Analyst Relations Archives - Making Every Word Count

Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned

Marketing has a long history of change. There are many reasons why. Sometimes it is a new technology. Buyer criteria could change. Or there was just a need for something new. Today we are witnessing another major transformation. Today’s marketing strategy shift has been building over the past few years. Artificial Intelligence or AI has amplified the disruption.

One repercussion – and an opportunity – is to adapt what I’ll define as a marketing strategy shift from “paid” to “earned” programs (borrowing from PR jargon). Those taking advantage of this shift can boost the attention, engagement, and trust of target audiences. This includes customers and prospects, partners, and employees.

Looking To Ignite Industry Analyst Engagement? Here Are 3 Tips

Industry analysts, such as those at Gartner or IDC, can significantly impact your brand’s reputation and market visibility. This is particularly the case for enterprise software or technology companies. Ideally, your goal should be to build relationships with the analysts who regularly speak with your customers and prospects. This way messaging and product positioning will be regularly communicated with greater alignment and accuracy. Issues can be resolved faster with open communications and can be achieved with industry analyst engagement.

Industry analysts not only shape market perceptions, but they can also help software companies by providing insights on product strategy and competitive positioning. Igniting industry analyst engagement requires a deliberate, consistent approach. Here are three strategies I have found effective in strengthening these critical relationships.

Understanding Industry Analyst Relations: Definition, History, and Impact

Industry analyst relations (AR) is a specialized practice that involves engaging with influential industry analysts. Analysts can provide insights, research, and opinions that shape perceptions of technology vendors in specific markets. These analysts influence buyer decisions and validate the credibility of technology solutions.

This article explains the concept of AR, its evolution, and five key benefits it offers to organizations – provided the relationship is managed appropriately. Not all analyst relations programs are successful in achieving each of these benefits. This shortfall can be based on several factors that I’ll explore deeper in a future article. View this article as a starting point with key objectives that should be factored as part of your initial analyst relations program and strategy.