This article is based on a presentation given by Andrew Keating at the Product Marketing Summit in Denver. Catch up on this presentation, and others, using our OnDemand service. For more exclusive content, visit your membership dashboard.
Thanks for joining me for this deep dive into the world of analyst relations (AR)! Here’s a taste of what we’ll cover:
- Analysts’ vital role in the tech space
- The four steps to build your AR strategy
- How you can engage analysts throughout your GTM
- How to measure the impact of your AR strategy
- Some best practices and hard-won lessons in analyst relations
But first, let me introduce myself. I’m Andrew Keating and I currently spearhead analyst relations at Beamery. That and my past experiences in product marketing and industry marketing teams, where I worked closely with dedicated AR teams, have given me a broad perspective on analyst relations.
So, whether you’re part of a team focusing on analyst relations, or you’re a solo product marketer overwhelmed with launching products and wondering how to even get started with analyst relations, this article has something for you.
Let’s get into it.
What role do analysts play?
Let’s take a step back and think about the role of analysts. Analysts are like brokers whose currency is trust and relationships. They bridge the gap between customers and technology providers. They’re the trusted intermediary that talks to both sides.
Now, sometimes that intermediary role can be a little frustrating for us in the software realm – we wish they were more clearly on our side. Customers can get a little frustrated with all this, too – they’re like, “Just tell me what to buy!” while analysts remain steadfastly neutral.
