Analyst relations
We understand the crucial role analysts play in technology purchasing decisions, in shaping the future direction of technology products and driving thought leadership. Our team has considerable experience in providing analyst relations (AR) services which create and maintain industry thought leadership. We manage AR for technology companies and lead global outreach through a structured programme of activity.
Proactive PR helps clients establish long-term strategic relationships with analyst influencers. We create and implement AR strategies, and deliver content for analysts, which is aligned to core business objectives & marketing goals with measurable targets.
Market leadership coverage
We achieve coverage for clients in targeted research reports, positioning technology and vendors as market leaders.
Actionable insight
Analyst feedback helps our clients gather market intelligence, competitive insight and data to shape business decisions.
Established relationships
We have longstanding analyst relationships across multiple technology markets to give clients access to planned research to help build long term AR programmes.
How can analyst relations support your business objectives?
Common questions
No. All analysts prize their independence and neutrality.
Once there is a clear understanding of the analyst research focus, tailored content and messages focused on business strategy, product roadmap, customers and innovation can be created to help the analyst do their job effectively and understand vendors better.
Part of the role of analysts is to write about how technology markets grow, develop, and change businesses and society. That includes focusing attention on up-and-coming companies, start-ups, as well as the so called $800 gorillas, whether they are paying clients or not. An analyst’s research value can only be dictated by how well they understand the market they track. Only paying attention to blue chip companies would result in analysts not doing a thorough job for which they are employed.
Analysts tell us they are sometimes treated as journalists because of a lack of understanding what an analyst does for a living. Journalists report the news and write features that will be of topical interest for their readership. Analysts focus on the long term. They research, write, forecast and consult on business strategies, technologies and trends that have implications for many years. So, the analyst pitch and messaging needs to be tailored for a different technology audience.
It may have been the case at one time, but these days analysts don't just churn out a mass of reports. Their time is split between understanding the market sectors they specialise in, providing client advice, and participating at industry conferences and producing scheduled research. They also team up for major research projects such as, Gartner Magic Quadrants, Forrester Waves and IDC Marketscapes.