Commenting on analyst blogs to build relationships with analysts on the cheap [Startup Saturday]

rocket-for-startups.jpgOne of the challenges for startups is how to build relationships with analysts when they do not have a services contract. Because many analyst firms put the analysts behind a paywall, startups cannot call up the analyst for an ad hoc conversation. Yes, one can do some relationship building via briefings and informal interactions at events, but not having client inquiry takes an important tool out of the AR tool box. Luckily, there is a new avenue for building relationships without requiring client status and that is commenting on the analysts’ blogs.

More and more analysts are writing blogs, either directly tied to their firm or as a personal branding tool. In addition, savvy analysts are using their blogs as idea development platforms to incorporate a broader community into their research work. This increased usage provides a huge opportunity for startups – and any AR team – to develop top-of-mind presence […]

Startups, when was the last time you did an inquiry? [Startup Saturday]

rocket-for-startups.jpgStartups agonize about buying analyst services – influenced by the myth that analysts are pay-to-play – but then underutilize what they bought. As we always say, it is what you do with the contract that gets you the benefit, not the act of writing a check.

One of the biggest crimes is not using that retainer-based analyst service (e.g., Gartner Core Research or Forrester WholeView) that you spent the big bucks to […]

Startups should look for “bite-sized” services that provide AR insights and tools at modest prices [Startup Saturday]

rocket-for-startups.jpgStartups rarely have huge sums to spend on analyst relations and AR services. This is often perceived as a barrier to getting the help they need to get their AR programs launched or taken to the next level. However, there are some modestly priced services that startups can turn to.

Analyst Directories – ARinsights’ ARchitect and Lighthouse AR’s AR Intranet are full featured analyst relationship management (ARM) applications that include analyst directories. Because these are full ARMs, the cost can run into the thousands of dollars per year. If a startup just needs access to a directory of analyst information, check out Tekrati’s Analyst Profiles. The cost is only $379 per seat for a full year and is easily purchased using credit card.

Advisory – Annual advisory services – retainer-based, on-demand ad hoc access to AR experts – can run over ten thousand dollars from SageCircle, Forrester, Lighthouse AR, KCG and other firms. Another choice is […]

Should startups use PR agencies to do AR? [Startup Saturday]

rocket-for-startups.jpgThis is a post that will no doubt irritate my PR friends, but the answer to the question about whether startups should use PR agencies for AR is “only for the boring stuff.” By boring, I mean interaction logistics and basic information dissemination. However, when it comes to building the relationship and developing credibility with the IT analysts, then the startup’s smartest people need to roll up their sleeves and own these aspects.

If you look at what the analysts […]

Feedback from analysts on what a tech startup knows that would be really interesting [Startup Saturday]

rocket-for-startups.jpgIn addition to last week’s post (see Startups have unique market insights that they can use as currency with IT industry analysts [Startup Saturday]) I also listed a question on LinkedIn Answers to see what sort of feedback I would get from analysts. I am glad I did as I got some really interesting and useful responses. They fell into three basic categories: standard briefing information that all vendors should provide, information that should be included in briefings by startups and unique “ah ha”s that startups can provide analysts. Here are a few of the key quotes from the responses. All of the responses are included at the bottom of this post and are worth the read and not just by startups either. Established companies can learn a few tips from these suggestions as well

  • The biggest unknown [for analysts] is how the market will evolve – and who/what will be left standing. The insight provided by start up’s is invaluable to helping to understand the market and the changes that are already in progress.
  • Understanding of the buyer side … especially if it sets up factors to track that might indicate the leaders and challengers … are about to be shuffled. Getting in front of that with […]

Startups have unique market insights that they can use as currency with IT industry analysts [Startup Saturday]

rocket-for-startups.jpgAs we said in Should tech startups invest in analyst relations?, the currency startups should use with analysts is not euros, yuan, pounds, dollars, yen or pesos. No, the real currency is information (and the executive time to deliver the information).

Startups need to provide analysts with all the usual information such as strategy, ability to execute, product road map and so on. However, startups will be at a disadvantage to mature vendors in some areas like formal customer references. As a consequence, startups need to mix in some information or data that they are better suited to know and share. In this article, we will offer some suggestions for topics that startups might have unique insights that will appeal to […]

Avoid emotion when building the analyst list for emerging tech markets [Startup Saturday]

rocket-for-startups.jpgJust as with larger firms, emerging technology companies need to rank and tier their analyst lists.  Ranking establishes the relative importance of the analysts and sets a priority, while tiering is the process of allocating resources.  Based on the available time, money, staff, executive support, and so forth you need to group the analysts into top level analysts who get full attention and lower significance analysts who get email responses only.  SageCircle has detailed information on this process for traditional vendors.

So often the problem in creating these analyst lists is that emotion and the squeaky wheel syndrome play a larger role in […]

How end user revolts impact startups’ analyst lists [Startup Saturday]

rocket-for-startups.jpgBack in the 90’s I used the concept of “end user revolts” extensively when doing speeches at Gartner events. The idea always got approving nods of the head from the throngs of IT managers in the audience because most thought that end users were pretty revolting. However, I pretty much stopped using the talking point after leaving Gartner for KCG and then launching SageCircle.

Fast forward to today and it is apparent that the end user revolt is a critical concept that applies very much to vendor AR teams trying to build analysts lists. The group of vendors most impacted by these revolts is startups. Startups should be paying closest attention to revolts because […]