B2B analyst relations (AR) often takes a back seat to other marketing initiatives like PR. At TechComms, we believe b2b analyst relations needs a seat at the table working in lock step with your PR programme. B2B tech companies have a lot to gain from investing in a B2B tech analyst relations programme, including valuable credibility that helps build trust with their customers.
Analysts understand markets better than anyone. They are deeply entrenched in learning and researching the innovations and strategies that are evolving an industry. Analysts can take the time to truly understand what’s happening in a market and evaluate all the vendors innovating in that industry.
Working with analysts can provide you with perspective, feedback, and insights that are unlikely to be obtainable from internal sources or the media. They can play a crucial role in influencing customers to choose your solution. Customers will often evaluate technology based on analyst reports. They look to analysts as a non-biased third party that can cut through the marketing hype and detail the pros and cons of what a solution has to offer.
When you establish an ongoing relationship with an analyst firm, you can work with them to secure content that can be used in blogs, press releases, webinars, and customer outreach to communicate your value. Information that comes from trusted experts helps boost your credibility.
We recommend developing a b2b tech analyst relations strategy that includes engaging with analysts virtually and in-person at major industry events like Mobile World Congress. In-person briefings at MWC are ideal for showcasing your solutions and getting in-depth feedback and insights about your strategic direction. Participating in paid research reports can also be valuable providing you with their expert research capabilities and comprehensive reporting on subjects your customers care about. Once you have a long-term relationship, you may also be included in any number of relevant research pieces, such as Quadrants, Waves, Matrix, and vendor technology overviews.
If you’re ready to explore a b2b tech analyst relations programme, contact us.
