Next-generation B2B analyst relations (AR) is a buzzword these days. What exactly does it mean? Simply put, there’s a push for extending analyst relation programmes to engage with smaller independent firms to garner new thinking, as well as continuing to work with large analyst firms such as Gartner, Forrester, IDC.
We agree, a re-think could be valuable. There isn’t a one size fits all approach to B2B analyst relations. What’s foundational is doing the research to find the right analysts to cover and care about your company. This could be an independent analyst (one-person consultant) or a smaller firm, such as Freeform Dynamics that is working to prove its methodology and build relationships in your industry. Our recommendation is to stay open and brief as many relevant experts as you can. Their feedback and advice can be invaluable when you’re forming your strategy, changing your business model, or launching a new product.
A key factor to any analyst relationship is the value they’re providing. Evaluating how they could contribute to your success is important. For example, perhaps being named in their upcoming matrix or quadrant ranking could significantly influence the number of sales you close before the end of the year. This is worth your time and investment, so knowing upfront what the results could be and how you can measure the success of your engagement is a must.
We also recommend meeting with analysts at industry conferences like Mobile World Congress instead of only attending analyst-sanctioned events (vendor analyst days). Analyst-specific events can all too often end up being a sales pitch from analysts and miss the bigger picture of building a relationship. At an event like MWC, you’re in the driver’s seat providing them with information and updates that could be included in relevant reporting or research notes down the road.
B2B tech analyst relations is a passion of ours. We take it as seriously as PR because we know it can help B2B tech companies establish thought leadership, build credibility in their industry, and create trust with customers. We can help you leverage AR. Contact us.
