Perficient's Liz Drazen Shares the Power of an Analyst Relations Strategy
Liz Drazen is the Director of Content and Communications at Perficient, St. Louis’ leading digital transformation agency servicing Fortune 500 customers across the nation. She spoke at Not Just Another Marketing Conference on how businesses can build and use insights and relationships with analyst firms like Forrester and Gartner to grow their business. Here’s what she had to say.
Finding Business Value in Analyst Reports
When I need information, I go right to analyst reports. The data and insights are there and we can leverage those to make informed decisions.
Honestly, I’m surprised more people aren’t asking how they can get started with Analyst Relations (AR). There are so many insights at our finger tips and the opportunities to get in front of these independent researchers to not only learn from them but inform their thinking, is huge.
When you think about data, and how best to leverage data in a meaningful, ethical way, AR is a strategic approach to meeting your goals. The data already exists. You have the opportunity to mine it, apply it and learn from it. And on top of that, you have an opportunity to influence it as well.
You MUST Start With a Strategy
I am passionate about strategy – brand strategy, content strategy, etc. I love taking a task or goal and before diving into executing tactics, taking a step back to really think about what we’re ultimately trying to achieve, and then creating a plan to ensure we meet those goals. It’s amazing how when you have that strategy in place how easily the tactics and deliverables become more effective and the team can rally behind the work in front of them.
Before starting, the question people need to always be asking is “What’s your objective?” It sounds basic and perhaps a bit boring, but I find that we as marketers are often moving a million miles a minute and in my experience don’t stop to ask ourselves what we’re ultimately trying to achieve with each of our initiatives. Take data for example, we get into the thick of data, accessing data, using customer data to make more informed offerings, but do we know why we’re doing what we’re doing?
More Than Just Analyst Relations
Tapping Into Internal Experts — And You Can, Too!
Perficient recently published How to Make Digital Transformation Gains in 2019 and our ten Chief Strategists each shared their advice for how to leverage technology to innovate business. They cover the hot tech trends like AI, CX platforms, finding your value proposition, and more. It really covers the gamut of new tech and initiatives that every company today should be paying attention to.
Top Content of Digital Marketing & More
Shameless plug, but Perficient and Perficient Digital produce amazing blog content that is insightful, actionable, and interesting. I particularly enjoy our Life at Perficient and We Value blogs because we’re sharing stories of our amazing colleagues, culture and the fun we have. Being a half billion dollar consulting firm, it’s good to see we can do great work for our customers while having fun.
Top Content of Digital Transformation
Also, our Digital Transformation blog is hot right now. If you or your company are trying to determine how best to leverage technology to innovate your business or how to enhance your customer experience using digital, data, and technology, check it out. We’ve published some great content around AI most recently, and more to come on actions companies can take now to digitally transform their businesses.
Creating the Power to Influence
As marketers, we’re all trying to drive value in the work we do. Looking at data and insights a bit differently and seeing how you can leverage what exists already to inform your strategies, can truly showcase the smart, strategic value our discipline can bring to business. AR has the power to influence. We have the power to influence.