Institute of Industry Analyst Relations (IIAR)The IIAR is a not-for-profit organisation established to raise awareness of analyst relations and the value of industry analysts, promote best practice amongst analyst relations professionals, enhance communication between analyst firms and vendors, and offer opportunities for AR practitioners to network with their industry peers.
By Dr. Thomas Mendel P.D., Managing Director Research In Action
Every year, Research In Action surveys 10,000+ enterprise IT and business decision makers in order to gain insights on strategy, investments and ongoing challenges of technology innovation in the IT and marketing automation realm. These surveys feed our Vendor Selection Matrix™ reports and give us access to a wealth of direct and unfiltered feedback from the buyers. It also helps us to understand how buying decisions are made in today’s business environment. For our internal strategic planning purposes, we also frequently survey this buyer community. In addition to that, around once every two years or so, we interview software vendors in our two primary focus areas, namely IT and marketing automation. This time, the results have proven to be of high interest to many people, so we decided to share them with you.
As a follow up to the 2020 IIAR> Analyst Relations Awards, we’ll be doing a deep dive on The IIAR> 3R’s methodology, sharing an aggregate view on what hundreds of analysts said were the most important qualities they value most about AR professionals, and how you can leverage that feedback to deliver the most effective results for your stakeholders.
Robin Schaffer (LinkedIn, @robinjs19)’s new book, Analysts on Analyst Relations: The SageCircle Guide, weaves the verbatim recommendations of dozens of veteran analysts into a powerful argument for AR teams to test out leading-edge AR activities, far beyond what passes for regular AR best practice. Schaffer is a long-time AR leader: She and I are part of the Analyst Observatory at the University of Edinburgh, and Robin is US lead for Kea Company, whose SageCircle service published the book. The IIAR just nominated her agency, Schaffer AR, among the five best in the world: That award is an astonishing accomplishment because her firm is only months old.
Given her experience and success, it’s no surprise that Schaffer has written a unique and educational book. It gives you a look into the world of analyst relations from the perspective of experienced analysts. Her book provides an insight into how companies can effectively use analysts to drive their business forward.
Answering top analyst questions about your business can be a daunting task. This book shares insights not only from Schaffer, but also two successful AR book authors on how to shift analysts’ perceptions and use analysts to advance your business: AR grandfather Efrem Mallach, whose third edition of Win Them Over features an introduction by the IIAR’s Ludovic Leforrestier, and Kea Company CEO Sven Litke, my co-author of Influencer Relations: Insights on Analyst Value.
There are six ideas that I found especially engaging in the book. Whether you are new to AR or an experienced professional, you’ll learn:
AR is not primarily about making analysts happy. Kevin Lucas, Forrester’s analyst serving AR professionals, notes how this point is strongly made in the introduction by Efrem Mallach.
Influence differs between analysts. Schaffer shares a key secret: focus is needed in transforming a few top analysts into champions of your firm. This insight-packed guide shows how to create a clear alignment with your key analysts’ interests and biases, to end up with a loyal advocate. You may not be able to target all key analysts, so focus on credible analysts who are open-minded and ready to engage.
Analysts are not the only influencers. Analysts are consumers and producers of thought leadership. However, Schaffer points out other B2B influencers such as academics, bloggers, customers and journalists. If you watch closely, you can see which influencers your analysts listen to and which influencers amplify your analysts. Aim at the thought leaders and you also shift their followers.
Win-win relationships do not pay to play. Analysts have a complicated relationship with vendors, even though both should educate their shared customers to make the best choices. Since pay-to-play analyst firms quickly discredit themselves, Schaffer recommends a focus on analysts who want win-win relationships.
Analysts want to be heard and seen. Vendors seem to be only after one thing: positive mentions. Analysts are frustrated by vendors who don’t want to understand or support their workflow. Influencing analysts involves helping meet their goals. That means putting yourself in their shoes and aligning your language and relationship to their mindset.
Trust is the key to great relationships. At times, many analysts feel ignored, manipulated, or misled. Influential analysts want to serve multiple stakeholders: buyers, users, regulators, investors, etc. If you cannot be relied upon to provide trustworthy information, the analysts will distrust you. You will either burn your bridges immediately or after the analyst burns their relationship with a client who refutes what you told the analyst.
Analysts on Analyst Relations captures insights and sage advice shared by analysts, unusually providing an easy-to-read book that is informative and fun, with a genuine, supportive and encouraging tone. It is perfect for professionals who have just embarked on their careers in analyst relations, although everyone interested in analyst advocacy will benefit.
This short book aims to show how understanding analysts’ perspectives on AR can help both generate advocacy and gain insights. If you’re looking for an easy way to learn about why analysts say what they do about your company, then this book is for you.
The best way to help vendors meet analysts’ needs is to help them understand how analysts think about the analyst relations process. As a low-cost purchase, it has the potential to reach a much bigger audience than buying expensive AR advisory from Gartner and Forrester. Uniquely, this book is built from the insights of analysts with years of experience, curated by AR veterans who know what top analysts need from vendors.
Join us for a pre-Christmas meet-up on Monday, 21 December, hosted by the IIAR> German Chapter. Grab a drink of your choice, whether it’s spiced tea or a mulled wine, and join our interactive chat about The AR Experience in 2020.
Industry analyst is a tough act to master: just like a one-man-band need to combine multiple instruments, analysts usually have many talents such as writing, public speaking, educating –and ideally analysing. Do they now need to be their own publicists as well?
The pandemic has brought in a dramatic uptick in social media usage, accelerating the move to digital for many interactions. Its convenience and immediacy make it a force that’s there to stay when the new normal finally settles. So, if you have lost the password of the Twitter account you had set-up back in 2007 to kick the tyres and haven’t got a plan to engage on LinkedIn, now is the right time to jump in.
If you’re an analyst relations professional in the know, you keep on eye on one of the most popular online gathering places for our tribe – the Institute of Industry Analyst Relations website and LinkedIn Group.
If so, then you’re probably like me, raising an eyebrow these days at the sheer volume of analyst relations job postings that have come through in 2020 so far. Nearly 60 jobs have been posted at IIAR’s job section on the its website (they appear earlier on the IIAR< Member365 extranet) when in previous years it’s normally a fraction of that.
The IIAR> is committed to recognizing the achievements of AR professionals who go above and beyond in their careers and to promote industry best practices. The IIAR> Analyst Relations Awards 2020: AR Professional, AR Teams, and AR Agencies are one of the longest-running awards run by an independent industry body for AR professionals.
The IIAR> surveys analysts to identify the best professionals in the industry. This year, we are also asking AR professionals to submit case studies to showcase the best practices and impact they drove in the industry. This survey uses the IIAR> 3R’s methodology of how AR should work with analysts to deliver results to their stakeholders.
The Covid_19 and economic impact of lockdown is making 2020 truly unique, squeezing budgets for all companies. Most technology vendors hold contracts with the likes of Gartner, Forrester, IDC, Omdia, 451 and others ; and renewals for 2021 are predictably going to be tense.
Although technology buyers are traditionally twice as likely to rely on analyst reports as on reviews from their peers, today’s buyers want the whole truth. And this is how enterprise peer reviews are disrupting the Analyst Relations business.
Gartner Peer Insights has recently made changes. Hear from Shannon Wedding (LinkedIn, @shannon_wedding) and Anatoli Olkhovets (LinkedIn, @anatoli_o) on what AR pros need to know about what’s new with Peer Insights.
Our current working environment has been a challenge for everyone, sector to sector. Workers have been uprooted from usual routines and practices; some have flourished, finding inspiration from their sofas, while others have been stifled by children, pets, and noisy neighbours. Despite this upheaval, we have had to adjust and adapt in the best way possible. Whilst some “norms” have fallen by the wayside, others have been embraced and formulated into a more efficient and enhanced way of working from home.
The next Best Practice paper in the IIAR>’s new series on best practice will focus on a topic that should be close to the heart of every AR professional: AR Measurement.
Often thought to be the Holy Grail of AR, how can a vendor (cost-) effectively track the true RoI of engagement with industry analysts? Is it about recommendations and proving influence over deals? Perhaps you are tracking touchpoints, endorsements, the number of Magic Quadrants in which a vendor is included, or even the number of times your favorite analyst tweets about your brand. Or perhaps you focus on softer factors such as analyst sentiment?
We’ll take a deep dive into this evergreen topic in an interactive IIAR> session co-hosted by Nadia Nizar (@nadianizar, LinkedIn), at Resonance and IIAR> Board member Simon Jones (@SimonDestrier, LinkedIn). This is the first step in the production of a new IIAR> white paper on successful measurement strategies.
We invite you to join us and share your views: We are gathering opinions on effective AR measurement from IIAR> members, so make sure your views are heard! We want to listen to different voices and encourage a healthy debate. Also – join us and chime in if you’re interested in learning more about AR measurement – we’d like to understand your priorities.
Hard on the heels of Gartner’s presentation to IIAR> members on its new initiatives for AR professionals, we’re opening up the conversation to our member in an open forum session.
Join us for a no holds barred debrief – to be held under the Chatham House Rule – where we’ll drill into the thought-provoking insights shared by Gartner’s Matt Goldman and Lindsay McKinney. Register now for the moderated open forum discussion to be held on Thursday June 18th at 0800 PDT / 1100 EDT / 1600 BST.
As many have heard, Gartner has recently established an AR advisory team, similar to Forrester’s AR Council. They’ve also launched a new product specifically for AR professionals that we know many members have questions about. The IIAR is excited to invite Lindsay McKinney (LinkedIn, @lindsaymccune) / Sr. Director Analyst and Matt Goldman (LinkedIn) / Managing VP from Gartner to present information about Gartner’s new initiatives for AR professionals, exclusively for IIAR members only.
Be the first to hear about what they’re planning and have your questions answered at this live event on Thursday 11th June 11 at 1100 EDT / 1600 BST.
The opinions expressed on this blog post are those of the individual authors and do not necessarily reflect the views of their employers or other members of the IIAR.
While every effort has been made to ensure accuracy and compliance with copyright laws, we can’t be held liable for any unintentional misrepresentation on this post but are happy to correct any wrongs quickly.
Strictly Necessary Cookies
Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.