B2B startup webinar: How to find, approach and engage industry analysts

Hazel Butters/ January 20, 2022

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Industry analysts play a crucial role in guiding buyers on which technologies and vendors to evaluate – more than half of enterprise technology buyers refer or rely on analyst insight during the buying process. This may be the appointment of an analyst firm to work with them during the evaluation or buying process, asking analysts to provide a list of

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

Hazel Butters/ September 24, 2021

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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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Analyst Relations: Making the most of analyst inquiries

Sales Insight Team/ September 8, 2021

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A meeting isn’t just a meeting in the AR world.  There are briefings, advisories, and inquiries – plus a whole slew of other meetings during the process behind competitive reports such as Forrester Waves and Gartner’s Magic Quadrants.   We’re going to be covering each of these meeting types, but today we’re covering inquires and how to make the most

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Your B2B sales process and the need for a sales methodology

Hazel Butters/ July 5, 2021

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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

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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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Planning and reporting in Competitive Intelligence (CI)

Hazel Butters/ April 6, 2021

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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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How’s your sales mindset?

Hazel Butters/ April 19, 2020

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In a previous post, I wrote about how it’s not business as usual, but it’s crucial to take action to bring money into your business, i.e., spend time on sales. Over years of working in outbound sales, I’ve seen a lot of with entrepreneurs and business owners with negative thoughts about sales. Sometimes people put sales on too high of

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