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, at a glance.
Resonance is a B2B technology PR and analyst relations consultancy founded in 2011, with offices in London and Manchester. Its analyst relations practice is led by Claire Williamson, who founded the company and is its Managing Director.
We help companies decide which analysts deserve their time and make sure those analysts understand the business. We also prepare clients for the ranking reports that buyers use to build shortlists, among them the Gartner Magic Quadrant, the Forrester Wave and the IDC MarketScape. International AR programmes start at £6,000 a month.
Forrester Wave evaluations naming our client CybSafe a Leader
£6k
A month, where international AR programmes start
2011
Founded in London by Claire Williamson
Free
AR health check, with a written report
What clients ask us to help with.
Getting into a Magic Quadrant or Wave
We help you meet the inclusion criteria, then make sure the analysts know you well before the evaluation opens.
Moving up a ranking
We find out why you're placed where you are, and work to close the gaps before the next cycle begins.
RFIs, demos and fact checks
We write questionnaire responses that score well, prepare the demo with you and check the factual review before publication.
Getting more from a subscription
We help you use the inquiry time, strategy days and document reviews that you're already paying for.
Starting a programme
For companies starting from scratch, we choose the analysts and write the story, then set up a regular rhythm of briefings.
Reviews and AI answers
We build your Gartner Peer Insights reviews and make analyst recognition visible to the AI assistants that buyers ask.
How we run an analyst relations programme.
This is the approach set out in our analyst relations guide, run for you by people who have done it many times before.
/01
Audit
We start by finding out how analysts see you today and what they've written, along with how you use your subscriptions and where the gaps are.
/02
Target
We use our AIIM framework to pick the analysts who influence your buyers, then work hard with a short list of them.
/03
Tell the story
We brief them with evidence they can use, mapped to the six things analysts assess, which are business, go to market, product, customers, vision and market.
We report on what was earned and what was learned, including 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, because they help decide which vendors make a shortlist. A strong placement also gets reused for years in sales decks and on websites, so we support clients through the whole cycle.
Before the evaluation we track each report's timetable and inclusion criteria, and brief the lead analysts months ahead.
During the evaluation we write the RFI or questionnaire, prepare the demo and line up customer evidence. For Gartner, that evidence now comes from Peer Insights reviews and Gartner's own surveys, and vendors no longer choose their references.
After publication we check the factual review and help you decide whether to license a reprint, then turn 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. Our guide to the analyst firms explains each of them in more detail.
Getting more from what you spend on analysts.
Analyst subscriptions are expensive, and many companies use only part of theirs. Inquiry hours go unused and the strategy day never gets booked, while briefings are timed to the company's news and often miss the weeks when the analyst is actually writing. We plan the year around the reports and decisions that count for you, so that the subscription earns its keep.
We also score every interaction on what was earned, meaning how the analyst's view of you changed, and on what was learned about your market. The scores give you something to show the board, along with 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 companies invest in it.
Many companies with a serious analyst programme use both. An in-house AR lead owns the relationships day to day, while an agency brings experience of many evaluations and extra hands at RFI time, as well as an honest outside view. If you don't have a dedicated AR person, an agency is usually the faster way to get started.
What to ask an AR agency
Ask which of your analysts they know, and which ranking reports they've worked on in your market.
Find out who will actually run the programme, and how much of that person's time you'll get.
Ask how they'll measure the work, and look for something more substantial than a count of briefings.
Ask to see an evaluation where they've moved a client up, with that client's permission.
Check how they connect analyst relations with PR, content and AI search, so that recognition gets seen.
Analyst relations agencies worth considering.
This is an honest list, and the right choice depends on your market and budget as well as on 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 influence your buyers and runs the briefings, then supports you through ranking reports such as the Magic Quadrant and the Forrester Wave. A good agency also reports on what changed and brings back what the 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 mainly on how many analysts and firms are in scope and how many ranking reports you're preparing for, as well as on the number of 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, with an in-house AR lead owning the relationships day to day and an agency adding experience from 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 the decisions you're making, and brief the analysts who cover you before each report cycle. Use document reviews on your key material and keep a record of what each interaction taught you. Many companies pay for a subscription and use only a fraction of it, and an AR health check shows where yours is going unused.
How long before analyst relations shows results?
It takes months, because 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?
Analyst relations helps with AI search because assistants such as ChatGPT mostly can't read paywalled analyst research. They learn what analysts think from public sources instead, such as press releases that quote analysts, licensed reprints, coverage and Gartner Peer Insights reviews. The analyst firms also have their own assistants, like AskGartner, which answer clients from their research, so how well analysts understand you now shapes both.
Do you work with companies outside the UK?
We do, running 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?
It's a free 45-minute review of your analyst relations programme, followed by a written report on the gaps and opportunities. The report covers which analysts deserve your time and how they see you now, along with 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 you have a Magic Quadrant or Wave coming up or you're starting a programme 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. There's no obligation to take things further.
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