Analyst briefings are key to shaping market perception and communicating business news. Working with an analyst research firm, can impact market perception and buying decisions, giving companies a chance to speak to experts, answer questions and set the narrative for upcoming opportunities and challenges.
But it all depends on planning and execution. This guide covers the must dos and don’ts to ensure analyst briefings are valuable for both presenters and attendees and get the message across as intended and aligned to business goals.
In today’s fast changing business world, working with industry analysts is key to companies wanting to increase their market presence and credibility. An analyst relations program manager (AR Manager) is responsible for building and maintaining those relationships, managing the company’s reputation and getting the key messages out to increase project visibility and industry perception. Some may see analyst briefings as simply information sharing, but they are key touchpoints that can impact your company’s reputation.
By following the right approach you can turn these sessions into opportunities to build relationships and show case what your products do best. This guide will cover the must dos and don’ts of analyst briefings and give you the practical tips to get maximum impact.
Analyst briefings are your opportunity to educate and inform industry influencers about your company’s products and strategy. Analysts influence market perception and guide potential customers through their buying journey. Working with analysts can get you into an analyst report, recommendations to clients, and industry credibility. So much is at play, so plan and execute with purpose.
Finding relevant analyst firms is the first step in building a strong AR program. This means researching and prioritizing firms that cover your market and technology and understanding their expertise, coverage areas, and reputation. By targeting the right analyst firms, companies can get maximum value from their AR activity and speak to the right experts who can provide valuable insights and recommendations. Some of the analyst firms to consider are Gartner, Forrester, IDC and specialist firms like 451 Research, Omdia, Constellation Research, Everest Group, Aberdeen to name a few.
Developing an AR strategy requires setting goals, allocating resources, and prioritizing activity based on your company’s stage and objectives. This means defining what you want to achieve from your program, such as increased visibility, credibility or market intelligence against competitors, and determining the best way to engage with analysts. By having a clear AR strategy, companies can focus, be effective, and build stronger relationships and better business outcomes. A good AR strategy should also include metrics and KPIs to measure success, such as number of analyst briefings, research citations and media and analyst coverage.
A well-prepared analyst briefing can impact market perception and your company’s reputation. To get the most out of these opportunities, follow the following best practice to build strong analyst relationships and communicate your value. Here are the top “dos” to focus on during analyst interactions:
Preparation is the foundation of a successful analyst briefing. Before your session, invest time in understanding the analyst’s background, coverage areas, recent research, and personal interests. Tailor your presentation to their expertise and practice your delivery; clear and concise communication is key to holding their attention.
Here’s an example from my experience: Before briefing a top Gartner analyst, I spent hours researching his recent research and understanding his view of our market. During the briefing, I was able to tailor our presentation to address his specific concerns and interests. He appreciated our preparation, and it was a more engaging and productive conversation.
Defining your objectives for the briefing is key to managing expectations and driving focused conversations. A structured AR program can help you define your objectives and drive focused conversations. At the outset, communicate your goals to the analyst. Whether you’re launching a new product, seeking insight on strategy, or looking to build a relationship, clarity on both sides helps.
In one briefing we started by clearly stating our goals – to share our new product roadmap, go-to-market strategy and get the analyst’s view on our strategy. This upfront communication helped manage expectations and keep the conversation focused.
Analysts love research from analyst research. Share new data, trends, and examples that show your company’s strengths and innovations. By giving them exclusive information you’ll not only grab their attention but also increase the chances of being included in their research.
We shared exclusive customer success stories and data points with Forrester that showed our product’s unique value proposition. The analyst liked this information and referenced it in one of their reports which increased our visibility in the market.
Transparency builds trust and analyst relationships. Be open about your company’s strengths, weaknesses, and market challenges. Admit to competition and areas for improvement, and it will invite more meaningful conversations.
When we discussed our competition with an IDC analyst, we admitted where our competitors were better and where we needed to improve. Our honesty built trust and led to a more meaningful conversation about our positioning and market challenges.
A good briefing involves actively briefing analysts and having open dialogue. Make sure to leave time for questions and answers and engage with the analyst’s questions. This interactive approach helps build relationships and gives you valuable insight.
In a briefing with an Ovum analyst we left extra time for Q&A. The analyst appreciated the opportunity to drill into our strategy and we got valuable insight from the conversation.
The post-briefing phase is just as important as the briefing itself. Following up is a key part of a good AR program as it helps you leverage market intelligence and industry trends. Send a thank you note to the analyst for their time and insights. Offer more information or clarification as needed, and reiterate your commitment to working together.
After a briefing with a 451 Research analyst, I sent a thank you email and offered more information. The analyst took me up on the offer and we had further engagement and a stronger relationship.
Just as important as following best practices during analyst briefings is avoiding common pitfalls. Mistakes can damage your credibility and your relationship with analysts. Here are the top don’ts I recommend you avoid:
Analysts are not your customers; they’re thought leaders looking for insight. Don’t pitch during vendor briefings. Inform and educate them about your company and industry trends instead.
Early in my career I made the mistake of using a briefing to pitch our product like a sales demo. The analyst lost interest quickly and cut the meeting short. I learned the hard way that analysts value information and insight not sales pitches.
Analysts like concise information. Stay on topic, and don’t overload them with unnecessary details. A focused presentation keeps the key analysts attention on the core message.
In one briefing a colleague went off on a tangent about a minor product feature and lost the analyst’s attention. After that I made sure to keep our presentations concise and on point about what’s most relevant to the analyst. That was a mistake from our side, and now I make sure to thoroughly brief my teams before any analyst engagement.
Honesty is key. AR professionals should answer questions directly and openly. If you don’t know the answer, say so and offer to follow up later. This builds credibility and trust.
An analyst asked about a recent customer churn. Instead of dodging the question, we discussed the lessons learned and how we were addressing the issue. Our honesty built credibility and trust.
Punctuality and respect for time are important when dealing with analysts from research firms. Start and finish briefings on time. Ensure your presentation is well structured and concise and shows you respect the analyst’s time.
I once had a briefing scheduled after a major product launch, but our team was running late. Instead of starting the briefing late and rushing through it, we apologized and rescheduled. The analyst appreciated our respect for their time.
You will disagree with analysts. Even early-stage companies with revenues under $5 million can benefit from handling disagreements well and understanding the analyst’s point of view. Constructive debates build relationships and respect.
During a briefing an analyst had a different view than us. Instead of arguing, we listened actively and sought to understand their point of view. This led to a constructive exchange of ideas and a stronger relationship.
Be careful what you share. Successful briefings require consideration to avoid sharing sensitive information that could harm your company or breach confidentiality agreements. Protecting confidential information is key to trust.
In one briefing, a team member almost let slip sensitive information about an upcoming partnership. I jumped in and steered the conversation back on track. After that, we reinforced the importance of not sharing confidential information during briefings.
Building relationships with analysts is a marathon, not a sprint. Results are rare in the short term, but consistent engagement and providing value will pay off over time. Patience and persistence are key.
After a successful briefing, a Senior VP I was working with at the time expected the analyst to publish a positive report about our company immediately. But it took several more briefings and many months before our efforts paid off. We all learned that building relationships with analysts takes time.
Working with industry analysts is a strategic activity that requires preparation, transparency, and collaboration. By following these dos and don’ts, you’ll be well on your way to getting the most out of your briefings and building relationships with analysts. Whether you’re sharing insights or refining your AR strategy, consistency and authenticity will be the key to success. Keep providing value and building connections, and you’ll see results for your company.
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