Strong, sincere and mutually beneficial relationships
with industry analysts can be instrumental to a company's
success. It is helpful to begin building these relationships
before an initial company or product launch.
Many companies don't invest in building strong industry
analyst relationships early on. As a result, they
miss important opportunities for business refining,
customer introductions, and the creation of positive
references for the company.
Companies should identify the top-tier analysts in their
domain, and use available market research and one-on-one
discussions with these analysts for fresh external views
and feedback about the company. (They should also do this
with customers, partners, board members and other industry
advisors.) Karen brings relationships with several industry
analysts, as well as many years of experience working with
analysts to establish mutually beneficial relationships.
It is imperative to have an experienced and mature individual
interfacing with the analysts on behalf of the company.
Results & Benefits
Analysts help companies refine their product and marketing
strategies by providing specific feedback about the company's
positioning, product direction, go to market strategies
and market challenges. Analysts also often carry a great
deal of weight with the media and customers. Through word-of-mouth,
research notes, and ongoing industry speaking engagements,
they can be a key part of creating a positive buzz about
a company. Once these relationships are established, they
often serve as media references, resulting in improved quality
and quantity of coverage. Analysts also often make important
customer and partner introductions, resulting in increased