Why B2B Marketing & Sales Should Care About Analyst Relations

Why B2B Marketing & Sales Should Care About Analyst Relations
Why B2B Marketing & Sales Should Care About Analyst Relations

B2B marketing leaders often have an ambivalent relationship with analyst relations. In some organisations, AR is a team sport: AR is a partnership with the business to meet business goals, and especially communications goals for shifting buyers. However, in other organisations, AR is a role that is siloed. As a result, Analyst Relations’ credibility is limited by pay to play perceptions of analyst firms and elitism in the AR community, which often argues that people should delay AR until they are large enough to hire a seasoned AR professional.

That’s the starting point for B2B Uncovered, the podcast of ResearchHQ leader Paul Denham, in his December 2021 interview with me.

In this hour-long conversation, Paul and I discuss the need for AR to transform the way that AR stakeholders communicate with our internal stakeholders, echoing many of the discussions at the 2021 Analyst Relations Forum. However, I also point to the nest of challenges around prioritization and resource allocation. In the Analyst Value Survey, for example, there’s a host of information about which analysts influence which user audiences. CCgroup commissions independent surveys of buyers about analysts and other influencers on longlisting and shortlisting.

In the hour-long conversation, Paul and touch on a wide range of topics. I think most people will be interested in the discussion on analyst independence, around ten minutes in, and on scam research. I develop these thoughts on independence in a later discussion with Gartner alumnus Vinnie Mirchandani that will be posted shortly.

You can listen to the podcast at https://bit.ly/B2BcareAR

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