Analyst relations have long been a core part of enterprise communications strategies, but for scaling tech companies, it’s often deprioritised.  

It’s easy to understand why – there are no quick wins, no guaranteed coverage, and pipeline impact is often hidden in closed door meetings between your buyers and the analysts themselves. 

But in today’s market, where buyers are more risk-averse, research-led and increasingly reliant on third-party validation, the role of analysts has never been more important.  

So, is analyst relations worth the investment? And can smaller businesses learn from larger technology companies who place such importance on their relationships with industry analysts? The short answer is yes. For the long answer, continue reading.  

What is analyst relations?

Analyst relations is a programme of ongoing engagement with industry analysts working at independent research and advisory firms.  

These include global firms such as Gartner and Forrester, alongside more specialised research like Omdia (telecoms and media), Beecham Research (IoTA), and Goode Intelligence (digital identity and biometrics) 

Analysts typically focus on a specific technology or market segment, and their role spans two key areas:  

• Producing research that evaluates market trends, vendors and category evolution 

• Advising enterprise organisations on strategy, vendor selection and investment decisions 

In practice, this means analysts don’t just describe markets. They have a powerful influence over how they develop.  

Why does inclusion in analyst reports matter?

Analyst reports remain a key reference point for enterprise buyers. They are used to understand market landscapes, validate internal thinking, and build and refine vendor shortlists.  

Being included in research of this scale signals to prospects and partners that your company is credible, relevant and worth considering. What is important to remember is that visibility of this kind is built over time, not through one-off briefings.  

How do analysts influence enterprise buying decisions?

Beyond published research, you may be wondering how analysts really influence enterprise buying decisions. Well, many organisations in fact rely on analysts for direct advice. This is where analyst influence becomes even more beneficial.  

Enterprise buyers are no longer just asking “Who’s in the market?” and “Who should we choose?” - they’re asking more complex, future-focused questions, particularly as technologies like AI continue to evolve at pace.  

Instead, enterprise teams may ask analysts “Which vendors are genuinely innovating in AI, and which are simply following trends?” or “Who will be able to scale with us over the next 3–5 years?”  

If your company is known to the analyst, you are far more likely to be part of that recommendation set. And in high complex or high-value technology decisions, particularly those involving emerging technologies like AI, that endorsement can carry significant weight.  

What does analyst relations look like in practice?

Analyst relations are most effective when built over time, shaping both how your business is understood by analysts and how it is represented more widely.  

We’ve supported clients, such as Ozone API, in strengthening relationships with key analyst houses as part of broader communications strategies. This has allowed us to develop analyst engagement and secure introductions and inclusion in research reports.  

This kind of visibility ensures companies are accurately positioned within their market. That positioning can extend beyond analyst research. Analysts are frequently cited in tier-one media, industry publications and at major events, where they provide independent commentary on market trends and emerging technologies.  

As relationships develop, analysts may reference companies they know in these contexts, whether as examples, case studies or part of wider industry narratives.  

The result is a form of visibility that goes beyond traditional PR: one rooted in third-party credibility and expert validation. Between report inclusion, bespoke consultancy and media impact, successful analyst relations programmes increase brand awareness, your company’s credibility in the market, and ultimately, sales. 

Contact Missive today to learn more about how an analyst relations programme could take your technology business to the next level.