Looking to develop analyst relations with technology analysts? Marketing is no longer a one-on-one process thanks to our current social media-driven society. Now, the art of marketing involves attracting the attention of ,and gathering approval from, the people that are most influential to your market and your targeted clients. There is one valuable segment that most SMEs neglect – that of industry analysts.
Why are analysts so important? They act as a strategic source of information for the entire industry by providing your clients with accurate statistics, targeted recommendations, as well as reviews of innovative products and services within the industry. These reports are used by your industry buyers to strategically shorten the purchasing process.
How can SMEs “grab” technology analysts’ attention? Either they make a big splash through an expensive and flashy marketing campaigns, though this is not a guaranteed way to draw analysts’ attention, or they build analyst relations through vendor briefings. Most SMEs cannot afford a flashy campaign, which is why they rely on the latter. During vendor briefings, IT vendors have the opportunity to present their products and services to analysts. If they successfully communicate the innovation or the value of their solution,analysts may choose to include the SME in their industry report.
There are four major benefits to being incorporated in an analyst’s industry report:
Many SMEs are reluctant to approach analysts due to two major myths behind vendor briefings:
“Ranking our Web site high on search engines results, designing a professional Web site look and developing engaging relevant content for a heavy technology company like us resulted in a dramatic increase in client leads that we receive from our Web site.”Simon Robin CEO, Hardent