[GTM glossary](/glossary.txt) Analyst relations

Marketing

# Analyst relations (AR)

In short

Analyst relations (AR) is the work of informing and building relationships with industry analysts at research and advisory firms. These analysts evaluate vendors, publish reports, and advise buyers on shortlists.

For B2B companies, AR matters because buyers, especially in larger deals, read analyst reports and ask analysts for guidance. Good AR means analysts understand what you do and describe it correctly.

## What analyst relations involves

* **Briefings:** Scheduled sessions where you explain strategy, product, and customer traction.
* **Inquiries:** Analysts answering questions from buyers; you want them to know you well.
* **Report evaluations:** Supplying data and references when analysts assess vendors for a ranking or quadrant.
* **Customer references:** Connecting analysts with customers who can speak to results.

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## How to start

Identify which analysts cover your category and which reports buyers in your market read.

Share a clear briefing on positioning, roadmap, and target customers; stick to facts you can support.

Keep contact regular with updates, not only when a report is due.

Prepare references and data in advance for evaluation requests.

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## Example

Say a mid-size software company sells to finance teams. It maps the two analysts covering its category, holds a briefing before a major release, and offers two customers for reference calls. When the next vendor evaluation opens, the analyst already knows the product.

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## AR vs public relations

Public relations targets journalists and general audiences. Analyst relations targets a small group of specialists whose opinions shape vendor shortlists. See public relations for the media side.

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## Common mistakes

* **Only calling at report time:** Analysts value ongoing, useful updates.
* **Overselling:** Analysts spot exaggerated claims quickly.
* **No sales alignment:** Sales should know how analyst coverage can support deals.

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## Analyst relations FAQs

**What is analyst relations?**

Analyst relations is the practice of building and maintaining relationships with industry analysts so they understand your company, product, and market position. It includes briefings, inquiries, report evaluations, and customer reference programs.

**Why is analyst relations important for B2B companies?**

Buyers, particularly in enterprise deals, often consult analyst reports and advice when building vendor shortlists. Analyst relations helps ensure analysts understand and fairly represent your product when those decisions are made.

**What is the difference between analyst relations and public relations?**

Analyst relations focuses on a small group of research and advisory specialists who influence vendor evaluations. Public relations focuses on journalists, media outlets, and the wider public. The audiences, content, and goals differ.

**How do you start an analyst relations program?**

Identify the analysts covering your category, request briefings with a clear positioning story, prepare customer references and data for evaluations, and keep in regular contact with product and market updates, not only around reports.

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## More related phrases

* [Media relations](/glossary/media-relations.txt)
* [Pay per click](/glossary/pay-per-click.txt)
* [B2B influencer marketing](/glossary/b2b-influencer-marketing.txt)

## Similar phrases

* [Thought leadership](/glossary/thought-leadership.txt)  
Thought leadership is content that shares original insight on topics your buyers care about, building trust and authority long before they are ready to buy.
* [Brand awareness](/glossary/brand-awareness.txt)  
Brand awareness is how familiar your target market is with your company, and it shapes whether buyers consider you when a need arises.
* [Positioning](/glossary/positioning.txt)  
Positioning defines the place your company holds in a buyer’s mind: who it is for, what category it competes in, and why it is the better choice.
* [Public relations (PR)](/glossary/public-relations.txt)  
Public relations (PR) is the practice of shaping how a company is seen by earning coverage, building media relationships, and managing communication with customers, press, and other audiences.
* [Earned media](/glossary/earned-media.txt)  
Earned media is publicity a brand gains without paying for placement, such as press coverage, reviews, podcast invitations, analyst mentions, and shares, because others choose to talk about it.