One of the important AR tools we have at HP is ARchitect3 from ARinsights. It’s an ARM tool (think CRM specifically for AR) with many application functions for tracking analyst interactions and managing an AR team. One of its most valuable features the database of analysts with over 500 firms and 6,000 analysts. Best of all, the database is maintained by ARinsights, saving us the grunt work of tracking an ever changing universe of analysts. A similar database is Analyst Profiles by Tekrati.
My team uses the electronic directory all the time to create new or refresh existing analyst lists. Just go into Architect3’s analyst search function, put use filters like coverage or geography and, bingo!, a list of analysts is generated. If the AR manager has bandwidth and are so inclined, they will do some additional research. However, if they are pressed for time, then they simply go with the list from Architect3. A consequence of this is that if an analyst is not in the analyst database or the info is not up-to-date, then a relevant analyst might be left off of a list. Sorry about that.
Tekrati’s Barbara French made an interesting point in an e-mail exchange “Another example of the importance of editorial relations with the main industry analyst directory publishers: Tekrati's blogs directory has been the primary resource behind Technobabble's "top" analyst blogger rankings.”
Another way we generate or refresh analyst lists is by using services from dedicated AR firms or major PR firms with dedicated AR practices. My team uses the Analyst Strategy Group (ASG). Why should I use an outside service seeing how I clearly have the skills and access to Architect3? Well, it’s because I want a fresh set of eyes looking at a list or I want additional research done and I don’t have the time. Another example is Tekrati, where Barbara will assist non-AR folks with identifying appropriate analysts as well as help AR/PR subscribers of Analyst Profiles with their lists.
BTW, I use ARchitect3 when I get e-mails or calls from folks I don’t know claiming to be analysts asking for sensitive data. If the firm and the individual are not in Architect3, I will likely politely tell them that I cannot respond to their request.
Barbara French made another interesting point in her e-mail: “Your post touches on an important topic: Analysts need to manage their own reputation. Many research companies are unwilling to invest in promoting their research bench beyond their own client/partner base. I understand what's driving this trend, but on the other hand, I can only recommend analysts I know about.”
Databases
Analyst Profiles (a division of Tekrati)
Architect3 (by ARinsights)
AR Intranet (by Lighthouse AR)
AR service providers that do analyst list creation
Analyst Strategy Group
Hill & Knowlton
Knowledge Capital Group
Tekrati
Weber Shandwick
Bottom Line: My advice to analysts, especially at boutiques and single practitioners, is to make sure your firm and your professional data are in the AR databases. |
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