Archive | Guest Posts

Guest posts for the IIAR website

[GUEST POST] What is your product and what does it do? by Adrian Sanabria / Threatcare

Adrian Sanabria / Threatcare, guest post author on the IIAR websiteThis post by Adrian Sanabria / Threatcare (@sawaba, LinkedIn) was first published here on his blog.

 

Lessons I learned trying to make the most of vendor briefings

I’ve always been a sort of ‘cut-to-the-chase’ kind of guy. I’m self-taught when it comes to security and technology. Over the years, I’ve learned how to skim through a book, article or website to extract the important information. Sometimes I’m just trying to figure out how to do something, or I’m looking for an answer to a specific question.

Just tell me what time it is, I don’t need to know how atomic time clock frequency standards work.

Conversely, I also have an appreciation for context and a good story — as long as you eventually get to the point.

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[GUEST POST] Engaging with mobile analysts … now’s the time!

Mobile World Congress logo on IIAR Website - GSMA

The final speaker agenda is being nailed down, and the Global Mobile Awards judges have now announced their shortlist. However, there’s no resting on your laurels when it comes to Mobile World Congress (MWC) Barcelona outreach. Next on the action list is the extremely important task of your analyst outreach strategy.

Industry analysts play a crucial role in the marketing sales cycle and supplier selection.

Findings from CCgroup’s own Catalyst Insights reveal that when it comes to shortlisting vendors for an RFP, B2B tech buyers place analyst due diligence and reports in their top three most valued sources of content. Continue Reading →

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[GUEST POST] IIAR Webinar: ‘Tis the season for Gartner Methodologies

Gartner IIAR logosOn September 7th, the CCgroup AR team joined IIAR’s latest webinar on Gartner methodologies with by David Black (LinkedIn), MVP Methodologies & Content Engagement at Gartner and moderated by Ludovic Leforestier (@lludovicLinkedIn), from the IIAR Board.

David spoke about the firm’s research methodology behind reports such as Magic Quadrants and Critical Capabilities.

The AR community has always been tuned in to Gartner’s research calendars, with “Every season is Magic Quadrant season” being the mantra shared by many. As such, many AR professionals were keen to learn more from David. Continue Reading →

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[GUEST POST] IDC EMEA provide the IIAR with their current State of the Union: What’s changing for this year and next?

By Suzannah Archibald (LinkedIn, @suzannah_a), Head of Analyst Relations at CCgroup.

IDC is usually one of the better analyst houses I encounter. They usually show tight co-ordination amongst their end-user practices, and reach out and access their client and subscriber database across over 10,000 IT decision-maker professionals (and counting). So, in mid-2017, what’s changed at IDC? And how are they handling organisational change since their change of ownership, earlier this year? These were just some of the questions posed by Industry Analyst Relations professionals at a recent IIAR webinar and networking session with…

Dan Timberlake (UK&I MD, VP Sales, EMEA), Tom Meyer (GVP Research EMEA, @tomtxt), and Mathew Heath (EMEA Marketing Director, himself the brains behind the always-entertaining @IDC_EMEA account).
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[GUEST POST] Webinar Fatigue and How to Overcome it

Webinars, illustration for blog post by Jonathon Gordon / EMI on the iIAR website

Webinar fatigue is now as common as the cold

Let’s face it, to say the webinar scene is overcrowded would be a monumental understatement.  Webinar fatigue should come as no surprise. After all, I seem to receive a new webinar invitation every other day.  While many of them sound super interesting, who has time to sit on webinars all day?  I often find myself signing up for many more than I actually attend.  Webinars, if done right, are a lot of work (the ultimate webinar project plan here).  Is it worth the time and effort?  I must admit that I am still a believer.  I consider webinars to be a great platform to interact with customers, prospects and the wider audience.  So how can you make sure they’re successful? Continue Reading →

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[GUEST POST] The secret trick to working with sales

Working with sales is easy. Just think like a salesperson!

Working with sales should come naturally to a marketer once you get into the head of your sales colleagues.  More than once I have been accused by my colleagues of “sounding like a salesman”.  While not often meant as a compliment, that’s how I take it.   If truth be told, I have spent a few of my years in the Sales trenches and believe that’s what gives me a unique perspective on working with sales.

Sales incentives, illustration for blog post by Jonathon Gordon / EMI on the IIAR website

Just like in any relationship, to really get to know someone, you need to understand what makes a person tick.  The thing I really loved about being in sales, is that in most cases, it’s easy to know what you should be doing and how it’s measured.  Mostly it’s about the target.  OK, there may be other KPIs thrown in for flavor, but it’s the target that really matters.  That’s pretty much what makes sales people click and how to get there is what keeps them awake at night.  The key to working with sales is helping them reach and pass that target, quarter after quarter, year after year.  Do this, and they will always be there for you. Continue Reading →

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[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 do you accelerate growth without piling on expensive sales guys? And how do you make it easier for the large corporates to find you and get comfortable placing big orders with you?

ANSWER: You create relationships with the analyst community. And here’s why. Continue Reading →

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[GUEST POST] Three ‘Must-have’ Anchor Points for Your Analyst Relations Program

Rishi GhaiBy Rishi Ghai (LinkedIn@rishi_ghai) Head – Analyst Relations, Corporate Communications, and Digital Marketing / Cyient

Launching an industry analyst relations (AR) program takes elaborate research and planning. Unlike simpler functions that a technology or service provider can delegate or outsource with minimal involvement, AR requires the continuous participation of stakeholders from a broad cross-section of the business––from corporate strategy to business-unit marketing, through to delivery and finance. Simplifying the creation of a new AR program requires defining its anchor points––the guiding forces necessary to give a direction to it and keep it on track.

Let’s take a look at three essential anchor points, which can serve as the compass of your organization’s AR program: Continue Reading →

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[GUEST POST] Analyst Relations Best Practices: Seven Tips to Make Your Company a Star at Industry Analyst Events

By Caroline Dennington / Dennington AR (@CDenningtonLinkedIn).

Summer is upon us and though that means wet weather for Caroline Dennington in the UK and heatwaves and wildfires for Caroline’s writing partner Phil Nash, analyst relations (AR) professionals around the globe are getting ready for another busy event season with the industry influencers.

InfoSec and Forrester Forum have already taken place in London and once again, Gartner Security & Risk Management Summit in Washington, exceeded all expectations attracting a huge delegate audience and of course, hundreds of analysts!

With Symposium, IDC Directions, Catalyst, BlabkHat and numerous other major events such as Sibos and ACAMS on the calendar, how can AR Managers ensure they secure relevant analyst time at these events and importantly, engage their executives and sales personnel in meaningful conversations? Continue Reading →

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[GUEST POST] Managing RFIs: 8 Best Practices for Analyst Relations Professionals

By Rishi Ghai (LinkedIn@rishi_ghai) Analyst Relations, Corporate Communications, and Digital Marketing / Cyient. 

Receiving a request for information (RFI) from an analyst firm often triggers two reactions among analyst relations (AR) professionals––first, the thrill and gratification of having the business on the radar of a relevant analyst; and second, the anxiety of responding to the RFI with comprehensive and accurate information.

Analyst-firm RFIs are complex beasts. Managed well, they can be a technology/service provider’s (TSPs) gateway to the much-coveted “star” ratings, rankings, and mentions in analyst firms’ research. On the contrary, poorly managed RFIs can end up misinforming analysts, leading them to build an inaccurate analysis of your company.

Responding to RFIs takes a lot of diligence, but the process can be simplified and made more manageable. Here are eight things you can do to ace RFIs and minimise the overwhelm. Continue Reading →

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[GUEST POST] So, You Did Well in an Industry Analyst Report… How Do You Get the Word Out? by Vicki Jenkins / Nelson Hall

Vicki Jenkins / NelsonHallBy Vicki Jenkins / Nelson Hall (LinkedIn@VickiJ_NH).


This is the fifth in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a look at promoting your organization’s inclusion in an analyst report.

Often times, before committing to participating in an industry analyst report, subject matter experts will say to their AR colleagues, ‘What happened with the last report we participated in? What did we get out of it?’ In many organizations, it’s not realistic to send the report to the marketing team simply asking them to leverage it, as they have many other commitments and deliverables and might not understand the value of the report and how to make best use of it internally or externally. Continue Reading →

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[GUEST POST] 7 Ways to Grow Analyst Firm Business: A How-to-Collaborate Guide for Industry Analysts and Account Managers

TW - 7 Ways to Grow Analyst Firm Business - Collaboration Between Industry Analysts & Account ManagersBy Rishi Ghai (LinkedIn@rishi_ghai)

It’s universal––the bittersweet relationship between sales and delivery functions. Industry analyst firms are no exception. The subject of bringing in more business for analyst firms is perhaps the biggest cause of friction between account managers and industry analysts, especially where senior analysts have P&L responsibility.

A typical scenario plays out something like this: analysts, in their capacity as advisors, tend to enjoy greater proximity to technology/service providers and buyers––and assert to know more about business leads for the firm than account managers do. Account managers, on the other hand, tend to disagree and think that analysts aren’t willing to stretch beyond their comfort zones to bring in more dollars…and on the argument continues. Yet, once this friction is transmuted into collaboration, engagements with clients and prospects become richer and more consistent, and untapped business opportunities start to open up. Continue Reading →

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[GUEST POST] Analyst Briefings: The Delicate Business of Client References, by Vicki Jenkins / Nelson Hal

Vicki Jenkins / NelsonHallThis is the fourth in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a look at using client references and case studies in the briefing process.

Quite often, participating in an analyst report requires providing client references as part of the briefing process, and in the area of outsourcing these can be rather difficult to secure. It is important to develop relationships with your sales and client services teams and to let them know about upcoming analyst reports that will require references so they can assist you without it being a fire drill. Knowing that references are required well in advance also enables your colleagues to select references appropriately, and avoid overusing certain clients where they are handling multiple requests for the client’s time. Continue Reading →

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[GUEST POST] Analyst Briefings: Preparing for Success, by Vicki Jenkins / Nelson Hall

By Vicki Jenkins / Nelson Hall (LinkedIn@VickiJ_NH) Vicki Jenkins / NelsonHall

This is the third in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a more detailed look at preparing for analyst briefings.

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[GUEST POST] Analyst Briefings: Are you a Strategic Team Member or the Note-Taker? by Vicki Jenkins / NelsonHall

Vicki Jenkins / NelsonHallBy Vicki Jenkins / NelsonHall  (LinkedIn,  @VickiJ_NH).

This is the second in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a look at the role of AR in the briefing process.

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[Guest Post] AR Planning Doesn’t Have to be Like Nailing Jell-O to a Tree, by Vicki Jenkins / NelsonHall

By Vicki Jenkins / NelsonHall  (LinkedIn,  @VickiJ_NH).Vicki Jenkins / NelsonHall

With a background as both an analyst relations (AR) professional and an industry analyst, I have seen what happens on both sides of the fence, and communication between the two sides is not always straightforward. Hence, this is the first in a series of blogs for AR professionals containing tips and pointers on how to ensure that the AR/analyst relationship stays smooth. Topics will include briefing preparation and follow-up plans, promotion plans for report placement, and industry analyst days. As it’s that time of year, I’ll start by taking a look at AR planning.  Continue Reading →

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[GUEST POST] Do You Have a Digital Devil’s Advocate? You need one.

By Phil Hassey, CEO CapioIT (@PHassey, LinkedIn)Phil Hassey / CEO, capioIT (IIAR guest post)

Digital is truly transformational to an organizational ecosystem when it works, but it is increasingly runs the risk of significant corporate exposure and risk when it fails.  Unfortunately the failure of digital will lead to the reduction in innovation and down we spiral. No-one wins with that environment. Just ask Westfield/SCentre who had to completely alter their strategy for ticketless parking after capioIT identified major security issues in Nov. 2015 (Reference – Westfield may have a “Smarter Way to Park”, but the risk to individual privacy and security is not sma… http://wp.me/p15cZf-dy). Westfield simply was not in the position, or resourced the right individual to identify the unknown unknowns, or unintended consequences of the otherwise positive innovation of ticketless parking. Continue Reading →

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[GUEST POST] The mysterious HfS business model… revealed

By Phil Fersht (@pfersht, LinkedIn) from HfS (@HfSResearch).

SuperHfSMan

So how do you build a business where not a lot of people understand how you make money and many assume you’re a not-for-profit that provides the industry with free research?

The answer is simple: flood the market with a daily dose of insight and have everyone feel part of what you are doing.  Make your information company open, social and collaborative; make everyone feel like they are a “client”, even when they are not. Make people want to spend time reading your stuff and also invite them to weigh in with their views and opinions. Continue Reading →

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[GUEST POST] Successful Analyst Relations Requires Grown Ups

By Peggy O’Neill  (@pegoneillLinkedIn) from Informatica. 

A fellow AR manager called recently to weep on my shoulder. She wanted a sanity check about setting internal expectations on what analyst relations could or could not do as her executives were making demands she considered outlandish. She sought my unvarnished opinion about the requests involved in case they were possible and she needed to step up her game.

I listened in disbelief to what her execs were asking for, probed for more details, and I’m sad to report that at the end of the conversation we concluded it was time for her to leave her company as she was working at an outfit where the culture and expectations were antithetical to a successful analyst relations program. Continue Reading →

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[GUEST POST] The Truth About Freemium Research

By Paul Connolly (@Paul_NH, LinkedIn) from Nelson Hall (@NHInsight).

For over a decade, freemium has been the ubiquitous business model for fledgling internet firms and the developers of smartphone apps. Users sign up for free to enable basic features, and are then drawn into subscribing to various levels of premium functionality. More recently, the freemium model has been the subject of considerable attention in the B2B market research space, with some rather extravagant claims and unsound thinking being used to herald it. Let’s have a closer look. Continue Reading →

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