A B2B analyst relations (AR) programme can complement your PR programme in many ways. At TechComms, we don’t consider them as two separate things, rather we evaluate analyst relations based on the value they can provide for building a stronger PR presence. With that said, there are some key differences between AR and PR. Here’s a quick look at some of them.
AR is a long-game strategy. B2b PR can often feel like a mad dash to maximise media coverage in a short timeframe. In contrast, b2b AR is anything but short. In terms of preparation, strategy development, or relationship building, expect to spend a lot of time fostering and building analyst relationships that last.
Coverage is never a guarantee. Even if you’re briefing analysts for their upcoming research report, that doesn’t mean you’ll be included in it. Think of the time you spend briefing them as an investment in building rapport that may or may not result in actual coverage.
Paying for coverage can be a strategic advantage. Analyst sponsored or commissioned reports that you pay for can be a great way for your company to establish thought leadership and credibility. Setting aside budget is key with this approach. It can be a significant investment of time and money. But it pays off in the long-run. These reports have a long shelf life and can be used to create webinar content, press releases, infographics, and other content marketing assets that will appeal to customers because it’s third-party validated by industry analysts.
Analyst relationships can be valuable influencers on social media. Knowing how to engage with analysts on various media channels can improve your credibility as an expert in your industry. Follow the analysts that cover your industry, and provide them with valuable insights and information to help them round out their posts.
Analysts attend major conferences like Mobile World Congress. Targeting analysts at events like MWC can help you keep analysts engaged. You can meet with them and brief them on company announcements, product news, and provide interactive demos. No resulting coverage may happen, but it will keep your brand top of mind.
Building a successful B2B analyst relations programme can provide a positive boost to your B2B PR tech programmeefforts and overall marketing success. We can show you how AR can help your company. Contact us.
