Top Tips To Embrace European Technology Analysts

Industry analysts play an important and often underappreciated role in validating and
endorsing your vision, strategy, technology proposition and road-map. While analyst
relations is critical on a global scale, UK and European based analysts also deserve
dedicated focus as tech firms scale across the region.

European analysts act as key influencers during the IT purchasing process. IT
decision makers routinely consult analyst research and perspectives to guide their
spending. It’s not critical to have paid relationships with all the firms, but it’s essential
to brief European analysts from the ‘big dog’ firms, as well as the boutique analysts
in the region.

When managed strategically, analyst relations can lend third-party validation from
these respected experts, and if all goes well, will confirm your value proposition and
help accelerate the sales cycle. And, when analysts disagree with you, they will say
so, and those insights are like gold-dust!

Every AR plan is different, but do consider a phased approach that includes the

  • A situational analysis to map existing global and European analyst relationships
  • Identification and research of the most appropriate target analysts
  • Assessment and clarification of your vision, strategy, proposition, technology
    road-map, competitive USPs and European business momentum plans/evidence
  • Develop the right analyst presentation (with clarification of what’s under NDA)
  • Ensure that your executives are prepared, briefed and coached on delivery
  • Stay engaged with analysts with regular business updates
  • Consider paid relationships, where they are mutually beneficial (and affordable)
  • Perform periodic perception audits to assess progress
  • Continue to monitor the impact of the analyst programme

Analysts offer market intelligence and will identify gaps and opportunities for your
company and message, so ignore their feedback at your peril.

In today’s competitive B2B technology landscape, European industry analysts are a
vital but sometimes underappreciated audience. A strategic approach in the region
can illicit valuable insights, lend validation, build advocacy, encourage buyer trust
and shorten that sales cycle.

So, what are you waiting for?

And, don’t hesitate to contact us to discuss your Comms Strategy and/or Industry Analyst Relations programme.

Five Tips For Finding the Perfect Comms Agency Partner

Whether you’re still lounging on your holiday sunbed, with a Piña colada in hand, or steadfastly steering the comms and PR ship for your business, it’s important for marketing and comms executives to consider what’s key when on the hunt for that perfect agency comms partner.

  1. Define the Team & Cultural Fit: One time, my agency team thought we’d won the business after delivering a great PR pitch to a tech firm… only to have its marketing director challenge us with a group task to complete in 20 minutes to evaluate our teamwork. Despite feeling like we had lost control of the meeting, we displayed agility, creative thinking, and addressed the challenge well, ultimately winning the business. To ensure a successful PR partnership, meet or speak with the team members who will be running your PR campaign and assess if their skills align with your requirements.  Are they resourceful, proactive, agile, and consultative?  How will they work with your internal stakeholders? Do they have the X factor you need?
  2. Get Clear on Business Goals: Transparency is crucial; you need to share your company’s real business goals upfront–whether that’s driving sales leads, establishing a better position in your tech category to attract an acquisition, or seeking investment to expand overseas. Define and prioritise the key goals, as they should shape the comms objectives and, ultimately, your PR programme.
  3. Communicate the PR Goals: Be crystal clear about the PR objectives you want to achieve: is it driving more positive industry analyst engagement, or gaining higher media share of voice compared to your competitors? It’ll help you both to know what you really want, and it avoids later disappointments. Include at least three key messages for the PR campaign to guide the agency’s thinking. If you’re unsure about that at this stage, that’s fine, but identify it as a priority to work together on from the outset. Additionally, provide clarity on target audiences and geographic areas where regional assistance may be appreciated.
  4. Reach Measurement Heaven: Indicate how you’ll want to be measuring success for your organisation and its executives. Any agency worth your money should have concrete initial views on measurement criteria, e.g., industry measurement best practice.  Ensure alignment from the beginning: you can’t improve what you can’t measure.
  5. Outline Your Budget: Don’t leave agencies guessing what the stakes are here. Be explicit about your budget or at least provide a range. This enables the agency to create a well-suited campaign for you and establishes a level playing field. Budget clarity will also help rule out agencies that might not be the right fit, saving time for everyone involved.

All in all, investing time in to crafting a thoughtful, business-oriented brief that communicates your requirements in a communications partner is worth doing as it will ensure you receive quality proposals from agencies that align with your needs.

That’s because while team fit, culture, and chemistry matter, creating a comprehensive brief upfront will lead you to the most suitable PR partner which really is equipped with the right set of skills to elevate your planned communications blitz to the next level. 

Now, get back to your Summer holiday! 

In Challenging Times, A Balanced Marketing Approach Is A Priority

Bill Gates once said, “If I was down to my last dollar, I’d spend it on PR.” This always made sense–but in the complex business world of 2023 it’s one tip that all scale-up tech business leaders should be following.

Why? In recessions, businesses are tempted to shift their marketing spend to bottom-of-the-funnel activities, as these may drive more immediate results. But while that’s clearly important, savvy marketing leaders, and CEOs, like Mr Gates, also never lose sight of the long-term benefits of maintaining investment in communications.

Here are just four reasons why maintaining a balanced marketing approach is key:

  1. Maintaining Brand Visibility: In a downturn, you may be tempted to prioritise short-term conversion. The problem: this could diminish your overall brand visibility. Even at the bottom of the cycle you need to keep ensuring you remain visible to your target audience, especially those that are not ready to buy right now but may do so in 6-12 months’ time. Consistent brand presence builds recognition, recall and trust, which are vital for sustained success beyond immediate sales.
  2. Gaining a Competitive Edge: While bottom-of-the-funnel activities may yield quick wins, maintaining PR during tougher times will allow you to sustain your competitive differentiation. Authentic thought leadership, ‘earned’ media coverage, solid analyst relations, and peer recognition via success in industry awards, for example, all build your share of voice, help you stand out in a crowded market and ensure long-term growth and market share.
  3. Follow the Money: While bottom-of-the-funnel activities demonstrate immediate revenue, smart investors look longer term too. Therefore, maintaining a sensible comms investment enables tech firms to communicate their value proposition more effectively, build reputation, and keep their potential to funders visible.
  4. Attracting Talent & Partners: In challenging times, the job market becomes ultra-competitive, with talented workers seeking financial and non-financial rewards. They won’t come to you if you’re invisible—and neither will partners (e.g., distributors, SIs or VARs) who are also on the lookout for new potential revenue streams from exciting vendors. PR plays a twin role here in showcasing your culture, values and your technology USPs, and is a core element in helping you attract (and retain) top talent and partners.

Summing up: while bottom-of-the-funnel marketing activities must continue, scale-up technology firms should consider the long-term benefits of investing in comms.

Maintaining brand visibility, gaining a competitive advantage, attracting investors and attracting/retaining top talent/partners are four reasons why–but a balanced marketing approach that encompasses both short-term gains and long-term sustainability is always the basis for success when the economic headwinds are uncertain.

Connect with us today to see how we can help restore your marketing balance.


The power of ChatGPT (and the like) has been spoken and written about everywhere and by everyone. And by now, we’ve all heard about the good, bad -and of course ‘the ugly,’ like the warning from global tech leaders that the technology could lead to the extinction of humanity.

How very like Star Trek that sounds.

However, putting aside the existential risk to humanity for now, what about the impact on tech brands, marketeers and senior comms professionals? For sure, AI is set to impact the way we all work as marketers, as it presents both opportunities and risks.

As other PR experts also say: there are risks around accuracy, bias, copyright, danger and ethics – but we’re advising clients and partners to embrace the technology, as there will be a raft of comms / PR areas where it can add value.

However, on the content development and social media side, ChatGPT and its competitors, whilst helpful on research and initial copy development, simply does not possess the human context, emotional punch and the authentic creativity of an experienced human writer – or a truly sentient being!

That means you, your team and comms agency partner must remain very much involved. You still need to work hard to create solid thought-leadership copy that a) stands out b) cuts through the noise and c) articulates what makes your brand and solution unique and compelling.

Despite the pressure to cut costs, delegating this important content activity to AI just won’t cut it.

To see why, download our Free 12-Point Comms Guide for ambitious and growing tech firms to get a better perspective on planning an effective B2B high-tech software and services comms programme.

We are still learning about how AI can help the PR profession, but we’d be interested to hear your thoughts and experiences, so do get in touch. In the meantime, have a great summer planning your PR programmes!

Spring Cleaning Your Messaging

As a UK-based boutique virtual communications agency dedicated to helping tech businesses to grow and prosper, Elate understands the role of effective messaging, but here we want to re-emphasise the significance of messaging for ambitious and growing tech firms like yours.

As a global communications director, and previous Elate client, says:

“Your people are incredibly important, but your strategic messaging is one of the most important corporate assets you own. It defines what matters: who you are and the value you provide. Done properly, it puts you head and shoulders above the competition. If you’re not sure it’s 100% right, then don’t spend a penny more on communications until it’s nailed.”

“Messaging is the heartbeat of your brand, enabling meaningful connections with customers, prospects, partners, employees, investors and a myriad of influencers. It amplifies the value of your proposition, cultivates a quality reputation and secures your brand’s share of voice.”

As we hit mid-Spring (yes, isn’t 2023 flying!) we urge you to embrace the opportunity to refine or create compelling company and proposition messaging.

Here are a few questions to guide your messaging Spring Clean:
• Is your strategic messaging aligned with your brand, mission and vision?
• Is it overly complicated and can you sum up your value in seconds?
• Can the team roll off your top two-three strategic messages?
• Does it resonate with key buyers, influencers and vertical sectors?
• How does it play in your priority geographic markets?
• Are you leading key industry debates with a clear and authoritative voice?
• How does your story compare to key competitors?
• Do your messages include evidence or are they simply grandiose claims?
• When was the last time you refreshed and tested them?

If you want to discuss how we can assist with your communications programme or messaging, let us know.

Wishing you a season of productive Spring Cleaning!


We are delighted to say that we’ve been appointed to support the UK and European PR for, a leading Silicon Valley based AI technology software company. We’re excited to help the firm communicate the commercial benefits of a strategic AI and ML approach to digital transformation amongst enterprise European CIOs and business function heads.

Stay tuned for more new client wins!

How to Sprint Towards a Successful ‘PR / Comms’ Business Relationship

On my run this morning (boy it was Brass Monkey weather today!), I thought about sharing some tips on how to ensure a successful ongoing client / agency relationship.  There are always ups and downs in these arrangements, as it’s of course partly linked to personal chemistry, but here are some of my key points for new, and even the more established PR, comms & marketing professionals, and agencies, on how to keep things positive and mutually successful for 2020.  

Plant Solid Foundations:

Providing upfront clarity is important.  Getting a clear brief, ideally a written one, but a verbal one could work too, on what the business actually needs is key. Beyond providing the key elements of the PR/comms brief, being clear on why the business needs support and what the business goals are, is required.  Is it, for example, about customer acquisition, investment, executive profile, geographic expansion or more likely a combination of connected goals?  Be honest and upfront, to avoid nasty surprises down the line. 

Active Listening:

From the beginning, and throughout the relationship, it’s important that both parties listen, really listen, to each other.  This is not only about building trust, and demonstrating understanding, but will enable the agency team to acknowledge, capture and integrate those ‘golden nuggets’ in to the programme.  Otherwise, these ‘magical gems’ could remain hidden, unsaid or worse still, said but unheard.  Likewise, agency consultants are providing advice that should be well thought-through, so brands should listen carefully, and seriously consider the advice.

Keeping It Fresh:

After the honeymoon period is over, that’s when the real work and fun begins.  The ongoing programme, linked to a clear plan, concise messages and agreed measurables, kicks off in earnest, but is partly dependent on contact, content, collaboration, chemistry and creativity.   Frequent contact with local and global teams will help trigger thinking and ideas, so build that into the schedule.   Content is still king, so ensure that there is a plan and process of identifying and building the smartest content from the most eager executives.  Collaboration with the broader team is key, as this will often inspire and spark ideas, but be frank about what will work in your region.  Chemistry and creativity are big issues, so more may follow here, but separately…

Marathon Not A Sprint:    

Linking ‘rather clumsily’ to my morning run, both sides desire a long term business relationship that is mutually beneficial.  Both honesty and realism are key, from the outset.  When it works well, it’s great, and we’ve all witnessed it work well, and indeed less well.   However, don’t shy away from contentious areas such as budget, mission creep, message challenges, KPIs, choice of agency partners or less than enthusiastic spokespeople / executives, as this all can be addressed.   

If we all collectively strive to move in this direction, this will help set us all up for a sustainable and successful long term and valuable Communications relationship.  Jog on!This is a work in progress for everybody, even us, but it has served us as a good directional guide.  


We had a great 2016, having delivered some impactful PR programmes for our clients. What’s more exciting for us, and the broader PR industry, is what’s in store this year. Here are our five views (and hopes) on how PR can further grow in importance.

Strategic PR Planning:

Businesses destined to stay ahead of the crowd will work with a strategic PR partner, and be increasingly open to a holistic PR approach. To achieve this, they should consider a partner that is not only robust on the execution, but is closely aligned with the business strategy.  Quick fixes & hits can work in the short-term, but having a strategic view will serve your brand better in the longer term.  The CIPR’s recent ‘State of the Profession’ report which indicated that 70% of agency practitioners now play some role in the business strategy, is a positive.

Messaging Refresh:

Many firms will need to look (or re-look) at how they describe their value proposition, the competitive point to their offer and how they identify and engage with audience-relevant issues. Especially in the B2B and technology world, jargon needs to be binned, as firms work hard to combat the ‘so-what’ factor.  Clearly articulating the vision, value and message for an increasingly time-poor audience will be crucial.

Content Marketing Evolution:

Research from The Content Marketing Institute (CMI) found that 66% of marketers expect to increase their budgets and the volume of content marketing in 2016. The winning firms need to get more interactive to appeal. Investigate more photos, video, slideshows, podcasts, infographics to complement the written word.  PR writing skills are not to be neglected, and this needs to be extended from articles, blogs and social media to other marketing disciplines.  PR pros should know the message, and how to write, to make a positive difference.

Better Measurement:

Businesses, quite rightly, want more measurable objectives across their marketing channels. Always a challenging question for PR firms, but we (clients & agencies) need to work together to agree what and how to measure.  The Amec framework (being developed further) is a good start, and enables both parties to plan, monitor and measure results against objectives. It considers all the stages and can show how your audience moves from awareness to interest, preference, action & advocacy.

Closer Partnerships:

This relates to even closer and more fruitful partnerships between brands and agencies (or multiple agencies) that truly understand each other’s goals and motivations. Real listening and empathy have a place here, and will go a long way to ensuring that objectives and thinking are aligned for mutual benefit.  Being polite, humble and kind also goes a long way, but that’s for another day…

Nothing rocket science here (we don’t think) but the challenge is for both parties to focus on the above during the year.

Have a productive and happy 2017!


Progressive technology & B2B firms recognise that their prospective buyers are far more sophisticated than before.

They are assessing your digital footprint, before you’ve even met. Data from Forbes found that 78% of salespeople using social media to sell, out performed those who weren’t. This has big implications for marketing and PR teams, in supporting this evolving sales function. Smaller and forward thinking firms can have a distinct advantage over their larger competitors. Here are ‘some’ basic tips on how to maximise the potential.

Audience Focus:

Take time to consider who your audience really are and where they are likely to be, across the numerous social platforms. This takes some work, but it is important. Don’t be tempted to spread yourself too thinly across all channels, and be everywhere at once. Start small and do it right – then build from there.

Valuable Content:

The business narrative has moved from product benefits to value provided. Across your audience, do a little research to assess what they value, the market & competitive context and how your proposition can add value. Focus your messaging around how you solve business problems, not the speed of your widgets.

Take a Position:

Linked to the above, position yourself as an expert in your field or take on a more challenger or niche role. You should be creating new, content and highlighting new initiatives or thinking. Or take a different slant on an existing client problem.

Build relationships:

This is a tough one, but as in normal life, this takes time and effort. Find out what your customers want and where are their pain points. Be honest and try not to be ‘too marketing’. If you can’t help them, perhaps you know somebody that can? The greater the engagement, the better it will be for your brand and sales efforts.

Keep Track:

Once you’ve got the basics in place, you need to monitor progress and quantify it, as best you can. There are tools available, in assessing what this social activity is actually doing for the business from social metrics up to sales.

There are no sure-fire answers, but if you are not part of the right conversations, in the right places, your competitors no doubt will be. Get going and re-focus, to help your brand and sales grow.