Ignition Working With Analysts
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This document discusses best practices for building and managing relationships with industry analysts to influence buyers and gain positive coverage. It outlines key elements like researching top analyst firms, understanding their major reports, and engaging analysts through briefings, social media, and purchasing reports. The document provides tips for both non-clients and clients, emphasizing regular communication, connecting analysts to other influencers, and leveraging their research and advice.
Ignition Working With Analysts
- 1. Working with the Influencers The Art of Building and Managing an Effective Analyst Relations Strategy April 27, 2010
- 2. Presentation Highlights The role of the industry analyst Plotting the firms – who are the leaders and where do they lie on the maturity curve Key elements of influence Research The biggies – The Magic Quadrant, The Wave, Marketscope, Marketscape Advisory Do’s and Don’ts
- 3. The Role of The Industry Analyst Third party influencer – particularly within IT Research – industry & technology trends, market share, vendor and technology analysis Client enquiry – situational analysis, advisory, vendor selection Consulting
- 4. Significant Research Instruments Gartner Magic Quadrant Depicts markets at the middle of their lifecycle Two-dimensional matrix evaluates vendors based on completeness of vision and ability to execute Detailed vendor analysis but not exposed to end user Gartner MarketScope Used for emerging or mature markets Forrester Wave Comprehensive technical analysis of vendor products with functional weighting as well as vendor positioning IDC Marketscape – vendor analysis IDC Market Forecasts - marketshare
- 5. The Role of the Industry Analysts cont’d Why Consider? ...Like PR too Are influenced by evidence of momentum Pundits – may inject conflict, dissention Champion of the small and scrappy Highly influential with IT buyers Look for boutiques in your space – may not be the traditional firms Very expensive to become a client, but will accept briefings Can purchase research a la carte Can commission research – great PR angle Firms Gartner, Forrester, IDC are the dominant brands Significant consolidation There are analysts for any industry/any discipline Target by asking your customers: who influences your buying decisions? Compass Intelligence Celent Gartner Forrester AMR IDC Yankee Group Butler Group Screen Digest Sdi Directory of firms: h ttp://analystfirms.tekrati.com/
- 6. Plotting the Big Firms
- 7. Engaging If you aren’t a client you can: You can request a briefing – typically 1 hour in duration You can follow key analysts through social media – blogs, twitter, facebook You can purchase key research reports ala carte Commission research (from certain firms) As a client you can (& should): Invest in the relationship Engage your CEO & other key executives Schedule regular briefings Participate in major research (if invited) Connect analyst to other influencers Leverage research & advice in shaping your strategy & roadmaps Realize that your client fee is just the first tier of investment
- 8. Working the Cycle of Influence
- 9. Do’s and Don’ts Do Involve your CEO Invest in face time Use analysts for webinars Use analyst research as a value-added offer for lead generation Reflect back their advice Work to stay on the radar Measure impact (ie referrals) Use research as a competitive weapon (Forrester WAVE in particular) Don’t Expect your client relationship = research coverage Don’t say “I pay you…” Don’t cite other research from competitive firms Ignore the importance of building a face to face relationship
- 10. Just a bit about me… Creative marketing advice and leadership to the high technology sector Marketing/PR chameleon – broad skill set 15 years at MKS – progressing from PR to VP Marketing Worked closely with key analyst firms Gartner, Forrester, Giga, Ovum, Butler, IDC Secured leadership Record of PR coverage: Computerworld, Information Week, JDJ, Application Development Trends, Backbone, G&M, BNN, National Post, KW Record and on… Joined Ignition in June 2008 – specialization in high tech Bachelor of PR from MSVU, Accredited through Canadian Public Relations Society Give me a call 519-624-2402 or email me ellyn@ignition.ca
- 11. Let’s Trouble Shoot Questions? Analyst challenges? How do I get from here to there?
Editor's Notes
- #7: Forrester – broader – technology firms, marketing professionals, has traditionally been stronger in Europe, more accessible, responsive Gartner – IT is dominant audience (70% enterprise IT, 30% technology vendor), more bureaucratic to work with as a vendor IDC – Marketshare data – lag of 1 year Consolidation around few key players – Gartner (AMR, Butler, Meta), Forrester (Giga, Jupiter)