The Definitive Guide To Analyst Relations

What is B2B technology analyst relations?

An Introduction to Analyst Relations: Unlocking Value for Your Technology business

In the turbulent seas of modern business, you need more than just a robust boat. You need an experienced navigator who can quickly adapt to changing conditions and even anticipate them. This is where Analyst Relations (AR) come into play, serving as your expert guide, steering your organisation in the right direction in the stormy waves of market volatility.

Here's a little podcast we did with one of our favourite clients and long-term Resonance friend, Nadia Nizar.

What Is Analyst Relations?

At its heart, Analyst Relations is about the mutually beneficial relationship between businesses and the leading minds and influencers in their industry.

Analysts are the lighthouses in the business world, highlighting critical insights and guiding decision-makers on their sometimes challenging journeys. Renowned analyst firms like Gartner, Forrester, and IDC offer a comprehensive view of market dynamics. Their dialogues with buyers, other vendors, investors, and influencers give them a deep understanding of the markets they support.

But what good is a lighthouse without a ship captain? That's where AR professionals come in, converting this beacon of knowledge into a navigational tool to avoid hidden dangers and discover new and exciting opportunities.

The Institute of Industry Analyst Relations (IIAR) provides a clear definition of analyst and influencer relations:
"Analyst & influencer relations (AR) professionals engage with industry analysts and other B2B influencers on behalf of technology vendors. They build relationships with the analyst community and drive conversations about vendors and their solutions to gain strategic insights, educate analysts to help them knowledgeably position vendors with their user clients and leverage analyst research and content for marketing purposes and advocacy with technology buyers."

ARInsights further defines it as:
"Analyst Relations (AR) is an important and continual marketing and communications activity – whereby technology vendors seek to educate and influence the industry analysts who cover their markets. Through AR, companies convey what they do, how they do it, their unique value propositions and their customer successes to analysts and other B2B influencers. The goal is for those experts to then write and speak, both accurately and positively, about the companies: increasing awareness for vendors and their solutions, and influencing potential buyers."

AR is about forging relationships with industry experts to gain insights, educate them about your solutions, and use their research and content for to guide decisions and for marketing purposes. It's a strategic activity that can significantly influence your B2B technology company's positioning in the market.

However, the balance in the definitions above is in the favour of using AR as an awareness and influence tool.

At Resonance, we firmly advocate for both the Earn and Learn side of analyst relations. The world is complex to do business in, change happens fast. New threats and opportunities pop up at speed. Analysts help businesses keep their eye on the horizon - they are a true lighthouse to support decision-making, positioning, competitor insights, trends, and emerging buyer needs. Their data and insight can be leveraged, alongside other critical sources, to make the smartest decisions.

There are four core areas analyst relations can help with:

1. Leveraging Analysts to Drive Market Perceptions (reputation, credibility)

2. Leveraging Analysts to Increase Short-List Opportunities (Demand Generation)

3. Leveraging Analysts as a Micro-Population of the Market – Provide an outside-in view for strategy and decision-making

4. Direct Support of Sales 

The benefits of B2B technology analyst relations: What is the value of AR?

There are many benefits to building and managing relationships with analysts. Analyst relations helps with:

Increased brand awareness: Analysts are well-respected and influential figures in the B2B technology industry. By building relationships with analysts, companies can increase their brand awareness, visibility and credibility among their target audience.

Better-defined value propositions: In the crowded and competitive B2B technology landscape, companies need a clearly defined value proposition. Analysts help companies understand their target market better and identify their unique selling points. Working with analysts, companies can develop and refine their value propositions, making them more compelling and persuasive to potential customers.

Improved thought leadership: Analysts are constantly looking for new and innovative B2B technology solutions. By working with analysts, companies can share their expertise and insights, and establish themselves as thought leaders in their industry. Businesses can also dive into the minds of the analysts and explore the future with them, giving them the foresight for trends.

More qualified leads: Analysts have a deep understanding of the B2B technology market and their clients' needs. By working with analysts, companies can generate more qualified leads and improve their conversion rates. Analysts also speak to your target buyers, advising them on strategy and technology. By getting in front of the right analysts and providing them with the right information, you can get a warm recommendation.

Enhanced sales and marketing efforts: AR professionals can work with sales and marketing teams to develop and implement strategies that are aligned with the needs of analysts. This can help companies to improve their sales and marketing results.

Product management and product marketing: Analysts can also provide valuable feedback and insights to product management and product marketing teams. Analysts can help companies to understand the needs of their target market and to identify new market opportunities. They can also help companies to validate new product ideas and to develop product roadmaps that are aligned with the needs of the market.

PRCA TV with Claire Williamson, Director, Resonance; Nadia Nizar, Senior Director Corporate Communications at SS&C Blue Prism.

How can I get value from my Analyst Relationships?

Analysts play a significant role in the B2B technology buying process. According to a recent survey by Forrester Research, 75% of B2B technology decision-makers consult with analysts before making a purchase decision

Hear from the analysts themselves:

What are the different types of B2B Technology Analyst Firms?

There are 100s of analyst firms. It’s a daunting task to figure out which analysts are worth your time and investment. The bottom line is, you need to figure out which analysts will support your overarching marketing and business goals. We'll come to selecting analysts shortly.

First, let’s explore the different types of B2B technology analyst firms.

The one-stop shop

Gartner, IDC, Forrester with broad coverage of market categories backed by a an extensive team of analysts. But it doesn’t have to be the biggest ones. They provide reports such as ranking reports, quantitative market shares, qualitative evaluations, and opinion-based analyses of market trends. Outside of the big guns, there’s Omdia, Frost and Sullivan, 451 Research (S&P Global), Everest Group, GigaOm, GlobalData, and HfS Research.

Specialist firms

Niche firms zero in on specific sectors, offering razor-sharp insights in their chosen domains. For instance:

• Datos Insights / Celent: Banking, Insurance, Investments

• Ampere Analysis: Media & Content

• RSB: Retail

Their specialised focus allows for in-depth analysis and tailored guidance.

Local roots, local knowledge

For detailed country-specific data, turn to the local aces. They zoom in on regional nuances, proving invaluable for governmental and public sectors. 

• Africa Analysis: Africa's pulse

• BARC: DACH region's specialist

• ITR: Japan's insider

• TechMarketView: UK's tech expert.

Market maestros

Dive into niche insights with firms that boast tight-knit tech vendor ties. They don’t just consult—they amplify brand buzz. In the spotlight: ABI Research, Aragon Research, CCS Insight, Constellation Research.

Sourcing advisors all-stars

Cut through the vendor noise with advisors who spotlight the best fits for client needs. Plus, they drop research gems for tech buy-ins. While giants like Gartner and HfS join the fray, don’t miss standouts like Avasant and ISG. Our clients have generated significant lead pipeline via these relationships.