Industry analysts play a vital role in validating technologies and advising end users on purchasing decisions - but what if the technology is so innovative, the analysts have no frame of reference?
Using a targeted analyst outreach strategy to define new markets
Radisys had an innovative product, its Media Resource Function (MRF). The company recognises the importance of industry analysts, but when it came to talking about the MRF product with industry analysts there was no defined point of reference as the product’s capabilities seemed to straddle several different technology segments. Due to potential confusion over where MRF belonged in the telecoms technology landscape, Radisys needed help to position the MRF into multiple target markets and customer segments. Doing so would help engage relevant analysts and, in turn, enable them to talk about MRF with end users and potential customers of Radisys.
Through detailed interaction and briefing, CCgroup worked with the product lead at Radisys to ensure we had a full understanding of the technologies involved. CCgroup then used this understanding to begin constructing a messaging grid that provided Radisys with key talking points around each of the three technology segments that the MRF touched upon: telecoms cloud, video conferencing, and carrier class IMS equipment suppliers. We also added a layer of key messages that sat across those segment-specific talking points as well as messaging around the competitive landscape. The result was a messaging grid that made sense of MRF within the context of the technology segments it straddles, essentially covering all bases for subsequent briefings with analysts and helping them understand where the product is most relevant.
The next stage was to use CCgroup’s extensive knowledge of the telecoms industry’s analyst landscape to align key influencers to each of the technology segments. The result was a very granular document that provided a clear understanding of the relevant technology segments in relation to MRF, what the specific talking points should be on each segment and cross-segment, and who the most relevant analysts were that would be briefed.
Armed with the MRF messaging grid, CCgroup then targeted briefings with the most relevant and influential industry analysts to introduce MRF and evangelise its benefits. In all, CCgroup arranged more than a dozen analyst briefings for Radisys, with analysts from firms that included IDC, Forrester, Gartner and Ovum.
The document also performed an essential role in helping develop presentation material and other marketing collateral that could be tailored to specific areas of interest for the analysts – focusing spokespeople and sales teams solely on what the analyst and customers were most interested in.
In all, the approach CCgroup took helped build a sales environment for Radisys’ MRF product by ensuring that analysts were equipped with the knowledge of how the MRF fitted into the ecosystem. By taking well-honed messaging to the analyst community, we were able to establish a dialogue that resonated with these key influencers. In turn, this helped shape other targeted sales and marketing activities.