{"id":642,"date":"2014-05-19T17:45:43","date_gmt":"2014-05-19T17:45:43","guid":{"rendered":"http:\/\/geek-whisperers.com\/?p=642"},"modified":"2014-05-19T17:45:43","modified_gmt":"2014-05-19T17:45:43","slug":"he-is-the-very-model-of-a-modern-influencer-analyst-episode-48","status":"publish","type":"post","link":"http:\/\/geek-whisperers.com\/2014\/05\/he-is-the-very-model-of-a-modern-influencer-analyst-episode-48\/","title":{"rendered":"He Is The Very Model of a Modern Influencer-Analyst: Episode 48"},"content":{"rendered":"<figure id=\"attachment_645\" aria-describedby=\"caption-attachment-645\" style=\"width: 274px\" class=\"wp-caption alignright\"><a href=\"http:\/\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/HM-Headshot-Photo-2014.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-645\" src=\"http:\/\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/HM-Headshot-Photo-2014-274x300.jpg\" alt=\"Howard Marks wears many metaphorical hats\" width=\"274\" height=\"300\" srcset=\"http:\/\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/HM-Headshot-Photo-2014-274x300.jpg 274w, http:\/\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/HM-Headshot-Photo-2014-937x1024.jpg 937w, http:\/\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/HM-Headshot-Photo-2014-192x210.jpg 192w, http:\/\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/HM-Headshot-Photo-2014.jpg 1768w\" sizes=\"(max-width: 274px) 100vw, 274px\" \/><\/a><figcaption id=\"caption-attachment-645\" class=\"wp-caption-text\">Howard Marks wears many metaphorical hats<\/figcaption><\/figure>\n<p>Howard Marks wears many hats. He&#8217;s primarily\u00a0an analyst these days, with a full lab where he can actually test storage equipment. He&#8217;s also a journalist who has written for Network Computing for years. And finally, he&#8217;s a blogger and podcaster. He can wear any hat that helps him get the job done. This week the Geek Whisperers talk to Howard live from EMC World in Las Vegas.<\/p>\n<div class=\"powerpress_player\" id=\"powerpress_player_2592\"><audio class=\"wp-audio-shortcode\" id=\"audio-642-2\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3?_=2\" \/><a href=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3\">http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3<\/a><\/audio><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Wearing many hats makes it challenging to navigate corporate events: journalist, analyst, and blogger programs all expect their participants to be non-overlapping.<\/li>\n<li>The modern buyers journey &#8211; 50-70% of the buyer&#8217;s decision making process happens before ever contacting a vendor.<\/li>\n<li>How does this change marketing and the roles of influencers?<\/li>\n<li>Howard doesn&#8217;t cover news anymore. He&#8217;s a columnist, not a reporter.<\/li>\n<li>Are the modern influencers left hungry by current PR and AR programs?<\/li>\n<li>Purchase considerations: price, technology, company stage and stability, support, roadmap<\/li>\n<li>Customers are deeper in their knowledge but not broad.<\/li>\n<li>Howard once tested 117 different modems for an issue of PC Magazine<\/li>\n<li>Today, it&#8217;s hard to get broad\u00a0information on every product that addresses a certain need.<\/li>\n<li>Vendors resist apples-apples comparisons and even product categories.<\/li>\n<li>Wikibon&#8217;s <a href=\"http:\/\/wikibon.org\/wiki\/v\/Server_SAN_Market_Definition\">Server SAN\u00a0market definition<\/a><\/li>\n<li>Gartner and the like are only really available to bigger companies<\/li>\n<li><a href=\"http:\/\/research.gigaom.com\">Gigaom Research<\/a> and <a href=\"http:\/\/www.virtualizationpractice.com\">The Virtualization Practice<\/a> and <a href=\"http:\/\/community.spiceworks.com\">Spiceworks Community<\/a><\/li>\n<li>Howard clarifies that the CIO Golf Game Sale is about the relationship and follow-on sale, not the initial sale<\/li>\n<li><a href=\"http:\/\/thenewkingmakers.com\">The New Kingmakers<\/a> by Stephen O&#8217;Grady<\/li>\n<li>The PC was the original Shadow\/Dark\/Guerilla IT<\/li>\n<li>How not to approach an independent analyst: Don&#8217;t call, and don&#8217;t call to see if your email was received.<\/li>\n<li>This is not a shift in how the world works, just that there are different mouths that are being heard.<\/li>\n<li>Your role should be a tag, not a category. It&#8217;s not the dynamics that have changed, but it doesn&#8217;t fit into a database.<\/li>\n<li>Even if we work out what the CRM for Influencers database looks like, somebody in the organization still needs to own the relationship and foster it. Those Christmas Cards don&#8217;t send themselves.<\/li>\n<li>&#8220;Carrie from Veeam&#8221; now at Infinio was featured in Geek Whisperers <a href=\"http:\/\/geek-whisperers.com\/2013\/11\/podcast-28-pr-pros-strike-back\/\">Episode 28: The PR Pros Strike Back<\/a><\/li>\n<li>Stephen Foskett and Tech Field Day were featured in Geek Whisperers <a href=\"http:\/\/geek-whisperers.com\/2014\/02\/overcoming-crappy-content-with-real-people\/\">Episode 36: Overcoming Crappy Content with Real People<\/a><\/li>\n<li>It all comes down to telling a clear story.<\/li>\n<li>Howard is at <a href=\"https:\/\/twitter.com\/DeepStorageNet\">@DeepStorageNet<\/a> and <a href=\"http:\/\/www.deepstorage.net\">http:\/\/www.DeepStorage.net<\/a><\/li>\n<li><a href=\"http:\/\/silvertonconsulting.com\/gbos2\/\">Greybeards on Storage podcast<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/books.google.com\/books?id=_woML1VTJcEC&amp;lpg=PA105&amp;dq=PC%20Magazine%20archive%20howard%20marks&amp;pg=PA105#v=onepage&amp;q=PC%20Magazine%20archive%20howard%20marks&amp;f=false\">Howard Marks reviews 9600 baud &#8220;high-speed modems&#8221;<\/a> in the April 26, 1988 edition of PC Magazine.<br \/>\n<iframe loading=\"lazy\" style=\"border: 0px;\" src=\"http:\/\/books.google.com\/books?id=_woML1VTJcEC&amp;lpg=PA105&amp;dq=PC%20Magazine%20archive%20howard%20marks&amp;pg=PA105&amp;output=embed\" width=\"500\" height=\"500\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<div class=\"powerpress_player\" id=\"powerpress_player_2591\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-642-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3?_=1\" \/><a href=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3\">http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_links_mp3\">Podcast: <a href=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('http:\/\/geek-whisperers.com\/?powerpress_pinw=642-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"Geek-Whisperers-48-Howard-Marks.mp3\">Download<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"http:\/\/geek-whisperers.com\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Howard Marks wears many hats. He&#8217;s primarily\u00a0an analyst these days, with a full lab where he can actually test storage equipment. He&#8217;s also a journalist who has written for Network Computing for years. And finally, he&#8217;s a blogger and podcaster. He can wear any hat that helps him get the&#8230;<\/p>\n<div class=\"more-link-wrapper\"><a class=\"more-link\" href=\"http:\/\/geek-whisperers.com\/2014\/05\/he-is-the-very-model-of-a-modern-influencer-analyst-episode-48\/\">Read All Show Notes<span class=\"screen-reader-text\">He Is The Very Model of a Modern Influencer-Analyst: Episode 48<\/span><\/a><\/div>\n<div class=\"powerpress_player\" id=\"powerpress_player_2593\"><audio class=\"wp-audio-shortcode\" id=\"audio-642-3\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3?_=3\" \/><a href=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3\">http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_links_mp3\">Podcast: <a href=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('http:\/\/geek-whisperers.com\/?powerpress_pinw=642-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"http:\/\/media.blubrry.com\/geek_whisperers\/geek-whisperers.com\/wp-content\/uploads\/2014\/05\/Geek-Whisperers-48-Howard-Marks.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"Geek-Whisperers-48-Howard-Marks.mp3\">Download<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"http:\/\/geek-whisperers.com\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>","protected":false},"author":3,"featured_media":645,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"_links":{"self":[{"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/posts\/642"}],"collection":[{"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/comments?post=642"}],"version-history":[{"count":7,"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/posts\/642\/revisions"}],"predecessor-version":[{"id":651,"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/posts\/642\/revisions\/651"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/media\/645"}],"wp:attachment":[{"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/media?parent=642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/categories?post=642"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/geek-whisperers.com\/wp-json\/wp\/v2\/tags?post=642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}