What are proactive things that you can do to minimize the damage when you know an analyst report is coming out that will make your product look bad compared to the competition?

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3 Answers

Analyst Relations Analyst Relationships

Nikhil Balaraman

Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 4y

These things are bound to happen, but the good news in today’s world is that customers are likely getting their information from multiple sources. If I were in rapid response mode, I’d probably start by lining up some blog posts and customer testimonials that address the perceived weakness. Perhaps even hosting a webinar and running a counter narrative that goes directly in the face of the report…something like “Analyst X says we’re terrible at this…attend this webinar to find out why they’re wr ...Read More

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Daniel Kuperman

Jellyfish VP of Product Marketing • 3y

The key in this situation is to be uppfront with your internal teams and provide them with the right messaging to steer conversations with customers and prospects. The negative placement can happen in a number of scenarios. Maybe a competitor released a game-changing capability that no one else has yet; or there was a major acquisition in the market making a competitor leapfrog everyone else; or maybe there's one area of your product which didn't perform well acconding to analyst expectations d ...Read More

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Jackie Palmer

ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y

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 posts with customer proof and quotes about the areas where you might not have performed so well. If there were product features you were missing during the evaluation but that you either have since released, or a ...Read More

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