Tag Archives: 451 research

The Five Things You May Be Missing from your Analyst Program

We talk to marketing executives everyday either bragging or complaining about the results and ROI of their paid analyst engagements.  There are five ‘misses’ we find consistently:

Gartner
Every client or prospect we talk to complains about the ‘tax’ they have to pay to impress Gartner and get inclusion in their reports. The key is to ask how often they are talking to their Gartner analysts. I had one client express his shock to me that his company didn’t move up and to the right in their MQ, while explaining he spoke to the authors only twice in 12 months.  One of my favorite Gartner analysts once told me, “You get out of Gartner what you put into Gartner.”  The Moral of the story is to make sure you are having frequent (monthly) inquiries, briefings, demos, meetings at tradeshows, coffees etc. with your Gartner champion(s).  You can’t expect them to remember every detail of your solution and competitive advantage if you talk to them infrequently.

Leverage Second Tier Analysts for Reports
Not all vendors can afford to pay top tier analyst firms like Gartner and Forrester out of the gate, especially those that are early stage.  Unless your able to take a lot of time for the care and feeding of Gartner analysts (tip above) then we suggest you engage with smaller analyst firms like 451 Group, Ovum or EMA.  These firms have shorter lead times to get briefings and will be willing to write reports on your company, especially if you are a newcomer to the market.  These reports can be licensed for as little as $5,000 and will serve as third-party credibility and content for lead generation campaigns and the sales team.

Dig In: The First Rule of Gartner’s Cool Vendor is Not to Talk About Cool Vendor

One of my favorite Gartner analysts once told me: You get out of Gartner what you put into Gartner Click To Tweet

Social Media
Are you following your analysts on Twitter?  Are you connected on LinkedIn?  Are you reading their posts?  Are you liking their LinkedIn posts and retweeting their tweets?  If you answered no to any of these questions you have made mistake #3.

Share Content with Analysts
Do you feel like you’re talking to your analyst champions regularly?  Do they know the specifics of your last product release, customer wins, global expansion, partnerships or new hires to your executive bench?  It’s important to share press releases with your analysts to keep your brand top of mind. This also keeps them updated on your progress both from the perspective of the ability to innovate and execute.  Creating analyst newsletters that are sent out monthly are another great source of educating analysts on your business momentum.

Analyst Lab Review
There are few media publications that conduct product reviews anymore and some solutions aren’t capable of being tested by low tech media.  With that said, technical reviews are important for the bottom of the funnel leads, especially for technical decision makers. Consider hiring Enterprise Strategy Group (ESG) or NSS Labs for technical reviews. You can control the testing environment and criteria and ensure you have credible content for the sales team.  These engagements aren’t cheap (running about $30,000), so plan your budgets accordingly.

Bonus Tip
Depending on the life stage of your company, you will engage in different ways with various analyst firms. For startups, those who are in stealth, or who have yet to take series A funding, analysts can play a pivotal role in validating messaging as well as how and in which category you choose to position your company. It’s not a step you want to short-cut.

Dig InLaunching an IIoT Disruptor – FogHorn Systems

By Angela Griffo

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Security Never Sleeps- Hacking Energy Companies, Endpoint Security

Hacking attack on energy companies raises sabotage fears

“Two dozen energy companies affected”

More than two dozen energy companies and utility providers in the US and Europe have been attacked as a part of a cyber hacking campaign which looks to infiltrate the control systems of power supply organizations. The Dragonfly attack group, also known as Energetic Bear and Crouching Yeti, has been operating hacking attempts since 2011 but appeared to cease activity after being publicly exposed in 2014.

Data Breach Costs Vary Significantly by Organization

“Forrester reports on data theft” 

Forrester has recently released a report that advises businesses to not use publicly reported breach costs at other organizations as an estimate for what you might end up paying for a breach. One of the biggest mistakes that security professionals make when estimating data breach costs is to assume they can use publicly reported costs from breaches at other organizations as a reasonable proxy for their own, and many do not take this into account when planning for their own possible incidents.

Multiple Vulnerabilities Found in Mobile Bootloaders

“Issues in bootloaders of popular mobile platforms”

Security researchers from the University of California, Santa Barbara have discovered a code execution series and denial of service vulnerabilities in the bootloaders of many mobile systems. Using a newly created tool called BootStomp, the researchers found six previously-unknown possible breach points, five of which have been validated by their creators.

Endpoint Security Overload

“Teams are over-investing in endpoint security tools, drives inefficiencies”

An excess of endpoint security tools in organizations is driving “information security debt,” according to a new report by 451 Research and Digital Guardian. The “Voice of the Enterprise” touches on the use and consolidation of endpoint security tools found that the more endpoint security systems an enterprise has, the greater the cost of managing them. Security teams are struggling with inefficiency because they’re moving from dashboard to dashboard all day.

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10Fold- Security Never Sleeps- 195

New Bill Seeks Basic IoT Security Standards

“Baseline security standards for broad range of devices”

U.S. Senate legislators are working to create minimum regulations to ensure internet connected devices such as cameras,routers, and computers. The standards will also enforce holes in current cybercrime laws and was developed in direct response to the series of massive 2016 attacks using IoT devices, like the October and November Mirai attacks that put down many high profile websites for the better part of the day.

Study: Majority of retailers feel ‘vulnerable’ to a data breach

“Attacks decline, but business concern is up”

Security analyst firm 451 Research has recently released the “2017 Thales Data Threat Report, Retail Edition,” which has indicated a growing consensus among retailers that their payment systems are vulnerable to hackers. The study is based on survey answers from over 1100 senior executives globally. 52% of the companies have experienced a breach in the past, 88% fear they are vulnerable, and 19% feel ‘very’ or ‘extremely’ vulnerable.

One in three SMEs in Singapore hit by ransomware

“Nearly one fifth had to shut down businesses”

Over one third of SME’s in Singapore were attacked by ransomware attacks in 2016, and anout 20% of these had to close their doors as a result. 61% of the Singapore SME’s also had to shut down for over nine hours, about one business day, shutting down operations.

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