LinkedIn for the influencer program backoffice

BarbaraAnalyst relations, Influencer engagement, Influencer identification, influencer programLeave a Comment

You probably think of LinkedIn as a recruiting and job hunting network. It also serves as a valuable backoffice tool for analyst relations, consultant relations, and fully integrated B2B influencer programs. The price is certainly right: basic services are free, and business upgrades are economical. Plus, the number of profiles keeps growing. As of last week, LinkedIn claimed more than … Read More

Don’t turn decision influencers into fans

BarbaraDecision-makers, influence, Influencer engagement, influencer programLeave a Comment

It’s tempting to think of influencer programs as master plans for turning objective decision influencers into your company’s bona fide fans. The truth is, that’s not a desirable goal for your influencer programs. Valuable influencers maintain a high level of objectivity. Some call it integrity. Others describe it as independence or ethics. Whatever label you prefer, compromising it is a … Read More

3 pioneers of next-gen analyst relations

BarbaraAnalyst relations, Influencer marketing, influencer program, Sourcing advisorsLeave a Comment

To industry observers the situation seems clear: changes taking place in IT buyer decision processes require corresponding changes in how vendors deal with influencers, such as the industry analysts. However, the changes in tech decision-maker processes have been gradual and have varied greatly by market. Plus, critical aspects of buying decisions remain hidden from external view. As a result, few … Read More

Right influencers and wrong influencers

BarbaraBranding, Influencer engagement, Influencer identification, influencer program, social media1 Comment

It’s easy to fall into thinking that focusing on the top 15 or 25 or 100 influencers in a given market is a good idea for every company. That’s not necessarily so, unless you can vet their influence with decision-makers for your product or service in your market. Mack Collier points out a good example: his experience with the “Pepsi … Read More

More analyst layoffs add to analyst relations challenges

BarbaraAnalyst relations, Influencer identification, influencer program3 Comments

Following on the heels of layoffs at Gartner and AMR Research, comes word that Yankee Group and iSuppli also reduced headcount. Yankee Group CEO Emily Nagel discussed the reduction in the company blog. Meanwhile, there is word of a reduction at iSuppli, a firm that just recently acquired Telematics Research Group (TRG). This much consolidation in the tech industry analyst … Read More

Building communities of one

BarbaraInfluencer engagement, Influencer marketing, influencer programLeave a Comment

Marketers tasked with building online communities learn quickly that size matters. Which would you rather aim for: building one community of 50 members, or 50 communities each with one member? Odds are good you’ll go for the one larger community. It’s a matter of survival, isn’t it? Your professional reputation, job security, and next quarter’s budget may hang in the … Read More

Finding influencers in your sales channel

BarbaraChannel partners, Influencer identification, influencer programLeave a Comment

When you think about the people capable of influencing your customers and prospects, take a good long look at your sales channel partners. A channel partner’s sphere of influence can extend far beyond their own customers and territory. Put their influence to work for you by incorporating them into your influencer program. Success depends largely on choosing the right channel … Read More

Aiming influencers at sales objections

BarbaraInfluencer engagement, Influencer identification, influencer program, Sales performanceLeave a Comment

An influencer program can be a powerful asset in countering sales objections. Here are a few well-proven tips from our collection of case studies: 1. Compile and prioritize specific sales objections. Don’t accept generalities at the outset. You can generalize later. Start with clear, articulate objections. Get a good sense of frequency, too. 2. Identify external influencers who have both … Read More

A-listers, heroes and influencers

Barbarainfluencer programLeave a Comment

“My heroes have always been cowboys. And they still are, it seems. Sadly, in search of, but one step in back of, Themselves and their slow-movin’ dreams.” – Willie Nelson Promise yourself and your company that your 2009 influencer program will be much more accountable for results, and much less susceptible to A-listers and marketing heroes. Achieving greater accountability requires … Read More

AR programs: traditional or with more influencers?

BarbaraAnalyst relations, influencer program4 Comments

How do you know whether you’re looking at a traditional analyst relations program or one already adopting elements of influencer relations? Rely on simple, straightforward litmus tests to distinguish between the two. Try this one: Traditional AR programs focus on trend watchers at the analyst firms. AR programs moving towards influencer relations focus on trend watchers and trend makers.