Industry Analyst Relations
Industry analysts are important experts and influencers. They research and analyze market and technology trends and products. Then they provide strategic business and technology advice to leaders at organizations of all sizes, including your potential customers. Analysts may recommend that clients consider your company and products for their initiatives.
Organizations collectively invest millions of dollars annually to receive insights from analysts at large research firms, including Gartner, Forrester and IDC, and many midsize and boutique research firms, such as 451 Research, Frost & Sullivan and Omdia. So, it’s critical that key analysts are aware of your company and products and include them in research and counsel.
Analysts’ expertise, influence and advice extends not only to technology buyers but also to vendors. In addition to performing market and technology research and advising your current and potential customers, analysts also advise technology vendors regarding business, product and marketing strategy. Your company can gain valuable insights from analysts about what the market wants, what to offer, how to talk about your offerings, and how to be competitive and ensure your success. Connecting with analysts who regularly follow and speak with many other companies keeps you informed about how analysts and others are framing conversions, which can help you shape your story and improve your company’s traction in the marketplace.
Analysts provide strategic business and technology advice to leaders at organizations of all sizes, including your potential customers.
Writing for Forbes Communications Council, Bospar founder and principal Curtis Sparrer explained:
- “PR’s goal is publicity, immediate awareness and, ideally, transforming coverage into sales leads. AR seeks to drive influence that supports sales, which is a longer-term activity.”
- “An AR program is about ‘influencing the influencers’ and seeking to sway buying decisions over time.”
- “Analysts are the ‘eyes and ears’ of enterprise IT buyers; they track key players, their products and their applicability and value to analyst firms’ own clientele.”Personalized content: Tailored to audience behaviors and preferences
Bospar can help!
Bospar can support your organization in analyst relations, whether you’re just getting started or have many established analyst relationships. Bospar has managed analyst relations for hundreds of clients over many years. Our results include accolades about our clients’ offerings in analyst reports, inclusion in Gartner Cool Vendor, Magic Quadrant and Forrester Wave rankings, analyst quotes in media and marketing content, invitations to speak at influential analyst conferences and inclusion on the shortlist of recommended vendors for business and technology initiatives.
Bospar provides these services as part of an analyst relations program:
- Analysis of the analyst landscape regarding your markets and technologies, including the research firms and analysts covering your space and what they’re writing about and recommending in their reports
- Analyst relations strategy based on the above analysis, including which research firms and analysts we should contact, in which order and with which messages, information and subject matter experts in your organization
- Presentation advice and development to ensure you have the best flow, level of detail and information in your presentation for a successful analyst briefing or presentation at an analyst conference
- Analyst relations and presentation training for your subject matter experts to ensure successful rapport and presentation delivery in your analyst briefings
- Analyst outreach based on strategy and refined messaging to ensure that analysts will accept the opportunity to meet with you and learn about your company, strategy, products, services and customers
- Attendance at analyst briefings to make introductions, set the context of the briefings, take notes and help determine next steps for follow-ups and maintaining the relationships
“Analysts are the ‘eyes and ears’ of enterprise IT buyers; they track key players, their products and their applicability and value to analyst firms’ own clientele.”
- Follow up and relationship maintenance with our analyst network
- Serving as a liaison for analyst reports to ensure the analysts have all the information they need to best understand and profile your company, products and services
- Lobbying for Gartner Cool Vendor, Magic Quadrant and Forrester Wave inclusions
- Ongoing monitoring of the analyst landscape and analysts’ reports and thought leadership to ensure that we are continually contacting key analysts, maintaining existing relationships and developing new relationships
- Ongoing counsel to communicate our insights and adjust strategy and messaging for successful analyst relationships
- Ongoing outreach to analysts for significant announcements and organizational and product developments to ensure that analysts maintain awareness of your company, offerings and milestones
