Length: 5 pages For Analyst Relations Professionals
July 25, 2007
AR Should Use The Main Web Site To Convey Information To Analysts
Existing AR Portals Have The Right Goal, But Execution Is Flawed For Most
by Maribel D. Lopez, Merv Adrian
with Eric G. Brown, Robert Muhlhausen

This is a document excerptEXECUTIVE SUMMARY

Today's password-protected analyst relations (AR) Web portals have little traction with analysts. Three-fifths of the 77 Forrester and external analysts who we surveyed do not use these portals at all. Our survey revealed that password hassles, low awareness of existing portals, and an absence of clear value limit the adoption of today's AR portals. The news is not all bad, however, because analysts do use vendors' main Web sites. Instead of building dedicated portals, AR should work with marketing to get analyst-targeted content into the general site, with easy navigation from the home page. The site must also include search terms and keywords that analysts will use and facilitate company interaction by providing AR with contacts and ways to request meetings online.

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Analyst: Merv Adrian
Technology: Customer Experience, Web Site Design
Industry: Analyst Relations Best Practices, High-Tech, Tech Sector Economics
Geography: Asia Pacific, Europe, North America

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