Frequently Asked Questions
Analyst relations isn’t rocket science…but it’s not third-grade math either. Here, we answer some frequently asked questions.
What is analyst relations?
Analyst relations is a strategy for engaging with analysts who work for independent research and consulting firms like Gartner or Forrester. These analysts provide insights and expert guidance to enterprise and vendor clients around the world.
What do analysts do?
Analysts primarily do three things:
Advise enterprise buyers (your potential clients!) on strategic technology and services purchases
Track market share and industry growth
Help vendors better position themselves in the market
Why does my company need an analyst relations program?
A strategic, well-executed analyst relations program helps companies realize stronger marketing results through increased brand awareness and market credibility, incoming leads and analyst referrals. It’s also beneficial to all parties: Our clients' insights, work and thought leadership inform analysts’ research. Our clients gain credibility, leads and referrals by providing those insights. And enterprise clients can make an informed decision when searching for their next technology or service partner. You could say it’s a win-win-win.
There are so many research firms out there. How do you know who to target for my company?
We typically focus on The Big Three: Forrester, Gartner and IDC. These are the most influential analysts in terms of reach, as their enterprise clients include most of the Global 500. We consider each firm’s coverage and our client's expertise when developing their specific analyst relations strategy.
How much does an analyst relations program cost?
Short answer: It depends. We customize each client’s program based on several factors – number of products/service lines, internal support resources, and executive/SME availability, just to name a few. Following a complimentary 30-minute consultation, we will send you a proposal tailored specifically to your business and budget. For our Fully Outsourced program, this typically includes a fixed cost for the first 90 days, followed by a monthly retainer, plus optional add-ons.
We offer four different types of programs, though because of the myriad factors to consider, no two companies’ strategies are identical. And you won’t be paying for anything you don’t need.
I’ve never talked to an analyst before. How will I know what to say?
We will prep you! Each of our programs includes upfront training, including what to expect and best practices for each type of analyst interaction, informed by our extensive proprietary database. Don’t know the difference between a briefing and an inquiry? Not to worry…that’s what we’re here for. With our Fully Outsourced program, we facilitate all interactions with analysts. You provide the subject matter expertise, and we do the rest.
Does my company need to buy a firm subscription to talk to analysts?
In short, no. An analyst can take a briefing with any vendor s/he wants. But becoming a member definitely has its advantages, such as unlimited inquiries and report downloads. To be clear, analyst relations is not pay-to-play—you pay for access, not coverage. Whether you pay or not, however, you’ll still need to have an effective analyst relations strategy in place. We can help determine if an analyst subscription—and with which firm(s)—makes sense for you.
My company needs an analyst relations strategy…but how do I know if we’re ready?
Before investing in analyst relations, ask yourself the following:
Do we have a good story to tell? You must be crystal clear on your vision/roadmap, the problems you solve for your clients, and how you differentiate from your competitors.
Do we have real clients with real results we can share? Analysts need proof that what you say is true. Client case studies are that proof. If you have clients that will speak with analysts, even better.
Do we have unique insights and thinking that the industry should know about? Analysts think and write about what’s next. They want to talk to companies that do too.
Will our executives be available when needed? Analysts need access to executives and those that are doing the work, not the marketing team.
If you can answer “yes” to all of the above, then you’re ready. Schedule a consultation today!