When you think of industry analysts, you might picture them only talking to big companies. You know, the tech giants with deep pockets and PR machines. But guess what? Startups can also play the analyst game. And yes — it’s not only possible, it can be game-changing.
Why Bother with Analyst Relations (AR)?
Analyst Relations (AR) often gets overlooked by startups. Too expensive. Too complex. Too corporate. But the truth is, AR can be your secret growth weapon. Here’s why:
- Visibility: Analysts talk to your potential customers before those customers talk to you.
- Credibility: A good word from a Gartner or Forrester analyst carries a lot of weight.
- Feedback: Analysts can tell you what’s hot, what’s not, and how your product fits in.
Still think it’s only for the “big guys”? Think again.
Debunking the Big Myths
Let’s bust a few myths that are stopping startups from building analyst relationships:
- Myth: It costs a fortune.
Truth: Yes, big analyst firms offer costly subscriptions. But many also offer free briefings. No budget? No problem. You can still engage. - Myth: We’re too new or small.
Truth: Analysts love emerging tech. They need fresh solutions. Don’t hide just because you’re new. - Myth: It’s only for marketing.
Truth: AR is strategic. It helps across product development, go-to-market, and investment decisions.
Step-by-Step: Analyst Relations for Startups
Okay, so you’re ready to dive in. Where do you start? Let’s break it down.
1. Identify the Right Analysts
Not all analysts are the same. Some focus on cloud security. Some live and breathe martech. You need the ones who cover your space.
Do a little homework:
- Check analyst content on major firm websites.
- Use LinkedIn to find analysts who cover your sector.
- Read industry research reports or subscribe to newsletters.
Start a list and build a simple profile for each analyst — focus, firm, past research, etc.
2. Start with Free Briefings
Many analyst firms offer startups the chance to do vendor briefings — for free. This is your chance to introduce your company, your product, and your vision.
Tips for a great briefing:
- Keep it simple. Don’t drown them in jargon.
- Tell a story. Startups have great stories — use yours.
- Leave time for discussion. Analysts love asking questions.
3. Be a Source of Insight
Analysts don’t just sit in ivory towers — they write reports, speak at events, and brief clients. Be helpful to them.
How?
- Share market trends you’re witnessing.
- Offer customer insights (without breaking NDAs, of course).
- Be available when they’re researching your category.
That’s how they’ll remember you — as more than just another vendor pitch.
4. Keep the Relationship Warm
This isn’t a “one and done.” AR is a relationship. Keep in touch regularly:
- Send quarterly updates on product and business progress.
- Send them invites to your virtual events.
- Celebrate milestones — funding, launches, partnerships.
This helps maintain your visibility and keeps you top of mind.
Common Mistakes to Avoid
As a startup founder or marketer, you’re juggling a dozen things. But don’t fall into these AR traps:
- Overhype: Don’t claim to be “the Uber of AI for robots” unless you can back it up.
- Too Much, Too Fast: Don’t try to talk to every analyst at every firm all at once. Start small.
- No Follow-Up: If you brief an analyst and then ghost them for a year, you’re wasting the effort.
The key is consistency and authenticity. Be helpful, honest, and responsive.
Will It Pay Off?
Let’s be real — you won’t see instant results. But Analyst Relations is a long-term play. Here’s how it can help down the line:
- You show up in reports and market maps.
- Buyers look for vendors named by analysts.
- Investors love to hear you’re on analysts’ radar.
Many startups find that AR gives them an edge when selling to enterprise clients. It adds a stamp of validation.
If You Have a Budget, Use It Wisely
Got a bit of cash to spend? Here’s how you can level up:
- Purchase a limited advisory package from a top firm.
- Hire a part-time AR specialist or PR firm with AR expertise.
- Attend analyst events and conferences.
Spending smartly — even just a few thousand dollars — can go a long way in opening analyst doors.
Start Now, Not Later
Lots of startups wait. They wait until Series B or until a big launch or until they’re “ready.”
But analysts are more interested in your path and progress than perfection. They want to hear where the market is going — from those building it. That’s you!
The best time to start an analyst relationship? Yesterday. The second-best time? Right now.
Quick Tips to Wrap Up
- Be genuine. Tell your story, don’t sell it.
- Be patient. AR takes time to pay off.
- Start small. One new analyst friend is better than none.
So go on — fire up that briefing deck, research your top analysts, and start building relationships. Even the smallest startups can make a big impact in the analyst world. And honestly, the analysts are waiting for you.
