Analyst relations is about building relationships with independent analysts who provide feedback to technology buyers. It is important but not a pay-to-play activity. The webinar provided tips for finding and identifying relevant analysts, engaging them effectively through briefings and other activities, and maintaining relationships over time by treating them like people and providing a constant stream of relevant information. Key recommendations included focusing on a select number of top analysts, leveraging partnerships, advertising against analyst names, covering analysts who cover your company, and making the most of events.
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The document discusses various analytical techniques used to solve business problems in areas like new product launches, marketing, supply chain management, and sales. It provides examples of how techniques like gap analysis, concept testing, SKU rationalization, and inventory management can help companies optimize processes, minimize costs, and maximize profits. Key performance metrics are tracked to evaluate vendors, forecast demand, analyze competitors, and identify optimal pricing strategies.
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2) How to collect customer data
3) Data Segmentation Processing for flexibility and scalability
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What Is Unstructured Data And Why Is It So Important To Businesses?Bernard Marr
Unstructured data is created at an incredible rate each day and with the advent of artificial intelligence and machine learning tools to gather, process, analyse and report insights from unstructured data, it now provides important business value to organizations. It’s essential for all businesses to start making the most of their unstructured data.
This document discusses big data and use cases. It begins by reviewing the history and evolution of big data and advanced analytics. It then explains how technologies like Hadoop, stream processing, and in-memory computing support big data solutions. The document presents two use cases - analyzing credit risk by examining customer transaction data to improve credit offers, and detecting fraud by analyzing financial transactions for unusual patterns that could indicate suspicious activity. It describes how these use cases leverage technologies like Oracle R Connector for Hadoop to run analytics and machine learning algorithms on large datasets.
Future of Digital Marketing - How to Keep Pace with Technology
There is an overwhelming amount of conflicting advice about future-proofing marketing work, and it’s best to sustain the following essentials:
The document describes administration of SAP GUI, including application data directories, SAP logon configuration, using branding, setting SAP signature theme colors, and registry values. As of SAP GUI 7.20, application data is stored in standard Windows locations, and saplogon.ini and sapshortcut.ini files are now located in the roaming user application directory. Administrators can configure SAP logon, apply branding, set signature colors globally or by system, and customize permissions in the options dialog using registry values.
This document describes a case study using data mining techniques to analyze customer transaction data from an online retailer in order to better understand customers and conduct customer-centric marketing. The study uses k-means clustering and decision trees on a dataset containing transaction records to segment customers based on the RFM (recency, frequency, monetary) model. Key variables like recency, frequency and monetary value are calculated for each customer. Clusters are identified and characterized to provide recommendations to the retailer on marketing to different customer segments. Data preprocessing and normalization are performed prior to clustering. The results provide customer-centric business intelligence to help maximize profits.
The document discusses various analytical techniques used to solve business problems in areas like new product launches, marketing, supply chain management, and sales. It provides examples of how techniques like gap analysis, concept testing, SKU rationalization, and inventory management can help companies optimize processes, minimize costs, and maximize profits. Key performance metrics are tracked to evaluate vendors, forecast demand, analyze competitors, and identify optimal pricing strategies.
Data collection, processing & organization with USPA frameworkTrieu Nguyen
1) How to think in the age of Dataism with USPA framework ?
2) How to collect customer data
3) Data Segmentation Processing for flexibility and scalability
4) Data Organization for personalization and business activation
Web, cloud, and other software companies are in the enviable position of having low marginal cost of goods. Despite this highly leveraged model, most software companies think fairly narrowly about their partner strategy, focusing on resellers and strategic alliances. Progressive software companies take a platform approach including a broader view of the partner ecosystem.
The Partner Strategy Framework E-Book walks through a detailed framework for software companies to maximize the value of upstream partners (platform vendors), managed partner alliances, breadth (program-managed) partners, and the developer ecosystem. The purpose is to grow 1) partner loyalty, 2) revenue, and 3) brand goodwill.
http://www.competegy.com
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The document discusses the benefits of exercise for mental health. It states that regular exercise can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help alleviate symptoms of mental illnesses.
Learn about the organizational and architectural strategies needed to make self-service analytics successful. Self-service is more about process and training instead of only focusing on tools.
Download this research to read about self-service architecture in detail:https://www.eckerson.com/articles/a-reference-architecture-for-self-service-analytics
If you need help with self-service analytics, data architecture or data management, contact us on the following link: https://www.eckerson.com/consulting
Buyers today spend much more time researching a purchase before engaging with a sales person, which puts considerable responsibility for the sale on the marketing team.
Account-Based marketing (ABM) strategy helps B2B marketers target high-yield accounts and stay focused on the deals that are most likely to generate revenue.
Learn how to:
Identify and target your key accounts
Discover and map effective content
Drive engagement with target accounts
Measure and analyze the effectiveness of your marketing programs across various channels
Optimize your marketing budget to focus on the best-performing programs
Learn from real-life examples and how companies applied this strategy.
This document introduces an IT services company called Your Trusted IT Partner that provides managed IT support, security, projects, and hardware/software procurement for businesses. They have over 20 years of experience and offer SMART IT services that are secure, measurable, accessible, recoverable and timely. The company is ISO certified and has four divisions to deliver a range of IT solutions and support services to customers.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
Table of Contents (TOC) to define Enterprise Architecture roadmaps - process_...Mohan K.
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Download the free full research report: https://identityshifters.rpa.com
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http://www.competegy.com
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Learn about the organizational and architectural strategies needed to make self-service analytics successful. Self-service is more about process and training instead of only focusing on tools.
Download this research to read about self-service architecture in detail:https://www.eckerson.com/articles/a-reference-architecture-for-self-service-analytics
If you need help with self-service analytics, data architecture or data management, contact us on the following link: https://www.eckerson.com/consulting
Buyers today spend much more time researching a purchase before engaging with a sales person, which puts considerable responsibility for the sale on the marketing team.
Account-Based marketing (ABM) strategy helps B2B marketers target high-yield accounts and stay focused on the deals that are most likely to generate revenue.
Learn how to:
Identify and target your key accounts
Discover and map effective content
Drive engagement with target accounts
Measure and analyze the effectiveness of your marketing programs across various channels
Optimize your marketing budget to focus on the best-performing programs
Learn from real-life examples and how companies applied this strategy.
This document introduces an IT services company called Your Trusted IT Partner that provides managed IT support, security, projects, and hardware/software procurement for businesses. They have over 20 years of experience and offer SMART IT services that are secure, measurable, accessible, recoverable and timely. The company is ISO certified and has four divisions to deliver a range of IT solutions and support services to customers.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
Table of Contents (TOC) to define Enterprise Architecture roadmaps - process_...Mohan K.
Table of Contents (TOC) to define Enterprise Architecture roadmaps. This includes overview of Architecture Roadmaps, Table of Content (TOC) and context setting. Information technology strategy realization
Pitch Deck Teardown: BusRight's $7M Series A deckHajeJanKamps
This document discusses BusRight, a software that helps manage student transportation for schools. It summarizes their product, growth, customers and impact. BusRight's software helps transportation directors route buses more efficiently, ensuring no students are missed and parents can track their child's route. Their customer base has grown 7.6x yearly to over $X million in annual recurring revenue. BusRight aims to reach $X million in ARR by 2024 by continuing to expand their product capabilities and sales team. Their software helps alleviate rising costs and operational challenges facing school transportation departments.
This document provides a checklist for channel management that includes strategic considerations, product positioning and messaging, channel recruitment readiness, managing the partner ecosystem, ideal target partners, business partner recruitment readiness, post-recruitment partner nurturing and development, channel sales agreements, and types of partner programs. The checklist covers gathering competitive intelligence, developing marketing messaging, setting channel recruitment goals, identifying and qualifying potential partners, training partners, and establishing metrics to measure performance.
How to Make a Data Governance Program that LastsDATAVERSITY
Traditional data governance initiatives fail by focusing too heavily on policies, compliance, and enforcement, which quickly lose business interest and support. This leaves data management and governance leaders having to continually make the case for data governance to secure business adoption. Join Cameron, VP, Product Management, Precisely, as he shares a lean, business-first data governance approach that connects key initiatives to governance capabilities and quickly delivers business value for the long-term. He will give examples of organizations worldwide who have successfully implemented a data governance program by engaging with key stakeholders using innovative techniques such as gamification and data catalog scavenger hunts.
Fireflylabz is a data and analytics company that focuses on trends like data fabric, augmented analytics, IoT analytics, hyper personalization, operational analytics, data centric AI, graph analytics, blockchain in analytics, and data democratization. They provide descriptive, diagnostic, predictive, and prescriptive analytics tools like Power BI. Fireflylabz also designs and develops digital products and solutions for startups and enterprises with over 50 projects, 100k lines of code, 20+ clients, and 4+ years of experience in areas such as talent sourcing, ideation and design, and product development and deployment.
For the generation after Millennials, having one static “self” simply doesn’t make sense for the ever-altering, instantaneous, always-connected world in which they live. Today’s teens to mid 20s have grown-up in a world wildly different than their Millennial predecessors, many not knowing a world without smart phones and social media.
To cope with this tumultuous world, they're rejecting labels, redefining authenticity to not mean real, adopting anti-confrontation behaviors, and prioritizing power. In essence, doing everything differently.
Download the free full research report: https://identityshifters.rpa.com
Moving from data to insights: How to effectively drive business decisions & g...Cloudera, Inc.
Firms have become obsessed with data. But the key to competitive advantage is not just more or bigger data or big data technology, it is finding actionable insights from all the data as well as embedding insight in processes and applications. This requires a change in your approach - modernized architecture and embedding insights and data in you business decisions It also requires a change in how your people work systematically to find, test and implement insights. In this webinar, Forrester Vice President and Principal Analyst Brian Hopkins will present results from two years of research into these ideas and recommend to attendees how they can get the most out of their data and analytics to drive effective business decisions and gain competitive advantage.
Salons et Foires en France : 5 atouts pour développer votre entrepriseUNIMEV_FR
Réalisée de façon indépendante par Médiamétrie, soutenue et financée par le Ministère de l’Économie au travers de la Direction Générale des Entreprises et par UNIMEV, la CCI Paris Île-de-France et le Comité des Expositions de Paris, cette étude présente des résultats incontestables. Sa méthodologie et le soin apporté au traitement expliquent également qu’elle ait duré deux ans.
- 3 319 entreprises
- 48 salons et foires
- Une double série d’entretiens
"Identifying which reports and analysts that are important to you is hard enough, but filing, sorting, understanding and analyzing the information therein is time-consuming and tedious. Often such tasks cut deeply into time that could be much more productively spent interacting with and influencing the influencers."
Ever wondered how to use LinkedIn to sell more real estate? See this presentation for realestate.com.au on how you can use LinkedIn to build your personal brand, identify clients, connect with them, share content and create a lead. Learn more at www.ragingdigital.com
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When participants were invited to the lecture, they were directed to a survey about their marketing knowledge, and what they hoped to gain from the lecture. This served as the market research that was analyzed throughout the lecture.
Content Marketing: Before you Write, Understand their PlightNuGrowth Solutions
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In fact, 90% of all organizations use
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Your Customer's Journey in the Social EraTara Hunt
I presented this at the United Benefits Advisors' spring conference in May - to answer the question, "Why would benefits advisors use social media?" I presented it like this:
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Content Marketing: Publishing is the New MarketingJoe Pulizzi
The document discusses content marketing and how it has become essential for businesses. It notes that consumers now spend more time online and on social networks than with traditional media. As a result, businesses need to become publishers that provide valuable content to attract and engage customers. The document provides tips for developing an effective content marketing strategy, such as understanding customer needs, creating a content calendar, and distributing content where customers spend their time online. The goal of content marketing is for businesses to become trusted resources and thought leaders in their industry.
Actionable Tips For Selling Into Challenging, Niche MarketsSales Hacker
What You'll Learn:
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Walt Boyes presents a totally revised and updated version of PR101, his very popular Marketing Communications Master Class.
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This webinar is specific to the automation industry and discusses:
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Walt is currently serving as Editor-in-Chief of CONTROL magazine, http://www.controlglobal.com. In addition, he is a principal in Spitzer and Boyes LLC,
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Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
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Analyst relations 101: Building Influence with the Influencers
1. Analyst Relations 101
Building Influence with the Influencers
Webinar: December 13, 2012
2. Introductions
Bob Ragsdale Elizabeth Shea
VP of Marketing, MicroPact CEO, SpeakerBox
bragsdale@micropact.com eshea@speakerboxpr.com
@bobragsdale @eliz2shea
3. Analyst Relations…
Analyst Relations is a corporate communications
and marketing activity in which corporations
communicate with ICT industry analysts (also
known as research analysts) who work for
independent research and consulting firms.
--- Wikipedia
4. Understanding the Analysts
§ What analysts are…
– Third party validators for your product or service
– Independent researchers with deep insight
– Analytical, thoughtful, thorough people
– Responsible for understanding a market and providing
feedback to buyers of technology products
– People!
§ What analysts are not…
– On your payroll
– Paid to say nice things about you
– Pay-to-play resources
5. “Analysts are info junkies. They spend most of their lives,
when they are not on the phone, online. They have
Google Alerts set up on the companies they track.”
“When getting to know an analyst keep in mind that all
analysts are experts, and they know it. They are
extremely confident on their home turf…their area of
expertise. That is why they respond so well to questions.”
--Richard Stiennon
Author of “Up and to the Right”
Former Gartner Vice President
6. In the minds of an analyst…
“You only do this job if you're passionate about solving
unanswered questions, and the thrill of helping others. If
you want to be rich, go into finance, law, engineering, or
entrepreneurship. (Seriously).”
--Jeremiah Owyang
Altimeter Group
April 19, 2012 Google+ discussion
7. Why Bother?
§ Analysts talk directly to your enterprise buyers.
§ Most analysts have a rock solid understanding of your
market and its players.
§ Analysts can provide invaluable perspective on your go-
to-market strategy, positioning, etc.
§ Analysts take pride in understanding who matters in the
space they cover. Make sure they know about you….
§ Can be one of the more cost-efficient line items in your
budget, if done correctly.
8. Find and Identify…
§ Top Tier (Gartner, IDC, Forrester):
– Search their web site, may be overlap with categories.
– Call an account rep to be more clear: they are your friend!
§ 2nd and 3rd tier firms (1000+!):
– Search online for your category, see who actively covers your
space.
– Read articles about your competitors, which analysts are quoted?
9. Find and Identify…
§ Social media channels:
– Who has the most “influence” when searching on your terms?
– Who are your competitors following and engaging?
§ Other resources:
– IT Database (ideal for 2nd and 3rd tier firms)
– Barbara French’s Directory
– Institute of Industry Analyst Relations
“There are probably going to be new analysts covering your space every quarter. As
new research is published keep track of the analysts who author it.”
--Richard Stiennon, Author of “Up and to the Right”
10. For vendors, the problem is clear – how to
minimize their expenditure on the analyst
community while ensuring the best coverage of
their company with
the correct prospect/customer base.
--Quocirca, The Use and Abuse of Analysts Report
11. Some Challenges…
§ Paid relationships:
– Realize you will have access to a LOT of data. Rarely can you
digest as much data as you are required to buy.
– The stakeholders at your company will benefit greatly from the
information you consume. It’s a challenge to curate the data and
share with those who need it the most. But develop a plan so
you can.
§ Engagement: Square Peg/Round Hole:
– You won’t always fit neatly into a category they cover. It means
you may need to engage multiple analysts at the same firm so
you aren’t discounted in one area and covered in another that’s
not the right fit.
12. Bob’s Top Ten Tips
1
Be cognizant of how many analysts/
analyst firms you can effectively
engage. Oftentimes, less is more.
Work with partners who have
relationships with the same analysts and
cross promote, support one another.
2
13. Bob’s Top Ten Tips
3
Advertise against the analyst’s name on
Google. For example, when customers/partners
look him or her up, a MicroPact ad appears.
Same is true when he or she searches for
himself or herself! Which they will do.
14. Bob’s Top Ten Tips
4
Cover the analysts that
cover you, particularly
at their events or
symposiums
– Blog
– Tweet
– Share
15. Bob’s Top Ten Tips
5
Make the most of
your analyst-
related events
16. Bob’s Top Ten Tips
6
Leverage the relationship with your account
rep. He or she can be your best ally, coach and
cheerleader! If you neglect this relationship,
you aren’t maximizing the opportunity.
17. Bob’s Top Ten Tips
7
You may fit into more than one space, and you
may need to engage with analysts from both
areas to cross-pollinate.
That being said, begin one-on-one with each
8
analyst. Having multiple analysts on the phone
when your category isn’t clearly defined can
backfire.
18. Bob’s Top Ten Tips
9
Make sure every internal expert you have in the
company is on hand to address the questions
you may not be able to answer. It’s not
unusual to choose a different team for each
briefing.
19. Bob’s Top Ten Tips
10
Be a relentless marketer: find every opportunity
to market to them and build a relationship
every day:
§ Include their quotes on your website.
§ Send them a holiday card, drop them a line.
§ Learn about their personal life, family.
§ Send them your press releases.
§ Treat them like people.
20. The “Briefing”
§ Analysts will take an informational, unpaid briefing to learn about you.
§ Analysts love information. Demonstrate data, not marketing fluff.
§ Include in your presentation:
– Company vision, who you are, what problem you solve.
– Company stats: size, location, executives, # of employees
– Product details, including your product road map
– Customer list, references
§ Don’t include:
– Quotes from other analyst firms
– Market charts: they know the market already!
21. More Love for “Up and To The Right”
§ Invite your analyst to dinner the night before a conference or
analyst day. Find out about their interests, their outside passions.
§ Send your presentation ahead of time. Don’t attempt to do a live
online presentation. Let them digest early.
§ Don’t neglect traditional PR activities. Many analysts are still “old
school” and want to read about you in periodicals. They are vast
consumers of information. Be sure you’re out there.
§ Think about what the analysts are seeing when they Google your
keywords. Are you there?
22. More Love for “Up and To The Right”
§ Build a Wikipedia page for your company and product. There is an
art to it, it can’t be self-promoting, but make it happen.
§ Don’t leverage how other analyst firms regard your product,
especially with Gartner. “If IDC coins a new term for a product
category, Gartner will coin their own and define it differently.”
according to Stiennon. Understand and respect that.
§ If conducting a paid briefing with an analyst, consider including a
presentation/conversation from an influential customer. Address
the problem they had, how they chose your company, and how the
problem was solved.
§ We love this one: advertise in your analyst’s airport. They travel, a
LOT. At least twice a week possibly. Can be expensive, but can
reap a nice ROI!
23. THANK YOU!
Bob Ragsdale
VP of Marketing, MicroPact, bragsdale@micropact.com
Elizabeth Shea
CEO, SpeakerBox, eshea@speakerboxpr.com
For webinar attendees only:
RAFFLE! We will randomly pick three people to receive a complimentary copy
of Richard Stiennon’s Book, Up and to the Right.”
You must be present to win!