Analyst Relations: Leveraging the Power of Technology Analysts

Technology analysts relations
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Analyst relations: Leveraging the power of technology analysts

Technology analysts relations

Looking to develop analyst relations with technology analysts? Marketing is no longer a one-on-one process thanks to our current social media-driven society. Now, the art of marketing involves attracting the attention of ,and gathering approval from, the people that are most influential to your market and your targeted clients. There is one valuable segment that most SMEs neglect – that of industry analysts.

Why are analysts so important? They act as a strategic source of information for the entire industry by providing  your clients with accurate statistics, targeted recommendations, as well as reviews of innovative products and services within the industry. These reports are used by your industry buyers to strategically shorten the purchasing process.

How can SMEs “grab” technology analysts’ attention? Either they make a big splash through an expensive and flashy marketing campaigns, though this is not a guaranteed way to draw analysts’ attention, or they build analyst relations through vendor briefings. Most SMEs cannot afford a flashy campaign, which is why they rely on the latter. During vendor briefings, IT vendors have the opportunity to present their products and services to analysts. If they successfully communicate the innovation or the value of their solution,analysts may choose to include the SME in their industry report.

There are four major benefits to being incorporated in an analyst’s industry report:

    • Selling more. Analyst recommendations (and industry reports) shape the thinking of technology buyers. Potential clients will be more likely to consider your organization if you have been publicly recognized by an analyst.
    • Building and establishing a company’s credible reputation. In today’s highly competitive market, it is challenging for young companies to compete against those who have 10 or 15 years experience and a long client list. By using technology analysts and vendor briefings, companies may increase their chances of building a solid, reputable name for their business.
    • Achieving more positive press coverage. An analyst quote may strengthen and help shape the thinking of journalists. The media plays an important role in influencing the buyer’s action towards a certain product or service. If the solution is represented positively by a relevant journalist’s coverage, there is a greater chance that a potential customer will be persuaded to purchase it.
    • Improving your products and services. An independent perspective on your company’s direction and positioning strengthen thinking and go-to-market strategies. Analysts are constantly in sync with market trends can quickly assess just how innovative your solutions may be, and sometimes provide feedback.

Many SMEs are reluctant to approach analysts due to two major myths behind vendor briefings:

    • “Vendor briefings are only for large companies” – in fact, vendor briefings are for any company size, whether you have 3 or 300 employees. The best way to get a briefing is to develop an innovative product or service, demonstrate the market need for such a solution, and provide the required resources to bring the solution to market.
    • “Vendor briefings are too expensive” – most vendor briefings are FREE. In order to assess solutions in an unbiased manner, analysts do not charge for vendor briefings. The only cost that companies may incur is that of conducting a bad vendor briefing when they are not fully prepared, having an insufficient understanding of global markets, or failing  to differentiate their innovation.
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Are you ready to take your business to the next level while developing analyst relations? Contact us today to leverage the power of technology analysts.

Testimonials

“Ranking our Web site high on search engines results, designing a professional Web site look and developing engaging relevant content for a heavy technology company like us resulted in a dramatic increase in client leads that we receive from our Web site.”

Simon Robin CEO, Hardent

Get Media Coverage and Industry Articles

Media coverage

Get Media Placements and Industry Articles to Boost Your Company Image and Get Clients

Media coverage

Just about every company would love to get media placement on a highly trafficked website like Yahoo, CNN, or the Wall Street Journal. You want the story to be positive, of course, and it has to reach your target market in order to be effective. Industry articles in less news-focused, niche publications (online and offline), are another great way to get noticed.

The greatest challenge is simply securing the media coverage to begin with. Once that’s accomplished, you have to make sure it will be beneficial to your company. As a long-time marketing agency, we have a whole arsenal of tricks for getting into the media (take, for example, for Gil’s interview on CNN). Even smaller media outlets are a good promotion, especially the targeted industry articles, which can lead you to reach a focused target market.

Whether you’re looking to get featured in industry articles or more news-oriented media coverage, it’s important to keep abreast of how information is disseminated online. Media placement is no longer just about news networks, radio interviews, or industry articles in print publications. It appears in all sorts of forms on the Internet: blogs, web magazines and portals, RSS feeds, podcasts, and online video clips.

A great benefit is that these kinds of online news outlets are often highly targeted to circulation with a common interest in a particular field or subject. Thus, getting media coverage, or industry articles published, is a great way to channel information to your audience. On top of bringing attention to your company and brand, media and industry articles are an economical way to attract new clients.

We have experience “plugging” your company story into reputable media outlets, resulting in a boost to your company’s reputation, more client opportunities, and new business for your company.

Media coverage is one of the most effective ways to build a brand identity and promote the  flow of client leads and the key to success is continuity. By developing a relationship and establishing contacts with the media, you can ensure regular stories are being published.

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Are you ready to step into the spotlight? Get some recognition for your company with media placements and/or industry articles. Contact us and I can discuss your options of how you can make it happen.

Testimonials

“Placing us in trade magazines enabled Callio to receive international exposure and most of all develop a trustworthy brand.”

René St-Germain, Former CEO, Callio Technologies (Now at Certi-Trust)