Archive | AR

IIAR> Webinar: Peer Insights Updates

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.

This webinar will be hosted by Andrew Hsu (@andrew0hsuLinkedIn) / IIAR> Board Member for Events and Simon Jones (@SimonDestrierLinkedIn) / IIAR> Board Member for Membership.

Join us Wednesday 5th August at 0800 PDT / 1000 CDT / 1100 EDT 1600 BST / 1700 CEST for this IIAR> Webinar.

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[Guest Post] The New Normal for Analysts

Zoë Crichton / CCgroup

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.

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IIAR> Best Practice Call: AR Measurement

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.

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IIAR> Forum: Have your say on Gartner’s Initiatives for AR pros

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.

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IIAR> Webinar: Gartner’s Initiatives for Analyst Relations Professionals

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.

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Duncan Brown returns to IDC (again)

Duncan Brown has returned to IDC in a significant new role within the EMEA organization, after 16 months with a vendor. As newly appointed Vice President, European Enterprise Research, Brown (LinkedIn / @duncanwbrown) takes on a 40-plus strong analyst team including Software, Services, Accelerated App Delivery (AccAD), Artificial Intelligence, Channels and Ecosystems.

IDC’s Duncan Brown
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IIAR> Webinar: Forrester in 2020

Forrester social image

Join us for a presentation from Sharyn Leaver / SVP, Research for Forrester’s 2020 plans.

Hosted by Andrew Hsu (@andrew0hsu, LinkedIn) and Aniruddho Mukherjee (@aniruddho, LinkedIn), Sharyn (bio, @sharynleaver) will share Forrester’s big research themes for 2020, as well as how they are refreshing events. Plus, she’ll touch on analyst momentum and what it means for AR.

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[GUEST POST] The 7 Ups of Building Credibility Through Analyst Relations

By Andrew Lochart (LinkedIn, @andrewlochart) and reposted from lochart.com with his permission.

I’ve been leading B2B tech product marketing teams for more than 20 years and I’ve seen how easy it is to fall into what I call the “content trap”. We’re constantly creating new content to fuel our campaigns, to keep things fresh and interesting for our audiences. We try new messaging, new content types, new offers. It can be fun and exciting.

But it’s a trap because in our haste to create new content, we do the easy thing – start writing about how our product or service is newer, better, different. That kind of content might help generate awareness amongst buyers, but it fails at generating something much more important: Credibility.

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

Marc Duke profile picture

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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[NEWS] 451 Research acquired by S&P

By Simon Jones (LinkedIn, @SimonDestrier) and Ludovic Leforestier (LinkedIn, @lludovic).

451 Research, one of the leading independent analyst firms has been acquired by credit ratings, benchmarks and analytics giant S&P Global.

The deal marks expansion plans for 451 Research, which recently celebrated its 20th anniversary, and has around 90 analysts and 15 consultants on its roster.

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A turn of the tides? The IIAR> Analyst and Firm Of The Year 2019

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….

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Gartner Symposium / ITxpo 2019: key takeaways for AR professionals

Gartner Symposium
The IIAR> was at the Gartner Symposium/ITxpo 2019 in Barcelona

This year’s Gartner Symposium in Barcelona had a couple of updates for AR professionals in store. And the analysts on stage shared new ideas and new perspectives to the already known tech story.

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IIAR> Webinar with Research In Action

Is there life after Forrester? The analysts at Research In Action certainly think so!

Join the IIAR webinar on Wednesday November 20 to find out more about Research In Action (RIA). We’ll be joined by RIA founder Dr Thomas Mendel (LinkedIn, @drthomasmendel) and recent recruit Eveline Oehrlich (LinkedIn, @eoehrlich), who is now back in Germany after her stint in the US.

Research In Action logo
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IIAR AR Café at Gartner Symposium in Barcelona 2019

Join us…

at our IIAR get-together at this year’s Gartner Symposium 2019 in Barcelona, hosted by Yvonne Kaupp (@YveKauppLinkedIn), IIAR Board Member (Chapter Liaison) and Senior Manager Global Analyst Relations and Market Strategy at Retarus and Anja Steinmann (@AnjaSteinmann, LinkedIn), IIAR UK Chapter Co-lead and Global Analyst and Consultant Relations Manager at BT.

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IIAR> Webinar: Future Shock: The Coming State of Analyst Relations

Gerry van Zandt and Ludovic Leforestier - IIAR

The IIAR> will soon release a new and long-awaited white paper that provides fresh insights and information into how the field of Analyst Relations will evolve and change over the coming 5-10 years.  To mark the debut of this white paper, IIAR will host a webinar on the 5th December2019 at 0800 PST / 1000 EST / 1600 GMT to outline some of its key findings, and to discuss important considerations that will be relevant to everyone working in the Analyst Relations field.

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IIAR> Discussion Group: working with Gartner

As the largest analyst firm, everyone in analyst relations is impacted by their relationship with Gartner. From contract negotiations to account management to research coverage, our AR programs are greatly impacted by Gartner’s offerings, communications.

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