How would you engage with analysts who have a neutral/negative view of your industry or company? What is a good first step?
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Director of Product Marketing in Software9 months ago
In approaching analysts with neutral or negative views, my strategy would involve first assessing the analyst's recent research to understand their perspective and determine if it aligns with the organization's overall direction. Then, I'd seek to identify any conflicts or misalignments between the analyst and the company's viewpoint. Additionally, exploring the historical context of any past conflicts or issues is crucial. Once the cause of the negative view is clarified, the next step would be to evaluate whether the organization can address and remedy the concerns through communication, strategic changes or aligning with the analyst's expectations.Head of Product & Brand Marketing9 months ago
Engaging with analysts holding a neutral or negative view requires a thoughtful approach. Initially, I would introspect on whether their perception is valid and identify any areas where their concerns may be justified. If their opinion is unfounded, my strategy involves respectful education, showcasing the nuanced aspects they might have overlooked, and offering valuable insights that challenge misconceptions. In cases where their perspective aligns with valid weaknesses, I would approach the conversation with self-awareness, acknowledging areas of improvement, and emphasizing our focus on audiences where our strengths align with their needs. This approach aims to build trust through transparency and constructive dialogue. Regardless of the scenario, my primary objective in an analyst interaction is to learn: whether it's by asking them thoughtful questions on their research, getting feedback on a recent briefing or discussing their thoughts on nascent trends they're spotting with their clients.VP of Marketing9 months ago
If an analyst has a negative opinion about your organization or industry and they regularly cover you - take the opportunity to schedule inquiries to learn more about why the perception exists. Reflect on that feedback to determine how to address problem or the reasons for the misperception(s). In future discussions explain how your team has taken action, but if you can't take action - discuss the reasons why you are struggling with how to overcome those perceptions. You’ll likely wind up with some gracious and unexpected advice! If the perception is neutral - re-engage with an analyst team briefing and schedule the follow-up inquiries right away. Learn more about what makes them neutral and what types of research they are most excited about. It may be that their research focus has shifted and they may be able to recommend someone better aligned to your business.
Director of Marketing9 months ago
I would plan an inquiry or a series of inquiries to understand the reason/s behind his sentiment. Then based on his feedback I would work with my stakeholders to put together a steady engagement plan to make sure we address all potential concerns for the analyst. Hope this helps... VP of Marketing in Services (non-Government)9 months ago
Great question Antonella. I start by changing my mindset from "the analyst has a neutral/negative view of our industry / company" to the analyst has a "different perspective of our industry / company." I have found that if you go into a conversation with an analyst with the goal being to convince them of something - to change their mind about you, the conversation misses the mark. The first thing I do is to try to understand the why behind the analyst's differing perspective. How did they arrive at that perspective? Perhaps, there is common ground that you can build a relationship upon.
At the end of the day, the analyst's job is not to sell one industry / company over another. It's to understand the market problems, buyers' needs, solution landscape and develop a perspective based on data and insights gathered. Isn't that what we do as marketers? When I talk to analysts with differing perspectives, I am looking for their insights on the market, buyers, and solutions. In those conversations, I always find common ground that leads to more conversations and a relationship is born.