How much influence do industry analysts have on B2B buyers? Do Analyst Relations have a place in B2B lead generation? How should a B2B Inbound marketing and PR strategy prioritise analyst relations? These are difficult questions to answer. A study by Kensington Consulting Group found that among Global 3000 businesses, as much as 60 per cent of IT purchasing decisions are directly influenced by industry analysts. The paper; The Influence Imperative in IT and E-Business was published some time ago and since then there have been other studies, often by industry analysts or firms dedicated to analyst relations, which reiterate the point that analyst relations (AR) are an important part of the B2B buyer’s journey.
Champion Communications recently commissioned a third party research house to conduct an analysis into the flash storage market. The data we got back included insight into which vendors are getting the most media coverage, which journalists are writing most on the subject and which spokespeople have the highest profile in the UK on this subject. In addition to this was a breakdown of the analysts that are most regularly quoted on the subject of flash storage in the UK media.