Best practices

A graph showing how a vendors ability to impact the outcome of a Gartner Magic Quadrant diminishes the closer the publication gets.

Gartner’s Magic Quadrant: Tips For Success.

If the technology industry had an Olympic Games, would your company want to compete? Almost certainly!

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? 

A checklist of the five Starsight drills to ensure you get value from your analyst firm research subscriptions, as described in the blog post.

How are your analyst research subscriptions like a gym membership?

Starsight’s five drills to ensure you’re getting value from analyst firms.

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. 

A graphic of a Starsight Communications superfan wearing branded swag.

To swag or not to swag? How giveaways can support your analyst relations strategy.

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…

10 truths about analyst relations (AR) for a tech startup, by Starsight Communications.

10 truths on Analyst Relations for tech startups

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. 

Five differences between analyst relations (AR) and PR.

The 5 differences between Analyst relations and PR –and why you should run them separately.

To the untrained eye, public relations (PR) and analyst & B2B influencer relations (AR) share similar traits. But they are very different business functions. 

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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