Congrats, your company has been included in an analyst report. Now what?
Don’t keep it a secret! Inclusion in objective third-party research is a game-changer for increasing awareness, credibility, and leads. And not just major evaluative reports like the Forrester Wave or Gartner Magic Quadrant. Even a mention in a minor piece of research can have major impact—if shared properly. Here are some best practices (and rules) to keep in mind:
Secure approval. Each analyst firm has different citation policies, so make sure to know (and follow) their guidelines. Marketing/corporate announcements typically require approval, while personal shares may not.
Ensure compliance. If you want to share the report itself (vs. a link to the report on the analyst firm’s website), get reprint rights. Though you can still share the news about the research without purchasing a reprint, you’ll have a bigger impact if you can share the whole report.
Create a plan. Will you spread the news on social media or your website? In a press release, client newsletter, or blog post? Will you use it in pitch decks and demand gen campaigns? There are endless ways to share, so work with marketing to develop a plan that aligns with your company’s goals.
Highlight key findings. Focus on key findings and insights that are most relevant to your audience. Use clear, concise language and include visuals, such as charts or graphics (if allowed), to help illustrate your points.
Become searchable. Use relevant hashtags on social media, blog posts, and metadata to help increase visibility and reach a wider audience. And, don’t forget to tag the analyst(s) who authored the report.
Encourage engagement. Create content that invites discussion. You’ll generate more interest in the report and gain valuable insights into what your audience is interested in. And don’t forget to encourage your employees to comment or reshare as well.
Enable sales. Have a process for sharing with your sales teams and make sure they know how to use the report in their sales efforts.
Track results. Analyze engagement and reach across the different channels to see what resonates with your audience, and adjust your strategy as needed.
Remember, sharing your inclusion in an analyst report is a powerful tool to reach a wider audience, build credibility, and generate leads. Don’t be shy!
Checklist for spreading the news
Know the citations policy and secure approval if needed
Tag the analyst(s) and analyst firm and use relevant hashtags on social media
Call out a key point/quote and add analysis
Mention it’s behind a paywall (if no reprint rights) or link to reprint if purchased