Analysts hold a unique and powerful position in the B2B buying ecosystem.
They aren’t just researchers. They’re influencers who directly shape enterprise buying decisions.
In a recent presentation to the York IE portfolio, analyst relations expert Robin Schaffer cited a study that found 75% of B2B purchase decisions are impacted by analysts. Even more striking, 79% of analysts work with startups specifically so they can recommend them to buyers.
“They talk to your buyers, they talk to your competitors, and they talk to investors. If you’re not talking to them, you’re missing from those conversations,” Robin explained.
Analysts Amplify Your Brand
Analysts play a crucial role in amplifying your company’s message. Whether through mentions in buyer calls, coverage in formal research reports, or participation in co-branded content and webinars, analysts give startups credibility and exposure that’s difficult to achieve otherwise.
Robin shared an example from her work with a data governance company. By partnering with an analyst to conduct original research and create an ROI calculator, the company was able to communicate its value in a new, credible way, which made sales conversations much easier.
They Know Things You Don’t
Because analysts sit at the intersection of technology, vendors, and buyers, they bring unique market insight. Robin described a client that leveraged a one-off analyst consultation to refine their messaging and go-to-market plan, all based on the analyst’s understanding of buyer needs and trends.
“Analysts understand the tech, the trends, the buyer psychology, and your competition. They see the full chessboard.”
Analysts Influence Investors, Too
Startups often overlook this, but analysts are also trusted resources for investors. VCs turn to analysts to understand where a market is going and which vendors to watch. Building relationships with analysts can pay off not just in sales, but in fundraising.
Startups Have Value to Analysts
It’s not just a one-way street. Analysts want to talk to startups. In fact, 53% prefer to engage with startups at or before beta stage. They want to be the first to know what’s new, innovative, and disruptive, and they want to help you shape your message before you go to market.
“Analysts are expected to be experts in their space. To do that, they have to understand not just the big players, but the emerging ones, too.”
The Analyst Ecosystem
Robin laid out the analyst landscape: vendors on one side, buyers on the other, and analysts in between. Vendors brief analysts to educate them about their value, and analysts speak to buyers about their needs. This two-way flow allows analysts to recommend solutions to buyers while also helping vendors tailor their messaging and positioning.
Why You Should Care About Ranking Reports
Startups aren’t always included in signature analyst reports like Gartner’s Magic Quadrant or Forrester’s Wave, but that doesn’t mean you should ignore them. These reports generate hundreds of buyer conversations. And when a buyer asks, “Is there anyone else I should be considering?” that’s your chance…if the analyst knows who you are.
“Even if you’re not in the report yet, getting on the analyst’s radar can influence future versions, open up new positioning ideas, and help shape how your category evolves.”
Avoiding Common Mistakes
Many startups make the mistake of treating AR like PR. They pitch instead of engage. Robin recommends starting with a clear goal, building genuine relationships, and listening as much as you speak.
“Analyst relations is not a press release. It’s a partnership.”
How to Get Started
Robin concluded the session with a simple roadmap:
Identify which analysts cover your space
Reach out early (ideally pre-GA)
Share your product vision, not just your features
Keep them updated regularly
Ask for feedback, and actually use it
And perhaps most importantly, view AR as an ongoing conversation, not a one-time briefing.
“Analyst relations is a long game, but it can accelerate every other part of your business when done right.”
