The Power of Analyst Relations for CMOs: How Analyst Relations Drive B2B Marketing Success and GEO Discoverability in the Generative AI Era

This post has been updated to reflect the latest thinking on the growing importance of analyst relations in the age of Generative AI. As LLMs (large language models) like ChatGPT and Google’s AI Overviews increasingly mediate discovery, Generative Engine Optimisation (GEO) is becoming essential to brand visibility. Analyst insights and industry recognition now directly influence how AI models understand and surface your brand. Read on to see how analyst relations support not just marketing success — but discoverability in the AI era.

Welcome to the latest instalment in our series exploring how analyst relations can benefit various business roles in achieving their goals. In this edition, we focus on the Chief Marketing Officer (CMO) in the B2B technology sector. Delve into the world of analyst relations and discover the transformative impact it can have on marketing success, as we examine the challenges CMOs face and uncover how analyst relations can support them in overcoming these obstacles, driving growth, and now, ranking in a world of Generative AI.

B2B technology presents Chief Marketing Officers (CMOs) with both challenges and opportunities to drive growth and success for the brands they work with.

Today, it's not just about visibility through traditional marketing channels, but about building authority and reputation in a world where AI increasingly mediates discovery. Embracing the power of analyst relations can provide CMOs with the insights, credibility, and connections they need to navigate both traditional search (SEO) and now what many are calling Generative Engine Optimisation (GEO).

In this blog, we'll explore how analyst relations help CMOs in the B2B tech industry, not just to enhance their strategies, but to remain visible and relevant in a rapidly evolving marketing landscape dominated by AI and LLMs.

Perfecting Market Segmentation and Targeting

Effective market segmentation and targeting is an absolute must today.

Analyst relations can deliver insights into market trends, customer preferences, and buyer personas, enabling CMOs to better understand their target audience and design tailored marketing strategies. Using analyst insights, CMOs can optimise their marketing efforts and reach the right prospects with the right message. By understanding the challenges of your target personas you can also ensure your messaging aligns with where and how people are searching for information, ideas and solutions, along with driving the right credibility for referencing in LLMs.

Compelling Brand Positioning and Messaging

Developing a distinctive brand positioning and messaging strategy is crucial in the B2B tech landscape.

Analysts can offer insights into the competitive landscape and industry best practices, empowering CMOs to differentiate their offerings and communicate their unique value proposition more effectively. With the right analyst insights, CMOs can craft compelling narratives that resonate with their target audience and drive brand awareness. And critically, strong analyst narratives help ensure these unique positions are captured in analyst reports, which are increasingly influencing what generative AI models "know" about your brand.

Elevating Content Strategy and Thought Leadership

Creating engaging and informative content helps CMOs establish their company as an industry authority.

Analyst relations can provide access to industry reports, whitepapers, and research that can serve as the foundation for thought leadership content. By incorporating analyst insights into their content strategy, CMOs can elevate their company's credibility, engage their audience, and foster trust among potential clients.

These assets not only build credibility with human audiences but also with AI algorithms trained on publicly available authoritative content. In the context of GEO, the presence of your brand in well-respected analyst research increases the likelihood your company is surfaced in AI-generated responses.

Amplifying Marketing Efforts through Influencer Marketing and Advocacy

Building relationships with key influencers and industry analysts will significantly amplify a company's marketing efforts.

Analyst relations can help CMOs identify the most influential voices in their industry, collaborate on content, and secure endorsements that can boost brand credibility and reach. In the age of AI, this credibility plays an outsized role: analyst quotes and rankings are increasingly cited as justification by LLMs in their outputs, making analyst engagement not just a brand exercise, but a search strategy.

By leveraging the power of influencer marketing and advocacy, CMOs can expand their company's visibility and attract new customers and clients.

Supporting GEO: Analyst Relations and Generative AI Engine Optimisation

The future of search is here, and it’s powered by AI.

As Generative AI becomes a gateway to information, context, credibility, and authority are key. This is where analyst relations shine.

Being featured in respected analyst reports, mentioned in listicles, cited in industry thought leadership, or recognised in awards, all these signals are being interpreted by LLMs as indicators of expertise and trustworthiness. CMOs looking to win in the new world of GEO must treat analyst relations not just as a communications channel, but as a discoverability strategy.

Measuring Marketing ROI and Performance

Analyst relations can provide insights into industry benchmarks, best practices, and key performance indicators (KPIs), enabling CMOs to measure the effectiveness of their marketing strategies and make data-driven decisions to optimise results.

But they also play a new role in influencing how those results are interpreted, by people and AI alike. As LLMs increasingly aggregate and summarise insights for decision-makers, being present in analyst-led research is a form of meta-ROI: visibility at the highest level of industry perception.

With the support of analyst relations, CMOs can continually refine their marketing strategies for maximum impact.

Navigating the Rapidly Evolving Marketing Technology Landscape

With a constantly changing array of marketing tools and technologies, staying informed about the latest developments is vital.

Analyst relations can offer guidance on the most relevant and effective tools, helping CMOs make informed technology investment decisions and maximise their marketing efforts.

Conclusion

For B2B tech CMOs, embracing the power of analyst relations can be a game-changer, providing the insights, credibility, and connections needed to enhance their marketing strategies and drive success.

But the role of analyst relations is evolving. It’s no longer just about influencing buyers, it’s about influencing the algorithms that influence buyers. By incorporating analyst relations into their GEO strategy, CMOs can ensure their brand is discoverable, authoritative, and trusted — whether the search begins with Google or with ChatGPT.

By incorporating analyst relations into their approach, CMOs can overcome common challenges and unlock new opportunities in the ever-evolving B2B technology landscape.

Start using the power of analyst relations today and elevate your B2B tech marketing success to new heights. To find out more about how to get started, read our Definitive Guide to Analyst Relations.