Why invest time and resources in relationships with industry analysts
Control the narrative about your products and services - Industry analysts are going to talk and write about you (or leave you out); make sure they have your story right!
Technology buyers turn to industry analysts for advice about vendors and products; analysts can’t recommend solutions they don’t understand
Customers use analyst research and recommendations to compare and contrast products; being left out or misrepresented can be detrimental; inclusion can open doors
Reporters rely upon industry analysts for background information and quotes
Investors, venture capitalists, and potential M&A partners consult industry analysts to identify and vet technology companies
Turn analysts’ knowledge into your competitive advantage
Industry analysts can be your eyes and ears into your target market and are available for strategic counsel and message testing
Industry analysts are an excellent source for competitive information and guidance about trends you can capitalize upon
Analyst research, webinars, and other assets typically outperform other demand gen content
When many people think of industry analysts, published research like Gartner Magic Quadrants often comes to mind. While they are critical to the IT purchasing process, MQs and similar research from other firms represent a fraction of an analyst’s influence and reach.
An estimated 80% of an analyst’s influence is from buy-side (end-user) and sell-side (vendor) advice delivered in 1:1 inquiry calls*
Analysts also participate in a wide range of highly visible activities that shape market perceptions and buyer behavior
Vendor marketing and product management organizations can leverage these communications channels to improve company performance
Analyst Influence: more than Magic Quadrants
* Data source: Knowledge Capital Group (KCG)
