with people  so outcomes are not predictable.  Will it work?  Most times as long as you stick to the rules.  Will you have issues or times when everything falls apart?  Yes, and you have to pick yourself up and begin again, it could even lead you to a better relationship.

I graduated from the school of hard knocks, with a PH.D.  If I’d have known this earlier on in my career, it would have avoided many troubling times.  Perhaps that’s how I learned to use these tactics?

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[Guest Post] Identifying influencers by apparent importance vs real trust

By Barbara French / Tekrati (LinkedIn, @bfr3nch)

Analyst relations professionals are dealing with more types of analysts and analyst-like influencers every day. How do you know who’s important among these new faces? Some insights from a pharma influencer relations study can give you fresh perspectives on identifying, differentiating and prioritizing your AR targets.

This post is reprinted from my personal blog Sway, where I discuss analyst relations and broad-based influencer relations. You may know me best as founder and managing editor of Tekrati, Inc.

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Solid research is the only way to cut through the chatter about identifying and prioritizing influencers for word-of-mouth marketing and other forms of influencer marketing. Mike Gotta (Burton Group / Gartner ) yesterday pointed out a just such a study, from the pharma industry. I like this study because it focuses on finding the hidden opinion leaders who drive the first wave of word-of-mouth product referrals.

The study identifies two distinct types of opinion leaders among the target physicians:

  • those who are trusted and respected by peers (called sociometric leaders)
  • those physicians who think of themselves as well connected and influential (called self-reported opinion leaders)

The opinion leaders identified by their peers are not the traditional targets pursued by marketers. If anything, they contradict current marketing wisdom about influencers and influentials. They are not overtly well connected, outgoing or high profile in terms of being published or public speakers.

Three nuggets to think about:

The study finds little overlap between the two types of influencers. Physicians fell into one group or the other.

The under-the-radar opinion leaders are quicker to use new product and more likely to influencer others to try it. This finding is based on matching network data with perscription records.

The under-the-radar sociometric opinion leaders are more interested in what their peers are doing, and are more open to word-of-mouth or social influence, than the self-reported opinion leaders.

Both types of opinion leaders play important roles in robust influencer marketing programs. One group is not better than the other; they’re just different kinds of people. The best course of action is to identify and address both types of opinion leaders. That means doing more research and more segmentation.

Useful links:
Hat tip: Mike Gotta
Study: Opinion Leadership and Social Contagion in New Product Diffusion – by Raghuram Iyengar, Christophe Van den Bulte, and Thomas Valente, 2008
Summary of Study: Knowledge@Wharton

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[Guest post] Blogger relations at SAP by Michael Krigsman

By Michael Krigsman / ZDnet (LinkedIn, @mkrigsman).

 

Analyst relations is a world of shifting territory, with convergence arising among blogs, traditional analysts, and even the media. I wrote this post to discuss how one software vendor navigates the blogging aspect of these difficult waters.

This post is reprinted from my blog at ZDNet, which is called IT Project Failures.

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Enterprise software vendors are an important part of the blogging dialog ecosystem, along with technology customers, analysts, system integrators, and public relations firms.

Among enterprise vendors, SAP is an industry leader in working with bloggers, so I thought it would be helpful to start the new year with a post that highlights the company’s Blogger Relations program.

SAP’s blogging outreach efforts are successful for three reasons, which other enterprise vendors should consider when creating their own blogging outreach strategy:

1. Ongoing relationship

SAP runs a formal blogging program that includes regular contact by phone, email, and Twitter; invitations to conferences and special events; and other opportunities to interact with SAP senior management, employees, and customers.

There are two primary contacts for bloggers at SAP, each of whom maintains an open-door policy. When I am working on a post and need a source, this means “one-click” access to virtually any employee in the company.

This convenience and accessibility simplifies gaining detailed information about SAP’s activities and products. The clarity of SAP’s message depends on the particular interviewee, but at least the opportunity for dialog is present.

2. Customized programming

SAP is attentive to the professional interests of bloggers in their program. As a result, each participant receives individual attention regarding his or her specific area of focus. In my case, for example, emphasis tends toward discussion around issues pertaining to projects and the intersection of business and IT. Other bloggers engage SAP in areas such as sustainability or enterprise technology.

This customized programming is especially significant when SAP holds events and arranges meetings with senior executives. Matching bloggers and executives who share specific interests helps keep the discussion relevant to all parties.

3. Mutual expectations

The relationship between SAP and bloggers requires substantial investment of time and effort for both sides. My “covenant” with any vendor is simple and fair: I seek straightforward access to information while the vendor has a right to balanced analysis.

Of course, SAP advances its perspective and I write about IT failures, so natural tensions are present. These tensions are healthy and help ensure that blog posts do not devolve into a glorified press release or a one-sided attack.

To learn more about the history and goals of SAP’s blogging program, I recorded this video with Mike Prosceno, the company’s Vice President of Social Media Relations:

[youtube=http://www.youtube.com/watch?v=3zHrCZn0uFg]

Link to Youtube clip of Mike Prosceno / VP Social Media relations at SAP.

THE PROJECT FAILURES ANALYSIS

By demonstrating serious commitment to open up and engage, SAP now participates in conversations that previously eluded the company. This kind of personalization is difficult to achieve, especially for such a large company.

The blogging program actually represents an investment in the rapidly evolving future of corporate communications, which has seen barriers drop in traditional boundaries around media and analyst relations. Blogging offers a particular challenge to corporate communications because it does not fit easily into existing media or analyst definitions.

Serious enterprise bloggers are typically professional experts in some aspect of enterprise software, raising strong parallels with industry analysts. Unlike analysts affiliated with established firms, however, most bloggers are independent and have no contractual relationship with the vendor. At the same time, some industry analysts also write excellent blogs, which further blurs traditional distinctions.

To place these distinctions into broader context, I spoke with Jason Busch, Managing Director of analyst firm, Azul Partners. Jason is also a top enterprise blogger on procurement issues, writing at Spend Matters.

Here’s what Jason told me:

I’ve often found the transparency of bloggers to be a breath of fresh air relative to traditional industry analyst firms.

In general, the better tech bloggers in the enterprise space fully disclose clients, affiliations, advertisers/sponsors, etc. In contrast, traditional analyst revenue waters are often murky; you don’t know who is paying them or how much.

SAP was way ahead of the curve in recognizing the rising role of bloggers and the blurring of analyst/blogger distinctions. It’s probably the most prescient thing they’ve done from a marketing perspective.

My take. SAP understood early on that traditional corporate communications has shifted from a message-based orientation to identifying, building, and nurturing relationships with influencers.

Despite the maturity and excellence of its program, however, SAP now faces competition in blogging relations from other enterprise vendors, some of whom are catching up quickly. To maintain its lead, SAP must continue to innovate and invest in this area.

The growth of enterprise blogging as a recognized form is great news for technology buyers, who rely on independent sources of information when making important technology and business decisions.

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Analysys Mason Taps Steve Hilton to Lead Enterprise and SMB Practice

Analysys Mason has strengthened its enterprise practice with industry expert Steve Hilton joining the senior ranks. Most recently with Yankee Group, Hilton will lead the research division’s Enterprise program, which identifies the key issues facing the enterprise, small enterprise and small office, home office (SOHO) ecosystems and enables leading players to make the right decisions.

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Info-Tech Research Group Partners with ATA Research

Info-Tech Research Group has partnered with ATA Research. Effectively immediately, ATA Research will sell and distribute select Info-Tech Research Group content. The first Info-Tech Research Group content offered through ATA Research is “IT Fundamentals”, a set of zipped files containing business tools, IT templates, IT policies, IT job descriptions and RFP templates …

More at Tekrati

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Celent expands coverage of India financial market

Celent, a research and advisory firm and member of the Oliver Wyman Group, is launching a service dedicated to the Indian financial market. The research service will focus on the Indian financial services space, cutting across Celent’s established service offerings in the areas of Banking, Insurance, and Securities & Investments …

more at Tekrati

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[JOB OPENING] Managers of AR ar Kronos

[THIS JOB IS POSTED ON BEHALF OF KRONOS, THE IIAR CANNOT BE HELD LIABLE FOR THE CONTENT]

Kronos Incorporated is seeking a self-starter who is seasoned in high-tech industry influencer relations. In this individual contributor role, you will be responsible for driving a communications program that clearly conveys Kronos messages regarding our company strategy, product and industry direction, and competitive differentiators to influential analysts, associations, and other influencers. Bachelor’s degree and a minimum of five years of experience in communications field preferred. Reports to senior director of corporate communications.

Details here: Job Information: Manager of Analyst Relations Job

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[JOB POSTING] Senior Analyst Relations Manager, Frankfurt

[THIS JOB IS POSTED ON BEHALF OF PSD, THE IIAR CANNOT BE HELD LIABLE FOR THE CONTENT]

 

Senior Analyst Relations Manager (m/f)

Location: Frankfurt am Main

As Senior Analyst Relations Manager you contribute pro-actively to the corporate communication strategy. You act as the primary liaison with all relevant internal groups in planning and implementing communications campaigns, analyst relations initiatives, executive programs, events and product launches. Furthermore you serve as a key contact person with the analysts, with a specific focus on ensuring positive endorsement of our client and its portfolio from the analyst community.

Your tasks:

  • Manage pro-actively all key aspects of the analyst relations (AR) program
  • including planning, strategy, internal communication consulting, implementation of new communication initiatives and management of tactics
  • Act as a primary internal liaison with sales, solution management and development, including top management level, to elaborate the positioning of our clients strategies and initiatives towards the analyst community
  • Position the AR program and its objectives towards internal audiences as well as train and support them to leverage all aspects of analyst relations
  • Ensure targeting analysts with the highest impact on our clients overall business success from a global perspective
  • Monitoring analyst coverage and communicating analyst perspectives back into our clients organisation
  • Plan and manage the analyst relations activities, briefings, inquiries, events and tours
  • Build and maintain excellent relations with key influential analyst

Your profile:

  • University degree in business administration, marketing, public relations or equivalent
  • 5 – 10 years experience in the IT or Telecommunications market, of which preferably 3 – 5 years with analyst company or AR team
  • Strong experience in systems integration and good knowledge of ERP and SCM/PLM
  • Proven success in producing results in a team-oriented environment
  • Ability to work independently and accept responsibility
  • Strong communications, presentation and writing skills (business fluent English skills)
  • Good command of written and spoken German

For further information and to apply, call Tobias Wöhler on +49-(0) 69-138 136-39 or e-mail your detailed CV quoting your salary expectations and your availability/earliest starting date to sales-marketing.frankfurt@psdgroup.com

You can speed up the process of your E-mail if you insert the following Job Reference into the subject of the e-mail: MO/TWO2/419470.

On behalf of our client, a leading global IT Service Provider, we are looking for a

Senior Analyst Relations Manager (m/f)

Location: Frankfurt am Main

As Senior Analyst Relations Manager you contribute pro-actively to the corporate communication strategy. You act as the primary liaison with all relevant internal groups in planning and implementing communications campaigns, analyst relations initiatives, executive programs, events and product launches. Furthermore you serve as a key contact person with the analysts, with a specific focus on ensuring positive endorsement of our client and its portfolio from the analyst community.

Your tasks:

  • Manage pro-actively all key aspects of the analyst relations (AR) program

oincluding planning, strategy, internal communication consulting, implementation of new communication initiatives and management of tactics

  • Act as a primary internal liaison with sales, solution management and development, including top management level, to elaborate the positioning of our clients strategies and initiatives towards the analyst community
  • Position the AR program and its objectives towards internal audiences as well as train and support them to leverage all aspects of analyst relations
  • Ensure targeting analysts with the highest impact on our clients overall business success from a global perspective
  • Monitoring analyst coverage and communicating analyst perspectives back into our clients organisation
  • Plan and manage the analyst relations activities, briefings, inquiries, events and tours
  • Build and maintain excellent relations with key influential analyst

Your profile:

  • University degree in business administration, marketing, public relations or equivalent
  • 5 – 10 years experience in the IT or Telecommunications market, of which preferably 3 – 5 years with analyst company or AR team
  • Strong experience in systems integration and good knowledge of ERP and SCM/PLM
  • Proven success in producing results in a team-oriented environment
  • Ability to work independently and accept responsibility
  • Strong communications, presentation and writing skills (business fluent English skills)
  • Good command of written and spoken German

For further information and to apply, call Tobias Wöhler on +49-(0) 69-138 136-39 or e-mail your detailed CV quoting your salary expectations and your availability/earliest starting date to

sales-marketing.frankfurt@psdgroup.com

You can speed up the process of your E-mail if you insert the following Job Reference into the subject of the e-mail: MO/TWO2/419470.

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