Best Practice Report

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

July 25th, 2007
With contributors:
Eric Brown , Robert Muhlhausen

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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