Magic Quadrant: Don’t Obsess, Don’t Ignore (part one)

Even with a host of blogs and other forms of social media, Gartner’s Magic Quadrant remains the IT market’s most highly visible piece of commentary. Because the Magic Quadrant impacts billions of dollars of corporate IT purchases, some tech vendor executives put too much emphasis on “moving the dot”, which drains resources from the overall AR plan. Continue reading Magic Quadrant: Don’t Obsess, Don’t Ignore (part one)

How Analysts influence the Buyer Decision Process

Symantec’s EMEA comms leader Caroline Dennington and recent Gartner alum Samyr Jriri gave an impressive presentation at the Analyst Relations Forum 2014 about analysts’ impact on sales. Context is key: analysts are increasingly stretched, something reflected by the increasing frequency with which some firms are taking complaints to Gartner’s ombudsman, and making similar appeals at other firms. Continue reading How Analysts influence the Buyer Decision Process

Key benefits of influencer marketing – it’s not (only) about numbers

What is differentiating influencer marketing from the more conventional forms of marketing? Of course there are some things that influencer marketing has in common with traditional push marketing: It will help your company establish brand awareness and drive sales by generating contact points for your brand name and your products with the target audience.  Continue reading Key benefits of influencer marketing – it’s not (only) about numbers