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Influencing the influencers

"A professional analyst relations service helps increase the exposure
of a company to its customers through making it easier for analysts
to get accurate and timely information about the company, its products
and strategies"

Chris Ingle, Group Consultant, IDC

How important is it for your company to be in regular contact with key opinion leaders?
To influence the influencers within the hi-tech market?

There's no doubt that the industry analysts - the consultants and researchers who work for
companies like Gartner, IDC, META and Ovum - are among the most important individuals
you will ever meet.

Analysts earn their reputations as independent global industry gurus and opinion leaders
by spending all their time tracking technology trends, markets and companies.

They are at the centre of the "hi-tech circle of influence" - called upon by end-users, technology vendors, management consultants, the financial community and the media to provide insights
into what will happen in the future.

"On average, 40 - 60% of sales for commercial IT vendors are
influenced by the industry analysts."

Kensington Group

When your customers and prospects review technology purchase decisions they consult the
industry analysts.

And we shouldn't forget that the analysts are listened to by every serious print and broadcast journalist, as well as attracting some of the biggest audiences at major industry conferences.

Ignoring the analysts can severely hinder your progress - particularly when the market is weak.
Equally, a well-briefed analyst can be your strongest advocate in the public domain.

However, unless you're engaging the analyst community, you can't be sure they have the
latest information about your company - and they may not know that they should be
recommending you.

"In 2001, Gartner and IDC analysis featured in over 3000
stories in the UK media."

Insight

Sunesis can help you put in place a dedicated programme of communication to significantly
increase your chances of:

  • Being included on the short-lists of potential suppliers that the analysts put together for
    their consulting clients

  • Ensuring a positive and extensive profile for your company in the research reports used
    by potential technology buyers

  • Gaining an independent perspective on your company's strategy and positioning in
    the marketplace

It's imperative to remember that industry analysts cannot be treated in the same way as
journalists. They require different types of information, they operate to different timescales
and they have different interests. For that reason, Sunesis has always been a dedicated
and independent Analyst Relations practice.

How can we help?

  • We Focus - Sunesis focuses exclusively on communications with the analyst community;
    we do not mix it with PR. This approach has won widespread approval from the analysts themselves who have rated our analyst services as the best in Europe.

  • We Target - We have developed personal relationships with more than 900 European industry analysts across more than 50 analyst firms. As such we take great care to
    ensure that your programme reaches only the right ones. It's this approach that enables
    our clients to realise the full force of the analyst community's influence.

  • We Get Results - The fact that we run Analyst Relations programmes for some of the
    biggest names in the hi-tech industry proves it.

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