Tap into the Hidden Power of Analyst Relations: 3 Game-Changing Ways Industry Analysts Fuel Business Growth

Ever wonder why some tech companies seem to effortlessly win deals while others struggle to get noticed? Their secret weapon might be hiding in plain sight: industry analysts.

When many people think of industry analysts, they immediately envision published evaluations like Magic Quadrants, Waves, and MarketScapes. While these evaluations are an essential piece of the IT purchasing process, they only represent a fraction of an analyst’s overall influence and reach. In fact, analysts at tier-one firms spend a significant amount of time advising potential buyers. As a result, research consistently shows that over half of IT decision-makers rely on analyst guidance for major purchasing and strategy decisions.

Let’s take a look at how savvy companies leverage this influence to crush their competition:

1. Instant Credibility Boost: The "You've Made It" Effect

When your company is included in analysts’ research, presentations, or vendor recommendations, it provides significant third-party validation in the technology marketplace. This recognition signals to potential customers that your solutions are credible and worth consideration.

Think about it: Which carries more weight?

• Your marketing team saying you're innovative.

• An objective industry expert recommending or citing you by name.

When analysts recognize your company, it sends a powerful signal to the market that boosts your visibility and strengthens your competitive position. Bonus points if you amplify analysts’ research and blogs in your own social and demand gen programs to reach audiences beyond the analysts’ client bases.

2. Strategic Crystal Ball: Seeing Around Corners

Many companies make decisions based on limited information and gut instinct. But what if you could tap into insights from hundreds of buyer conversations?

That's exactly what analysts can do when you have subscriptions or retainers that give you the ability to speak with analysts on calls that are referred to as “inquiries” and “advisories.”

As part of their daily research and client advisory services, analysts talk with:

• Your target customers about their pain points and purchasing questions.

• Industry leaders about market directions and trends.

• Investors who often turn to them for advice.

The intelligence they gather throughout the course of those conversations can help you with:

• Market validation: Identify which features buyers need (and are willing to pay for) before adding new capabilities to your roadmap or considering an acquisition.

• Gap identification: Spot untapped opportunities your competitors might miss.

• Competitive intelligence: Gain access to insights about vendors’ strengths, weaknesses, opportunities, and threats across the competitive landscape.

• Messaging refinement: Test your message platforms and marketing materials to help you use language that resonates with buyers' actual needs, not what you think they want.

  
  

By tapping into analyst insights across these and other areas, you can gain a sharper, faster path to competitive advantage with less guesswork.

3. Deal-Making Magic: The Invisible Hand in Purchasing Decisions

Here's where things get really interesting. Just like vendors with analyst subscriptions and retainers, customers and prospects with similar credentials can also conduct inquiry and advisory calls to ask analysts questions. The difference: buy-side subscribers often turn to analysts for advice about the vendors and technologies they should consider.

If your company is not part of that conversation, there’s a good chance you're not in the deal. Period.

These analyst recommendations follow buyers through their entire journey, from who should be on their shortlists, to what to include in their RFP requirement, to creating justification for their board. 

This behind-the-scenes advice can be the push that turns a “maybe” into a definitive “yes.”

How do they do it?

Analysts can’t talk about what they don’t know. Therefore, companies that dominate your market don’t leave analyst influence to chance. They thoughtfully nurture these relationships with proactive AR programs that include strategic inquiry calls, regular briefings, and meaningful engagement at industry events. These leaders recognize that occasional contact isn't enough – effective analyst relations requires structure, internal alignment, and a genuine understanding of how analysts evaluate the market.

When properly executed, Analyst Relations transcends basic communications to become a genuine competitive advantage that opens doors, informs roadmaps, and accelerates deals. The first step requires a bit of introspection. Ask yourself if you and your teams are making the most of this valuable asset. If not, begin taking steps to fine-tune your approach to working with industry analysts and then watch the magic happen. 

Want to take a deeper dive into this topic? 

Check out this free 10-minute bonus module from Analyst Relations Learning Curve: Three Ways Industry Analysts Can Drive Your Business 

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