When we ask b2b technology companies about their approach to analyst relations, their replies are all over the map.
Some companies have a deep well of opinions alongside an advanced strategy, long history and serious investment. Others haven’t even dipped their toe in the water.
No matter the existing approach, the good news is that developing and deploying a basic analyst relations strategy is not only quite straightforward, it offers serious long-term value.
Analyst briefings scheduled twice per year with a company executive can improve a tech company’s go-to-market strategy, product roadmap and lead generation.
Let’s dive in.
Why you should invest in analyst relations
The first thing to know about analysts is that their M.O. is to be industry experts.
Whether an analyst works for a big firm that touches many industries (such as Gartner or Forrester) or a niche firm devoted to a specific sector (such as RSR or IHL Group in retail), analysts typically get their start by working in their field. Take a look at a retail analyst and you’ll likely see they held an executive position with a retail organization.
Once they transition to a career as an analyst, their job is to understand the industry, players, challenges and solutions, and explain this via reports. To gain this insight, analysts complete briefings with tech providers and end-users alike.
When you should schedule analyst briefings
The perfect time to schedule a briefing is when you need expert advice.
Pivotal moments during a company’s history such as before a company/product launch or rebrand, during executive transition, or after completing an annual strategy are all perfect times to seek outside perspective from an analyst.
Once you’ve established a relationship during a pivotal moment, you’re ready to nurture that relationship through recurring annual or biannual briefings.
Analysts will be able to provide perspective that impacts strategies such as:
- Company go-to-market plan
- Content marketing plan
- Product positioning
- Product roadmap
- Sales strategy
- Investor pitch deck
Who should staff analyst briefings
The best practice is to schedule analyst briefings with one or two company executives who can offer high-level insight into overall strategy. With this in mind, a CEO is a natural fit. If a CEO is not available for analyst briefings, a marketing executive can also often speak to overall strategy such as go-to-market approach, product marketing and solution set.
If you’re scheduling an analyst briefing around a newsworthy event, you also may consider inviting executives related to the news. For example, if you’re scheduling a discussion about an upcoming product launch, invite your CEO and director of product.
How to schedule an analyst briefing
If your company is not investing in a paid, ongoing relationship or specific analyst project, the most likely way you’ll engage is via one-off briefings you schedule once or twice a year.
Analyst firms offer 30- or 60-minute briefings with non-clients; tech companies can request these briefings via an analyst firm’s website.
Once a briefing is requested, analysts can confirm or deny the briefing. The reason an analyst will schedule a briefing with a non-client is to gain a better understanding of their industry.
With this in mind, you’ll want to do your homework. Only request briefings with analysts that are a good match to your solution, and when you submit a request specifically share why the briefing will be valuable to them.
Extra credit! How to build long-term relationships with analysts
At the end of your analyst briefing be ready to discuss next steps. Analysts want to keep learning about their industry, so ask if they are open to continuing the relationship by connecting with you via email or social media.
If they’re open to sharing contact information, use it sparingly and be sure to provide value when you get in touch. Include analysts when getting out a press release on big company news, but don’t add them to your general newsletter blast unless they specifically ask to be included.
Make analyst relations a core part of your strategy
Companies are always at risk of becoming echo chambers, full of employees who have worked together effectively for so long that they struggle to develop unique points of view. Analyst briefings address this challenge directly by offering expert industry advice that deviates from the norm.
Creating a strong analyst relations strategy, even if it is minimal, ensures that your annual company plan and pivotal campaigns skillfully meet the market and prepare you for long-term success.
Next up: we’ll dive into how to make the most of analyst briefings in part two of this blog series. Stay tuned to learn how to create a great analyst briefing presentation.
Get help with your analyst relations strategy
Ready to execute but need help? Ketner Group offers analyst relations as a core part of our communications services. Reach out, we’d love to talk shop.
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