A guide to setting up analyst briefings, by @TopLineFounder
If your company or client is after that precious analyst endorsement, your next step is an analyst briefing. This is quite simply a meeting or a conference call with your target analyst(s) in which you demonstrate your technology and explain your corporate strategy.
Below I have outlined the steps in setting up an analyst briefing:
Do your research. spend some time identifying the analysts you want to speak to, and researching them in detail. What social networks do they use? Where are they published? And how do they engage with tech companies?
Plan your approach. Just like in journalist relations, your analyst pitch should be targeted, relevant and concise. Think beyond what you want to get out of the briefing and try to understand what will be of interest to your analyst.
Approach each analyst individually. You will be able to do this through forms on their websites (we hate those too, but they’re the only way to get at the likes of Gartner), via email or on social media. Allow yourself a lead time of at least three weeks, as they tend to be busy people.
Once they have agreed to a briefing, secure it in a meeting request. It sounds obvious, but make sure you take into account differences in time zones, and remember to send out your conferencing details in advance.
Prepare a succinct and interesting (analysts are people too and no one likes a lengthy corporate slide show) presentation and send it to your analyst in advance of the briefing.
Confirm with all participants the day before to avoid logistical mishaps.
On the call, make the briefing interactive. Ask them what sort of information they are looking for, go through your presentation and then ask for feedback. Ask your analyst to propose ways in which you can work together, and ask about how they like to be followed up with.
Then follow up, keep in contact and keep them posted on interesting developments. Remember though that what seems interesting to you (such as the release of a new version of your software) will not always be interesting to them (or anyone else) so don’t just add them to your press release list.
If they do Tweet about you or write about your technology, don’t forget to thank them.
The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by SaaS marketing expert Heather Baker, founder of B2B PR consultancy TopLine Communications, and editor of the B2B Guide to Social Media and takes contribution from anyone sensible in the industry with something intelligent to say. Follow Heather on Twitter @TopLineFounder or contact her via email: firstname.lastname@example.org.
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