This document discusses 5 myths about analyst relations (AR) and provides 5 proven tactics for effective AR. The myths addressed are that AR is obsolete due to sites like G2 and TrustRadius, that coverage only happens if you pay analyst firms, that AR is like PR and involves pitching analysts, that analysts focus mostly on technology, and that AR work is glamorous. The 5 proven tactics for effective AR are: 1) manage expectations by taking a long-term approach, 2) ensure relevance by understanding what's in it for the analysts, 3) invest time before money for briefings and meetings, 4) accept analyst advice as they mirror market views, and 5) involve different teams across the company to shape perspectives in the

1. Winning Over the Toughest Influencers:
5 Proven Tactics for Effective AR
Kirsten Newbold-Knipp, CMO
FullStory
www.fullstory.com
#digitalexperienceintelligence

2. 2
How do I know Analyst Relations?
+
. . .

3. 5 + 5

4. 4
5 Myths About Analyst Relations
Passe
______________
G2, TrustRadius &
digital reviews sites
make AR obsolete
Truth: B2B buyer's
are still seeking ‘big
analyst’ advice &
CYA

5. 5
5 Myths About Analyst Relations
Passe
______________
Pay-4-Play
______________
G2, TrustRadius &
digital reviews sites
make AR obsolete
Truth: B2B buyer's
are still seeking ‘big
analyst’ advice &
CYA
Coverage only
happens if you pay
analyst firms
Truth: Paying gets
you ‘access’ not
coverage, be
relevant

6. 6
5 Myths About Analyst Relations
Passe
______________
Pay-4-Play
______________
Like PR
______________
G2, TrustRadius &
digital reviews sites
make AR obsolete
Truth: B2B buyer's
are still seeking ‘big
analyst’ advice &
CYA
Coverage only
happens if you pay
analyst firms
Truth: Paying gets
you ‘access’ not
coverage, be
relevant
Pitching analysts is
the way to generate
interest/mentions
Truth: Analysts
write based on end
user demand &
don’t like being
pitched, be relevant
& consistent

7. 7
5 Myths About Analyst Relations
Passe
______________
Pay-4-Play
______________
Like PR
______________
Tech-Centric
______________
G2, TrustRadius &
digital reviews sites
make AR obsolete
Truth: B2B buyer's
are still seeking ‘big
analyst’ advice &
CYA
Coverage only
happens if you pay
analyst firms
Truth: Paying gets
you ‘access’ not
coverage, be
relevant
Pitching analysts is
the way to generate
interest/mentions
Truth: Analysts
write based on end
user demand &
don’t like being
pitched, be relevant
& consistent
Analysts spend
most of their time
on MQs & Waves
Truth: 80% of
research is ‘best
practices’ only 20%
is ‘tech vendor’
centric

8. 8
5 Myths About Analyst Relations
Passe
______________
Pay-4-Play
______________
Like PR
______________
Tech-Centric
______________
Glamorous
______________
G2, TrustRadius &
digital reviews sites
make AR obsolete
Truth: B2B buyer's
are still seeking ‘big
analyst’ advice &
CYA
Coverage only
happens if you pay
analyst firms
Truth: Paying gets
you ‘access’ not
coverage, be
relevant
Pitching analysts is
the way to generate
interest/mentions
Truth: Analysts
write based on end
user demand &
don’t like being
pitched, be relevant
& consistent
Analysts spend
most of their time
on MQs & Waves
Truth: 80% of
research is ‘best
practices’ only 20%
is ‘tech vendor’
centric
Analysts jet set &
pontificate with no
accountability
Half-Truth: Ok, it’s
not operational, but
it can actually be a
grind to give advice
w/o owning results

9. 5 + 5

10. 10
Expectations
Manage them
AR is a marathon,
not a sprint

11. 11
Relevance
Do your research
What’s in it for them?

12. 12
Investment
Time first, then $$$
Reminder: Briefings
are FREE

13. 13
Advice
Accept it
Analysts are a mirror
of your market
(sometimes a rearview mirror)

14. 14
Teamwork
Involve PM, CX,
Marketing & Execs
Many voices shape
your market

15. 5 Proven Methods to AR Success
1
15
2 3 4 5
Don’t believe the myths – invest in a relevant, long-game to engage these tough influencers
Manage
Expectations
Be Relevant
(WIIFY)
Invest Time,
Then $$
Accept Analyst
Advice
Make AR a
Team Sport

16. Thank you!
Q&A
www.fullstory.com