If you aren’t familiar with analyst relations, now is the time to become informed. There are analysts within every industry who provide third-party perspective and opinions in their coverage area. For technology companies, AR can be especially beneficial.
First, let’s be clear about one thing. AR is not PR. As the PR & AR specialist at Media Frenzy, I have learned many lessons about the differences between the two. From reaching out to establishing the first point of contact to scheduling a briefing with your client, here are some tips marketers should always be conscious of.
Don’t reach out only when you need something.
No one likes to be contacted solely when they are needed for something. Just like any successful relationship, it needs constant cultivation and conversation. Ask analysts what they are currently working on and how you can learn more. The relationship should be beneficial for both sides. They should feel comfortable coming to you with questions about your client as well.
Do your research.
Never send an email without first researching the analyst coverage area. If you do, one of two things will happen: 1. You will receive a reply saying they have no interest in what you have to say. 2. You will receive no reply.
Don’t be unprepared.
When you reach out to an analyst to schedule a briefing, have all of the facts ready to hand them. This will make things easier for all parties involved.
Don’t pitch to analysts.
At least not in the way you would pitch to a journalist. Yes, send client announcements that would be of interest to their area of research. However, analysts do not want to be sold something. Make the offering clear and to the point.
Do ask questions.
Analysts are the experts in what they do. We as marketers won’t understand everything that goes on in their world, as we wouldn’t expect them to understand ours. Ask the right questions so you can successfully brief your client and make sure the analyst gets all the information they need.
Do engage in conversation.
Let the analyst explain what they are working on, what they want to achieve with their research and how you can help them gather that information. The more you engage, the more beneficial it is going to be.
Don’t say, “We have no competitors.”
Even if that may be true for a client at the moment, it never sounds good. Analysts can’t do much with a statement like that. If you have no competitors, it seems as if your market isn’t worth pursing.
Do make sure briefings are beneficial for both the analyst and client.
Keep in mind a briefing is to help the analyst gather research for their reports as well as help your client to tell their story. It is a win/win when both can be achieved.
Do schedule follow-up conversations.
Great, you conducted an analyst briefing for your client. Now, follow up with the analyst and gather feedback. Find out what was beneficial and what additional information you can provide. Follow-up briefings are sometimes needed.
Don’t hold back.
The goal of a successful AR program is to establish relationships and gain coverage. Become familiar with the analysts’ work landscape, check in every couple months, schedule lunch with local analysts – what better way to get to know someone than over a glass of wine?
Your job as an AR specialist is to make sure these interactions go smoothly and ultimately bring exposure and create sales leads for your client. Be bold and let the analyst know what you are looking for. Keep these points in mind in order to generate meaningful and ongoing analyst relations. Good luck!
In case you want more insight on analyst relations, download our complimentary white paper, The Analyst Conversation.