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October 25, 2012
ANALYST RELATIONS INFLUENCE STUDY:
EXECUTIVE SUMMARY, FALL 2012
Joshua Reynolds Global Technology Practice Director
• Analysts drive purchase decisions more than ever • Vendor short lists and final vendor selection are most impacted by analyst recommendations
• Analysts drive discussions, online and offline
• Discussions of technologies, vendors and business challenges are all shaped by analysts
• Analysts drive reputations • Analysts gauge market leadership, rate vendors and and offer perspectives on management
• Analysts validate technology thought leadership
• Analysts monitor hype cycles, market trends and impact of breaking news
• Analysts are a critical part of your overall technology marketing mix • Leverage them for strategy and message development as much as outreach
• Analysts are an integral part of your social media program
• They drive word of mouth, and they’re already in the mix as trusted voices
• Engage analysts in “viral questions” to get organic groundswells started • Thought leadership means shifting how people frame a problem, which is what analysts do
Presentation On One Slide
Research+Data Insights conducted an online survey of B2B technology purchasers to provide insights into the power the public wields in shaping the reputation of technology companies and preferred strategies for engaging the public in ‘viral storytelling’.
• The survey was conducted between August 15-28, 2012. • B2B technology purchasers were defined as either:
• People with final purchase authority over technology purchases for their company, or
• Members of a committee or group that evaluates, manages, and recommends technology purchases for their company
• We surveyed 813 B2B technology purchasers, including sample in the following sub-groups: - 506 purchasers in the US - 307 purchasers in the UK
Survey Overview
88%
86%
85%
85%
85%
79%
75%
73%
69%
54%
52%
41%
Industry analyst reports
Word-of-mouth from peers
Financial analyst reports
Private consultation with expert consultant or industry analyst
Corporate websites
Live events and conferences
Traditional print news sources and their online components
Online news sources that do not have an offline component
Broadcast news
Blogs
Comments posted on social networking sites
Twitter Total N=813
89%
88%
84%
84%
83%
82%
80%
80%
73%
60%
54%
43%
Industry analyst reports
Word-of-mouth from peers
Financial analyst reports
Private consultation with expert consultant or industry analyst
Corporate websites
Traditional print news sources and their online components
Online news sources that do not have an offline component
Live events and conferences
Broadcast news
Blogs
Comments posted on social networking sites
Vendor Selection: Value of Information Source
When considering a large business-to-business technology purchase, how valuable do you find the following sources of information in determining which vendors you will…
Percent reporting that source is valuable
…ultimately select? …include in a request for proposal (RFP) or product pitch?
90%
86%
87%
87%
87%
76%
77%
80%
68%
56%
52%
40%
85%
85%
81%
81%
81%
73%
67%
78%
69%
52%
53%
42%
Industry analyst reports
Word-of-mouth from peers
Financial analyst reports
Private consultation with expert consultant or
Corporate websites
Traditional print news sources and their online
Online news sources that do not have an offline
Live events and conferences
Broadcast news
Blogs
Comments posted on social networking sites
US N=506 UK N=307
Vendor Selection: Value of Source (Subgroups)
When considering a large business-to-business technology purchase, how valuable do you find the following sources of information in determining which vendors you will ultimately select?
86%
87%
78%
85%
86%
70%
74%
78%
64%
58%
56%
45%
89%
85%
86%
85%
84%
76%
73%
79%
70%
53%
51%
39%
Industry analyst reports
Word-of-mouth from peers
Financial analyst reports
Private consultation with expert consultant or
Corporate websites
Traditional print news sources and their online
Online news sources that do not have an offline
Live events and conferences
Broadcast news
Blogs
Comments posted on social networking sites
IT N=182 Non-IT N=631
Sources of Information: Frequency
81%
81%
76%
73%
63%
60%
54%
53%
50%
50%
33%
34%
Broadcast news
Online news sources that do not have an offline component
Word-of-mouth from peers
Traditional print news sources and their online components
Corporate websites
Comments posted on social networking sites
Blogs
Financial analyst reports
Industry analyst reports
Private consultation with expert consultant or industry analyst
Live events and conferences Total
How frequently do you access the following sources of information to stay educated on key issues and innovations in your sector?
Percent reporting a few times per week or more
• A majority of respondents
access multiple sources of information a few times per week or more.
• Analyst reports are consulted as frequently as Twitter.
• Analyst impact is augmented when it analyst perspectives are included in broader social media and word of mouth campaigns.
• Traditional media has more frequency, analyst views have more impact—so combine the two together intelligently for best results.
1. Align with analysts on thought leadership
2. Align with analysts around your sweet spot
3. Align with your social media programs
4. Engage in viral storytelling across all channels
Suggested AR Strategies
Tips for Securing and Growing AR Budgets
• Leverage H+K data to show impact of analysts
• Measure how frequently analysts consult to customers
• Measure how frequently they proactively recommend you to customers, and for what situations
• Measure overall volume and topic of inquiries
• Poll customers to correlate results for your own markets
• Run pilot tests integrating AR and social media
• Trial balloon viral storytelling for specific launch or event
October 25, 2012
THANK YOU
For a copy of the complete study, or to request a private custom presentation,
please contact Joshua Reynolds at [email protected]
