The document outlines a seminar program hosted by Gelbart Kahana Global Marketing Services about industry analyst relations (AR). It discusses what AR is, the benefits it provides, and how analysts can influence technology sales and purchases. The seminar also includes a case study of how AR generated 10-15% of revenue for Callidus Software through sales leads and recommendations. Gelbart Kahana representatives AR Insights and the Knowledge Capital Group, leaders in global AR services.
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. 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. 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. 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. 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. 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.
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. 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
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. 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
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. 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. 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. 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. 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. How To Apply Callidus Software’s
Best Practices
Find And Prioritize The Key
Analysts
Participate in Research Selectively
Integrate Deeply with Sales
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. 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. 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. Thank you for your time
Nancy Shapira-Aronovic
Gelbart Kahana Global Marketing
nancy@gk-biz.com
054-4863888