Photo by rawpixel.com from Pexels
Why it’s time to create a winning analyst relations program
Open your marketing toolbox, and you’ll see a whole range of weaponry with which to conquer your market. From advertising and public relations to sales promotions and sponsorships, these tools are tried-and-proven elements of every selling effort.
Topics: Analyst, Analyst relations, Brand
Topics: Insider, Public relations, Marketing, Analyst, Analyst relations, Market research
7 Questions to Ask Before Trying DIY Analyst Relations
Analyst relations is simply too critical to simply do yourself or leave in inexperienced hands. Analyst relations could make or break marketing efforts for your technology products. Their objective and expert insights greatly influence technology buyers’ decisions, and your ability to influence these influencers could mean the difference between analyst coverage/ recommendation of your product and...well, the absence of it. Before you say, “How hard can it be?” ask yourself these questions:
Topics: Analyst, Analyst relations, Objective, Message, Technology
With massive cyberattacks on organizations and states, cyber security is one of the hottest news topics. Every day, a new cybersecurity startup proclaims it will solve those challenges, further crowding an already congested market.
This begs the question: How can cybersecurity companies, with proven innovations on offer, break through the logjam to get the media recognition they deserve?
Topics: Public relations, Press coverage, Media coverage, Cybersecurity, Statistics, Objective
It’s a given that international marketing is key to long-term business success. You just need to balance the risks with the rewards. We try to look on the bright side of life, so let’s start with the rewards.
Topics: International Marketing
You’re an Israel-based cybersecurity company that has successfully proven a new solution in the local market. Now it’s time to expand. The question is where? United States, Canada, India, and Korea are all viable markets. Choosing the right international market is critical.
In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.
Topics: Content, Marketing, Brand, Customer communications, B2B, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey
Today’s B2B buyers and their buyer’s journeys have changed, and that’s why integrated marketing matters - a lot.
Topics: Marketing, Brand, Customer communications, Account-based marketing, Influencer, B2B, Customer journey, Integrated marketing, Influencer marketing
At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.
Topics: Content marketing, Content, Marketing, Brand, Customer communications, Audience, Messaging, Corporate communications, ABM, PESO
Companies now recognize the potential for increased productivity, employee satisfaction, and access to a broader talent pool that comes with a hybrid approach. Thus, employee communications in a hybrid work environment must support increased flexibility, while driving collaboration, innovation, and a shared company culture.
Effective communication is the linchpin that holds the workforce together. When physical proximity is no longer a given, internal communications must be used to bind the teams, align organizational goals, and sustain a cohesive company culture.
Topics: Internal communications, Employee communications, Employee engagement, Remote workforce, Hybrid workforce