Analyst Relations

Analyst relations is essential to media relations strategies and can be a beneficial practice for companies in the long term. When done right, analyst relations (AR) can help companies differentiate themselves from the competition and increase market share, which can result in greater profitability. AR experts advise companies to build a two-way relationship with their vendors. Experts brief and educate analysts about the company and products, and implements the analyst’s market knowledge to make a positive impact on the business.

Thanks to their in-depth market research, analysts are the custodians of authentic industry resources and carry influence within their industries. This makes them reliable sources for reporters. They often seek help from analysts to confirm trends, and provide insights and add quotes that add credibility to their reportage on companies and sectors. Analysts’ domain knowledge is what makes them adept at advising your customers, generating reports, blogs and other information, which can serve as opportunities to have your company mentioned.

Establishing early introductions with critical industry influencers can provide expert views prior to a launch and actualize potential for endorsement. At PRmention, we can facilitate analyst meetings that work in favor of clients’ corporate positioning, position product launches and enhance corporate image through effective business communication. After identifying client requirements, we coach them to make a credible first impression among analysts.

Our key analyst relations capabilities include:

Identifying relevant industry analysts
Scheduling and facilitating analyst briefings
Pitching for coverage in schedule analyst research reports
Developing corporate presentations and newsletters for the analyst community
Scheduling tradeshow briefings with analysts
Implementing measurement tools for coverage in analyst reports

Who Is an Industry Analyst?

Simply put, industry analysts are experts who can analyze your company’s performance and talk about it. Their words can influence both, the ones making products as well as the ones purchasing them. They publish various reports and rankings that carry opinions, analysis and volumes of insights on companies and the industry at large.

What Is Analyst Relations?

Within the technology sector, all product/service providers are in mutually-beneficial relationships with the members of the IT analyst community. This is for the simple reason that the technologies developed by these companies are something that the analysts research on, making it of great importance to both parties. The quality of this business association is determined by the level of participation by tech providers and their relevant analysts.

What Is Analyst Relations?

At PRmention, Analyst Relations are managed by a team of experts, with special focus on the sequence of interactions of technology providers with relevant members of the industry analyst community. The initiations are characterized by regular, structured and mindful conversations with analysts (and analyst firms). We maintain a discreet code of conduct, wherein the analyst’s independence and objectivity are upheld. We also ensure two-way exchange of information and insight. The interactions are aligned with the client’s business strategy and events, with an aim to ensure generous participation by vendors/analysts.

These engagement activities are designed to help our clients gain credibility, better manage brand influence and enable superior decision making. Some of the key interaction opportunities include vendor/analyst briefings, analyst inquiries, industry events, and workshops.

Why Analyst Relations?

Companies often face branding challenges, which are often related to the existence and influence of industry analysts. Here’s why business leaders from all walks of life recognize the importance of Analyst Relations:

Establish
Credibility
Demonstrate credibility
to your buyers
Exercise the Power
to Influence
Control analyst influence
over your customers
To be
Insightful
Make influential decisions with
holistic business intelligence

So, what do industry analysts have to offer you? Let’s bifurcate them into two categories:

Enhanced sales/marketing efforts
Analyst reports aim at informing and influencing buying decisions of businesses, and positive opinion of a company can lead to subsequent rise in sales and brand awareness.
Consulting
Among their other roles, analysts are known for providing distinguished guidance. Companies planning to introduce a new product in the market should consider including relevant analysts in their launch process. They will actively follow your market and space and can offer some insightful business tips and a neutral perspective that can help you broaden your areas of focus and messaging.

How to Analyze Analyst Relationships?

To begin the process of analyzing relationships with analysts, we first look at the analyst relationship lifecycle. Based on our collective domain expertise, we have broken the lifecycle into six major milestones:

Engagement
Engagement
This includes positive response from the analyst. Achieving this milestone indicates that the analyst has personally engaged with you or your brand, and wants to stay updated on your brand.
Self-Initiated Engagement
Self-Initiated Engagement
When analysts initiate conversation in the form of calls, emails, and/or LinkedIn messages, you can consider it to be self-initiated engagement. This reflects that the analyst has an understanding of your brand and finds value in communicating directly. You may expect the analyst to ask for additional information on your brand, customer references for a report, or your input on a report.
Briefing
Briefing
Analysts are selecxtive in accepting invitations to a formal briefing on a topic. So, it is a good sign when an analyst is willing to be present for the launch or the demo of your product. Following the briefing, the analyst will have a better understanding of your product and the value it brings to your customers. Use this opportunity to showcase your corporate values and future plans.
Paid Engagement
Paid Engagement
On several occasions, you may have to pay for an analyst to produce a report or article on a topic and include your product. A paid engagement will not be fruitful unless the analyst feels there is a need for such a report and values your offering. A positive response from him/her on a paid engagement indicates a strong understanding of your product and alignment with your company’s thinking.
Mention
Mention
This is a great move towards establishing great relations with analysts. When your brand is mentioned in an analyst’s report, webinar, or whitepaper, it reflects brand awareness among the relevant analysts. This is likely to happen when the analyst has a strong understanding of your offerings and trusts your brand enough to mention it in the piece.
Client Recommendation
Client Recommendation
This milestone is arguably one of the key reasons that companies pursue analyst relations, and surely one of the toughest to achieve. Client recommendations by an analyst indicates that he/she considers your product to be a solution provider for one of their clients.

How to Engage with an Analyst?

There are two primary ways of engaging with an analyst, an inquiry and a briefing.

Inquiry
Inquiry

Inquiry, also called consulting call, is a call to the analyst wherein your goal is to provide them with exclusive insights into what your company is doing and where you’re headed. This interaction is typically under non-disclosure agreement (NDA) between the analyst and you. You can be as candid as you wish to be and expect valuable information from the conversation. These calls aren’t limited to just one topic of discussion and often cover:

  • Products in the pipeline
  • Broader discussion on corporate strategy and roadmap
  • Insights on customer behavior and their expectations
Briefings
Briefings

Analyst briefings work better than press briefings as you can maintain your viewpoint. It is a formal meeting to intimate analysts about the latest developments in your company. The only difference is you have to present detailed reports and information, and conduct the presentation during an analyst briefing.

Forming a consistent relationship with relevant industry analysts is always beneficial for a company. This way, you will spent a certain number of hours discussing industry trends and your company performance over the course of a quarter or a year. At PRmention, we help you identify these analysts, initiate conversations with them, and manage your analyst relations.

What Includes Analyst Relations
Measurement?

Several companies focus on finding the connection between Analyst Relations and revenue. It is helpful to associate the contribution from the deals that are influenced by analysts, and then analyze how Analyst Relations has shifted the analysts’ perceptions in your company’s favor. Key Analyst Relations Measurement tools include:

Analyst Mindshare
Benchmark
The Analyst Mindshare Benchmark highlights how companies can refocus their efforts on analysts who can influence customers.
Relationship
Maturity
The Analyst Relationship Maturity Audit determines the level of a company’s relationships with key research firms.
Analyst/Advisor
Attitude Surveys
These surveys provide specific feedback to vendors on analyst and advisor attitudes and perceptions.
Influencer
Quadrant
The Influencer Quadrant identifies which companies’ profiles are performing better, and which are on the decline among the industry analysts.
Analyst Value
Survey
This annual survey is the only public survey that highlights how people value analyst firms. The survey is conducted among analyst relations professionals and other industry members who rank analyst firms. This makes it easier to compare the ability of analyst firms to generate value for users.
Analyst Value
Index
The Analyst Value Index provides a unified ranking to compare the value offered to users by different analyst firms. This number is determined by collating key tangible and intangible qualities of analyst firms.
IDEAL Audit
The IDEAL Audit gives a complete picture of how your Analyst Relations program is delivering, and enables Analyst Relations experts to gather insights on optimizing the five key Analyst Relations tasks, including Identification, Development, Engagement, Alignment, and Leverage.

Content Planning and Review

Numerous corporates invest in hiring PR experts to communicate with analysts about their latest business developments. This can often go wrong as the information may not meet the analysts’ needs, and can lead to analysts misinterpreting and considering it as the lack of openness from the company’s end.

We understand the key aspects in content that are required for a successful analyst presentation. With this knowledge, we ensure that our communication with clients includes corporate strategy, market segmentation, current offerings, future projections, proof of client success, and work in progress on future solutions.

Our content is focused on helping clients to generate relevant information that meets the specific needs of their key analysts. We conduct several qualifying tests to see if the new analyst presentation answers questions related to the product that can be asked by market experts. We ensure that the content is enhanced on the basis of objective feedback from experts before it reaches analysts.

So, are you ready to initiate your Analyst Relations program with us?