BtoB Tech PR Firm Arketi Offers Five Tips for a Successful Anal
Arketi VP Provides Analyst Briefing Best Practices
11.09.2009 – Arketi Group Vice President Micky Long, former research director in the
Strategic Service Management Practice at the Aberdeen Group, shares some
industry insight for companies interested in building a successful industry analyst
Long emphasizes that, when correctly engaged, analysts can play a major role in the
course of bringing a product or solution to the market. Analysts can help technology
companies better understand complex markets, avoid costly mistakes, pinpoint
competitive threats and evolve offerings to better match buyer’s requirements.
Five Steps to a Successful Analyst Briefing
Long highlights five components to consider for the all-important analyst briefing:
Understand the importance: Treat the briefing like a million-dollar sales call. Act as if
you’re dealing with your biggest prospect throughout every phase of the briefing.
Over-prepare: In addition to a polished, on-point presentation, it vital to ensure the
right people are present for the briefing. The presentation should deliver a specific,
tailored message to the analyst. Testing the proper technology, especially if
conducting a remote briefing, is highly suggested.
Be interactive: Build in question breaks, so you allow opportunities to engage the
analyst in discussion. This also prevents analysts from multi-tasking and forces
them to focus on your presentation.
Be honest: Most analysts are trained to see past the vendor pitch. Genuine dialogue
is appreciated by the analyst. Installations that do not go as planned are okay;
analysts understand that no installation is perfect.
Follow-up: Ensure action items resulting from the briefing are handled in a timely
and effective manner. Provide a list of customer references to the analyst, because
they will ask for them.
Analysts appreciate hearing about new product launches, significant customer win