Curious about how Analyst Relations works, or why it matters?
Here are the most common questions we hear from founders, CMOs, and go-to-market leaders at technology companies of all sizes.
1. What does an Analyst Relations programme entail?
An AR programme is a structured, strategic effort to engage with influential industry analysts. It’s designed to build credibility, shape perception, and position your company in the conversations that influence enterprise buying decisions.
2. Who qualifies as ‘analysts’ in this context?
Analysts are subject-matter experts or firms who research and advise on technology trends, solutions, and suppliers. They help enterprise buyers evaluate options — and often shape shortlists, RFPs, and strategic decisions.
3. Why is Analyst Relations essential?
Analysts have an influence over 50% of enterprise technology purchases. They’re also key voices for journalists, event organisers, and investors. Engaging with them boosts your visibility, credibility, and market relevance.
4. When is the ideal time to start working with analysts?
The earlier, the better. Engaging analysts before a major launch or evaluation cycle gives you time to build relationships and shape how you’re perceived before they publish anything about your market.
5. Why take a proactive approach and not wait for analysts to reach out?
Waiting means reacting. Proactively engaging with analysts ensures they understand your story, your strengths, and your relevance, so when they write or advise, you’re already in the conversation.
6. What does “tiering the analysts” mean?
Tiering is the process of prioritising analysts based on their relevance, influence, and visibility.
- Tier 1 analysts: Direct customer influence, publish high-impact reports, and are open to collaboration (quotes, events, etc.)
- Tier 2 and beyond: Useful for monitoring, relationship-building, or market intelligence.
7. Why outsource Analyst Relations to Kea Company?
Because AR is a profession, not a task, with over 75 years of combined AR experience, Kea Company offers expert-led execution, workshops, and strategic support to help you build and scale a world-class AR programme — without the overhead.
8. Can a tailored AR strategy help in specific industry verticals?
Absolutely. Different sectors rely on different analysts and reports. We tailor strategies to match the analyst landscape in industries such as financial services, cybersecurity, e-commerce, manufacturing, and more.
9. How can Analyst Relations support reputation management?
In times of crisis or scrutiny, analysts can be powerful allies. They provide balance, perspective, and credibility, and can help you frame your story to the market with confidence and clarity.
10. Can Kea Company help measure AR’s ROI?
Yes. We measure analyst asset usage in sales, shifts in perception, analyst sentiment, and changes in win rates — all tied back to AR activity. We help you demonstrate and increase the business impact of AR.
11. How does Kea stay ahead of the Analyst Relations landscape?
We stay in active dialogue with analysts across all major firms, track research agendas and publication cycles, monitor shifts in influence, and adapt our approach based on real-world client outcomes.
12. What makes a successful AR outreach campaign?
Clear messaging, the right analyst targets, well-timed engagement (aligned to research cycles), and meaningful interaction — not just briefings, but inquiries, follow-ups, and relevance to the analyst’s current thinking.