The Kea Team has comprehensive, hands on experience with Analyst Relations from multiple perspectives. We can demonstrate a proven track-record as associates within several renowned analyst firms, as marketing and Analyst Relations managers at several successful technology vendors and as IT and business managers at large enterprise organisations. Our team knows, like no other, why tech vendors succeed or fail in their Analyst Relations efforts. We help our customers do it right.
WHAT IS ANALYST RELATIONS (AR)?
In nearly every tech industry news story, conference or sales pitch, industry analysts are being quoted. You probably came across analyst firms like Gartner, Forrester or IDC – but there are many more regional players, boutique firms and even highly influential individual analysts influencing decisions in the market. Analysts speak to thousands of your potential customers, partners and investors every day.
Analyst Relations is the structured and systematic process of engaging the analyst community in order to position your company and products, receive feedback from analysts and gain their mindshare.
Properly interacting with the right analyst at the right time you can ensure that your company is on the analysts’ radar and gets the attention and recognition it deserves.
WHY SHOULD YOU CARE?
Your buyers are heavily influenced by research and analysts – as an example over 70% of the Fortune 1000 firms and many smaller firms leverages analyst insight when buying technology solutions, validating their strategy and acquiring promising technology vendors. Subject to respecting analyst in-dependence and objectivity, you can indeed control analyst influence by exploiting the opportunities to share the information you want to convey.
Analyst influence could mean both recommendations for your offerings to potential buyers and partners as well as coverage of your company in research read by your clients and prospects. For any successful technology vendor Analyst Relations is the amplifier of their success.
WHY SHOULDN’T I DO IT MYSELF?
Analyst Relations plays an important role in building your brand and shaping the perception of your company in the market by interacting with the right analysts at the right time. As in most cases involving interpersonal relationships, it is the first impression that counts the most. Why would you approach the handful of relevant analysts for your technology niche without making 100% sure that you understand how the game is played?
Chances are that the analyst you are speaking with, is covering a large number of vendors and has listened to a huge number of companies trying to “sell” the superiority of their solution. So if you are willing to compete with your competition in the field of Analyst Relations, getting that interaction right is key. Trying won’t be enough when you want to compete on a global level and when messing things up might mean that you won’t get a second chance to fix things.
Setting up your programme from scratch
As we have defined in the FAQ, an Analyst Relations programme is a managed sequence of interactions by a technology provider with relevant members of the IT Industry Analyst Community, which include vendor/analyst briefings, analyst inquiries, industry events, workshops and other types of engagements, designed to gain credibility, better control influence and enable superior decision making.
- Determining the Analyst Relations goals and strategy based on your overarching business strategy.
- Identifying all relevant analysts from all the relevant analyst firms, classified as Tier 1, Tier 2 or Tier 3.
- Identifying where the analysts are going to be at what times. This includes global and/or continental conferences, local briefings, and other third party events.
- Planning interactions, such as vendor/analyst briefings, event attendance, research questionnaire participation and analyst inquiries.
- Developing briefing presentations such as powerpoint presentations, which may require participation by the executive suite, product management and marketing communications.
” We needed someone to guide us. It’s not only about having the relationship with the analysts, to have their ear. Kea has the experience of knowing what they want to hear, how they expect to receive the information, how to make an impression on the analysts. That has worked very well for us.“
Philipp Strube, Founder and CEO cloudControl
Read an in-depth case study on how cloudControl has leveraged Kea Company’s services.
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