Tag Archives | analyst relations

[GUEST POST] Ode to the Solo Practitioners and Boutique Analyst Firms

Peggy O'Neil for the IIAR>

I recently caught up with an old friend who has been a solo practitioner analyst for decades. He was venting as only an analyst can about how too many analyst relations programs only deign to work with large traditional firms such as Gartner, IDC, etc. Boutique analyst firms and solo practitioners are frequently shunned by vendors who, while they might need to prioritize Gartner because of their unquestioned end user influence, have not reserved any bandwidth to work with the smaller outfits.

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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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Five social media truths for industry analysts

One man band
One man band, by Ferrell McCollough

Industry analyst is a tough act to master: just like a one-man-band need to combine multiple instruments, analysts usually have many talents such as writing, public speaking, educating –and ideally analysing. Do they now need to be their own publicists as well? 

The pandemic has brought in a dramatic uptick in social media usage, accelerating the move to digital for many interactions. Its convenience and immediacy make it a force that’s there to stay when the new normal finally settles. So, if you have lost the password of the Twitter account you had set-up back in 2007 to kick the tyres and haven’t got a plan to engage on LinkedIn, now is the right time to jump in.

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[JOB POSTING] Analyst Relations Senior Account Executive or Account Manager / H&K, London

H&K logo

H+K’s Tech practice is one of H+K London’s leading and highest performing sectors and has grown rapidly over the last six years. The experience of the 35+ team spans integrated communications, from corporate, B2B and consumer communications, to digital + social, influencers, analyst relations, content marketing and internal communications. We understand technology ecosystems, consumer and business audiences and the power of the influencer. We believe in making complex technology simple – sharing its benefits to the world.

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The IIAR> AR Professionals & AR Agency of the Year 2020

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.

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IIAR> Discussion Group: approaching research contracts negotiations in a pandemic

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.

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[JOB POSTING] Director of Analyst Relations / Blackberry, San Ramon, California, USA

Blackberry logo

Reporting to the Vice-President of Solution Marketing, the Analyst Relations Director role facilitates two-way dialogue between BlackBerry and industry analysts. Focusing largely to increase awareness for the company and our products and services, while delivering key analyst insights to our internal teams. An ideal candidate will have a proven track record of managing an AR team and creating and executing an AR program strategy and building collaborative relationships with influential analysts, executive spokespeople, product strategy and marketing leaders.

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[JOB POSTING] Analyst Relations Leader / MetricStream, San Jose, CA, USA

We are looking for a full-time Analyst Relations Leader for our San Jose office.

MetricStream logo

The Analyst Relations Leader role at MetricStream is high visibility, a multi-faceted role that requires strong product marketing, analyst relations, and communications experience. This role is for a thinker with a strategic mindset and a strong marketing background with a passion for enterprise software products.

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[GUEST POST] The New Normal for Analysts

Zoë Crichton / CCgroup

Our current working environment has been a challenge for everyone, sector to sector. Workers have been uprooted from usual routines and practices; some have flourished, finding inspiration from their sofas, while others have been stifled by children, pets, and noisy neighbours. Despite this upheaval, we have had to adjust and adapt in the best way possible. Whilst some “norms” have fallen by the wayside, others have been embraced and formulated into a more efficient and enhanced way of working from home.

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[JOB POSTING] Director of Analyst Relations / Blackberry, San Ramon, California, USA

Blackberry logo

Reporting to the Vice-President of Solution Marketing, the Analyst Relations Director role facilitates two-way dialogue between BlackBerry and industry analysts. Focusing largely to increase awareness for the company and our products and services, while delivering key analyst insights to our internal teams. An ideal candidate will have a proven track record of managing an AR team and creating and executing an AR program strategy and building collaborative relationships with influential analysts, executive spokespeople, product strategy and marketing leaders.

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[JOB POSTING] Communications Manager, Workplace / Facebook (London, UK)

Facebook logo

Workplace from Facebook is an enterprise communication platform that enables employees at any organization to collaborate and communicate using many of the same features available on Facebook. Launched in 2016, Workplace is growing quickly. Workplace now has more than 3+ million paid monthly users and tens of thousands of companies around the world using the platform to connect their employees and work seamlessly across teams and geographies. To help with the ongoing growth of the Workplace business, we are seeking a highly-motivated Communications Manager to lead a variety of initiatives across our global product and brand communications, analyst relationships and strategic response (crisis comms). 

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

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

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

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

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

Marc Duke profile picture

I’ve been in AR for a long long time, so long that when I started (working at Text 100 representing Microsoft in Europe – yup I am showing my age!) reaching out to industry analysts while at a PR agency most of the analysts I spoke to thought I had called the wrong department. Almost 20 years later (yikes!) and AR is cool again, especially if it is part of your influencer relations strategy.

You missed that trend? Let me explain, today everyone is an influencer (wasn’t that always the case?) and if you work in marketing you need to reach out to them to ensure you can influence their thinking and in turn they will influence your customer, or if you are an agency practioner your clients’ customer.

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[NEWS] 451 Research acquired by S&P

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

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

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

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[JOB POSTING] Analyst Relations Strategist / H&K, London, UK

H&K logo

H+K’s Tech practice is one of H+K London’s leading and highest performing sectors and has grown rapidly over the last six years. The experience of the 35+ team spans integrated communications, from corporate, B2B and consumer communications, to digital + social, influencers, analyst relations, content marketing and internal communications. We understand technology ecosystems, consumer and business audiences and the power of the influencer. We believe in making complex technology simple – sharing its benefits to the world.

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[JOB POSTING] Director of Analyst Relations / Blackberry, San Ramon, California, USA

Blackberry logo

Reporting to the Vice-President of Solution Marketing, the Analyst Relations Director role facilitates two-way dialogue between BlackBerry and industry analysts. Focusing largely to increase awareness for the company and our products and services, while delivering key analyst insights to our internal teams. An ideal candidate will have a proven track record of managing an AR team and creating and executing an AR program strategy and building collaborative relationships with influential analysts, executive spokespeople, product strategy and marketing leaders.

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Analyst Relations Manager / Google Cloud, London, UK

Google-Logo-IIAR-website

About the job

Whether you’re on a consumer product (like Gmail, Search, Maps, Chrome, Android) or a business product (Google Ads, AdSense, Google Marketing Platform, Analytics), you take part in a complete marketing experience as you lead every facet of the product’s journey. From determining positioning, naming, competitive analysis, feature prioritization and external communications, you help shape the voice of the product and help it grow a consumer base. This means you work with a cross-functional team across Sales, corporate communications, legal, webmasters, product development, engineering and more. In this role, you’ll be involved with product marketing strategy from beginning to end.

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[JOB POSTING] Senior Manager for IT Analyst Relations and Influencer Relations / ServiceNow, Santa Clara, CA, USA

ServiceNow logo

ServiceNow makes the world of work, work better for people. With a service-orientation toward the activities, tasks and processes that make up day-to-day work life, we help the modern enterprise operate faster and be more scalable than ever before.  We’re disruptive. We work hard but try not to take ourselves too seriously. We are highly adaptable and constantly evolving. We are passionate about our product, and we live for our customers.  We have high expectations and a career at ServiceNow means challenging yourself to always be better.

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10 things analysts want most

Here are the top ten best practices we un-earthed during the IIAR> AR Professional Of The Year 2019 survey.

  1. Regular briefings
  2. Targeted coverage
  3. Open discussion about company strengths and weaknesses
  4. Sending the deck ahead of the briefing so there’s time to come up with in depth questions
  5. Well organised AR events that encourage conversation not mere presentations
  6. Support for research interviews, being pragmatic during Evaluative Research. 
  7. When AR helps to get the right people on the table for f2f meetings and when AR gives feedback  about what kind of information is the most valuable for its organization
  8. Pro-actively flagging developments in coverage areas
  9. Knowing the kind of material/projects my company works on. 
  10. Sharing data under NDA
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