Connect with Analysts, Customers Connect with You
Analyst relations (AR) are important for vendors of high tech products and services, like Neighborhood America. Analysts cover our space – review the good, the bad and the ugly—and release industry reports about their findings, which can play a pivotal role in our customers’ buying decisions. Not to mention, reporters and editors depend on them to provide insight about the market.
In the last couple months, my job as Corporate Communications Manager has evolved to promote brand awareness among key analysts. I coordinate routine briefings between our executives and the analysts to keep them up-to-date on our offerings, with the hopes of being included in their research.
A couple weeks ago, we connected with Caroline Dangson, IDC Research Analyst. Come to find out, she’s working on a report about online community software, a natural fit for us.
So our VP of Sales & Marketing Tom Edwards (aka The Black Fin) jumped on a call with Caroline to provide her an overview of our company, our differentiators and to help flush out some of her thoughts regarding the space. Tom’s been around. He came to us from Telligent, a competitor, because he believed in our vision. All in all, he had a nice chat with Caroline.
This week, IDC announced its latest research by Caroline: “U.S. Online Community Software 2009-2013 Forecast: Strong Growth Despite Recession – Corporate Culture Remains Inhibitor.” The September 2009 study highlights Neighborhood America for addressing an emerging business need — facilitating a social marketplace– to support a nearly 50 percent annual growth rate in the market.
According to Tom, “While consumer engagement through social media has proven itself as a viable business model to deliver value in multiple ways – driving revenues, productivity and innovation – organizations are now preparing to take the next step to drive commerce between enterprises, where the average deal size can reach millions.”
Caroline’s study brings attention to this next era of enterprise social networks, and includes us among the vendors that are differentiating their offerings based on what businesses need. That’s really important for us.
So if you identify an opportunity to connect with an analyst in your space, don’t waste your time analyzing what to do, make it happen. Connect and your customers will connect with you.
