Gelbart Kahana Global
 Marketing Services

  Gelbart     Kahana
Seminar Program
 Introduction of GK Global Marketing
 What is the Most Cost Effective
  Marketing Tool for Technology
  ...
Who are We?

 Gelbart Kahana is Israel's largest and most
  prominent investor relations and financial
  public relations...
Nancy Shapira-Aronovic


 The Managing Partner for Gelbart Kahana’s
  Global Marketing practice
 15+ years experience in...
Global Marketing Services
    Outsourced Marcom Management

    Industry Analyst Relations

    Global PR Campaigns

  ...
Industry Analyst Relations (AR)

  A two-way dialogue between
   vendors and industry experts with
   unique insight into...
What is An Industry
          Analyst?

 Typically, analysts specialize in a
  single industry, researching the
  broad d...
Where does an Analyst Get his/her
       Information From?
What are the Benefits of AR?
AR offers you a wide range of benefits:
       Improved Visibility in the market
   
       ...
Influence, Exposure, Insight
 Influence
   Recommend for shortlists
   Positive References
   Identify vendors in repo...
The Analyst in the IT Buying
        Ecosystem
The 80:20 Value of Analysts
Analysts have a Direct
    Impact on Sales
 Analysts have a direct impact
  on buying decisions by offering
  advice and ...
Power to Influence Sales
         Decisions
 The power that the buy-side
  analysts hold over major deals is
  unique in ...
The Value of AR/PR/IR/MR
What can AR do for you?

 We help Technology Vendors
  leverage the Industry
  Analyst's influence with End
  User custom...
Services Offered
    Once we learn what your company’s competitive

    environment is: competition, partners, customers,...
Success Stories
 Over 150 publications for clients in Analyst
  Research Notes
 Placement in over 20 Gartner Magic Quadr...
Case Study: Callidus Software
Drives Sales Through AR
 Callidus Software’s industry analyst relations
  (AR) manager gene...
BEST PRACTICE RESULTS: AR DELIVERS
        SALES LEADS AND SHORTLIST
            RECOMMENDATIONS
Leads provided by analyst...
How To Apply Callidus Software’s
          Best Practices

 Find And Prioritize The Key
  Analysts
 Participate in Resea...
Representatives of AR
       Insights in Israel

    Gelbart Kahana represents AR Insights in Israel.

    At ARchitect's...
Global AR Services
 We are KCG’s representatives in
  Israel
 The Knowledge Capital Group Inc.
  (KCG) is the global lea...
KCG-The Leader in Global AR

 KCG is the only Analyst Relations strategy firm
  that has:
   Trained and certified over ...
Thank you for your time

    Nancy Shapira-Aronovic
Gelbart Kahana Global Marketing
       nancy@gk-biz.com
         054-4...
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The Most Cost Effective Marketing Tool for Technology Companies

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The Most Cost Effective Marketing Tool for Technology Companies

  1. 1. Gelbart Kahana Global Marketing Services Gelbart Kahana
  2. 2. Seminar Program  Introduction of GK Global Marketing  What is the Most Cost Effective Marketing Tool for Technology Companies?  Forrester Case Study: Callidus Software  Case Studies: Moshe Shamir, VP Marketing, IDIT Technologies  Group Discussion  Webinar with AR Insights  Webinar with KCG: Blogging and Analyst Relations
  3. 3. Who are We?  Gelbart Kahana is Israel's largest and most prominent investor relations and financial public relations firm, advising and handling over 100 Israeli companies on all aspects of communications with the investment community.  Gelbart Kahana is the only full service office in Israel offering Investor Relations (IR), Public Relations (PR), Analyst Relations (AR) and Outsourced Marcom Services
  4. 4. Nancy Shapira-Aronovic  The Managing Partner for Gelbart Kahana’s Global Marketing practice  15+ years experience in Marketing and Marcom Management, AR, PR and Training  Wide network of contacts in the VC, Hi-Tech and Analyst Community  Mentor for the Ben-Gurion Honors MBA Program  Blogger on Marketing, Positioning & AR  www.postioningpower.blogspot.com
  5. 5. Global Marketing Services Outsourced Marcom Management  Industry Analyst Relations  Global PR Campaigns  Marketing Communications Plans  Copywriting and Creating  Marketing and Sales Collateral Technical Writing  Success Stories, Case Studies and  Media Articles Market Intelligence Alerts  Creating and Producing Company  Blogs and Newsletters Trade Show Planning and Support  Web Site Content and  Management Search Engine Optimization  Full Graphics Support 
  6. 6. Industry Analyst Relations (AR)  A two-way dialogue between vendors and industry experts with unique insight into marketplaces and their participants for the two- fold purpose of informing business strategies and influencing market behavior
  7. 7. What is An Industry Analyst?  Typically, analysts specialize in a single industry, researching the broad development of the market rather than focusing on equities, investments, or financial opportunities as a financial analyst would.
  8. 8. Where does an Analyst Get his/her Information From?
  9. 9. What are the Benefits of AR? AR offers you a wide range of benefits: Improved Visibility in the market  Information on customer trends and priorities  Information on technology trends and  opportunities Information on industry projects  Advice on messaging  Advice on competitive positioning  Economic projections  Market analyses  Shortening of the Sales Cycle  High level business development contacts for  partners and customers Information on M&A opportunities  Input on Company and Product Strategy 
  10. 10. Influence, Exposure, Insight  Influence  Recommend for shortlists  Positive References  Identify vendors in reports  Exposure  Quotes and References for the press  Research  Insight  Recommendations on how to improve or fix a product/solution  Provide competitive intelligence  Provide market intelligence/SWOT
  11. 11. The Analyst in the IT Buying Ecosystem
  12. 12. The 80:20 Value of Analysts
  13. 13. Analysts have a Direct Impact on Sales  Analysts have a direct impact on buying decisions by offering advice and making recommendations on vendors.  Vendors depend on Analysts to validate and provide feedback and to prevent costly mistakes.
  14. 14. Power to Influence Sales Decisions  The power that the buy-side analysts hold over major deals is unique in the business world.  Their influence covers:  What gets bought  How the deal is negotiated  How much is paid for it
  15. 15. The Value of AR/PR/IR/MR
  16. 16. What can AR do for you?  We help Technology Vendors leverage the Industry Analyst's influence with End User customers and prospects to increase sales.
  17. 17. Services Offered Once we learn what your company’s competitive  environment is: competition, partners, customers, technology, we will: Define Goals and Messages  Identify which media and analyst groups you  need to talk to Plan your Media and Analyst Strategy  Prepare the briefs/scripts  Coach your team  Train your VP Marketing/BD, Marcom, Product  Managers, Sales Team to work with Media and Analysts Plan Media/Analyst Road Show and Execute  Measure Program’s Results  Negotiate Analyst Contracts  Follow up Activities 
  18. 18. Success Stories  Over 150 publications for clients in Analyst Research Notes  Placement in over 20 Gartner Magic Quadrants, Marketscopes and Hype Cycles, Forrester Waves and Dataquest Reports  Savings of 20-50% on Contract Negotiations  Companies shortlisted by Gartner in Industry Projects  Technology Innovation Award in Frost and Sullivan  Case Study at Gartner BPM Conference
  19. 19. Case Study: Callidus Software Drives Sales Through AR  Callidus Software’s industry analyst relations (AR) manager generates quantifiable sales benefits in the form of sales leads and procurement recommendations from analysts.  AR generates approximately 10% of the company’s leads, while 40% to 50% of sales cycles use analysts or their research at some point.  Ultimately, Callidus attributes 10% to 15% of its revenue to AR — yet all of this is achieved with a part-time AR function
  20. 20. BEST PRACTICE RESULTS: AR DELIVERS SALES LEADS AND SHORTLIST RECOMMENDATIONS Leads provided by analysts themselves Driven by close relationships and a policy of open  access to information have been particularly beneficial in generating high analyst opinions. Shortlist recommendations. Analysts who determine that Callidus is a market  leader use this information when guiding their own customers on which companies they should buy from. Callidus tracks all of these activities and calculates  that historically, 10% to 15% of its revenue stems from positive analyst reports or recommendations
  21. 21. How To Apply Callidus Software’s Best Practices  Find And Prioritize The Key Analysts  Participate in Research Selectively  Integrate Deeply with Sales
  22. 22. Representatives of AR Insights in Israel Gelbart Kahana represents AR Insights in Israel.  At ARchitect's core is a dynamic content-rich  database that contains comprehensive information on 6,226 analysts from 616 different firms.  Complementing the database is the Relationship Manager designed to manage and streamline day-to-day activities of an AR professional. http://www.arinsights.com/
  23. 23. Global AR Services  We are KCG’s representatives in Israel  The Knowledge Capital Group Inc. (KCG) is the global leader and foremost authority in Industry Analyst Relations.  www.knowledgecap.com
  24. 24. KCG-The Leader in Global AR  KCG is the only Analyst Relations strategy firm that has:  Trained and certified over 2,000 individuals on the fundamentals of analyst relations  Over 700 companies as clients  The industry's leading database of individual analysts and their coverage areas  Experience working with all types and sizes of companies - from pre-revenue venture backed start-ups to industry icons and household names
  25. 25. Thank you for your time Nancy Shapira-Aronovic Gelbart Kahana Global Marketing nancy@gk-biz.com 054-4863888

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