Many PR and advertising professionals maintain the mistaken perception that analyst briefings are pointless until their firm has a paid subscription with the analyst agency. Analyst relations are continuously one of many first objects entrepreneurs search to take away from our PR proposals.
We firmly imagine it’s worthwhile to your group to conduct an “earned” briefing, much like the earned alternatives your PR group is actively in search of from the media
That is true even when your group doesn’t have a paid relationship with an analyst agency. Analysts are sometimes versatile on the subject of scheduling calls and even in-person briefings, supplied the privilege of an earned briefing will not be misused. Nonetheless, ensure you have one thing important to say, and that you’re prepared for difficult inquiries relating to the technique, goal markets, purchasers, and even the financials of your agency.
Executives trying to make important shopping for selections about healthcare know-how options typically depend on analyst suggestions. A number of firms depend on the rankings of a well known analyst agency and ship their RFPs solely to the highest 5 distributors on these lists. It’s critically essential that your group is included amongst vendor suggestions when your prospects verify in with analysts.
Sure, you’ll most likely need to take a gross sales name together with the briefing
However the intrinsic, long-lasting worth of getting in entrance of key analysts who determine to make the lineup for suggestions makes that 30 further minutes listening to a gross sales spiel about their companies and occasions well-worth the hassle. Plus, the media typically turns to analysts for professional insights. Whereas analysts often don’t reference particular distributors of their quotes, you do need them to pay attention to your positioning in order that when they’re quoted within the media, your group’s imaginative and prescient helps to form the considering behind their feedback.
That are the important thing analyst corporations it is best to take into account focusing on for “earned” briefings?
Basically, probably the most well-known corporations are Gartner, Advisory Board, IDC, Forrester, Frost & Sullivan, KLAS, Chilmark, S&P World and Signify Analysis. There are analysts, akin to Mike Feibus of FeibusTech, who additionally write articles for media shops.
Common briefings with the pertinent analysts at these corporations ought to be part of your analyst relations technique. A number of of them frequently attend well being tech conferences akin to HIMSS, ViVE and HLTH. Your PR group ought to be ensuring you join with them in particular person in the course of the present. The meet-and-greet at these reveals ought to result in a full briefing by way of Zoom a number of weeks after the present.
If there isn’t any alternative to satisfy in particular person, go to the analyst agency’s web site to view a listing of the experiences they intend to launch all through the course of the yr. Create a briefing schedule primarily based on these experiences after which full a web-based type requesting a briefing with the pertinent analyst.
So, you bought the briefing booked. Now what?
Make sure to learn “Analyst Briefings Greatest Practices” for suggestions that can assist you put together, together with who ought to attend the assembly, what slide content material to incorporate and what number of slides you want, training your presentation, and extra.
This text initially appeared on the Amendola Communications weblog; reprinted with permission.
