Continuing her in-depth session with the York IE portfolio, analyst relations (AR) expert Robin Schaffer focused on how startups can actively engage with industry analysts and make the most of early-stage analyst opportunities.
From being featured in “cool vendor” reports to executing on analyst insights, Robin unpacked the strategies startups should be using right now.
Start Small, Aim Big: Analyst Reports Built for Startups
While signature analyst reports like Gartner’s Magic Quadrant and Forrester’s Wave are valuable long-term targets, Robin emphasized that startups have more accessible options to pursue in the meantime.
She highlighted smaller-format reports designed specifically to spotlight emerging vendors:
- Gartner Cool Vendor Reports profile innovative startups not yet ready for flagship reports but worth watching.
- Gartner Hype Cycles explore the maturity of emerging technologies and often cite startups as representative vendors.
- Forrester Landscapes include a broader array of companies within a market, including startups.
- IDC Innovators Reports are tailored to feature promising early-stage vendors.
These reports give analysts the chance to promote their favorite up-and-coming companies. For startups, being included brings a huge credibility boost, often long before they’re eligible for the bigger rankings.
Buyer Inquiries: The Real Engine of Influence
Perhaps the most powerful form of analyst influence, Robin explained, is the private buyer inquiry. Enterprises pay for analyst access to help guide their tech-buying decisions. These conversations span the entire purchase cycle, from identifying technologies to shortlisting vendors and evaluating implementation.
If an analyst knows your company, understands your target market, and has been briefed on your strengths, they’re much more likely to mention you to a buyer. These analyst recommendations are often the starting point for new deals—a referral from someone the buyer already trusts.
Content Marketing with Analysts: Credibility That Compounds
Robin also discussed content marketing partnerships with analyst firms, including co-branded white papers, research reports, and ROI calculators. Unlike vendor-authored content, analyst content carries a level of authority that buyers trust.
She shared a story about working with an analyst on a data governance project. Rather than writing a puff piece, the analyst explored the broader market need, ROI potential, and trends, giving the client a powerful tool to educate the market. Sales teams were then able to use the content to accelerate conversations.
“Think of it like volleyball. The analyst sets, and your sales team spikes,” Robin said.
Avoiding Common Mistakes in AR
Robin outlined the five most common missteps companies make in their analyst engagement:
- Lack of Strategy
Simply briefing analysts without tying the work to specific business priorities results in wasted effort. Start with your company goals, then align your AR tactics to support them. - Focusing on the Wrong Analysts
With over 10,000 analysts globally, it’s crucial to identify the ones most aligned with your market, buyer personas, and goals. Robin’s team often narrows hundreds of potential analysts down to a focused set of 5-10 high-impact voices. - Failing to Impress
Startups have short windows to make an impact. Rather than pitching your product, tell a customer story. Use emotion, character, and narrative. Analysts remember stories better than slide decks. - Low Prioritization
AR often gets deprioritized because it doesn’t feel urgent. Robin recommends assigning AR responsibility clearly or outsourcing it so it doesn’t fall through the cracks. Focus and consistency matter. - Failure to Execute on Insights
Perhaps the biggest missed opportunity is ignoring the feedback analysts give you. Robin encourages founders to treat analyst insights like strategic input. Decide what actions you can take, and always close the loop—even if you disagree. Analysts want to feel heard, and doing so strengthens your relationship.
How to Build an AR Plan That Works
Robin concluded by sharing her agency’s AR planning framework:
- Identify your top business priorities for the next 12-18 months (e.g. enter a new market, reach a new buyer, launch a new product).
- Use those priorities to shape your AR strategy (e.g. build relationships with analysts in your target region or vertical).
- Develop specific tactics (e.g. briefings, content co-creation, custom research) to advance that strategy.
This plan becomes your AR North Star. Revisit it every quarter, track progress, and ensure that every analyst interaction is contributing to a broader goal.
“AR isn’t just about coverage. It’s about moving your business forward,” Robin said.
