Archive | IIAR

Around Ollie O’Donoghue from PAC in 10 questions

Today’s IIAR> Around in 10 questions interview is with Ollie O’Donoghue, Senior Analyst, Teknowlogy (@OriginollieLinkedIn, blog) who covers cloud and cybersecurity.

Ollie O’Donoghue / Senior Analyst, Teknowlogy
  1. What are your coverage areas?
    My core coverage areas are Cloud and Cybersecurity, I also get involved with some of the other research clusters we have at PAC, including AI and Analytics. A really important differentiator for us is our strong understanding of local markets across Europe, so alongside my horizontal coverage, I also help clients understand opportunities and developments in the UK market.
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Crystal Golightly joins the IIAR> Board

Crystal Golightly / IIAR Board Member

London, 1st April 2021 (not an April fool). IIAR> Members have elected a new board member for the Membership and Operations role. The IIAR> Board is pleased to welcome Crystal Golightly (@crysgolightly, LinkedIn) as a voluntary board member to this key position, looking after nurturing and growing our membership.

In her day job, Crystal is the VP Customer Experience & Operations at ARInsights, the provider of ARchitect, an analyst relations management platform supporting AR professionals worldwide.

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Around Stuart Ravens from Corax Insights in 10 questions

Stuart Ravens / Corax Insights

Today’s IIAR> Around in 10 questions interview is with Stuart Ravens (@StuartRavens, LinkedIn) / Freelance analyst at coraxinsights.com, who writes about the use of tech in the energy transition and any other stuff he finds interesting.

1. What are your coverage areas?
I write about the use of technology in the energy transition. I also do research and analysis work for clients outside of this area, based on how interesting I find it! 

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IIAR> Monthly Meet-up Apr’21

IIAR> UK Chapter Hero image with Anja Steinmann and Tim O'Sullivan

Following on from our well attended IIAR> Webinar: Analyst Pet Peeves – Things AR Pros need to pay attention to, join us on Thursday 01 April 2021 for our monthly IIAR> virtual meet-up to discuss how we, as AR professionals, act on and operationalise the excellent insights provided by our analyst colleagues.

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IIAR> UK Chapter Hero image with Anja Steinmann and Tim O'Sullivan

Following on from our well attended IIAR> Webinar: Analyst Pet Peeves – Things AR Pros need to pay attention to, join us on Thursday 01 April 2021 for our monthly IIAR> virtual meet-up to discuss how we, as AR professionals, act on and operationalise the excellent insights provided by our analyst colleagues.

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Survey shows analyst relations professional salaries significantly increased over decade

2021 IIAR> Salary Survey logo

Thanks to everyone who participated in the 2021 IIAR> Salary Survey, sponsored by ARInsights and managed by CB Resourcing. One of the key findings is that analyst relations (AR) and influencer relations professional compensation has shot up, reaching almost USD 350k at the top end.

 IIAR> Members are invited to a webinar where a panel led by Simon Burton (LinkedIn, @CB_Resourcing) and Maribeth Eisenmann (LinkedIn) / CB Resourcing with Crystal Golighty (LinkedIn, @crysgolightly) / ARInsights and  Ludovic Leforestier (LinkedIn@lludovic) / IIAR Board Member based on survey results we will address the following questions:

  • What are the salary ranges in key sectors and regions?
  • Are education and years of experience rewarded?
  • Is it all about firm and team size?
  • Does managing a team necessarily mean a higher salary?
  • How do salaries compare with those previous surveys?

Date: Tuesday 30th March 2021

Time: 0800 PDT, 1100:00 EDT, 1600 BST, 1700 CEST, 2030 IST (check your time zone)

Location: Zoom webinar, register using the link below.

IIAR> Register

Previous IIAR> Salary Surveys

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Around Eveline Oehrlich from Research In Action in 10 questions

Eveline Oehrlich / Research In Action

Today’s IIAR> Around in 10 questions interview is with Eveline Oehrlich / (@eoehrlich, LinkedIn) Research DirectorResearch In Action, who researches IT Automation.

1. What are your coverage areas?
IT Automation which includes modern DevOps topics such as Value Stream Management, AIOps, Continuous Everything plus traditional topics such as IT Service Management and topics around Enterprise Service Management. 

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Around Pete Marston from IDC in 10 questions

Today’s IIAR> Around in 10 questions interview is with Pete Marston / Research Director, IDC (LinkedIn) who heads IDC’s research on Worldwide Intelligent Application Services.

Peter Marston / Research Director, IDC

1. What are your coverage areas?

I lead IDC’s worldwide research on intelligent application services. The coverage reviews how 3rd party providers support buyer organizations with building, testing, deploying, and managing applications. Key research areas center on cloud, DevOps, CI/CD, modern application delivery, application modernization, and next-generation application management.

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IIAR> Webinar: Analyst Pet Peeves- Things AR Pros need to pay attention to

As a follow up to the IIAR> Awards 2020, we’ll be doing a deep dive with some of the top analysts in the industry to understand the most important qualities that analyst relations professionals should focus on and more importantly the pet peeves that AR pros MUST avoid.

IIAR> Webinar: Analyst Pet Peeves- Things AR Pros need to pay attention to; with  IIAR> Analyst of the Year 2020, Peter Marston  / Research Director Worldwide Intelligent Application Services, IDC Swapnil Bhatnagar Research Director, Avasant Nicholas McQuire, SVP & Head of Enterprise Research, CCS Insight, moderated by Aniruddho Mukherjee and Ludovic Leforestier / IIAR Board Members

The panel will feature

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IIAR> Monthly Meet-up Mar’21

IIAR> Meetup with Anja Steinmann, Tim O'Sullivan and Yvonne KauppJoin us on Thursday 04 March 2021 for our monthly IIAR> virtual meet-up. This month we will focus our discussion on the Sourcing Advisors.

Don’t miss out on this opportunity to talk with fellow AR peers and to connect, network and share best practice around Analyst Relations.

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IIAR> Meetup with Anja Steinmann, Tim O'Sullivan and Yvonne KauppJoin us on Thursday 04 March 2021 for our monthly IIAR> virtual meet-up. This month we will focus our discussion on the Sourcing Advisors.

Don’t miss out on this opportunity to talk with fellow AR peers and to connect, network and share best practice around Analyst Relations.

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IIAR> Meetup with Anja Steinmann, Tim O'Sullivan and Yvonne KauppJoin us on Thursday 04 March 2021 for our monthly IIAR> virtual meet-up. This month we will focus our discussion on the Sourcing Advisors.

Don’t miss out on this opportunity to talk with fellow AR peers and to connect, network and share best practice around Analyst Relations.

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IIAR> Best Practices Paper: Building an effective AR plan

IIAR> Webinar: Building an effective AR plan to align analysts with your business goals

Sarita Kincaid, Robin Schaffer, Ludovic Leforestier - IIAR> Webinar

Our new IIAR> Best Practices Paper Building an effective AR plan to aligning analysts with your business goals will be presented by Sarita Kincaid (LinkedIn, @saritakAR), Robin Schaffer (LinkedIn, @robinjs19) and Ludovic Leforestier (@lludovic, LinkedIn).  

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IIAR> Best Practices Paper: Scaling AR Reach

This new IIAR> Best Practices Paper Scaling AR Reach: Connecting with the Long Tail is a Must for Your Influencer Strategy by Katie Webb (LinkedIn, @katiewebb) of Oracle and Ludovic Leforestier (@lludovic, LinkedIn) at Criteo and IIAR> Board Member is now available on the IIAR> Members Portal > link

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IIAR> Webinar: partnering with industry analysts for effective AR

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. 

Join us on February 4th at 0800-0900 PST / 1600-1700 GMT for an IIAR> Members interactive session hosted by Aniruddho Mukherjee (@aniruddho,LinkedIn) / IIAR> Board Member, and IIAR> Member, Stephanie Look  (@s_look, LinkedIn) / Google AR.

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IIAR> Monthly Meet-up Jan’21

IIAR UK Chapter Hero image

On Thursday 14 January 2021 we will host our first monthly IIAR> virtual meet-up in the New Year 2021. This month the focus of our discussion will be around the changes in the analyst firm landscape over the last couple of years e.g. Informa – Omdia, 451/ IHS – S&P Global, ESG, etc.

Join us to exchange views with fellow AR pros on the influence of respective, newly formed analyst firms, how the transformations are being perceived and how to prioritise analyst outreach to them.

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[GUEST POST] Book Review: Schaffer’s guide to analyst relations transformation

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.

Robin Schaffer’s new book, Analysts on Analyst Relations, from SageCircle

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.

Duncan Chapple

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.

Related AR pros guest posts

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Special year, special awards: The IIAR> Announces Industry Analysts and Analyst Relations of the Year Awards 2020

The IIAR> recognise top industry analysts and influencer relations professionals at a global virtual celebration; winners are IDC, Peggy O’Neill / Informatica, and the Oracle AR team 

London, Friday 18th December 2020.  The Institute of Industry Analyst Relations (IIAR>), a not-for-profit member influencer relations association announced the winners of Analyst and Firm of the Year 2020, Analyst Relations (AR) Professional, AR Team and AR Agency of the Year 2020 at its (virtual) annual gala event.

“This was an incredible year as AR professionals were tasked with evolving AR programs to fully digital formats and realigning programs as many organisations grappled with the impact the pandemic has had on their businesses.”

Aniruddho Mukherjee / IIAR Board Member (@aniruddho, LinkedIn)

An in-depth presentation for IIAR> Members will detail additional findings from the annual survey over multiple sessions in Q1 2021.

  • Analysts Deep Dive: 3 R’s of Analyst Relations – Thursday 4th February 2021, 1600 GMT – registration link (IIAR> members only)
  • The AR Best Practices : Insights on Building the best AR Team – Thursday 25th February 2021, 1600 GMT – registration link (IIAR> members only)
  • Analyst Pet Peeves : Things AR pros should pay attention to – Thu 18 Mar 2021, 1600 GMT – registration link (IIAR> members only)

Don’t miss out, register now!

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IIAR> German Chapter Christmas Meet-up and Chat

Tech meets kitsch: A Christmas 2019 window display in Munich

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. 

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