Maximizing Impact: Scaling Analyst Engagement and Tapping into Insights
Seeking to boost brand awareness and gain more strategic insights, LogicMonitor set out to expand the analyst audience it reaches. With a long list of AR priorities, however, and a small team, AR director Brandon Davis wanted more expert hands on deck. Leveraging AR services, LogicMonitor was able to drive a 340% increase in the number of analysts it updates and engages with. In particular, Brandon will share how LogicMonitor and its support team increased face-to-face analyst meetings and active analyst engagement — resulting in more research inclusions, better research outcomes, an elevated market presence, and more key insights funneled to the business to guide product (and overall) strategy.

A ‘Portal’ to AR Success: Reaching More Analysts in a Dynamic Market Landscape
With hundreds of analysts to reach, Splunk’s AR team faced a communications challenge: how to balance strategic engagements for Tier 1s with additional, regular updates for other impactful firms and analysts. By implementing an Analyst Portal – a secure, digital destination for analysts – Splunk has been able to scale outreach and keep 300+ analysts in-the-loop... all while navigating evolving market dynamics and internal change. Splunk’s Rachel Bernstein and Sophie Kwon will discuss how the Portal supports Splunk’s AR priorities, including nurturing analysts into advocates and reducing time spent on RFIs and briefings for vendor evaluations. Attendees will also hear how the AR team continually refines its Portal strategy by collaborating with internal stakeholders to enhance content and using engagement analytics to identify trends in content consumption among analysts, tiers and firms.

Leveraging AR as the Cornerstone of Your Competitive Strategy
Placements within vendor evaluations are often seen as the ultimate measure of analyst relations success. However, to capture more market share and mindshare, companies need to think beyond a dot in a quadrant and integrate AR more broadly into competitive strategies. Sarah Robin, head of analyst relations at The Trade Desk, will share AR metrics for success (vendor evaluations and far beyond). She will also describe how companies can use AR as part of a holistic approach to understanding and addressing prospects’ unique challenges. Attendees will also learn how The Trade Desk’s AR team collaborates across functions – using AR to increase the impact of market positioning and competitive assets.

Infusing Analysts into the Sales Process: A Catalyst for Closing Deals
In today’s fast-paced and fiercely competitive market, integrating industry analysts into your sales strategy can be the secret weapon that sets you apart. Beyond their traditional role in research and evaluation, analysts can provide intelligence and insights that help close high-stakes deals. When AR partners effectively with sales and marketing, you can collectively uncover key opportunities for analyst involvement, sharpen competitive positioning, and provide the unbiased insights that can turn a “maybe” into a “yes.” This session from Jennifer Borun, senior director, analyst relations and strategic engagement at Cornerstone OnDemand, will dive into proven methodologies and showcase real-world success stories: showing how bringing in analysts at pivotal stages of the sales cycle can influence and accelerate the close, turning potential into profit.

Smart AR Strategies: Align, Optimize, and Elevate Your Program’s Success
Every AR program, regardless of its resources, grapples with the constant challenge of bandwidth. In boom times, everyone wants AR’s attention, and in tough times, AR often faces cuts. AR leaders are caught in the push and pull of managing demands, whether the economy is soaring or slowing. So, how can AR effectively support stakeholder priorities with the resources at hand? As Beth Snellen, analyst relations strategist at IBM, will share, the answer lies in AR leaders focusing in on their company’s most critical goals, strategically aligning their team to deliver on those priorities with precision, and knowing when to leverage external support to amplify their impact. In this presentation, Beth will dive into the above areas to help AR teams drive productivity and maximize AR’s overall impact. As a former Gartner analyst, Beth will also share strategies to help AR professionals develop mutually beneficial relationships with key analysts in their market.

New Data Revealed: AR by the Numbers
Ever wondered what your peers are doing as they build and execute their AR plans? Join us for a sneak peek at key numbers and trends that drive your AR world. Bill Hopkins, founder and CEO of the Knowledge Capital Group (KCG), and Stephen England, KCG president and partner, will provide an early, exclusive look at results from KCG’s annual AR professional and AR department surveys — as well as data on much-watch trends and AR outcomes. Get the latest, most comprehensive, and accurate information on AR salaries, budgets, team sizes, priorities, and best practices. You’ll also see how your peers use and value the firms in the KCG Analyst UniverseTM: the “Big 3” (Gartner, Forrester, IDC), as well as “Point Players,” “Asset Creators and Amplifiers,” and “Mind Share Mercenaries.”