Analyst Relations: Where to start if you’re a startup

Hazel Butters/ September 24, 2021

If you’re a technology company, it’s hard to ignore industry analysts. Analysts watch the market, write about it, advise prospects on solutions to include in shortlists, and guide large companies as they evaluate technologies. Building relationships and visibility with analysts has additional challenges for startups, as they lack the AR budgets, headcount,  resources, turnover, and the namecheck recognition of larger,

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Your B2B sales process and the need for a sales methodology

Hazel Butters/ July 5, 2021

One of my favorite topics to speak and write about is the sales process (and why you need to audit it – here’s an article I wrote for Sales Hacker), and sales methodologies. First, let’s get clear on the difference between the sales process and a sales methodology.   The sales process is the flow and steps your ideal prospect would take

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Get your Analyst Relations ducks in a row

Hazel Butters/ June 11, 2021

If you’re a technology vendor that’s about to embark on, or plan to update, your Analyst Relations program, check out our free checklist to ensure you have your ducks in a row.    Here are some of the highlights: (Drop us an email us for the whole checklist)   An AR calendar. Analyst Relations can feel like a fire hose, with

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Lack of transparency is damaging your Analyst Relations program

Hazel Butters/ May 27, 2021

Do you have an Analyst Relations program to engage with industry analysts? Industry analysts, such as Gartner, Forrester, 451 Research and dozens of other firms, are influencers that can’t be overlooked by B2B technology companies. They play a key role to help end users – who could be spending tens, thousands, or millions of dollars – to navigate complex solutions, evaluate

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Planning and reporting in Competitive Intelligence (CI)

Hazel Butters/ April 6, 2021

Competitive Intelligence (CI) professionals need to make a lot of decisions: where to focus research, which competitors to analyze, the ways to effectively collect primary and secondary CI data, how to verify data sources, and the best method to share their findings and serve the business. The presentation of insights adds an extra layer of decisions with briefings, matrices, worksheets,

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Prompt Grammar Tip: Active or Passive?

Hazel Butters/ October 6, 2020

Writing in an active voice rather than a passive voice is actually a choice, not a strict grammatical rule. But if you’ve ever worked as a journalist or short-form writer, or undergone fast-track media training, you could easily get the impression that passive is simply bad form. In its most basic sense, an active voice focuses on a subject performing an

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