AMA: Pendo.io VP Product Marketing, Jackie Palmer on Analyst Relationships
April 4 @ 10:00AM PST
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Pendo.io VP Product Marketing, Jackie Palmer on Analyst Relationships
Top Questions
Can you share your tips on making a great analyst briefing deck?
I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.
Jackie Palmer
Pendo.io VP Product Marketing • April 4
There are three types of analyst briefing decks you need to be able to prepare. The first is a quarterly update. I use these quarterly briefings to stay in touch with my analyst community and share new things that have happened in the quarter. I usually do them at the end of the first month of th......Read More
507 Views
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How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
Jackie Palmer
Pendo.io VP Product Marketing • April 4
One of the best things you can do as a product marketer is provide market research value back to your PM team and your execs. You should be following the analysts that cover your market and reading every report they publish. Ideally you are summarizing those articles for your PM team, highlightin......Read More
498 Views
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Jackie Palmer
Pendo.io VP Product Marketing • April 4
One of the hardest things for product marketing teams is to keep things up to date! Unfortunately there's no magic bullet here, you have to schedule regular reviews of battlecards, decks, etc. One way to do this and leverage analyst insights and data is to use analyst report publication times as ......Read More
487 Views
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Jackie Palmer
Pendo.io VP Product Marketing • April 4
The best kept secret in the analyst community is that you can ask for a briefing even if you don't have a seat/license to the analyst firm! And you should be doing this and following my briefing recommendations above. Don't just wait to be asked to brief the analysts for an eval like an MQ or Wav......Read More
473 Views
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Jackie Palmer
Pendo.io VP Product Marketing • April 4
In the early days of an analyst relations program, the key metric you are going to be able to track is touches (inquiries, briefings, conference 1:1 meetings etc). The number of touches can be a proxy for measuring how you are building relationships with the analyst community. I like to track tou......Read More
492 Views
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Jackie Palmer
Pendo.io VP Product Marketing • April 4
There are three types of analyst briefing decks you need to be able to prepare. The first is a quarterly update, the second is the product update, and the third is the evaluation briefing. I outlined my approach to each of these in a previous answer so here I wanted to highlight the key ingredien......Read More
529 Views
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Jackie Palmer
Pendo.io VP Product Marketing • April 4
The first thing to do when trying to get your company into a Wave or MQ is to study the category and find out what the inclusion criteria are. If you don't meet the inclusion criteria right away, work with your product team on building out a roadmap path that allows you to qualify. Or if you have......Read More
577 Views
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Jackie Palmer
Pendo.io VP Product Marketing • April 4
Sites like G2 and TrustRadius may not be official analyst firms but prospects don't necessarily know that! Because G2 in particular produces a grid report that looks and functions like an MQ or Wave, they are sometimes confused and mistaken for an independent analyst firm. And I would encourage y......Read More
504 Views
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Jackie Palmer
Pendo.io VP Product Marketing • April 4
If you know there is an analyst evaluation report coming out and you didn't perform as well as you would have liked, or you weren't included at all, there are a few things you can do to mitigate the situation: * In the lead up time to the publication date, you can start to drip out social ......Read More
469 Views
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Jackie Palmer
Pendo.io VP Product Marketing • April 4
The best thing you can do to influence analysts if there is not evaluation report like an MQ or Wave yet is to start early and build a continued cadence of conversation. In this case, it is super important to put your customers in front of the analysts. The more you can show that you have custome......Read More
471 Views
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How do you develop a one-pager for analyst firms like Gartner to convince them about your product?
The objective is to push the product up to the personalization leadership quadrant. If I were to give more information to the analyst firm, how should I present it and how to go about creating one.
Jackie Palmer
Pendo.io VP Product Marketing • April 4
I don't know that I would recommend using a one-pager. In my experience, analysts are not going to read a document you send them unsolicited. The best approach would be to schedule some inquiries and briefings with the analysts as I've described in other answers. Then once you've had your briefin......Read More
570 Views
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