One of my first jobs outside of the PR agency, where I cut my professional teeth, was in Marketing Communications for a company that sold to Telco. It was there that I learned first-hand about the value of analyst briefings, regularly organizing virtual and real-world tours around analysts from names like Gartner, Forrester, and IDC. Now, at Sparkling Communications, where I work with companies from various stages in their lifecycle, I have realized that analyst briefings are an untapped opportunity for many travel technology ‘vendors’.
Discover how to turn analyst briefings into two-way conversations that showcase your innovations and unlock valuable insights.
So, how do you ensure you make the most of this important opportunity? We are here to fill you in!
1. Structure Your story
If it is your first time introducing yourself to an analyst or a consulting firm – or it has been a while – work on your story. Your aim is to show how your company is uniquely positioned to address a critical problem or realize an opportunity in a commercially material way. The storyline should address the following areas:
Introduce yourself and your core team, illustrating why you are qualified to be in the room
Outline your company’s mission, achievements, and milestones in the journey thus far
From the customer’s perspective, paint a picture of the current state and call out the customer's need
Talk through how your solution will dramatically improve the situation better than your competitors
Why should anyone take your word for it? Validate your claims with data insights, research, customer success stories, and/or news
Conclude with your vision for the future and a roadmap of how you intend to get there
Consider bringing your story to life with a live demo
Top Tip: Every message you communicate should have a ‘so what’ factor. Always think about what it means for the audience and the end customer.
2. Encourage Engagement
As we have mentioned, engaging with the consultants and analysts can provide considerable value, so be sure to leave ample room for discussion and questions—from both sides. Dedicate at least 30% of the session to diving deeper into specific areas, clarifying details, and gathering valuable feedback. Don’t wait until the end—encourage dialogue throughout to keep engagement high.
Top Tip: Never be too shy to say, “This is our perspective, but what do you see happening in the market”?
3. Don’t Stop There
Post-briefing follow-up is just as crucial as the briefing itself. Send a summary of key takeaways and any additional resources (slide decks, reports, case studies, etc.) to reinforce your message and open lines of communication to address any additional questions.
Top Tip: As soon as the briefing is finished, plan for the next one. Remember to agree to schedule another update in the next six months!
When approached thoughtfully, analyst briefings can be of great value to tech companies. They provide a platform to present your strengths and receive valuable feedback, fostering relationships that can contribute to your success.
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