Influencer Relations

Insights on Analyst Value 2e: Expanded second edition

By: Duncan S. Chapple, Sven Litke, Robert Sakakeeny (Introduction by)

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Paperback | 14 February 2018 | Edition Number 2

At a Glance

Paperback
152 Pages

Dimensions(cm)
23.39 x 15.6 x 0.89

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2018 second edition with a new chapter on Gartner Inc's Magic Quadrant.

Valuable analyst and advisory firms like Gartner Inc and Forrester Research influence half of the world's spending on information and communications technology. As a result, tens of thousands of analyst relations professionals are engaged in influencer marketing campaigns focussed on shifting those researchers and consultants impact on high-growth markets. No-one has more expertise into the value of analysts and advisors than Duncan Chapple and Sven Litke. As the managing partners of Kea Company, the world's largest analyst relations consultancy, their book gives their insights into how analyst value is created and captured. The book also includes contributions by notable industry figures, including Andrew Reed, Annelieke Nagel, Anthony Kennada, Bram Weerts, Christopher Manfredi, Derk Erb , Donna Stein, Efrem Mallach, Hank Barnes, Lawrence Hecht, Michael Cot , Neil Pollock, Peggy O'Neill, Rebecca Lieb, Sharon Robinson, and Suyog Shetty.

Industry Reviews

"The beauty of this book is that while helping the reader understand how to work with analysts, it also is critical to understanding why you must work with analysts. Duncan and Sven are expert practitioners and know what it takes to do AR for all types and sizes of companies.
They are also expert trainers and teachers, who can share their knowledge and expertise in a variety of ways. They have made their knowledge very accessible in this book, so you can consume it in one sitting or in bite-sized bits. Whatever your style, read the book and use it to map out your company's AR strategy - which includes making sure the "suits and the skirts" understand why AR is at least as important as IR and PR."

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