Guest Posts – Other

Guest posts by other professionals

IIAR What is you AR Story S1E01

IIAR> What is your AR Story with Ankit Holani

Crystal Golightly/ (@crysgolightly, LinkedIn), IIAR> Board member for Operations and Community Manager Deepak George (@deepacgeorge, LinkedIn) share their conversation with fellow IIAR> Member & Certified AR Professional, Ankit Holani (Linkedin) on his AR journey. Ankit is really happy to be connected and part of our professional community. As a business marketer, the IIAR> provides him …

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[GUEST POSTING] Debunking Five Analyst Relations Myths

Analyst relations is easily the most misunderstood function in marketing. I’ve been involved with analyst relations — or AR — for over a decade, working on dozens of Gartner Magic Quadrants and Forrester Waves. I’ve experienced the impact that analyst relations, when done well, can have on growth. And I know how much time and effort it takes to …

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Industry and IT analyst firms collage (IIAR blog)

[GUEST POST] Why Startups Need Analyst Relations More Than Growth Hacking

By Theo Pristley (@tprstly, LinkedIn), originally posted here on Forbes and republished with his express permission. Co-authored with Ian Gotts (@iangotts, LinkedIn), tech advisor, investor, speaker and author.)   You’re an innovative and growing startup, I get that. You’ve got a fab new product or service that’s going drive dramatic benefits for enterprise customers, I get that. You’ve even …

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Ian Gotts (IIAR guest author)

[GUEST POST] Why AR comes before PR. Just look in the dictionary.

By Ian Gotts / Founder and CEO, Elements.cloud (LinkedIn, @iangotts). You’re an innovative and growing software vendor, I get that. You’ve got a fab new product that’s going drive dramatic benefits for enterprise customers, I get that.You’ve even got a blog to push out great customer stories now and then, I get that too. But how …

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[GUEST POST] A tale of two sales teams – an analysis of Gartner’s & Forrester’s 2012 financials

Dave Noble / Intelligen AR (‎@IntelligenAR, LinkedIn) recently posted a good insight on his blog at looking in to the financial results of Gartner and Forrester. To go directly to the article click this link. If you ever wanted evidence that success in the analyst business is about more than good research, then the latest …

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[Guest Post] Why IT Vendors Should Take Industry Analysts (More) Seriously

By: Dr Neil Pollock, University of Edinburgh Business School After several years’ research on industry analysts and IT Research firms there are some interesting conclusions to be reached on how industry analyst firms are exerting influence on IT vendors and their product markets. This is just a snapshot of some of Dr. Pollock’s findings. 1. …

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[GUEST POST] Big Dogs don’t yap: the secret ingredient for MQ success

Blog courtesy of: Simon Levin (IIAR Board Member) What is it that makes the difference when it comes to making the step up into the Leaders section of Gartner’s Magic Quadrant? Ever wondered what companies who gain recognition as Leaders have in common? Having seen four of our MQ Tune-Up clients gain Leaders status for the …

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[GUEST POST] Timing is everything

There’s no penalty for jumping the gun On your marks. Get Set. Go. When the starting gun goes off, there is always going to be a rush of adrenalin, a surge of excitement, and a striving to get up to speed and do your best. But when the starting gun goes off in relation to …

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What’s happening at Yankee Group?

Yankee’s Group’s summer repositioning and restructuring has, more or less, completed the firm’s evolution from a full-service analyst and consulting firm into a data-driven research and advisory firm focussed on mobility (which the firm defines as advancements that enable fluid access to any content, applications or services from any device, by anyone, from anywhere at …

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[GUEST POST] Analyst Relations Basics – part two

One in-house AR who used to work in PR pointed out yesterday that for some IT firms, even getting on the radar of the industry analysts is of value, so perhaps I was a little harsh. While I accept his point, I contend that unless the initial awareness-raising is followed up with a systematic engagement programme, even a light one, it’s of very little real value in the longer term. Which leads me nicely into today’s topic: Level 2: AR as a Two-Way Conversation.

[GUEST POST] Measuring online influence

This second post on online influence looks at how one might measure influence using online metrics. Those do not measure whether a target community is influenced by online channels. So, if online metrics if they don’t, if they measure a vague notion of industry activity or sentiment, then do they really reflect the ecosystem of influencers that impacts decisions?

[Guest post] Blogger relations at SAP by Michael Krigsman

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.