The document outlines a seminar program hosted by Gelbart Kahana Global Marketing Services about industry analyst relations (AR). It discusses what AR is, the benefits it provides, and how analysts can influence technology sales and purchases. The seminar also includes a case study of how AR generated 10-15% of revenue for Callidus Software through sales leads and recommendations. Gelbart Kahana representatives AR Insights and the Knowledge Capital Group, leaders in global AR services.

1. Gelbart Kahana Global
Marketing Services
Gelbart Kahana

2. Seminar Program
 Introduction of GK Global Marketing
 What is the Most Cost Effective
Marketing Tool for Technology
Companies?
 Forrester Case Study: Callidus Software
 Case Studies: Moshe Shamir, VP
Marketing, IDIT Technologies
 Group Discussion
 Webinar with AR Insights
 Webinar with KCG: Blogging and
Analyst Relations

3. Who are We?
 Gelbart Kahana is Israel's largest and most
prominent investor relations and financial
public relations firm, advising and handling
over 100 Israeli companies on all aspects of
communications with the investment
community.
 Gelbart Kahana is the only full service office in
Israel offering Investor Relations (IR), Public
Relations (PR), Analyst Relations (AR) and
Outsourced Marcom Services

4. Nancy Shapira-Aronovic
 The Managing Partner for Gelbart Kahana’s
Global Marketing practice
 15+ years experience in Marketing and
Marcom Management, AR, PR and Training
 Wide network of contacts in the VC, Hi-Tech
and Analyst Community
 Mentor for the Ben-Gurion Honors MBA
Program
 Blogger on Marketing, Positioning & AR
 www.postioningpower.blogspot.com

5. Global Marketing Services
Outsourced Marcom Management

Industry Analyst Relations

Global PR Campaigns

Marketing Communications Plans

Copywriting and Creating

Marketing and Sales Collateral
Technical Writing

Success Stories, Case Studies and

Media Articles
Market Intelligence Alerts

Creating and Producing Company

Blogs and Newsletters
Trade Show Planning and Support

Web Site Content and

Management
Search Engine Optimization

Full Graphics Support


6. Industry Analyst Relations (AR)
 A two-way dialogue between
vendors and industry experts with
unique insight into marketplaces
and their participants for the two-
fold purpose of informing business
strategies and influencing market
behavior

7. What is An Industry
Analyst?
 Typically, analysts specialize in a
single industry, researching the
broad development of the market
rather than focusing on equities,
investments, or financial
opportunities as a financial
analyst would.

8. Where does an Analyst Get his/her
Information From?

9. What are the Benefits of AR?
AR offers you a wide range of benefits:
Improved Visibility in the market

Information on customer trends and priorities

Information on technology trends and

opportunities
Information on industry projects

Advice on messaging

Advice on competitive positioning

Economic projections

Market analyses

Shortening of the Sales Cycle

High level business development contacts for

partners and customers
Information on M&A opportunities

Input on Company and Product Strategy


10. Influence, Exposure, Insight
 Influence
 Recommend for shortlists
 Positive References
 Identify vendors in reports
 Exposure
 Quotes and References for the press
 Research
 Insight
 Recommendations on how to improve or
fix a product/solution
 Provide competitive intelligence
 Provide market intelligence/SWOT

11. The Analyst in the IT Buying
Ecosystem

12. The 80:20 Value of Analysts

13. Analysts have a Direct
Impact on Sales
 Analysts have a direct impact
on buying decisions by offering
advice and making
recommendations on vendors.
 Vendors depend on Analysts to
validate and provide feedback
and to prevent costly mistakes.

14. Power to Influence Sales
Decisions
 The power that the buy-side
analysts hold over major deals is
unique in the business world.
 Their influence covers:
 What gets bought
 How the deal is negotiated
 How much is paid for it

15. The Value of AR/PR/IR/MR

16. What can AR do for you?
 We help Technology Vendors
leverage the Industry
Analyst's influence with End
User customers and prospects
to increase sales.

17. Services Offered
Once we learn what your company’s competitive

environment is: competition, partners, customers,
technology, we will:
Define Goals and Messages

Identify which media and analyst groups you

need to talk to
Plan your Media and Analyst Strategy

Prepare the briefs/scripts

Coach your team

Train your VP Marketing/BD, Marcom, Product

Managers, Sales Team to work with Media and
Analysts
Plan Media/Analyst Road Show and Execute

Measure Program’s Results

Negotiate Analyst Contracts

Follow up Activities


18. Success Stories
 Over 150 publications for clients in Analyst
Research Notes
 Placement in over 20 Gartner Magic Quadrants,
Marketscopes and Hype Cycles, Forrester Waves
and Dataquest Reports
 Savings of 20-50% on Contract Negotiations
 Companies shortlisted by Gartner in Industry
Projects
 Technology Innovation Award in Frost and
Sullivan
 Case Study at Gartner BPM Conference

19. Case Study: Callidus Software
Drives Sales Through AR
 Callidus Software’s industry analyst relations
(AR) manager generates quantifiable sales
benefits in the
form of sales leads and procurement
recommendations from analysts.
 AR generates approximately 10% of the
company’s leads, while 40% to 50% of sales
cycles use analysts or their research at some
point.
 Ultimately, Callidus attributes 10% to 15% of
its revenue to AR — yet all of this is achieved
with a part-time AR function

20. BEST PRACTICE RESULTS: AR DELIVERS
SALES LEADS AND SHORTLIST
RECOMMENDATIONS
Leads provided by analysts themselves
Driven by close relationships and a policy of open

access to information have been particularly
beneficial in generating high analyst opinions.
Shortlist recommendations.
Analysts who determine that Callidus is a market

leader use this information when guiding their own
customers on which companies they should buy
from.
Callidus tracks all of these activities and calculates

that historically, 10% to 15% of its revenue stems
from positive analyst reports or recommendations

21. How To Apply Callidus Software’s
Best Practices
 Find And Prioritize The Key
Analysts
 Participate in Research Selectively
 Integrate Deeply with Sales

22. Representatives of AR
Insights in Israel
Gelbart Kahana represents AR Insights in Israel.

At ARchitect's core is a dynamic content-rich

database that contains comprehensive information
on 6,226 analysts from 616 different firms.
 Complementing the database is the Relationship
Manager designed to manage and streamline
day-to-day activities of an AR professional.
http://www.arinsights.com/

23. Global AR Services
 We are KCG’s representatives in
Israel
 The Knowledge Capital Group Inc.
(KCG) is the global leader and
foremost authority in Industry
Analyst Relations.
 www.knowledgecap.com

24. KCG-The Leader in Global AR
 KCG is the only Analyst Relations strategy firm
that has:
 Trained and certified over 2,000 individuals
on the fundamentals of analyst relations
 Over 700 companies as clients
 The industry's leading database of individual
analysts and their coverage areas
 Experience working with all types and sizes
of companies - from pre-revenue venture
backed start-ups to industry icons and
household names

25. Thank you for your time
Nancy Shapira-Aronovic
Gelbart Kahana Global Marketing
nancy@gk-biz.com
054-4863888