Chameleon PR leads a number of analyst relations (AR) campaigns on behalf of its technology clients.
The world of analyst relations is in flux. Global brands - such as Gartner, Forrester and IDC - are consolidating their position and are still committed to a subscription model. Niche analyst firms are increasingly giving their content away free, relying on direct consulting for revenue.
Most analyst firms are also stepping up their own public relations (PR) activity. The influence of individual ‘rock star’ industry analysts is also growing, aided and abetted by social media - in particular Twitter. All of which creates new opportunities, and challenges, for B2B technology vendors.
Chameleon PR advises on how best to invest an analyst relations (AR) budget, to create a powerful mix of briefing and sponsored analyst activities that support improved awareness, understanding and sales.
Analyst relations (AR) programmes are typically operated at an EMEA or global level. Chameleon’s AR campaigns split into two areas
Briefings-led industry analyst activity
- To establish regular briefings between a technology vendor and its analysts to ensure the relevant analyst community fully understands and is up to date with the vendor
- To increase awareness of the vendor and its capabilities with end-user companies who subscribe to an analyst firm (via research, inquiry, custom engagements)
Paid-for industry analyst engagement
- To solicit insight and feedback of go-to-market strategies from industry analyst firms
- Working with analyst firms to directly support marketing campaigns with events such as conferences and webinars
- Commission credible research that validate a market or technology, or prove return-on-investment from an IT investment
Although the industry analyst world is more complex, the rules of AR have not suddenly changed. Industry analysts still need to understand a company deeply; its vision, roadmap, strengths and weaknesses. Crucially they need evidence, from customers and partners, as well as consistency in communication. What has changed is the breadth of analysts and industry analyst firms that a company needs to work with, and the speed with which an analyst can polish or tarnish a reputation.