PowerPoint Presentation
Analyst Relations: Getting What You Paid ForJennifer Overhulse,
Principal OwnerSt. Nick Media [email protected] vAR:
Getting What You Paid ForJennifer Overhulse, Principal Owner St.
Nick Media ServicesJennifer Overhulse is a writer, as well as a
marketing and public relations (PR) expert, with an extensive
journalism background and insurance industry-specific expertise.
She has over 15 years of writing and editing experience, including
positions as editor-in-chief, contributing editor, copy editor,
marketing director, photographer/photojournalist, stringer,
marketing director, web editor, website developer, and beat
reporter. Her sweet spots lie in identifying issues, niches and
opportunities for clients, developing provocative content and
tailoring messaging to resonate with targeted audiences. Jennifer
has been published in print and web publications such as: The Stars
& Stripes, The Louisville Business Courier, The Kentucky Post,
The Dixie News, The Encyclopedia of Sculpture, Suite 101, Book
Magazine, Insurance & Technology, Tech Decisions, Bests Review,
National Underwriter, Insurance Networking News, AT&Ts
Networking Exchange, IASAs Interpreter and the Journal of Insurance
Operations. Jennifer is a member of the Insurance Marketing
Communications Association (IMCA), and the Insurance Accounting
& Systems Association (IASA). Mic dropshe also once considered
a career in archaeology, but went into journalism for the
money.
About St. Nick Media ServicesFounded in 1998, St. Nick Media
Services is a top-tier public relations, marketing and media
services firm consulting to companies of all sizes throughout the
United States and Canada. St. Nick Media Services partners closely
with clients to provide individualized, strategic support that
helps achieve business, marketing and sales goals. By listening
carefully to client objectives, setting realistic project goals and
working diligently to achieve and exceed them, St. Nick Media
Services delivers a strong return on investment in the areas of
Public Relations, ROI Marketing, Editorial Services, Brand
Development and Social Media Strategy.
vAR: Getting What You Paid ForWhy Analyst Relations Matter
Studies suggest analysts influence up to 60% of all technology
purchases.
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You must show me the proper respectBy paying me moneyTo include
you in my reportsTo say nice things about youTo bring you
businessAnd, to not kill you.v
AR: Getting What You Paid ForRole of Analysts in the Insurance
Technology SpaceIdentify market trends and emerging technologiesWho
is using whatWhich lines of business (LOB) are most appropriate for
adoption of certain technologiesValidate budget priorities and
allocationsIT spending Software deal trendsSupport industry
decision-making process Rate/rank solutions by type, LOB,
etc.Vendor/software selection
vAR: Getting What You Paid ForWho You Gonna Call?
Aite GroupCEB Tower GroupCelentForresterGartnerNovaricaSMA
vAR: Getting What You Paid For Aite Group is an independent
research and advisory firm focused on business, technology, and
regulatory issues and their impact on the financial services
industry. With expertise in banking, payments, wealth management,
capital markets, and insurance, Aite Group's analysts deliver
comprehensive, actionable advice to key market participants in
financial services. Headquartered in Boston, Aite Group works with
its clients as a partner, advisor, and catalyst, challenging their
basic assumptions and ensuring they remain at the forefront of
industry trends.
Top Analysts:Todd EylerJamie Bisker
www.aitegroup.com
vAR: Getting What You Paid For CEB is the worlds leading
member-based advisory company. We have a unique view into what
mattersand what workswhen capitalizing on drivers of business
performance. With more than 30 years of experience working with top
companies to share, analyze, and apply proven practices, we begin
with great outcomes and reverse engineer to help you unlock your
full potential. Every year, we equip over 21,000 senior leaders
from more than 10,000 organizations across 110 countries with the
insights and actionable solutions they need to respond quickly to
evolving business conditions and transform operations. We do this
by combining our advanced research and analytics with best
practices from clients across 90% of the Fortune 500, nearly 75% of
the Dow Jones Asian Titans, and more than 85% of the FTSE 100.CEB
stock trades on the New York Stock Exchange (NYSE: CEB).
Top Analysts:Karen Pauli
www.executiveboard.com
vAR: Getting What You Paid For Celent is a research and
consulting firm focused on the application of information
technology in the global financial services industry. The firm has
two basic offerings: Research and Consulting. Celent's analyst team
is organized by financial services industry vertical: Banking,
Securities & Investments, as well as Insurance. These analysts
produce monthly research reports for our members, and are available
to members to further explore issues and questions that may arise.
This direct access to Celent's analysts means that members can
immediately contact established experts on a large variety of
issues within financial services technology. In addition, these
same analysts engage in strategy and management consulting projects
for both members and non-member firms.
Top Analysts:Karlyn Carnahan Donald LightMike Fitzgerald Jamie
MacGregor
www.celent.com
vAR: Getting What You Paid For Forrester Research, Inc. (Nasdaq:
FORR) is an independent research company that provides pragmatic
and forward-thinking advice to global leaders in business and
technology. Forrester works with professionals in 19 key roles at
major companies providing proprietary research, customer insight,
consulting, events, and peer-to-peer executive programs. For more
than 27 years, Forrester has been making IT, marketing, and
technology industry leaders successful every day.
Top Analysts:Ellen Carney
www.forrester.com
vAR: Getting What You Paid For Gartner, Inc. (NYSE: IT) is the
worlds leading information technology research and advisory
company. We deliver the technology-related insight necessary for
our clients to make the right decisions, every day. From CIOs and
senior IT leaders in corporations and government agencies, to
business leaders in high-tech and telecom enterprises and
professional services firms, to technology investors, we are the
valuable partner to 60,000 clients in 11,000 distinct
organizations. Through the resources of Gartner Research, Gartner
Executive Programs, Gartner Consulting and Gartner Events, we work
with every client to research, analyze and interpret the business
of IT within the context of their individual role. Founded in 1979,
Gartner is headquartered in Stamford, Connecticut, U.S.A., and has
4,400 associates, including 1,200 research analysts and
consultants, and clients in 85 countries.
Top Analysts:Jeff Haner Kimberly Harris-Ferrante
www.gartner.com
vAR: Getting What You Paid For Novarica provides information,
insights, and perspective on markets, operations, and technology to
financial services and insurance executives. The company delivers
its service through published research, retained advisory services,
and project-based consulting. Novarica's research includes market
and trend analyses, best practices research, case studies, and
independent analyses of software vendors that serve insurers and
financial institutions. Novarica draws its knowledge from the
personal experience of its principals, the ongoing information
gathering initiatives of dedicated research staff, and regular
communication with insurer executives through informal networks and
through the Novarica Insurance Technology Research Council.
Novarica is a division of Novantas LLC, the leading management
consultancy and information services provider for the financial
services industries.
Top Analysts:Matt Josefowicz Martina Conlon Jeff Goldberg
www.novarica.com
vAR: Getting What You Paid For Exclusively servicing the
insurance industry, SMA Strategy Meets Action is a new breed of
strategic advisory firm offering a unique blend of research,
advisory and consulting services to both insurance companies and
solution providers. By leveraging best practices from both the
management consulting and research advisory disciplines, SMAs
advisory service offerings are actionable business-driven and prime
for companies eager and ready to embrace change and achieve
business success. Their suite of advisory offerings include:
advice, consulting, research, and education as well an arsenal of
products such as accelerators and jump start kits.
Top Analysts:Deb Smallwood Karen Furtado Mark BreadingDenise
Garth Monique Hesseling
www.strategymeetsaction.com
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AR: Getting What You Paid ForTypes of Analyst
RelationshipsClient Contractual obligationHard target
deliverablesAutomatic inclusion in reports and live events
Non-clientPart of the analysts industry knowledge base Conduct
phone or WebEx briefings 1X or 2X annuallyPR strategy (goes both
ways)Goals include: Baseline familiarity for
recommendationsProactive outreach for research projects
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AR: Getting What You Paid ForTypical Analyst Contract
InclusionsStrategy DaysRegular BriefingsQuarterly DemosAccess to
Report LibraryParticipation in Live EventsSolution-Focused
AnalysisFace Time with Analysts
vAR: Getting What You Paid ForThings to Remember General Each
analyst firm publishes a research calendar (similar to the
editorial calendars published by the insurance trade publications)
and you can get a copy FREEMake analysts part of your ongoing PR,
marketing and social media strategyHave goals for every
interaction, such as scheduling a demo, offering to arrange for
them to speak to a client, asking if they are planning any research
in your spaceInclude analysts on your press list for distributions
of press releases, editorial coverage, published articles, case
studies, etc. A briefing is not always a DEMO, but it can be.
vAR: Getting What You Paid ForThings to Remember For
BriefingsHave a standard analyst presentation which is different
from standard prospect or trade show deckTHIS IS NOT A SALES
PITCHNote what you consider confidential on the deck slidesLook to
analysts to deliver a reality check against industry standards and
features/functionality of competitorsBe aware of an analysts
baseline knowledge of your firm and solutionIf you have briefed an
analyst before, make sure you emphasize whats new, different or
newsworthy this time
vAR: Getting What You Paid ForThings to Remember For DemosBe
prepared to talk about product roadmap and corporate strategyBe
prepared to demonstrate industry standard features, functionality
and processesBe prepared to discuss your challenges/obstacles in
achieving your market/revenue goalsBe prepared to discuss pricing
even if in general terms/rangesBe prepared to discuss
past/projected revenue numbers --- for both product and
services
vAR: Getting What You Paid ForThings to Remember Up Close and
Personal@ HomeBreakfast, lunch, drink, or other short meeting@
Industry EventsCo-present, moderate, panelistShort
briefings/face-to-face meetings@ User Group Meeting or
ConferencePotential costs involved
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vAR: Getting What You Paid ForIts Not You, Its MeShould I push
the issue? Is it worth it?How far should I push it?What is the
appeal process?Direct to analystPractice managementOther
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AR: Getting What You Paid ForIts Not You, Its MeSwitching
teamsPlaying favoritesLacking transparency
vAR: Getting What You Paid For
Breaking Up is Hard to DovAR: Getting What You Paid
ForQuestions?????
Jennifer OverhulsePrincipal OwnerSt. Nick Media ServicesEmail:
[email protected]
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