Analyst
Relations
Build credibility with the people buyers trust.
In B2B tech, analysts shape how markets are defined, how vendors are compared, and who gets short-listed. If analysts don’t understand you, you don’t show up — or you show up wrong — at the moment a buyer is trying to decide.
We run analyst relations programmes that make your story clear, consistent, and easy for analysts to repeat — in briefings, in research, and in analyst-to-buyer conversations.
Who we engage
We engage the analyst and research firms that shape how buyers evaluate vendors in digital infrastructure.
That includes Gartner, IDC, Omdia, Analysys Mason, ABI Research, CCS Insight, Appledore Research and ReThink, among others.
What are you buying
A clear analyst narrative
Analysts don’t want marketing polish. They want clarity, evidence, and a point of view they can trust. We help you land: - what you do (in plain language) - who it’s for (and who it isn’t) - what makes you different - proof points that survive scrutiny
A briefing programme (done properly)
Targeted briefings with the right firms and the right analysts, run on a cadence that builds familiarity over time. Support for evaluations (when relevant)
If you’re heading into a major evaluation cycle, we help you prepare: story, structure, consistency, and readiness. A simple rule: analysts aren’t journalists
Analysts and journalists have different incentives and different information needs. Treating them the same is a fast way to waste time.
Analysts are trying to understand:
how you fit into the market map
what customers actually choose you for
where you win, where you don’t, and why
what evidence supports the claims
How we run AR
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We start with a baseline: how are you currently perceived, and where are the gaps?
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Not every firm matters equally for your buyers. We map the landscape and focus on the analysts who genuinely shape your category.
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We build a briefing cadence that’s easy to sustain and improves over time — not a one-off spike that gets forgotten.
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Briefings only compound if you capture what happened, track what changed, and build continuity into the programme.
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AR should improve more than AR. It feeds:
messaging refinement
sales enablement
content angles
event narratives
competitive intelligence
Engagement options
Ongoing programme
A structured briefing cadence designed to build familiarity and repeatable credibility over time.
Typical components:
- analyst mapping and prioritisation
- narrative and proof points
- regular briefings and updates
- continuity tracking and insight capture
Baseline audit
A short assessment of current perception and gaps, with a prioritised target list and a 60–90 day plan.
Outputs typically include:
- perception summary (“what they think you are”)
- target list + sequencing
- briefing narrative outline + next steps
Support for major evaluation moments (submissions, messaging consistency, briefing prep, Q&A readiness).
Evaluation support
What’s included (deliverables)
Briefing narrative: story, differentiators, proof points
Briefing scheduling + prep (who, why, what you want from it)
Briefing notes and follow-ups
Insight capture: what changed, what you learned, what to do next
Lightweight reporting so you can see momentum and direction
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No. They’re related disciplines, but they work differently. You can do either or both depending on your goals.
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No. Reports matter, but analyst influence shows up in many ways — category definitions, shortlists, buyer conversations, and market narratives.
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Clarity and evidence. What’s different, why customers choose you, and proof points that stand up to questions.
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The fastest wins come from clarity improvements. The biggest wins come from cadence and continuity — analysts trust what they see consistently over time.
Ready to build analyst credibility?
If analyst influence matters in your market — and it usually does — we can build a programme that earns familiarity, trust, and repeatable visibility.