Tag Archives: Forrester

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

Need more great insights? Check out some of our other content here, and subscribe to our email list below:



10Fold- Security Never Sleeps- 171

Computer-Security Firm Says Voter Data Set Left Unprotected Online

“Voting behavior of nearly 200 million unprotected”

A large cache of political participant voting behavior has been left vulnerable online in various spreadsheets and other files according to security firm UpGuard. The information was made public on a server accessible to anyone by Deep Root Analytics.

Hackers attacked 4 Florida school districts, allegedly hoped to hack voting systems

“At least  four districts attacked”

The Miami Herald has reported that several Florida school districts have been penetrated by MoRo, a Moroccan based hacking group. The organization was apparently looking for a way to infiltrate other government systems, including voting systems. The attack was perpetrated by phishing traps that users of the school system fell victim too.

Credit Card Breach at Buckle Stores

“Clothier operating more than 450 stores discloses malware attacks. 

Malicious software targeting customer payment data hit Buckle Inc.stores last week. Late Friday evening the firm released a statement saying that POS systems were indeed attacked by malware and confirmed it was installed on cashiers and probably affected those purchases between October 28th of 2016 and April 14th of 2017. Online stores are said not to be affected.

Forrester: Rapid Cloud Adoption Drives Demand for Security Tools

“Cloud services revenue poised to hit $236 billion by 2020”

Researchers at Forrester have claimed in the Cloud Security Solutions Forecast that demand for products like CASB, CCSM, hypervisor security, and infrastructure-as-a-service will grow rapidly over the next five years.