In this blog, Zachary Harford, Whiteoaks’ Associate Director, discusses:
- Why analyst relations are important for all B2B tech businesses, including start-ups and scale-ups
- Why analyst relations need to be part of an integrated campaign
- How Performance PR drives maximum value from analyst interactions
In the B2B tech world, analysts play a key role shaping market perceptions of solutions and services by offering objective expertise in reports, summaries, predictions and paid-for consultancy.
They explain technology and outline benefits and pitfalls by cutting away all the hype. For any solution or service-vendor, they are an important route into the minds of potential customers and investors, establishing credibility.
Why analysts matter
Favourable reviews from respected analysts have obvious advantages, providing significant objective credibility. Conversely if your product is not in an analyst company’s solution category but your competitor’s solution is there – you’re losing out.
Analyst firms are not just about awarding review stars, however. Their influence extends beyond IT to important people in the boardroom who make purchasing decisions. Their reports carry significant weight with tech investors, banks and trade or sector-specific media organisations.
But if you are a start-up or scale-up in B2B tech, how do get on the radar of the respected analyst companies? With little or no track-record, it can be daunting. It’s why Performance PR campaigns offer analyst relations (AR) as one of their many elements.
Analysts offer their own insights
Any firm wondering about the value of AR should remember that relations with analysts are multi-faceted. Yes, you can get your message across in a briefing, if it is well-prepared and presented. But analysts offer their own overview. They have a unique level of insight into markets and technology trends that few other people have. That extends to knowing what different tiers of buyer are looking for, and where glitches and drawbacks are showing up in different products.
Influencing the B2B tech influencers
And analysts themselves are not above being influenced. A good briefing can persuade an analyst to view the market in a certain way and revise categorisations.
These are all reasons why analyst relations (AR) programmes are important. Yet to be effective they need to be part of a fully-integrated Performance PR campaign. If it was just a matter of ringing up for a chat, there would be no need for AR from a PR agency. The reality, however, is that analysts are busy and many people want to bend their ears.
Avoiding the pitfalls
Knowing who to contact, how and when, counts for a lot. Analysts value their contact with B2B tech PR specialists because gives them faster access to the information they need and the people they want to meet.
They may have longer attention spans than journalists and are more interested in the detail – but it must be the right detail. The presentation must be well-crafted and pitched at the right level to stimulate an exchange between people who are already well-informed.
There are many other pitfalls to avoid, which is why it is important to engage a B2B tech PR company with real AR experience
Guidance on AR for younger B2B tech businesses
A start-up or scale-up needs guidance from a PR company that has its own credibility among analysts. This will ensure both sides extract maximum value from a briefing. A B2B tech PR specialist will guide preparation and ensure that analyst relations fit in with the overall aims of a fully integrated campaign, delivering wider impact over time through follow-ups and continuing engagement.
Keeping the relationship alive for longer term tech credibility
AR is not an instant hit. Uncoordinated briefings here and there will not deliver real, sustained PR impact unless they are integrated into a Performance PR campaign. AR is about a longer-term set of relationships that will help shape perceptions over an extended period, building profile and credibility with real market impact.
As many well-established B2B tech businesses know, AR can pay real dividends in a way that is totally transparent, providing a major boost to any company’s credibility. It you want to explore how your business can build relationships with analysts, speak to Whiteoaks now.
