Of rock stars and analysts

BarbaraAnalyst relations, analysts, Industry analysts, influence, Influencer ranking, social media, Sourcing advisors20 Comments

I’m not a fan of the growing schism between Altimeter Group and the rest of the analysts. One of the most visible wedges driving this rift is the idea of “rock star analysts.” “Rock star analyst” is an old notion with deep roots among financial analysts. Originally, rock star analysts were the ones who made the right call the most … Read More

IDC, H&K to Host IIAR Meeting at IDC Directions 2010 San Jose

BarbaraAnalyst relations, analysts, Events, influencer relations, ResearchLeave a Comment

Jay Andersen was in touch to remind me that IDC, Hill & Knowlton and the IIAR will host a luncheon meeting for analyst relations professionals at next week’s IDC Directions 2010 in San Jose, Calif. Advanced registration is required. If you’re involved in analyst relations, at an agency or vendor, you can register for the meeting. Likewise, if you’re between AR-focused jobs, … Read More

Analyst Relations Certifications and Certificates: Who, What, Why and Cost

BarbaraAnalyst relations, marketing1 Comment

Interested in certification as an analyst relations professional? Looking for an analyst relations training course with benefits, such as a certificate of completion? If so, you have several choices for obtaining credentials. Here’s how four AR cert programs stack up, including who offers them, who can take them, what the programs cover, and how much they cost. Plus, some closing … Read More

GigaOM Pro launches a cool Analyst Relations program

BarbaraAnalyst relations, analysts, Influencer engagement, Research4 Comments

While tech providers have had formal analyst relations programs for 30-odd years, only Gartner and Forrester Research have reciprocated with influencer programs dedicated to vendor AR teams.  GigaOM Pro, the industry research arm of GigaOM, is about to shake up the status quo with today’s formal debut of their Analyst Relations program. The GigaOM Pro Analyst Relations program shares some expected similarities … Read More

Analyst relations – the historical links archive I

BarbaraAnalyst relationsLeave a Comment

Ten years ago 91 analysts and journalists went on record with their top gripes about vendor briefings and vendor PR representatives – in other words, “AR”. Jeffrey Tarter, then the mastermind behind Softletter, did the research and compiled the results. That report is still useful perspective for analyst relations professionals today. It’s one of the links I’m posting here, part … Read More

Analyst relations at risk on 2 fronts

BarbaraAnalyst relations1 Comment

One of the challenges facing high tech marketing is how to update existing analyst relations programs, given the growing importance of more types of influencers. No one wants to lose valuable AR skills. Yet, companies want to realize better returns from these staffs and programs. This puts AR at risk on 2 fronts. The first is a matter of perception: … 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

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.