O&Y Services: Analyst Relations

Marketing High Technology Companies
William Davidow

Davidow's book is quite interesting — it demonstrates, in layman's terms, that while "great devices are invented in the laboratory, great products are invented in the Marketing Department." Here, an experienced practitioner from a first-rate high-tech company tells the "inside truth" about the ingredients required for marketing success. And it's an easy read, because it says everything so well and convincingly.

In particular, his discussion of the cost of entering a well-established competitor's market should be required reading for all marketing managers and chief executives. This book is definitely worth your investment in time.

Analyst Relations

Industry analysts play a critical role in defining markets, evaluating product and service offerings, and in providing product education and recommendations to prospective buyers of products and services. Integrating a formalized program of analyst relations into your marketing mix can result in more compelling positioning, while helping the marketplace to better understand your value proposition. Highly-regarded firms like Forrester, Tower Group, Gartner, Celent, and IDC provide highly-valued reports to prospective corporate buyers of technology and services, and inclusion in their reports and rankings are crucial for established organizations, and can provide a welcome jump-start for new and emerging technology and service providers.

O&Y works with our clients to identify and track the most relevant and influential industry analyst firms — as well as specific analysts — and provides strategic and tactical support to help our clients to engage with them. We help to present their messages to the analyst community, and help them to incorporate analyst feedback and recommendations into their go-to-market strategies. We initiate and arrange for an ongoing dialog with relevant analysts through briefings, tours, newsletters, blogs, and one-to-one interactions. Our Analyst Relations services include:

Global, regional or country-specific AR campaigns
Integrated AR and PR
Analyst Briefing road shows
Industry vertical campaigns
Executive coaching for analyst briefings
Development of presentation material
Tracking and submission of briefing requests
Monitoring of published analyst reports that might be of interest

For more information on how O&Y can help you with analyst relations, give us a call at 609 586 4286, or drop us an email, and we'll be more than happy to present our capabilities in greater detail!

Product Marketing for Technology Companies
Mark Butje

Born in the Netherlands, Butje has held marketing positions with Apple, Wang, Castel, and Brodeur Europe, before becoming an independant tech marketing consultant. This book coves a wide range of tech marketing topics, including selecting target markets; creating positioning statements; writing financial paragraphs; motivating others; and outlines how to act as a bridge between sales, development and finance.

It describes how to focus on the whole product and create solutions that match real market needs. Certainly worth a read, especially for those new to technology product marketing.

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