Cast your mind back to summer 2021: the Tokyo Olympics were in full swing and sports stars were consistently breaking records to win gold. There has to be a link between the Olympians and the aspirational technology vendors participating to be a leader in Gartner’s Magic Quadrants (MQ), right?
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How many times have you auto-renewed a gym membership, only to never walk through the door again? As our partner Thomas Otter says, analyst firm subscriptions are like gym memberships: use it or lose it. You won’t get any money back at the end of the year if you only go to the gym once, and you won’t get money back if you have 10 inquiry hours leftover either.
It’s easy to buy into the dream that sales teams sell, but it’s your job to make it reality. You should schedule regular assessments of the value being delivered through your subscriptions. If there is none then it’s time to reevaluate your strategy.
…How are your analyst research subscriptions like a gym membership?Read More »
You might have noticed last month that our Twitter timeline was taken over by a hot debate in the analyst relations industry: to swag or not to swag? We saw industry analyst input from a host of firms, including Gartner, Constellation Research, HFS Research, Gigaom, Otter Advisory and VDC Research.
Ever been to an event and received a backpack of free stuff, only to have those giveaways (aka swag) sit on a shelf and gather dust? Or maybe you’ve been gifted something that seemed useful, but fell apart the first time you used it? Or maybe you were lucky and you got something free that has lasted and become a staple in your life?
If you work as an industry analyst, you’ve likely had at least one of these things happen. Probably even all of them, and more than once! If you work in analyst relations, you’ve likely given out gifts like those described. Hopefully yours fell into the last category…
…To swag or not to swag? How giveaways can support your analyst relations strategy.Read More »
Sure, a Gartner Magic Quadrant might look pretty on your website –but did you know that your business will reap benefits far beyond that? Many B2B technology business leaders only come across industry analysts when things are going well and your company has been positively mentioned in an analyst report such as the Gartner Cool Vendors. The other time is when things are not good and you hear that you have lost out on a deal because analysts are recommending your competitors. Analyst relations delivers bang for its buck, creating a positive impact across your company.
…What are the 4 business impacts of analyst relations?Read More »
Your tech startup is perfectly poised to disrupt the industry, your MVP is out and beta clients are raving about it. You’re on a path to scale but first, all startups need to answer some life or death questions. How to convince investors your solution is genuinely innovative? Where to expand? What features to prioritise for the best product-market fit? In which category should you play and how to position your offerings to appeal to customer needs?
Industry analysts are the #1 information source for evaluating emerging technologies according to Sapphire’s 2020 CIO Innovation Index –and the #2 source for effective ways for startups to get attention after VC’s.
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PR comes out at its best managing a crisis. During quieter times, it delivers repeat coverage. Building brand awareness –essential not only for recognition at the top of the funnel, but builds brand equity over time.
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