Industry analysts, such as those at Gartner or IDC, can significantly impact your brand’s reputation and market visibility. This is particularly the case for enterprise software or technology companies. Ideally, your goal should be to build relationships with the analysts who regularly speak with your customers and prospects. This way messaging and product positioning will be regularly communicated with greater alignment and accuracy. Issues can be resolved faster with open communications and can be achieved with industry analyst engagement.
Industry analysts not only shape market perceptions, but they can also help software companies by providing insights on product strategy and competitive positioning. Igniting industry analyst engagement requires a deliberate, consistent approach. Here are three strategies I have found effective in strengthening these critical relationships.
1. Share a Customer Success Story
Analysts value real-world examples demonstrating how your product solves customer problems or delivers successful results. Sharing access to a satisfied customer can make your story more credible and compelling. Of course, this suggestion assumes you have a customer story worthy of sharing. If not, then that is a different issue and one that will need to be addressed first!
Identify a customer who has achieved measurable success using your product or service. Choose someone willing to discuss their experience in detail and explain the impact on their business.
For example, let’s say your software improved a client’s operational efficiency by 30%. Arrange a meeting between this customer and the analyst to share that outcome. Let the customer describe the challenge and how your solution played a role in the solution. Note that this communication can be in person but also could be in the form of a case study or video.
The result? Analysts gain insight into your product’s value in real-world scenarios. This is a great way to build trust as you work on expanding industry analyst engagement. It also helps to ensure the analyst community understands the unique benefits that your solution provides.
2. Schedule Regular Briefings with Analysts
Analysts rely on updated, accurate information to stay informed about market trends and product offerings. Regular briefings help keep them engaged and ensure they understand your latest developments.
Schedule quarterly or biannual calls to share updates about new sales wins, product roadmap developments, or customer success stories. Keep these sessions concise and data-driven. Sometimes is can make sense to provide materials ahead of time, such as slide decks or case studies, to ensure productive discussions.
For instance, if you recently closed a deal with a Fortune 500 company, brief the analyst on how the deal was won. Detail what problem the client was trying to solve and why they selected your solution. Complement this with insights into your upcoming product features or enhancements.
These consistent touchpoints maintain your relevance in the analyst’s mind. Regular briefings are a proven tactic to ignite industry analyst engagement, ensuring they continue to see you as a key player in your space.
3. Ask Analysts for Advice
Analysts don’t just observe the market—they shape it. Seeking their advice positions your company as collaborative and strategic.
Engage analysts by asking for feedback on product positioning, emerging market trends, or competitive threats. Analysts appreciate when companies value their expertise. These discussions also give you insights into their perspectives, helping align your strategy with broader industry dynamics.
For example, if you’re launching a new product, seek an analyst’s input on the messaging. Ask questions such as:
- How does this resonate with market needs?
- What opportunities do you see for this product in current trends?
- Are there gaps in our positioning?
This two-way dialogue can deepen trust and uncover opportunities to refine your approach. Analysts become invested in your success and may share valuable advice for navigating your market more effectively. Asking for their input is another powerful way to reignite analyst engagement and build long-term collaboration.
Benefits of Deepening Industry Analyst Engagement
Strengthening relationships with analysts delivers many benefits. Here are a few.
Improved Visibility in Reports – Analysts who understand your value proposition are more likely to mention your company in research. This increases brand credibility and exposure to potential customers.
Stronger Referrals to Prospective Buyers – Analysts often serve as trusted advisors to their clients. If they recognize your product’s potential, they may recommend it to organizations seeking solutions.
Sharper Market Insights – Analysts provide invaluable perspectives on market trends and challenges. This intelligence helps you adapt faster and improve your competitive position.
More Influential Positioning – Collaborating with analysts can refine your messaging, ensuring it aligns with industry trends. Strong positioning helps your company stand out during evaluations.
Overcoming Common Challenges
Despite the benefits, many marketing leaders struggle to prioritize analyst engagement. Time and resource constraints are the most common barriers. Executing these strategies effectively requires careful planning, consistent follow-through, and thoughtful execution.
If these tasks feel overwhelming, consider partnering with a subject matter expert, such as myself. I can help you to streamline the process and maximize your outcomes. An advisor, such as myself, can coordinate briefings, identify customer advocates, and manage the flow of information to analysts. Engaging my support can make it easier to ignite industry analyst engagement without overloading your team.
Interested in discussing this topic further? Contact me now.
Igniting industry analyst engagement is not an overnight process, but the rewards are worth the effort. Start by connecting analysts with customer advocates who can tell your story. Regularly update them on your sales activity, product developments, and success stories. Lastly, involve them in strategic conversations to demonstrate that you value their expertise.
By investing time and energy into these relationships, your company can improve its visibility, refine its positioning, and strengthen its market standing. When resources are limited, don’t hesitate to seek external guidance. With the right support, maintaining analyst engagement becomes a manageable and highly rewarding endeavor. Make it a priority to ignite industry analyst engagement and watch your company’s influence in the market grow.
