Get your targeting right
You can’t brief everyone, nor should you. The key is to prioritise the analysts who matter most for your product’s niche and business goals. For a successful AR programme, focusing on the most relevant analysts is critical.
If an analyst has covered your product category or mentioned a competitor recently, they’re likely a relevant person for you to speak to, especially if they work for a tier one or two firm. Speaking to analysts who are familiar with your domain yields quicker understanding and validation and is critical for getting those deep market insights that hone strategy.
An analyst relations partner like CCGroup can help focus your outreach and identify the key analysts in your space. We maintain data on which analysts influence buyers in various tech markets. Using this intel, you can quickly tier your analysts, focusing efforts on those that are most likely to provide insights to support product marketing strategy, influence buyers or amplify your product messaging.
Targeting a short list of the most relevant analysts means your briefings are more likely to turn into analyst advocacy down the line.
Use inquiry and briefings
Analyst inquiry sessions are a goldmine for feedback on your strategy. If you need quick validation on a positioning and messaging framework or go-to-market plan, use inquiry to get direct third-party, expert feedback. A 30-minute call can swiftly validate your messaging or reveal any red flags, providing you with the informed guidance you need.
For those product marketers who don’t have the luxury of inquiry access, briefings with friendly industry analysts, such as those who have previously shown interest in your product or have a positive relationship with your company, can also be an excellent vehicle for feedback and market insights that can sharpen your strategy.
Using these tactics effectively, with proven AR practices of clear, factual messaging and respectful engagement, can help time-poor product marketers get the validation they need.
Listen!
The most successful programmes understand that analyst relations isn’t a one-way-street; it’s a dialogue. The analysts you engage are constantly testing ideas with end-users, seeing competitive demos, and refining strategies. When they spot gaps in your message or suggest tweaks to your roadmap, acting on that guidance is often one of the fastest ways to sharpen product marketing strategy. This engagement and responsiveness are key to success.
Analysts talk daily with the buyers you’re trying to reach. Their feedback on value propositions, terminology, or proof points is informed by dozens of customer conversations. Features that wow internal teams may barely register with buyers, and analysts can flag those mismatches. Using analyst insights to support messaging and positioning ensures they resonate with the real pain points your customers and prospects face.
Product marketing teams shouldn’t treat analysts as just another communications channel. While keeping them up to date on key product updates is essential because they hold immense influence over buyers, perhaps the most value they can bring is to help shape your strategy so that it resonates with the market. Listen and learn from the insights they share.
Lasting impact
Successfully implementing these tactics will help you capture analyst mindshare, but they also fit into a bigger picture. These steps align with proven AR methodologies that drive long-term success. Prioritising the right analysts and delivering clear, succinct messaging are cornerstones of effective analyst relations. And an agile, responsive approach to analyst engagement reflects the best practices for nurturing those relationships over time.
If you’re looking to hone or scale your programme, we’d love to talk to you about how we can help! If you’d like to learn more, please email [email protected].
