Cracking Broadcast Coverage: Strategies to get spokespeople in the spotlight
In the fast-paced world of communications, achieving broadcast coverage can often feel like an uphill battle. Every professional in this industry has...
Find out how Resonance combines the art of storytelling with innovation, behavioural science, data science and first-hand technology expertise to deliver business outcomes.
We have entered a new epoch, one defined by data and AI. As industries increasingly rely on data to differentiate themselves from competitors and drive decision making, so too does the need for clear, precise, and impactful communication increase.
Resonance ensure messages are not only heard but resonate with the right audience, making them uniquely positioned to serve businesses in this transformative age.
"The intricacies of the data-driven landscape is written into the DNA of Resonance. We are built for the data economy."
Our Approach
We pride ourselves on taking a unique and innovative approach to every project we undertake. Our team of experts combines their extensive knowledge and experience to deliver exceptional results for our clients.
Our Expertise
We have a deep understanding and mastery of our craft. Our team of experts brings a wealth of knowledge and experience to the table, allowing us to tackle any project with confidence and precision.
We stay ahead of the curve by constantly staying updated on the latest industry trends and technologies. This enables us to provide innovative solutions that exceed expectations.
Our Vision
We envision a world where businesses thrive and excel, empowered by our innovative solutions and strategic approach. Our goal is to not only meet but exceed the expectations of our clients, helping them achieve their business objectives and stay ahead of the competition.
Every brand has its challenges, we're here to help.
Our specialists are at the forefront of cutting-edge advancements in artificial intelligence and cloud computing, staying ahead of the curve to deliver innovative solutions that drive tangible results for our clients.
With a proven track record of success, Resonance is your trusted partner for all your technical needs.
From AI to Cloud, Resonance proudly boasts a team of seasoned professionals with an unrivalled depth of technical expertise.
"In Tech PR we have a front row seat to the changing technology landscape. From Generative AI to Quantum, it's our job to insert our clients' voices into the narrative"
Our specialists are at the forefront of cutting-edge advancements in artificial intelligence and cloud computing, staying ahead of the curve to deliver innovative solutions that drive tangible results for our clients.
With a proven track record of success, Resonance is your trusted partner for all your marketing needs.
Resonance works with the challengers, the rebels and the innovators. Read about some of our work.
Resonance built a campaign built around Github data to find new insights around contribution to open source by the hyperscalers.
Resonance raised the national profile of this Bletchley Park-based museum to drive visitors and publicise its important mission to preserve the history of computing.
Data and insights have never been more crucial in a world plagued with uncertainty and complexity.
Resonance interviewed 100 analyst relations professionals and found Analyst Relations (AR) has become a central force that brings strategic, competitive edges to businesses.
"In a world where the only constant is change, how do tech brands stay one step ahead of the market? That's where Resonance comes in"
Wavelength is our regular podcast bringing you influential voices in B2B technology from journalists to marketing leaders .
Listen to our episode where we interviewed Seb Moss of DataCenterDynamics on all things Data Centre-related
Resonance is a B2B tech PR, AR and content marketing consultancy that helps brands grow.
Our passion and energy comes from the blurring of corporate reputation management and demand generation.
We are technology, business and communications experts made up of a team of computer scientists, journalists and marketing communication specialists.
"Resonance is a group of technology, business and communications experts"
Resonance is a proud member of the PRCA and holds its CMS accreditation. Our founding team members hold senior positions on the PRCA Council helping to share the future of the PR industry.
We're always on the look-out for great talent to join the team. If you're an exceptional Account Director, Account Manager - or a grad looking to build a career in Tech PR - then get in touch!
Find out more about our culture and the values that everyone who works for us embodies.
2 min read
Nadia Nizar : May 27, 2020 11:32:00 AM
I have worked in tech B2B marketing my entire career, and have specialised in Analyst Relations (AR) over the last fifteen years, developing relationships with tech industry analysts across the globe – whilst at an agency and in-house. One thing has remained consistent over the years; even after all this time, AR is still considered a dark art and one that (grudgingly) needs to happen between vendors and the various analyst houses.
When I have posed this ‘issue’ to analysts, they have been flabbergasted as to why vendors view AR in such a negative way when it is such an essential part of the buying cycle. After all, it is the prospects and clients that work with analysts to find out the right vendors to purchase from and seek guidance on RFPs that they send out.
What is AR all about?
AR is not just about working with analysts on an annual basis to be a leader in the Magic Quadrant, PEAK Matrix, or Wave. According to Wikipedia, AR helps vendors better position themselves in their GTM strategies, messaging and sales engagement. It’s about advising end users on their technology related strategy, tracking vendors and their capabilities in comparison to the market and future-proofing their business.
As a Communication Manager, what’s in it for you?
Some say that you can’t have a relationship with an analyst, and in fact the phrase ‘analyst relations’ is an oxymoron, but I have to disagree. Analysts provide an opportunity for vendors and their C-suite to share their mission, vision and future strategies and be provided with counsel, insights and an opportunity to grow their business (through reports that are bought by prospects and clients for IT purchasing decisions). Analysts can review your marketing plans, helping you differentiate from your competitors and shape your future strategy.
It’s proven by analysts themselves that they can help decrease the sales cycle, making recommendations to customers and advising them on who’s who in the market. You want your business to be included in those conversations. The more time you are exposed to analysts, the more you are kept front of mind in comparison to your competitors. By having a direct impact on the sales cycle, not only are you driving the sales pipeline but you're also increasing revenues back into the business.
Don’t get me wrong, engaging in and fully leveraging analyst relations can be a significant proportion of a marketing budget and I have spent days developing business cases over the last decade and a half attempting to build a global, EMEA or even a European strategy. Trying to explain how a global company requires a local analyst programme, proving its local roots (and understanding of buying behaviour), can be challenging. What helps is explaining that, if our clients buy locally, we need to adopt the same approach in our activity with key influencers – keeping the buyer’s journey front and centre.
Nowadays, AR isn’t just for the big IT vendors, but for those companies that are savvy enough to see how they can, not only be included in influential reports, but also utilise these reports as part of sales engagements. Venture capitalist and private investors read these reports and engage with analysts to see what potential unicorns they should be investing in.
Interested in learning more?
Analyst relations is no longer the dark art it used to be, but like many other activities in marketing, it needs nurturing and a long-term focus for success. If you would like to know more about how your company can grow its pipeline and future growth strategy, click here.
Interested in finding out more about Analyst Relations (AR)? Head over to our Definitive Guide to Analyst Relations and uncover all the information you need to know about Analyst Relations:
|
In the fast-paced world of communications, achieving broadcast coverage can often feel like an uphill battle. Every professional in this industry has...
I recently attended Tech Show London (TSL) 2024, one of the UK's most significant technology events. TSL brings together an array of innovators,...
Events mark pivotal moments in the careers of communications professionals, offering both challenges and unparalleled rewards. Recently, we embarked...