Industry analyst relations agency for B2B technology companies.
Get the analysts who shape your market to understand you, and get more back from what you spend on them. We run analyst relations programmes and ranking report support for B2B technology companies across the UK, Europe and North America.
By Claire Williamson, Managing Director and Head of AR · Updated
Analyst relations at Resonance, in short.
Resonance is a B2B technology PR and analyst relations consultancy, founded in 2011, with offices in London and Manchester. Our AR practice is led by Claire Williamson, our founder and Managing Director.
We help companies decide which analysts matter, get them to understand the business, and prepare for the ranking reports buyers use to build shortlists: the Gartner Magic Quadrant, the Forrester Wave and the IDC MarketScape among them. International AR programmes start at £6,000 a month.
Report on what was earned and what was learned: shifts in analyst views, ranking positions and the deals analysts touched.
Ranking reports: the Magic Quadrant, the Wave and the MarketScape.
Ranking reports are where analyst relations becomes visible to buyers. They decide which vendors make a shortlist, and a strong placement gets reused for years in sales decks and on websites. We support the whole cycle:
Before: knowing each report's timetable and inclusion criteria, and briefing the lead analysts months ahead.
During: writing the RFI or questionnaire, preparing the demo, and lining up customer evidence. For Gartner that now means Peer Insights reviews and Gartner's own surveys; you no longer choose the references.
After: checking the factual review, deciding whether to license a reprint, and turning the result into coverage and content.
We work across the Gartner Magic Quadrant, Critical Capabilities and the newer Emerging Market Quadrants, the Forrester Wave, the IDC MarketScape and evaluations from specialist firms. More on each in our guide to the analyst firms.
Getting more from what you spend on analysts.
Analyst subscriptions are expensive, and many companies use only part of theirs. The inquiry hours go unused, the strategy day never gets booked, and briefings happen when there's news rather than when the analyst is writing. We plan the year around the reports and decisions that matter to you, so the subscription earns its keep.
We also score every interaction on what was earned (how the analyst's view of you changed) and what was learned (what they told you about your market). That gives you something to show the board, and a record of where the programme is weak while there's still time to fix it.
Earned
how analysts see you, and where you're placed
Learned
what they tell you about your market and competitors
In the middle of information overload, industry analysts are trusted advisers. They influence buying choices and shape growth.
Claire Williamson · Managing Director and Head of Analyst Relations · Resonance
Claire Williamson, Head of Analyst Relations.
Claire founded Resonance in 2011 and leads its analyst relations practice. She has chaired the PRCA's Analyst Relations Group and the PRCA Council, and speaks on analyst relations at industry events.
In November 2024 she joined the panel on working with AR agencies at the IIAR's AR Forum in London, alongside Starsight, Magnolia, CCgroup and Avanade. On our Wavelength podcast she and Nadia Nizar, co-chair of the PRCA AR Council, talked through what analyst relations is and why it matters.
Many companies with a serious analyst programme use both. An in-house AR lead owns the relationships day to day; an agency brings experience of many evaluations, extra hands at RFI time and an honest outside view. If you don't have a dedicated AR person, an agency is usually the faster start.
What to ask an AR agency
Which of our analysts do you know, and which ranking reports have you worked on in our market?
Who will actually run the programme, and how much of their time do we get?
How will you measure it? Look for more than a count of briefings.
Can you show us an evaluation you've moved a client up in, with the client's permission?
How do you connect AR with PR, content and AI search, so recognition gets seen?
Analyst relations agencies worth considering.
An honest list. The right choice depends on your market, your budget and how much of the work you want to keep in-house.
Common questions about analyst relations agencies.
What does an analyst relations agency do?
An analyst relations agency manages your relationships with the industry analysts who evaluate your market, at firms such as Gartner, Forrester and IDC. It works out which analysts matter to your buyers, plans and runs briefings, supports you through ranking reports such as the Magic Quadrant and the Forrester Wave, and reports on what changed. A good one also brings back what analysts tell you about your market.
How much does an analyst relations agency cost?
At Resonance, international analyst relations programmes start at £6,000 a month. The cost depends on how many analysts and firms are in scope, how many ranking reports you're preparing for, and how many markets you cover. We also run one-off projects, such as an RFI response or an AR health check.
Can an agency get us into the Gartner Magic Quadrant?
No agency can promise a place, and you should be wary of any that does. Inclusion depends on meeting Gartner's criteria for that market. What an agency can do is make sure the right analysts understand you well before the evaluation, help you write a strong RFI, prepare your demo, build your Gartner Peer Insights reviews and check the factual review. It's the same work that saw our client CybSafe named a Leader in three Forrester Waves.
Should we run analyst relations in-house or use an agency?
Many companies do both. An in-house AR lead owns the relationships day to day, and an agency adds experience across many evaluations, extra hands at RFI time and an outside view. Smaller companies without a dedicated AR person often start with an agency and bring the role in-house as the programme grows.
How do we get more value from our Gartner or Forrester subscription?
Plan your inquiry time around decisions you're making, brief the analysts who cover you before each report cycle, use document reviews on your key material, and track what each interaction taught you. Many companies pay for a subscription and use a fraction of it. An AR health check shows where yours is going unused.
How long before analyst relations shows results?
It takes months. Analysts form a view over several briefings, and ranking reports run on yearly cycles. Most programmes see the effect in the evaluation after next, so start well before the report you care about.
Which ranking reports do you support?
The Gartner Magic Quadrant and Critical Capabilities, Gartner's newer Emerging Market Quadrants, the Forrester Wave, the IDC MarketScape, and evaluations from specialist and regional firms. We also support Gartner Peer Insights and Voice of the Customer, which now feed the Magic Quadrant.
Does analyst relations help with AI search?
Yes. AI assistants such as ChatGPT mostly can't read paywalled analyst research, so they learn what analysts think from what's public: press releases that quote analysts, licensed reprints, coverage and Gartner Peer Insights reviews. The analyst firms also have their own assistants, like AskGartner, that answer clients from their research. Being clearly understood by analysts now shapes both.
Do you work with companies outside the UK?
Yes. We run analyst programmes across the UK, Europe and North America, with the global firms and with regional analysts in your key markets.
What is an AR health check?
A free 45-minute review of your analyst relations programme, followed by a written report on the gaps and the opportunities: which analysts matter, how they see you now, how you're using your subscriptions, and how the AI assistants describe you.
Talk to our analyst relations team
Tell us about your analyst programme.
Whether it's a Magic Quadrant or Wave coming up, getting more from your subscriptions, or starting from scratch, Claire or a senior member of the AR team will come back to you within one working day.
Find out what your analyst programme is really returning.
A 45-minute review of your analyst relations, followed by a written report on the gaps and the opportunities, including how the AI assistants describe you. No obligation.
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