Analyst relations (AR) is an aspect of marketing communications that focuses on building mutually beneficial relationships between a company and industry analysts at firms such as Gartner, Forrester, IDC, and boutique specialty firms. 

Industry analysts are experts who research and analyze specific markets, technologies, and trends. Their research and insights influence market perceptions, trends and buyer behaviors, and are also used by VCs, business consulting firms, and news media.

Vendors can also benefit from analysts’ insights to inform roadmaps, test messaging, and gather competitive information. When approached strategically and carefully nurtured, analyst relationships can be a business’ secret weapon.