E-Learning Session: The 7 Ups of Building Credibility Through Analyst Relations

On-demand recording of the e-learning webinar

Does your analyst relations (AR) approach solely consist of the annual Gartner Magic Quadrant or is it a more ongoing, strategic investment? While engaging industry analysts and influencers is typically included in a B2B tech company’s marketing mix, it is often underutilized – resulting in missed opportunities and a lack of credibility to your product or brand. When analyst relations are effectively leveraged, your accomplishments go beyond credibility. From it, you also gain awareness, sales & marketing content, and the ultimate outcome – leads.

The first step is understanding AR and its benefits (or 7 Ups in this case)…precisely what Andrew Lochart, a seasoned pro in analyst relations, will cover in this e-learning discussion.

Who should watch?

Whether you are contemplating analyst relations for the first time, or an experienced pro yourself, there is much to gain from this 60-minute webinar, including these key takeaways:

• Content marketing is great for generating awareness, but credibility for your company only comes from third-party endorsements – customers and analysts.
• Building great relationships with industry analysts is vital, but takes time and effort.
• Marketers can’t communicate with analysts the same way they do with prospects.
• The biggest mistake marketers make working with analysts is not listening enough.

About the speakers

Andrew Lochart

Andrew is a 25-year veteran of high tech B2B marketing and product marketing. He is currently an advisor at two early-stage mobile startups, helping the companies develop their business plans and achieve product-market fit. Before that he led product marketing for Unisys’ $200M security business unit. Previously, Andrew has led marketing teams at successful startups like Postini, Active Reasoning and Wink Communications. Andrew received his MBA from the University of California at Berkeley and his bachelor’s degree in statistics from Princeton University. Andrew is a self-described wine nerd and avid traveler.

Sridhar Ramanathan

Sridhar is the Managing Director and Co-Founder of Aventi Group, and has more than twenty years of experience in technology companies, from startups to blue chip firms. As the Marketing executive for Hewlett-Packard’s Managed Services business, he was responsible for marketing worldwide and managing the portfolio of HP services’ $1.1B unit. He also held profit & loss responsibility for electronic messaging outsourcing and e-service business units.

Thanks to Sridhar’s efforts, HP became the #1 ERP Outsourcer and experienced growth in the data warehouse market, now well over a $1B revenue stream. Sridhar has played interim executive roles for several technology firms, leading their sales and marketing functions in the high growth phase. Sridhar holds an MBA from the Wharton School of Business and a BS in Engineering Physics from U.C. Berkeley. He is active in non-profit work as Vice Chairman Emeritus of the Board of Child Advocates of Silicon Valley, an organization that provides stability and hope to abused and neglected children.

Written By

Jaime Ribakovs