B2B Communications: Use Integrated Approach to Engage Industry Analysts and Manage Reputation

Industry analysts are a specific group of external influencers with whom many B2B communicators have formed vital relationships. Forrester, Gartner and IDC are among the largest firms whose analysts conduct research and publish reports that assess the business competitors within an industry. Their market intelligence—rankings, trend outlooks and case studies—are followed closely by buyers in specific B2B industries. However, just as the flight to digital and social media is often cited as the reason for a decline in traditional news consumption, some believe that it has also reduced the reliance on industry analysts for brand reputation management. We asked senior experts to explain changes faced by B2B communicators and how these have affected the way the analyst relations function is integrated within a communications team.

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