This post is by Liz van Luling from March Communications
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The analysts sector is brimming with new firms popping up every day to share their expertise, advice and analysis of the technology industry. No longer is the analyst game being played by just the “big three” – Gartner, Forrester and IDC. Analysts are bridging the gap from strict research-focus to become more mainstream “journ-analysts,” contributing to blogs, media sites and more. Others have built out followings on Twitter, Facebook and are staples at some of the most forward-looking industry events. Yet even as analysts relations has evolved in scope, the need for that third-party validation remains central to driving sales for technology vendors. And, it’s something that can, at times, seem unattainable to new vendors on the market (or even older giants looking for a refresh) to break into the next “quadrant” or next “wave.” This week the Publicity Club of New England hosted an exclusive event to tackle this topic with industry veteran Charlie Guyer. Principal and Founder of the Guyer Group, Charlie shared insight based on more than two decades of experience working in strategic communications roles in the technology industry. Here are some of Charlie’s keys to the analyst game:
1. Analyst relations IS a gameEach firm functions differently. Some of the bigger firms can appear difficult to work with at times given strict rules and contract obligations. However, there are some firms whose analysts have just as much experience, but they may have a different format or approach than the bigger guys. A quality analyst relations program looks at the whole picture of who is doing what, where and why.
2. Analyst relations is worth playing the gameIt always benefits vendors to establish relationships with industry analysts. Buyers still weigh analyst opinion as one of the key drivers, if not the top factor, that influences their purchasing behavior. Analysts have the power to influence potential customers and drive sales, so it’s a no brainer that every vendor should be investing now to become a better player.
3. Analyst relations can be opinionatedWhen working with a variety of analysts who spend every day meeting with a vendor’s competitors and customers, it’s natural to run across experts who are swayed toward one product or service over another. That doesn’t mean that newer vendors shouldn’t connect with those analysts. It just means that vendors will need a strategic approach to their program. Frequent briefings and regular communications will help analysts get to know a vendor better and even possibly sway their opinions in a new direction. Analyst relations may be more misunderstood than even PR sometimes, but the benefits from integrating a strategic program into a vendor’s communication’s approach should be clear. If you’re still not sold, just ask Charlie! Read More: How Analyst Relations Programs Build Brand Awareness
Want to learn more about how to leverage PR for marketing – and vice versa? In The Evolution of PR, Content Marketing and Blogging, we cover: – The ongoing changes in the world PR
– The principles of content marketing for tech companies
– Important blogging strategies
– How to use press releases for more than just brand-building Download