IIAR – Institute of Industry Analyst Relations (IIAR) https://analystrelations.org 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. Wed, 27 Jan 2021 13:42:17 +0000 en-GB hourly 1 76177372 IIAR> Webinar: partnering with industry analysts for effective AR https://analystrelations.org/2021/01/26/iiar-webinar-partnering-with-industry-analysts-for-effective-ar/ https://analystrelations.org/2021/01/26/iiar-webinar-partnering-with-industry-analysts-for-effective-ar/#respond Tue, 26 Jan 2021 16:11:47 +0000 https://analystrelations.org/?p=318809 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.

During the session, we’ll cover insights from the AOTY/ARPOTY 2020 survey, including: 

  • How analysts ranked the value of AR Responsiveness, Quality of the Relationships, and AR Results in the 2020 survey
  • What kind of work did analyst respondents spend most of their time on in 2020, and what does that suggest about how to best partner with the analysts and prioritize your analyst engagements in the future
  • The most cited analyst pet peeves (including do’s and don’ts about virtual analyst engagements as you plan for 2021)
  • What analysts said they value most about their engagements with strong AR professionals, and best practices you can apply to your own AR strategy and programs

Industry Analyst Relations has an increasingly strategic role in many organizations because of the significant impact it can have on sales, mindshare and customer success. Whether you’re new to the AR profession or have been doing AR for decades, it’s helpful to stay apprised on what analysts believe are the most valuable attributes AR pros can contribute – especially considering how buyer behavior will continue to evolve over time and impact how analysts spend most of their time and investments. This session will discuss ways AR can best partner with analysts to deliver the best results for their business in context of those changes. 

If you haven’t already, register here to join the discussion and feel free to reach out if you have specific questions you’d like to cover ahead of the call. We’d love to hear from you. 

See you on February 4th! 

IIAR> Register
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IIAR> Monthly Meet-up Jan’21 https://analystrelations.org/2021/01/07/iiar-monthly-meet-up-jan21/ https://analystrelations.org/2021/01/07/iiar-monthly-meet-up-jan21/#respond Thu, 07 Jan 2021 16:08:14 +0000 https://analystrelations.org/?p=318541
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.

IIAR> Meet-ups are taking place every first Thursday of the month (with the exception January where it will be the second Thursday of the month), IIAR> membership is required. We’d like to keep these sessions very informal, open mic and open discussion.

The IIAR meet-up is hosted by the IIAR> UK Chapter co-leads – Anja Steinmann / (LinkedIn@AnjaSteinmann) and Tim O’Sullivan (LinkedIn, @osullytim).

When: Thursday 14 January 2021

Time: 1700 GMT

Platform: Zoom, please register in advance and you will receive the joining details

IIAR> Register
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IIAR> Best Practices Webinar: Scaling AR – connecting with the long tail is a must for your influencer strategy https://analystrelations.org/2020/12/31/iiar-best-practices-webinar-scaling-ar-connecting-with-the-long-tail-is-a-must-for-your-influencer-strategy/ https://analystrelations.org/2020/12/31/iiar-best-practices-webinar-scaling-ar-connecting-with-the-long-tail-is-a-must-for-your-influencer-strategy/#respond Thu, 31 Dec 2020 16:17:21 +0000 https://analystrelations.org/?p=318416

This new IIAR> Best Practices Paper will be presented by Katie Webb (LinkedIn, @katiewebb) of Oracle and Ludovic Leforestier (@lludovic, LinkedIn) at Criteo and IIAR> Board Member.  

This how-to webinar is designed to create deep insight into the changing AR landscape and provide step-by-step techniques that can be immediately employed to:

  • Understand the changes in the analyst market
  • Build a picture of your market and see where influence lies
  • Review the analysts with whom you engage regularly to maintain relevance in your market
  • Research who is influencing specific customer roles and perform a detailed mapping of your target analysts and influencers, including non-traditional ‘long-tail’ influencers
  • Choose which influencer groups to engage with, targeting key business objectives and prioritising communication targets
  • Create and implement a content outreach strategy to engage with ‘long-tail’ influencers
  • Increase the impact of your campaigns
  • Grow your outreach strategy by defining how to engage with each influencer group
  • Build an information hub to scale your influence
  • Plan for unanticipated challenges as you extend your AR reach 

The learnings are intended for experienced AR professionals and team leaders. These advanced techniques will help teams of all sizes to scale their AR efforts, remaining fully engaged with tier 1 and 2 analysts whilst facilitating valuable relationships with a new generation of analysts and influencers, benefiting your campaigns for the medium and long term. 

When> Thursday 7th January 2021, 1100 PST / 1400 EST / 1900 GMT / 0600 AEDT (other time zones)

Register now on Zoom > link

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[GUEST POST] Book Review: Schaffer’s guide to analyst relations transformation https://analystrelations.org/2020/12/24/book-review-schaffers-guide-to-analyst-relations-transformation/ https://analystrelations.org/2020/12/24/book-review-schaffers-guide-to-analyst-relations-transformation/#respond Thu, 24 Dec 2020 16:47:38 +0000 https://analystrelations.org/?p=318304 Robin Schaffer’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.

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Special year, special awards: The IIAR> Announces Industry Analysts and Analyst Relations of the Year Awards 2020 https://analystrelations.org/2020/12/18/special-year-special-awards-the-iiar-announces-industry-analysts-and-analyst-relations-of-the-year-awards-2020/ https://analystrelations.org/2020/12/18/special-year-special-awards-the-iiar-announces-industry-analysts-and-analyst-relations-of-the-year-awards-2020/#respond Fri, 18 Dec 2020 14:14:00 +0000 https://analystrelations.org/?p=318201 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!

IIAR> AR Professional of the Year 2020

IIAR> Analyst Relations Professional of the Year 2020: Peggy O’Neill / Informatica

For the second year running, Peggy snatched this most coveted distinction, followed by Rachel Kaltenbach / Director Global AR, Veeam (LinkedIn, @rachelnudge) and Ricarda Rodatus / SVP Global AR, Oracle (LinkedIn, @rodatusr).

“This recognition is such an honor, given the stellar competition of analyst relations managers at other companies and agencies. I’m grateful that Informatica’s culture and colleagues strongly support the analyst relations function as we truly do enjoy working with industry analysts.” 

Peggy O’Neill / VP Industry Analyst Relations, Informatica (LinkedIn, @pegoneill)

IIAR> AR Team of the Year 2020

IIAR> Analyst Relations Team of the Year 2020: Oracle

The IIAR Awards also recognise the best-performing AR teams among so-called megavendors – and for the second successive year,  industry analysts ranked Oracle in first place. Tata Consulting Services (TCS) was a new entry, straight in at number two, and consistent top five performer Cisco this year took third place.

“The entire Oracle AR team is extremely honored to receive the IIAR Analyst Relations Team of the Year award for 2020 second year in a row, by vote of our respected analyst community. A sincere thank you to our valued analysts who voted for us, and thank you to the IIAR for facilitating this meaningful survey. AR is a very collaborative function, and winning in this space takes a committed product team, a supportive marketing team, and executive advocates. To win this award is very special to us.”

Ricarda Rodatus  / SVP Global Analyst Relations, Oracle  (LinkedIn, @rodatusr)

IIAR> AR Agency of the Year 2020

IIAR> Analyst Relations Agency of the Year 2020: Spotlight AR

In the Analyst Relations Agency of the Year 2020 category, Spotlight AR, the largest AR agency in the US and possibly the world landed the coveted first place, as voted by industry analysts. From Munich, Destrier AR landed the second position again. In third, comes DenningtonAR, a prowess for a boutique.  The results again underline the analysts’ preference in dealing with specialized AR experts at AR agencies, above working with PR firms that don’t understand the nuances of AR.

“We are honored to have Spotlight recognized as the IIAR> AR Agency of the Year. Our teams push everyday to do great work with our clients,  and it’s incredibly rewarding to have that work recognized by the analyst community. I want to thank our amazing clients for their trust, and the industry analysts for their partnership.”

Andrew Hsu / Managing Partner, Spotlight AR (LinkedIn, @andrew0hsu)

Need help with Analyst Relations? Check the IIAR> Member AR agencies list.

IIAR> Client Partner of the Year 2020

IIAR> Analyst Client Partner of the Year 2020: Jean Pitt / Gartner

AR professionals value commercial partners helping them deliver win-win partnerships and unlock value from long-term relationships. The IIAR> Client Partner of the Year 2020 is Jean Pitt / Client Director – Large Enterprises, Gartner (LinkedIn) followed by runner ups Olga Tilly / Forrester (LinkedIn), Janice Worsfold / IDC (LinkedIn, @WorsfoldJanice) and Rakesh Kaaria / Gartner (LinkedIn, @RaksKaria).

“I am extremely honoured to accept this award from such an important business function.   I would like to accept this award on behalf of my many client service delivery colleagues who collaborate with me on a daily basis to ensure all our Analyst Relation clients derive maximum value from their Gartner memberships.  We appreciate the important role they play within their organisation and thank them for their great partnership.”

–Jean Pitt / Client Director Large Enterprises, Gartner (LinkedIn)
IIAR> Analyst Firm of the Year 2020

IIAR> Analyst Firm of the Year 2020: IDC

This year AR professionals recognized IDC as the Analyst Firm of the Year based on its breadth of research, global coverage, and the quality of insights. Gartner came in as a close second, followed by Forrester, Avasant and 451 Research. However, when compared to other firms nominated, AR professionals said they appreciated the flexibility IDC offered, in addition to overall value for money.

We at IDC are proud to receive this award, especially in recognition of everything we have done in response to the pandemic. 2020 has been a year of immense challenge. To meet our clients’ changing needs, IDC created new research and data products addressing the impact of COVID-19 on businesses and the economy and launched a series of virtual events to bring this research to life.  The response from our clients has been very positive and we hope that our efforts have contributed to their success this year.  We want to thank all the AR professionals who have been following our efforts and voted for us.  Your support is greatly appreciated and we look forward to continue working with you in 2021 and beyond.”

–Crawford del Prete, (LinkedIn, @Craw) / President, IDC

IIAR> Analyst of the Year 2020

IIAR> Analyst of the Year 2020: Peter Marston / IDC

The most coveted IIAR> award goes to an analyst whose “understanding of the apps space is second to none”: Peter Marston / IDC is the IIAR> Analyst of the Year 2020. 

He is followed by, Ed Thompson / Distinguished VP Analyst, Gartner (LinkedIn), Bindi Bhullar / Research Director, Gartner (LinkedIn, @BhullarBindi), Ali Zaidi / Research Director, IDC / (LinkedIn, @sazaidi), Donald Feinberg, Distinguished VP Analyst, Gartner (LinkedIn, @Brazingo), and Nicholas McQuire / SVP and Head of Enterprise Research, CCS Insight (LinkedIn, @nickmcquire).

“I am honored and humbled by this recognition. It’s really inspiring to be considered for such acknowledgement along with the other nominees and prior award recipients.  I want to thank my family and team at IDC for supporting me and helping me throughout my career (and life), especially over this past year. It has been one for the ages. I also want to thank the IIAR for sponsoring this award as well as recognizing so many deserving analysts. In addition, I want to thank all the analyst relations personnel who connect us analysts with their organizations’ teams and practice members. You are the ones that position us analysts for success. Our reports and insights can’t be generated without you providing direction, access, and connections to your team members. Through your guidance and tireless work, you help us establish and nurture the relationships necessary to do our jobs successfully. Thank you.”

–Peter Marston, Research Director, IDC (LinkedIn)

There’s more (music) to analysts

There is no party without music, and true to form we had analysts taking time out from their day job to perform at the IIAR> virtual gathering. The IIAR> thanks Cathy Thornborm / Distinguished VP Analyst (LinkedIn), Gartner, Jon Collins / VP of Research, GigaOM (LinkedIn, @jonno) and Martin Hingley / President, ITCandor (LinkedIn, @mHingley), for bringing their musical talents to the awards ceremony. We wonder if they’re in fact professional musicians moonlighting as analysts?

IIAR> New Analyst of the Year 2020: Liz Miller / VP Analyst, Constellation Research

Liz (LinkedIn, @lizkmiller) was voted as new analyst who brings fresh insights into the analyst community.

IIAR> Thought Leader of the Year 2020: Ted Schadler / VP Principal Analyst, Forrester

Ted (LinkedIn, @TedSchadler) was recognised for Continuously delivering thought-provoking insights in research

The IIAR> Awards Committee

IIAR> Board Members & Chapter Leads

IIAR> Members

Previous winners

About the IIAR> ARPOTY and AOTY

Since 2014, the IIAR> AR Professional of The Year (ARPOTY) survey has aimed to share best AR practices for the benefit of AR professionals and industry analysts alike, and recognises analyst relations professionals for their outstanding work. The Institute surveys hundreds of global industry analysts to measure the performance of individuals, “mega vendor”AR teams, and AR agencies according to the IIAR 3 R’s of analyst relations: Responsiveness, Relationships and Results. 

The IIAR> Analyst of the Year (AOTY) have been running since 2008 and aim to recognise the best industry analysts and firms, as voted by AR professionals and scored according to IIAR> SOSM framework of the impact of industry analysts and influencers. Those awards recognise analysts and firms based on their impact, thought leadership and client service.

About the IIAR 

The Institute of Industry Analyst Relations (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. We’re at www.analystrelations.org and @iiar

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Announcing the IIAR> Awards 2020! https://analystrelations.org/2020/12/15/announcing-the-iiar-awards-2020/ https://analystrelations.org/2020/12/15/announcing-the-iiar-awards-2020/#comments Tue, 15 Dec 2020 09:38:16 +0000 https://analystrelations.org/?p=318155 At the IIAR>, we believe in taking a stance and recognizing greatness when we see it -an approach we find more impactful than sprinkling awards to dozens of “winners”.

Analyst Relations professional of the Year
Analyst of the Year 2020

The IIAR> Analyst of the Year 2020

In researching the IIAR> 2020 Analyst of the Year award, the IIAR> surveyed analyst relations professionals globally and from diverse industries, predictably casting a wide net on coverage areas. The evaluation reflected the best practice promoted within the IIAR> looking at analysts’ perceived sales impact and strategic insights, resonance in the media, and ease of doing business with. This year saw AR professionals 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.

Analyst Relations professionals from 10 countries voted & identified Top 90 analysts, 38 Client Partners & 43 analyst firms. There were some interesting shifts in the 2020 results compared to prior years…

Analyst Relations Pro of the Year 2020

The IIAR> AR Professional of the Year 2020

We asked the analysts to be thorough in their critique, just like the detailed RFIs they ask AR professionals to complete. Fortunately, the analyst community was very generous with their time and the depth of feedback.

Hundreds of industry analysts from 22 countries voted for more than 300 AR professionals from 157 firms; 91 agencies and 13 megavendors in the 2020 IIAR> Awards.

Don’t miss the IIAR> event!

The results have been tallied. Find out who the winners of 2020 are by joining the IIAR> 2020 Analyst Awards ceremony this Thursday, December 17 at 9AM PT /12pm ET/ 5PM GMT/ 6PM CET/ 10:30pm IST.

Register here for the webcast link.

This event is for industry analysts and analyst relations professionals. You do not need to be an IIAR> member to attend this event.

The IIAR> Awards Committee

IIAR> Board Members & Chapter Leads

IIAR> Members

Related Posts






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IIAR> German Chapter Christmas Meet-up and Chat https://analystrelations.org/2020/12/07/iiar-german-chapter-christmas-meet-up-and-chat/ https://analystrelations.org/2020/12/07/iiar-german-chapter-christmas-meet-up-and-chat/#respond Mon, 07 Dec 2020 08:00:00 +0000 https://analystrelations.org/?p=317939 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.  You don’t need to […]]]>
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. 

You don’t need to be in Germany to join us. The chat is open to all with interest in Analyst Relations in central Europe. How did we adapt to the new normal? Have priorities and budgets changed? How are you compensating for not being able to hold in-person meetings?

By attending, you will have the opportunity to share your experiences and gain views and ideas from other AR professionals and have the advantage to ask questions of your peers. 

Date: Monday 21st December 2020

Location: Zoom meeting, register here

Time: 0700 PDT / 1000 EDT / 1600 GMT / 1700 CET

For more information on the IIAR> German Chapter, you may contact the Chapter leads using the form below

Previous posts about the IIAR> German Chapter

Contact the IIAR> German Chapter

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IIAR> Webinar: IDC in 2021 https://analystrelations.org/2020/11/30/iiar-webinar-idc-in-2021/ https://analystrelations.org/2020/11/30/iiar-webinar-idc-in-2021/#respond Mon, 30 Nov 2020 16:38:21 +0000 https://analystrelations.org/?p=317748 IDC-logo-vertical-fullcolor - Robotics Business Review

Join us for a presentation for an overview of the IDC MarketScape product, methodology and discuss upcoming plans for 2021

Hosted by Andrew Hsu (@andrew0hsuLinkedIn) and Yvonne Kaupp (@YveKauppLinkedIn), with Karen Moser / Director of Product Management, IDC (LinkedIn) , will share an overview of IDC’s evaluative research portfolio and showcase the new IDC RFI Dashboard tool that will be available in 2021. She will share tips for how analyst relations professionals can participate in these research processes effectively and efficiently. Karen will also share when the RFI tool will become available and how to leverage it for your program.

We plan to provide AR professionals with information they need to be equipped for successful participation in research engagements with IDC for 2021. We are looking forward to the conversation and hope you’ll join us!

Date: 9th of December, 2020

Time: 1600pm GMT / 1700pm CET / 0700 PDT / 1100 EDT

Location: Webinar > REGISTER

Past webinars with IDC

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IIAR> Monthly Meet-up https://analystrelations.org/2020/11/24/iiar-monthly-meet-up/ https://analystrelations.org/2020/11/24/iiar-monthly-meet-up/#respond Tue, 24 Nov 2020 16:17:41 +0000 https://analystrelations.org/?p=317774 virtual meet-up hosted by the IIAR> UK Chapter. This month the focus of our discussion and best practice sharing will be around analyst research / report submissions. Don’t miss out on this opportunity to talk with fellow AR peers about the scale of these evaluations, how to […]]]>
IIAR UK Chapter Hero image

Join us on Thursday 3rd December 2020 for our monthly IIAR> virtual meet-up hosted by the IIAR> UK Chapter. This month the focus of our discussion and best practice sharing will be around analyst research / report submissions.

Don’t miss out on this opportunity to talk with fellow AR peers about the scale of these evaluations, how to prioritise submissions, how to decline, how to measure success and how to leverage if not purchasing any reprint rights.

IIAR> Meet-ups will take place every first Thursday of the month, IIAR> membership is required. We’d like to keep these sessions very informal, open mic, open discussion, hopefully while enjoying a nice glass of wine, a pint of beer or your favourite tipple.

The IIAR meet-up is hosted by Anja Steinmann / (LinkedIn@AnjaSteinmann) and Tim O’Sullivan (LinkedIn, @osullytim), the IIAR> UK Chapter co-leads.

When: Thursday 3rd December 2020, and every first Thursday of the month

Time: 1700 GMT

Platform: Zoom meeting, please register well in advance.

IIAR> Register

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Around Kevin Bailey from Synergy Six Degrees in 10 questions https://analystrelations.org/2020/10/30/around-kevin-bailey-from-synergy-six-degrees-in-10-questions/ https://analystrelations.org/2020/10/30/around-kevin-bailey-from-synergy-six-degrees-in-10-questions/#respond Fri, 30 Oct 2020 16:16:00 +0000 https://analystrelations.org/?p=317317 Around in 10 questions interview is with Kevin Bailey / Principal Analyst, Synergy Six Degrees (@BaileyK62, LinkedIn, Blog) who covers cybersecurity, GTM, blockchain, distributed ledger, information security and protecting all data. What are your coverage areas? SynergySix (how we refer to ourselves) purpose is to provide clarity and strengthen our vendor clients go-to-market efficiency to […]]]>
Kevin Bailey portrait

Today’s IIAR> Around in 10 questions interview is with Kevin Bailey / Principal Analyst, Synergy Six Degrees (@BaileyK62, LinkedIn, Blog) who covers cybersecurity, GTM, blockchain, distributed ledger, information security and protecting all data.

  1. What are your coverage areas?

SynergySix (how we refer to ourselves) purpose is to provide clarity and strengthen our vendor clients go-to-market efficiency to grow their relevance and revenue in cybersecurity and adjacent markets. We know that our clients have a belief about their business, so it’s about working with them and highlighting areas that can be improved or planned for so they maintain an understanding of the wider landscape and not from just an internal perspective.

  1. What are your opinions of the IT Analysis Marketplace and where do you see it going?

I’ve always focused on being factual and acknowledge that the client drives the vendor, so we always need to be helping the vendors meet the client need.

I believe that an analysts’ role is to be a guide for their audiences’ benefit, challenge where it’s appropriate and deliver client output that both the analyst and client agree will help them advance against their objectives.

I think that a lot of the output delivered from analysts is either overhyped (too far in the future or unrealistic to use) or created in isolation, where it is disconnected from a vendors go-to-market activities and diluting the real value that the analyst could apply. 

The days where decisions were made purely based on where a vendor is positioned in the market is fallacy. I know from talking to CISO’s, when it comes down to brass tacks, they make choices based on how the product or service meets their direct needs, combined with the trusted advice they obtain from their network. If you want to challenge this process it just minimises the analysts’ authenticity, purpose and opinion.

We need to provide greater (client) quality and not just quantity as many tell me that the assets they receive are hard to digest and don’t always translate into tangible value for the different roles who are responsible to find the salient points that make a difference with their clients. 

Technology and everything it impact’s is only going to gain in importance. So, the analysis marketplace needs to maintain strict alignment of ‘analyst to subject matter expertise’. I believe this will open the opportunity for the more focused smaller analyst organisations that are not solely driven by increasing the coverage areas they undertake, compared to the larger organisations who will increase the workload on analysts, believing that ‘coverage=revenue’.

  1. What’s your typical day like?

Lost inside my Mac. Once I turn it on, it normally takes something dramatic to pull me away. My office is a cabin at the bottom of my garden, so I can separate home life from work, although my cats and my wife do make the odd appearance on Zoom. I try to be flexible and have to be disciplined or I’ll end up doing all the enjoyable stuff and none of the admin. So, I attempt to break my day in 2-hour segments. Ideally, I try to spend equal amounts on either outreach (blogs, social media, networking), client engagement (current projects and prospecting), learning (vendor briefings, CISO news, regulations) and admin (the essential but boring stuff), but most days it’s the first two and then weave the other two on alternate days. Whatever the task, I have a bar in my cabin and Sky, so never a dull moment.

  1. How do you position your firm? What is your business model? (where are your revenues coming from, mix between users and vendors?)

We remain focused and deliver against the skills built up over 20 years in the industry. Even with my own (believed) levels of proficiency, I (rightly) have to continually prove my capabilities and build an honest 1-1 relationship with clients, so they are confident I will [over] deliver on my word. All with a smile and lots of banter. What you see is what you get with me and SynergySix, as we focus on delivering factual opinion and deliverables. We strive to ensure every engagement will allow our clients to improve the execution across their markets. 

SynergySix is about go-to-market delivery, specifically for cybersecurity vendors and their adjacent markets. We continue to bust the myth that GTM (Go-To-Market) is just a marketing or sales function. The SynergySix Flow Chains framework we developed proves that GTM is dependent on all disciplines in a business; sales, marketing, product, HR, operations, finance and their leadership that all have a critical part to play for success. This opens up the different roles that we engage with. It may be old school but it’s always about building a relationship with clients based on what I can do for them with my skills and never about me being the one who knows better. 

We have a strong network of end-user cybersecurity leaders, interacting with them regularly to increase our knowledge of their issues, whilst also being able to call upon them when necessary for our client base of cybersecurity vendors. CISO and other security leaders don’t have time to waste so we engage when there is a value to them as well as ourselves.

  1. What is your research methodology, in 255 characters or less? 

Our research is qualitatively led, providing context of the respondent’s answers, supplemented with quantitative data points. Then we can apply secondary research with context. Using Zoom, etc means I get to see the respondent, build a rapport, understanding their gestures and tone of responses. 

  1. Any favourite AR professional you’d like to mention? Any why?

I am in contact with a number of AR professionals, but the most trusted AR individual has to be Caroline Dennington at Dennington AR. Caroline and I have known each other for over 15 year’s, and I trust her judgement and opinion more than anyone else in the industry. Caroline knows everyone who is relevant for a vendor or analyst organisation to establish credibility in the market. Anyone that has worked with Caroline knows that her work ethic and engagement process is excellent and should be written into a dummy’s guide for AR.

  1. What are your offerings and key deliverables? 

Our services are always focused on understanding our clients’ beliefs and what they believe would improve their objectives and only then, validating and proposing what we believe are the real benefits as they relate to the clients target audience. 

  • Organisation-wide Go-To-Marketing Planning
  • Primary Research
  • Data Analysis and Analytics
  • Industry Reports and Assets
  • Product Positioning and Market Analysis
  • Marketing Planning and Execution
  • Routes to Market Execution
  • Adoption Curve Rationalisation
  • Collaboration Engagements
  • Operational Assistance 
  1. Any hobbies or favourite restaurant / food that you’d like to share?

I love a bit of wood ☺. I’m a very enthusiastic DIYer having built my cabin that I work from and hate the idea of ever having to “get a man in” to do work (something my wife seems to enjoy). For wellness I’m an eternal runner and have been since I was small. I’m a regular Parkrun attendee (or was until the lockdown) and will regularly challenge myself with ultra-challenges like Jurassic Coast run. Other than that, the rest of the time is spent looking out for the family and our 5 grown up children, making sure they don’t visit too regularly and eat my chocolate.

  1. What is your biggest challenges for the upcoming 6 months? And for the next 30 mn?

The next 30 mins is thinking about how I can help my graphic designer make a bar chart look sexy and not overlooked as part of a report we are working on. The next 6 months has to be broken into two. 1) Increasing the reach and value of SynergySix to our audience, using more online/digital engagements that are being consumed in greater quantities. 2) Maintaining my focus around User Isolation Protection and convincing businesses to update their access systems and browser engagements so they don’t rely on passwords and pins, but use better authenticators like biometrics, location, behaviour etc, as these will help to reduce the number of breaches and incidents that effect everyone.

  1. Is there another analyst (a peer in your firm or with another firm) whose work you rate highly?

We all know each other in this business, some longer than others, but I do value the work and conversations I have with Jonathan Care at Gartner. It’s not the firm it’s the person. I’ve only starting to engage with Jonathan about 4 years ago, but his approach and knowledge around his area of expertise has always been very well reasoned. And he’s a nice bloke as well.

Other IIAR> Around in 10 Questions

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The IIAR> AR Professionals & AR Agency of the Year 2020 https://analystrelations.org/2020/10/22/the-iiar-ar-professionals-ar-agency-of-the-year-2020/ https://analystrelations.org/2020/10/22/the-iiar-ar-professionals-ar-agency-of-the-year-2020/#comments Thu, 22 Oct 2020 15:16:00 +0000 https://analystrelations.org/?p=316991
Analyst Relations professional of the year award

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.

  • Responsiveness – analysts expect AR pros to revert back to them in a timely fashion with the information required for their research
  • Relationship Quality – analysts have many stakeholders; they rely on someone that’s easy to deal with always goes that extra mile
  • Results – can AR pros deliver results for their employers?

This uniquely compiles input from analysts and highlights the AR professionals, teams, and agencies who have impressed our community of judges and influencers.

We will announce the winners on 10th December 2020, at the online IIAR> Awards event. Only recognized industry analysts will be allowed to fill the survey. register here to get the survey link

Related ARPOTY posts

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IIAR> Discussion Group: approaching research contracts negotiations in a pandemic https://analystrelations.org/2020/10/20/iiar-discussion-group-approaching-research-contracts-negotiations-in-a-pandemic/ https://analystrelations.org/2020/10/20/iiar-discussion-group-approaching-research-contracts-negotiations-in-a-pandemic/#respond Tue, 20 Oct 2020 17:55:18 +0000 https://analystrelations.org/?p=317098
2011_Negotiation_pandemic_hero

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.

As with previous years, the IIAR> is organising a members-only discussion under the Chatham House Rule, chaired by Aniruddho Mukherjee (@aniruddho, LinkedIn), IIAR UK Co-Lead and Head of AR and Branding, Europe for HCL Technologies) and Ludovic Leforestier (@lludovic, LinkedIn, IIAR co-founder and Director Influencer Relations at Criteo).

Date: 18 November 2020

Location: webinar > REGISTER HERE

Time: 0700 PDT / 1000 EDT / 1600 GMT / 1700 CET

Of course, by attending you will not only have the opportunity to give your knowledge and opinions but also gain from that of others and have the advantage to submit questions directly. Let us have a lively discussion, the more of you that join in the better, so please don’t forget to REGISTER. Attending IIAR Events is free and restricted to AR professionals active members of the IIAR.

As usual, analyst firms sales reps need not to apply, just send us anonymous tips.

IIAR will act as channel for anonymised and aggregated IIAR Member feedback to Industry Analyst firms. This is to provide an opportunity for Industry Analyst firms to present their responses to ensure balanced view of the topic being discussed and help the industry effectively address the issues raised.

Related posts

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Who will be the IIAR> Analyst and Analyst Firm of the Year 2020? https://analystrelations.org/2020/10/16/who-will-be-the-iiar-analyst-and-analyst-firm-of-the-year-2020/ https://analystrelations.org/2020/10/16/who-will-be-the-iiar-analyst-and-analyst-firm-of-the-year-2020/#respond Fri, 16 Oct 2020 18:09:45 +0000 https://analystrelations.org/?p=316958

The IIAR> Analyst Of The Year is a long-running industry award that uniquely compiles input from analyst relations professionals and aims at highlighting individual analysts, new analysts, firms and client partners who have impressed our community. In other words, it’s our way to reflect and share our appreciation for the best industry analysts in the business.

At the IIAR> we believe in taking a stance and recognizing greatness when we see it -an approach we find more impactful than sprinkling awards to dozens of “winners”. This survey is open only for analyst relations professionals and agencies. It uses the IIAR> SOSM methodology based on perceived sales impact and strategic insights, resonance in the media, and ease of doing business.

The IIAR> Awards Committee

IIAR> Board Members & Chapter Leads

IIAR> Members

The IIAR> mainframe is gearing up to crunch the input from AR professionals for this year. The IIAR> Awards 2020 winners will be announced on 10th December 2020.

Make sure you register your details below to get the invite to participate. Only validated AR Pros and AR Agencies will be allowed to fill the survey. By submitting this form, you also consent to being added to our newsletter -you can unsubscribe at any time.

Past IIAR> Analyst of the Year winners

The IIAR Analyst of The Year has been running since 2008, see below the past winners. Click Here for the full results year by year

Other posts on the IIAR> Awards

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IIAR> Meet-up – UK Chapter https://analystrelations.org/2020/10/15/iiar-meet-up-uk-chapter/ https://analystrelations.org/2020/10/15/iiar-meet-up-uk-chapter/#respond Thu, 15 Oct 2020 08:09:00 +0000 https://analystrelations.org/?p=316903
IIAR> UK Chapter Café Anja Steinmann

Join us on Thursday 5th November 2020 for a first of many IIAR> virtual meet-ups organised by the IIAR> UK Chapter. This will be the first in a series of forthcoming monthly get-togethers for IIAR> members to connect, network and share best practice around Analyst Relations. In our first call, we’d like to discuss the impact of the pandemic on our AR roles, changes in the way we work, virtual analyst events, coping with working from home and whatever lies ahead of us….

IIAR> Meet-ups will take place every first Thursday of the month, IIAR> membership is required. We’d like to keep these sessions very informal, open mic, open discussion, hopefully while enjoying a nice glass of wine, a pint of beer or your favourite tipple.

The IIAR meet-up is hosted by Anja Steinmann / (LinkedIn@AnjaSteinmann) / IIAR> UK Chapter lead and Global Analyst and Consultant Relations Manager at BT.

When: every first Thursday of the month, first on 5th November 2020

Time: 17:00 GMT

Platform: Zoom meeting

IIAR> Register

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IIAR> Webinar: Truths, Lies, & Influence: How Reviews are Disrupting Analyst Relations https://analystrelations.org/2020/09/01/iiar-webinar-truths-lies-and-influence/ https://analystrelations.org/2020/09/01/iiar-webinar-truths-lies-and-influence/#respond Tue, 01 Sep 2020 14:38:53 +0000 https://analystrelations.org/?p=316337 webinar with TrustRadius CEO Vinay Bhagat]]>

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.

Join TrustRadius CEO Vinay Bhagat (@VinayBhagat, LinkedIn) for this hard-hitting session where he will outline TrustRadius’ perspectives on:

  • Whether Gartner and the legacy analyst firms can still hold the key to the CIO – and the enterprise buyer – and the implications for AR professionals
  • What information and sources buyers trust – and what they don’t – and why
  • How industry analysts are increasingly relying on end user reviews
  • How the secret structure of the buying committee for enterprise technology and services can marginalize analyst influence
  • How it’s actually easier to manage hundreds of reviewers than a handful of analysts

Bhagat believes that for Analyst Relations professionals, the sweeping changes in the market are an opportunity to manage influencers on a bigger scale than ever before.

Join us on this IIAR> members-only webinar hosted by IIAR> Board Member Simon Jones (@SimonDestrierLinkedIn). When: Tuesday September 29th 2020 at 0800 PDT / 1100 EDT / 1600 BST / 1700 CET.

IIAR> Register

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IIAR> Webinar with Richard Stiennon https://analystrelations.org/2020/08/17/iiar-webinar-with-richard-stiennon/ https://analystrelations.org/2020/08/17/iiar-webinar-with-richard-stiennon/#respond Mon, 17 Aug 2020 13:47:13 +0000 https://analystrelations.org/?p=316104

How to become an industry analyst?

Until now, there was no path, no guild, no training -and no books about the subject.

Enter Richard Stiennon (LinkedIn, @stiennon), the author of Up And To The Right (on the Gartner Magic Quadrant) and founding member of The Analyst Syndicate with his new book Curmudgeon: How to Succeed as an Industry Analyst in which he shares his thoughts on the analyst business, how to get into it, and how to start-up as an independent analyst in any field.

For IIAR> members, Curmudgeon hoards a wealth of insights on the influence sphere, tips for briefing analysts, what makes a good analyst and the future of the industry analysis as a whole.

Join Richard and IIAR> Board Member Ludovic Leforestier (@lludovicLinkedIn) to discuss those themes on Thursday 3rd September 2020 at 0800 PDT / 1100 EDT / 1600 BST.

IIAR> Register

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IIAR> Webinar: Peer Insights Updates https://analystrelations.org/2020/07/07/iiar-webinar-peer-insights-updates/ https://analystrelations.org/2020/07/07/iiar-webinar-peer-insights-updates/#respond Tue, 07 Jul 2020 12:22:26 +0000 https://analystrelations.org/?p=315668

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.

IIAR> Register
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IIAR> Best Practice Call: AR Measurement https://analystrelations.org/2020/06/17/iiar-best-practice-ar-measurement/ https://analystrelations.org/2020/06/17/iiar-best-practice-ar-measurement/#respond Wed, 17 Jun 2020 14:49:00 +0000 https://analystrelations.org/?p=315491 ’s new series on best practice will focus on a topic that should be close to the heart of every AR professional: 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.

This call will be held under the Chatham House Rule, which is designed to increase openness of discussion. It means anyone who joins is free to use information from the discussion, but is not allowed to reveal who made any comment.

We will also be launching a questionnaire on the topic. If you’d like to be quoted in the IIAR> Best Practice Paper, this is the perfect place to share your views.

Join us on Wednesday 24th June at 0800 PDT / 1000 CDT / 1100 EDT 1600 BST / 1700 CEST for this IIAR> open forum discussion. Come ready to express your opinions – and remember, webcams on!

IIAR> Register
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IIAR> Forum: Have your say on Gartner’s Initiatives for AR pros https://analystrelations.org/2020/06/12/iiar-forum-have-your-say-on-gartners-initiatives-for-ar-pros/ https://analystrelations.org/2020/06/12/iiar-forum-have-your-say-on-gartners-initiatives-for-ar-pros/#respond Fri, 12 Jun 2020 09:56:21 +0000 https://analystrelations.org/?p=315421

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.

Andrew Hsu (@andrew0hsuLinkedIn) / IIAR> Board Member for Events, Simon Jones (@SimonDestrierLinkedIn) / IIAR> Board Member for Membership and Operations will moderate a lively discussion – joined by a panel including Stephanie Look (@s_look, LinkedIn), Stephen England (LinkedIn) and David Rossiter (@davidrossiter, LinkedIn).

As per the Chatham House Rule, which is designed to increase openness of discussion, anyone who joins is free to use information from the discussion, but is not allowed to reveal who made any comment.

Join us on Thursday 11th June at 0800 PDT / 1000 CDT / 1100 EDT 1600 BST / 1700 CEST for this IIAR> open forum discussion. Note: This is for IIAR> members only.

IIAR> Register
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IIAR> Webinar: Gartner’s Initiatives for Analyst Relations Professionals https://analystrelations.org/2020/06/03/iiar-webinar-gartners-initiatives-for-analyst-relations-professionals/ https://analystrelations.org/2020/06/03/iiar-webinar-gartners-initiatives-for-analyst-relations-professionals/#respond Wed, 03 Jun 2020 17:59:52 +0000 https://analystrelations.org/?p=315325

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.

Matt and Lindsey will discuss:

  • Gartner’s new tools and product for AR pros
  • Gartner’s research direction on Analyst Relations
  • Gartner’s take on the future of AR

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 on week Thursday 11th June at 0800 PDT / 1000 CDT / 1100 EDT 1600 BST / 1700 CEST for this IIAR> Webinar.

IIAR> Register
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