Alan Weinkrantz PR Web Log

Denim Group Briefs Industry Analysts - Here's Some Helpful Tips on Analyst Relations

In this world of online this and that, I am still a firm believer in traditional industry analyst briefings.  

Yes, in person and phone-conferenced briefings are alive, well and effective.

For client, Denim Group, we're in the process of doing analyst briefings with leading security analysts. 

Here's a few tips:

1.  Make sure you identify the right analyst that covers your market segment as closely as possible.  Here's an example of how to find coverage segments.

2.  While you can try to reach out directly to the analyst, you will generally be asked to fill out an online form to get schedule for the briefing.  An example of an online form.

3.  Once you have the briefing scheduled, make sure you have your presentation customized for the analyst you are pitching.  And make sure you have the briefing to the analyst on time.

4.  Determine your goals for the briefing.  As a rule, I like briefings to see what types of questions you get and if you are spot on with your message.  Even if you are not a paying client of the analyst firm, analysts are paid to be in the know and if your company has a compelling story, then share it. 

5.  When wrapping up the call, ask if the analyst could be reference to the media and if possible your company can be included as a vendor when they are doing reports on industry trends.

Don't expect analysts to be mouthpieces or cheerleaders for your company.  Regardless if you are a paying client or not, analysts are there to listen and be in the know about greater market trends and where markets-- and market opportunities are.  

 

What "type" of Analyst Will Help Shape Your Story?

While I often name names of clients I am working with on specific initiatives, this time I gotta keep things under wraps because of the nature of the project that is in progress.

Over the last year, we've arranged for briefings with "Client X" with leading industry analysts who have different views and market views that will help support our case when we are pitching to the media.

Gartner and IDC will help us tell our story to the enterprise.
iSupplyi will help us tell our story in terms of volume shipments and the upside potential of a particular market
EndPoint sees the bigger picture, understands macro trends

These are just a few examples of the analyst firms we've briefed.

When doing your analyst outreach think through who you want to help tell your story to and how.

Free White Paper: How to Work with Industry Analysts in 2008

Working with industry analysts is one of the more complicated tasks of product marketing and public communications.

It is also one of the most elemental requirements for refining and focusing your technology, product and company positioning and keeping the strategic side of your business moving forward and in synch with industry trends.  The way you work with analysts today is much different from the way it used to be.

Download white paper here:

Download working_with_industry_analysts_in_2008.doc

Photo by Alan Weinkrantz (c) 2008

How to Find Industry Analysts Who Also Bloggers

Aside from writing those fancy and very expensive industry analysts reports, I have found that analysts are......people too.   And these people do blog.

So where do you find the top industry analysts who blog?

Right here:  at Johnny Brentwood's Technobabble Blog

More and More of My Pitches Are Being Sent Through Feedback Forms

The notion of spamming journalists with story ideas and pitches is becoming less and less effective.

I find myself being much more selective in who I pitch - and more important, how I pitch.

Aside from pitching through Facebook, I find myself sending more pitches directly journalists through feedback forms such as the one above.

Take the case of gadget blogger, Ben Patterson with YahooTech.

Want to reach Ben? 

Best way to do this is through the feedback form. 

Make sure you specify why you are contacting him by noting in the subject matter under "Story Tip."

How To Get A Vendor Briefing With Gartner Group

As an IT Vendor or technology supplier like many of our clients in Israel, you may request a Vendor Briefing with a Gartner analyst.

Vendor Briefings are sessions conducted by their analysts to assist them in researching vendor technologies, business plans and strategies.

Briefings may be live or via audio conference. Your request will be considered, but briefings are scheduled based on analysts research agendas.

Gartner encourages vendors that are not Gartner clients to brief their analysts on their product and services.

To request a briefing, send an e-mail to vendor.briefings@gartner.com or call +1 203 316 6144.

To identify topics covered by Gartner analysts, it's best to view Analyst Coverage areas.

Want to know what types of questions are asked at a Vendor Briefing? Check out their Sample Vendor Briefing Agenda.

Keep in mind that a vendor briefing is not a service deliverable and may be requested by both Gartner clients and non-clients:

• Vendor briefings are an opportunity for vendors to present their product, business plans and strategies to Gartner analysts.

• Analysts may ask clarification questions, however Vendors will not receive analyst feedback.

• During briefings, the flow of information is strictly from vendor to analysts and is not an interactive analyst feedback session.

Any questions, let me know via email at: alan at weinkrantz dot com.

Scheduled to Brief an Analyst? Here Are Some Helpful Hints....

So it's taken you several weeks, or even months to get to the analyst you want to sit down with (in person or on the phone) to give your pitch.

Now that you are set and ready to make your pitch, here are some helpful tips:

1.  Send your presentation 3 - 5 days in advance of the briefing.

2.  Send an email confirming days and time (correct time zone too) with the analyst or the person who is coordinating the briefing. 

3.  Do an articles search and see where the analyst has been recently quoted and what's on their mind.

4. Think like they do and ask yourself hard questions like why do you matter, how will you lead, what customers do you have that are using your technology or application?

5.  Be armed and ready with something to send right after the call.  An upcoming news release.  A customer story.  Something of substance that you can offer right then and there that will lend credibility and show that your company is very and forward thinking.

6.  Prepare your own questions for the analyst you are going to brief.  What are their pain points?  What do they see on the horizon?  Is your message resonating?  Don't be afraid to ask for feedback.  Make a list of things you want to learn from them.

7. Make a list of your media targets and ask the analyst what media targets (print, online, blogs) they respect and actually read.

8 . Let the analyst know what industry shows and events you plan to attend and see if he / she will be attending as well.  (Maybe you'll be speaking at one of these events?).  Some analyst firms (like IDC or Gartner) have their own conferences and events, so make sure you know this in advance.

9.  Make sure you dial in 3 - 5 minutes before the scheduled time.  It's like showing up to an appointment early.  You don't want to get caught in a telephone traffic jam. Allow for conference call screw-ups, wrong access codes, and make sure you have an alternate number in case of phone problems.

10. Prepare and rehearse your pitch with someone in your office other than your direct co-workers.  That way, someone fresh and new can hear your pitch -- and maybe even learn something new about the company!

Got other suggestions?  Email them to me:  alan at weinkrantz dot com

Photo by Alan Weinkrantz shot on location at Central Park in NYC (c) 2007

How to Pitch a Briefing with Gartner

Right now, we're in the process of doing a round of new analyst briefings for a soon to be announced new client that's been under the radar since May.

In the process of reaching out to analysts, one of our targeted analyst groups is Gartner.

With 3,800 associates, including 1,200 research analysts and consultants in 75 countries there is a maze you have to go through in order to get to the right person, or at least find out who the right person (or people) you want to get a briefing with.

Here's what I do:

1.  Since we have a database of every major industry analyst in the technology food chain, we can search by subject matter (i.e. security, semiconductors, networking, notebooks, PDA's, enterprise, etc).

2. Once we identify who we believe the right analyst a firm like Gartner might be, we send a short (repeat three times:  short, short, short....) email to the analyst simply saying something to effect that we represent ABC company, that is focused on the XYZ market, and that based on their profiles or articles in which they are recently quoted (if you can sight something like that it shows you are doing your homework) and that you would like to request a brief (repeat three times: brief, brief, brief) phone conference to get your client on their radar. 

3. In the case of Gartner, I usually get a response directly from the analyst and then I will be instructed that I will be getting an email from their vendor briefings group.  Within 24-72 hours you will receive a reference number and point of contact information for processing.

They have a form you have to fill out and apply to make your presentation to the respective analyst or analysts.

The entire briefing process may require 1-4 weeks depending upon analyst availability and the volume of briefing requests received....even if you are paying Gartner client...so be patient.

You will receive an email within 1 business day with a reference number and point of contact information for the Vendor Briefing Specialist processing your request.

Then, your dedicated Vendor Briefings Specialist will send your request to applicable analysts to assess their interest level (interest is related directly to how your briefing could help analysts fulfill their research agendas).

Analysts typically respond within 5 business days. If an analyst agrees to a briefing and is available, typically briefings are scheduled 1-4 weeks after your application is received.

Slide Deck Rules and Timing:

Make sure you provide an electronic slide deck presentation (under 5MB) at least 3 business days before your scheduled briefing.

Your presentation materials along with your online Vendor Briefing application and an audio recording of the briefing will be posted to Gartner's central repository for internal knowledge purposes, which are accessible by their global analysts. 

Not A On-Time Event...Think Long Term for Gartner and Other Major Analyst Firms

Gartner, like IDC and the other biggies have huge backlogs of requests for briefings.

If you are on track with a year long analysts outreach strategy, I would plan on trying to reach out to major analysts twice a year just to keep in touch and stay on their radar.

Here is a more detailed FAQ on how the Gartner process works

Here is the online Vendor Briefing form.

Need some more help?  Send me an email to alan at weinkrantz dot com and just ask.

Photo of old school phone shot on location at Space City outside of Moscow by Alan Weinkrantz (c) 2007

Free White Paper: The Art of Telling Your Story to the Media, Industry Analysts and Bloggers

Crafting a message that is compelling is much more an art than a mechanical process.

This was part of a message I recently took to current and potential clients in Israel, during my seminar held on July 8, hosted by BusinessWire / Israel.

The seminar was geared towards CEOs and VPs of Marketing at leading Israeli high-tech and bioscience companies and covered topics including how to create a message that resonates with a company’s many audiences, such as the media, customers, and industry analysts. 

Download the rest of the white paper below:

Download the_art_of_telling_and_selling_your_story_to_media.pdf

Photo of Tel Aviv by Alan Weinkrantz (c) 2007 All Rights Reserved

The New Information Dissemination Cycle

The illustration below from Monitor 110 illustrates the new information dissemination cycle. 

While the illustration is focused on the financial investment community, the principles about reaching industry ecosystems through blogging and social media clearly point to the need to be "found" by journalists, analysts and other thought leaders who influence media coverage.

I will be speaking more about this at my PR and Social Media seminar in Tel Aviv on July 8.