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Making a Big Splash with Small Dollars
CircleLytics created market and concept awareness through a targeted AR program, exemplifying how startups can leverage analyst relations for business success. The results shatter the myth that AR success is limited to established vendors spending big dollars.
Maurik Dippel, CircleLytics’ CEO, brings a disruptive concept to the employee engagement space. The solution facilitates employee dialogue to address virtually any business challenge..
Maurik began working with Schaffer AR in October 2021 on a targeted campaign for validation, brand amplification, and message testing through the analyst community. Schaffer leveraged analyst interest in startup innovations to arrange (free) educational briefings on CircleLytics' unique approach and the significant value they were bringing to customers.
The analysts were impressed with the new solution and quickly invited CircleLytics to participate in research and as well as provided other market exposure. Now that CircleLytics is a known entity, analysts can introduce the company to prospects and vet the company with investors.
This case proves that with the right strategy, startups and scaleups can turn a small investment in AR into big results.
Large, global services firm
From Great to Even Greater
A very large, global service organization covers an enormous breadth and depth of services. They are one of the top players in their field, often seen as the one to beat. This is reflected in their very strong performance in analyst evaluation reports, such as the Gartner Magic Quadrant, the Forrester Wave and the IDC Marketscape. It is an impressive company with an impressive analyst relations team and process.
Schaffer AR came into the AR team to support leadership in expanding the program even further. Due to the high volume of market reports, and the thoroughness with which they participated, the team was consumed with responding. With a legacy of great results, the pressure was on to continue and even grow their dominance. That left little time and energy for proactive development of relationships.
Schaffer AR led several initiatives to support the team:
Conducted perception audits with dozens of analysts to capture their sentiment towards the firm overall and feedback on the AR relationship. This identified suggestions for business improvement as well as specific actions to strengthen engagement.
Created a proactive engagement plan for key analysts that laid out activities to interact more frequently and outside of report responses. This kind of engagement leads to increased value the business could gain out of the AR program.
Measured proactive performance through the engagements as well as monitoring coverage and inquiries. The goal was to increase coverage and mentions as a result of greater engagement.
The program increased proactivity and awareness among the team and helped prioritize time for long term benefits.
Reinventing Analyst Relations from the Ground Up
H2O.ai is scaleup in the artificial intelligence space that needed a complete rebuild of their analyst relations program. They turned to Schaffer AR to establish new objectives and processes, and then lead ongoing execution.
The rebuild included redesign of the entire analyst engagement program. Schaffer AR determined goals and metrics based on H2O’s overall business objectives, trained spokespersons, developed the engagement plan, and more. The execution included facilitation of analyst briefings, perception audits, and managing major evaluations reports, such as the Gartner Magic Quadrant and Forrester Wave.
In phase 2, the program expanded to include peer review sites and sales enablement.
The H2O relationship shows how Schaffer AR can take over an existing program and turn it into a strategic operation that minimizes time and effort, prioritizes focussed investments, and maximizes positive business results. H2O has significantly improved their relationship with critical analysts and raised the profile of AR in the organization.