How can industry analysts start relationships with analyst relations professionals? It’s a question posed every day by every analyst wanting to open doors at tech provider firms. Usually, the goal is sales, research or broadening a professional network. Often, analysts want to build rapport with AR pro’s for all 3 reasons. Two posts offer useful pointers on how to succeed:
SageCircle takes an industry insider view on the sales and research front with today’s post, How can small analyst firms get the attention of analyst relations? [Analyst Question] (disclosure: Tekrati is listed as a key resource)
Mashable offers sound advice on the professional networking front with today’s post, 7 Lessons for Better Networking with Social Media
Having influence in some circles does not automatically open doors in others. That applies equally whether you work at Gartner or as a sole proprietor.
Popularity: 18%
Where is analyst relations going? How is it changing? What are the implications for people and programs? What can you do about it?
I’m delighted to announce that I’ll be leading a discussion on these points early next month with the Forrester Research Analyst Relations Council. It will be a lively exchange with practical and worthy ideas.
Special thanks to Trisha Mirel for inviting me!
And please take note: Drop me a line if you’re not a member of the Council and you’re interested in attending. To be considered for guest entry, you must work in AR in an inhouse position.
Forrester Leadership Boards - Analyst Relations Council Fall Member Meeting
Marriott Magnificent Mile
Chicago, IL
“Looking Ahead: The Future of AR”
Wednesday, Wednesday, October 7 starting at 2:35PM
Where is AR going? How is AR changing to align with the growing phenomenon of so many smaller firms, independent analysts, and emerging influencers joining large firms in the influence mix? Hear one market expert’s opinion about future risks and opportunities for AR and lend your own to the mix.
See you there!
Popularity: 3%
R “Ray” Wang has posted a synopsis of his role as an industry analyst. Ray is with Forrester Research. His clients include tech buyers and tech providers. As a result, his straightforward summary describes the main roles that many analysts play in the tech industry.
I noticed that Ray doesn’t focus on describing his influence. He doesn’t call out his role as an influencer in the enterprise software market. Instead, he describes how he helps clients and how he creates intellectual property for Forrester through his research, analysis, consulting, and reports.
Many important influencers avoid the “influencer” label. It’s not the way they talk about themselves.
They leave such determinations to people like us here at Influencer50, who identify and score influencers on a market by market, client by client basis.
There’s no magic formula for being a great analyst or a great influencer. Ray’s a great role model for both.
Popularity: 4%
Dale Vile, co-founder and managing director of Freeform Dynamics, announced a change in leadership at his company. Jon Collins is stepping up to take over as Managing Director of Freeform Dynamics, while Dale assumes a role as Research Director. Co-founder Helen Vile continues as operations director. I expect this transition will be seamless, and look forward to seeing what Jon does with the reigns of Freeform.
In Silicon Valley, it’s almost expected that founders take a step back as their companies mature. Not so in the industry analyst business. Analyst companies are top-down in terms of management. Changes at the top tend to ripple down and out fairly quickly. Culture, research practices, client relations, trust and influence — all can change very quickly. Examples are all around us. Look at the changes Emily Green has brought to Yankee Group, and Gene Hall brought to Gartner.
Dale and Helen seem to have taken all the right steps in transitioning the top job. Best wishes to Jon, Dale and the rest of the Freeform Dynamics crew.
Popularity: 4%
One of the US-based industry analyst firms, Enterprise Strategy Group, just announced it’s expanding into China. Announcements like this raise at least 2 interesting questions:
- Can ESG — a small specialty tech market research firm — gain enough traction in China to make the investment pay off?
- What does it mean to analyst relations and influencer marketing programs?
The answers depend on what’s going on under the covers.
If ESG’s intent is to export its influence to China, then I’d be skeptical. Competition on the ground for influence opportunities — and research spending — is already fierce.
On the other hand, there’s an undeniable halo effect of operating in China. Local presence in China could be highly beneficial to ESG here in the US and in Europe. ESG could boost its stature and qualify for new business opportunities among its tech vendor clientele.
What does it mean for analyst relations and influencer marketing? It means looking for shifts in decision-maker ecosystems, as established analyst firms move into China. Monitoring decision-makers in China is crucial work. Sales efforts can go off-track by the unexpected involvement of an analyst through local partners and resellers.
Watch for impacts outside of China as well. Monitor decision-makers elsewhere in the world, to understand whether analysts are leveraging their China operations to open new doors.
Popularity: 3%
I’m one of the tech industry’s most well-known experts on the industry analysts — who they are, what they cover, how they deliver, how they compete. So it makes sense for me to start this blog with a little insight on why I’m joining the broader conversation about influencer marketing, and where I’d like to add to it.
I see that industry analysts play an important part in many technology purchase decisions. Yet, I also see signs of significant change in the way that product and service decisions are being made. These changes affect many influencers, not just industry analysts. So, it makes sense to explore the topic from the viewpoint of all influencers.
Here in the “Sway” blog, I’ll be discussing how vendors can achieve greater impact on customer decisions by transitioning to influencer marketing. That can be as simple as remixing traditional elements of marketing programs. Expect to find a particular emphasis on the implications for analyst relations, press relations, blogger relations, partner relations, and industry relations.
Popularity: 1%
