Content is Key! – Leveraging Influencer Marketing To Gain Market Mindshare

In a world that is dominated by “push-advertising” and that includes an overwhelming choice of products and services that need to be evaluated by the buyer, it is increasingly hard to find ways to stand out from the crowd. According to many studies we are now facing a world that is so saturated with advertising that many companies are seeing diminishing returns on their traditional marketing efforts. Continue reading Content is Key! – Leveraging Influencer Marketing To Gain Market Mindshare

“Best Practice” Ingredients in Analyst Relations

In any business environment the phrase ‘best practice’ sooner or later comes up when people are talking about planning, execution and measurement of business activities. According to Wikipedia “a best practice is a method or technique that has consistently shown results superior to those achieved with other means, and that is used as a benchmark. In addition, a “best” practice can evolve to become better as improvements are discovered.” Continue reading “Best Practice” Ingredients in Analyst Relations

Building Credibility to Boost Sales with IT Analyst Relations

When talking to IT vendors eager to grow their business I usually come across a number of common challenges they face. One of the biggest issues which lies outside the companies (as opposed to e. g. finance requirements to fund the growth or adding enough skilled people to their workforce) is that once they are moving out of their comfort zone they are facing prospects that are much more skeptical than those in their home markets. Continue reading Building Credibility to Boost Sales with IT Analyst Relations

“I will do it myself.” – Why ‘Trial and Error’ is a Bad Idea in Analyst Relations.

If you think back on the many occasions when you’ve heard this phrase, or for that matter used it yourself – how many times has it been a good idea to give it a try yourself first? Trying something implies that there is the potential to try again if the first attempt fails, or where it is possible to get professional help to get something done after trying once it becomes clear that it isn’t something that can be done “on your own”. Continue reading “I will do it myself.” – Why ‘Trial and Error’ is a Bad Idea in Analyst Relations.

Influencer Relations Do’s and Don’ts: Have You Read Something Boring Today?

I bet you have – but since it was so boring you probably cannot remember what it was. Now turn the question around and ask yourself what you have written (or said) today that might have been pretty boring for someone else? Continue reading Influencer Relations Do’s and Don’ts: Have You Read Something Boring Today?

Analyst Relations – Nothing Start-ups Should Worry About. Or Should They?

It is a common belief that the playing field of analyst relations is reserved for the ‘big guys’ who are spending lots of money on their relationship with the analyst companies. And for the most part it is true that it is mostly established companies that have implemented structured analyst relations programs. For this reason it obviously is a waste of time and resources for any emerging vendor to engage in this discipline – for how should he ever be able to compete with the established companies, right? Continue reading Analyst Relations – Nothing Start-ups Should Worry About. Or Should They?

Who Are They? Identifying the Influencers of Today and Tomorrow

Most people trying to reach a decision for a vendor, a product or a service will try to get at least a couple of third party opinions on the downsides or benefits of any particular choice. In addition to recommendations from friends and business partners the world’s influencers are often key-components in this process. Continue reading Who Are They? Identifying the Influencers of Today and Tomorrow