In a highly competitive B2B technology landscape, every decision counts. Among the many strategic tools available, analyst relations (AR) is sometimes overlooked. Yet, when used correctly, AR can significantly enhance a company’s credibility, market positioning, and ultimately, its bottom line.
Robin Schaffer, a veteran in analyst relations and author of Analysts on Analyst Relations: Practical Secrets for Winning Big, has spent over 15 years helping B2B tech companies build and nurture relationships with industry analysts.
As she explains, “Analysts are the most influential force in the B2B tech market. Every mid-size and larger vendor has a dedicated team or person working on analyst relations. Without an AR strategy, companies miss out on critical conversations with analysts and their customers.”
In this post, we explore why analyst relations should be an integral part of any B2B marketer’s toolkit and how to leverage AR for maximum impact.
Why Analyst Relations Matter in B2B Marketing
At its core, analyst relations are about building mutually beneficial relationships with third-party experts—analysts—from firms like Gartner, Forrester, and IDC.
These analysts specialize in various domains and industries, offering guidance to buyers making crucial technology decisions. But they do more than that.
Analysts also help vendors market and position their offerings while influencing investors with their industry insights.
Schaffer highlights a key statistic: “75% of enterprise technology decisions involve analysts, either through direct consultation or by using their research.”
This staggering number underscores the critical role analysts play in shaping not just individual purchasing decisions but also broader industry trends.
For companies not actively participating in AR, the risk is clear: other players are shaping the conversation and gaining ground.
Starting with Business Priorities
A common mistake B2B marketers make is jumping into analyst relations without a clear strategy or purpose. Schaffer stresses that this approach is doomed to fail: “Never do analyst relations for the sake of analyst relations. It has to support the business’s core priorities, or it’s not worth doing.”
Before even engaging with analysts, companies need to be crystal clear about their business goals.
Whether it’s entering a new market, launching a disruptive product, or redefining their brand, AR should directly support these objectives. Only then can it be a powerful tool for driving business progress.
Once the business priorities are clear, the next step is to develop specific AR objectives and key results (OKRs).
According to Schaffer, “We build specific objectives and key results (OKRs) for analyst relations, and we define metrics to track progress. AR is difficult to measure, but it’s crucial to have long-term objectives, such as getting a favorable position in a Magic Quadrant or Wave report.”
The Power of Analyst Endorsement
One of the most significant impacts of analyst relations is the endorsement that comes when an analyst truly buys into a company’s product or service.
“When an analyst buys into your vision, it’s game-changing,” says Schaffer. “If you’re listed favorably in a Magic Quadrant or similar report, that alone can move the needle in sales and marketing. But even more powerful are the behind-the-scenes conversations analysts have with buyers.”
It’s these private conversations that often hold the most value. Trusted analysts regularly engage with potential buyers, offering advice on technology solutions and vendor selection.
Being recommended by a well-respected analyst can open doors that were previously closed. This type of validation can be particularly impactful for smaller vendors who may not yet have widespread brand recognition.
Playing the Long Game
Analyst relations is a long game that requires patience and persistence. Success is often achieved through steady relationship building rather than quick wins.
Schaffer explains that sometimes companies are ahead of the market, meaning analysts may not initially see the value in their product. In such cases, it becomes about educating the analysts and helping them see the bigger picture.
However, there are also times when the company itself needs to adapt. “Sometimes, the client’s product or service doesn’t align with what analysts see as important,” Schaffer notes. “In those cases, it becomes about relationship management.”
The goal is to build trust and gradually bring analysts closer to the company’s vision, which can ultimately lead to more favorable positioning in the future.
Structuring Analyst Relations for Success
For analyst relations to be effective, it needs to be integrated into the organization strategically.
While AR often sits within the marketing team, Schaffer believes the most effective programs are tied closely to product marketing.
“The most effective analyst relations programs usually sit within the marketing team, specifically under product marketing,” she explains. “Product marketing is closer to the product and strategy and can take advantage of the feedback analysts provide.”
Analysts offer far more than just report placements. Their feedback can influence product roadmaps, messaging, and go-to-market strategies.
By positioning AR within product marketing, companies can more easily leverage these insights to improve their offerings and better align with market demands.
The Bottom Line: Building Analyst Relations is Building the Future
B2B marketing is not just about generating leads—it’s about building trust and positioning your company as a leader in your industry.
Analyst relations are a critical, often underutilized, tool that can accelerate this process. But it’s not a quick fix; it requires a strategic approach, deep relationships, and a long-term commitment.
As Schaffer puts it, “If you’re not actively engaging with analysts, you’re missing out on opportunities to influence how your company is perceived by both buyers and investors.”
In a world where credibility is everything, AR could be the difference between being a market leader or playing catch-up
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