“In today’s fast evolving B2B tech space, analyst relations are more critical than ever. With tech buyers demanding innovation, cost efficiency, and growth, analyst relations are vital for any successful PR program.”

Dina Petrosky, Smart Connections PR partner & co-founder.

For years, analyst relations have played a pivotal role in influencing B2B tech buying decisions, with a 2024 report by CCGroup revealing how industry analysts influence 55% of all technology purchases within the Enterprise IT sector. This number rises to 65% in large businesses with over 5,000 employees.

Along with industry analyst reports being considered more influential than traditional media within the cybersecurity technology buying process (US).

Yes, analyst relations strategies are key for B2B technology companies, however the B2B tech buying landscape has shifted in recent years in the wake of emerging technologies (most notably AI) and post pandemic economic conditions. CCGroup’s industry analyst report into Enterprise technology buying shows that whilst budgets remain healthy, tech buyers are demanding more, with the aim of finding solutions that will help increase growth and lower costs, whilst including the latest tech features, with little balance between the three objectives.

The rising influence and role of industry analysts combined with current B2B tech buyer demands is the catalyst for why analyst relations are more critical than ever. And, in our own experience, tactics combining traditional PR services with B2B tech thought leadership, creative media relations (that maximize the coverage), and satellite media tours, stand an excellent chance to create an impact and help a client in the enterprise technology vertical get noticed and get business leads.

 

Existing industry factors

However, there’s still a number of industry factors that (over the years) are increasingly adding importance to analyst relations and fuelling the catalyst for why B2B tech analyst programs are so critical today.

Market saturation is still a key factor within the B2B tech space, with no signs of slowing down, as projected by B2B technology industry forecasts showing a market size of close to $80 billion in 2026 (+8% growth from 2025).

B2B tech buyers are increasingly turning to industry analysts for validation and guidance, and an effective industry analyst program can provide the edge you need to cut through the noise and capture the attention of potential buyers.

The AI revolution in particular shows no signs of slowing down, fueling a surge in digital transformation that’s driving global IT spending to a projected $5.6 trillion in 2025, up from $5.1 trillion in 2024.

Keeping up with emerging technologies and understanding what type of solution is needed can be costly and time-consuming. Adopting an analyst relations program during the early stages of a disruptive technology such as AI provides critical insight and guidance for B2B tech companies, not only in terms of influencing strategic product roadmaps, but also providing credibility and a bridge between B2B tech buyers.

Finally, let’s not forget the regulatory landscape. Compliance requirements are becoming increasingly complex, particularly in areas like data privacy and cybersecurity. A 2023 report by Gartner shows that organization’s legal and compliance departments’ investment in governance, risk, and compliance tools will increase 50% by 2026. Industry analysts can help companies navigate these challenges, providing guidance on best practices and helping them choose solutions that meet their specific compliance needs.

 

Analyst relations are especially critical for B2B tech startups

We base this view partly on the ‘traditional’ difficulties of new B2B tech startups entering the market (such as lack of brand recognition), but also on the premise that business technology companies are wanting increased revenues, lower costs, and the latest tech features. If B2B tech startups provide solutions that tick all these boxes, then industry analysts can be the driving force of communication, awareness, and collaboration with B2B tech buyers who might benefit from new tech startup solutions.

Challenges B2B tech startups generally face (establishing credibility, differentiating themselves in a crowded marketplace, building industry connections) can be ‘fast tracked’ via a successful analyst program. The SSIA 2022 study, showed that 59% of startups achieve B2B tech analyst mentions by an average of seven years in business. However, a notable 19% do so within their first three years by engaging early and strategically with industry analyst programs.

The same report shows that 79% of B2B tech industry analysts say they actively work with startups to recommend innovative emerging vendors to buyers, with 38% of analysts being keen to have more interactions with innovative startups despite much of their capacity being occupied by established vendors. B2B tech analysts are actively looking to engage with B2B tech startups! It’s vital that B2B tech startups recognise the power of industry analyst relations and start engaging with analysts that are eager to collaborate.

Another key factor for B2B tech startups is how analyst relations provides access to strategic market insights, especially in relation to buyer sentiment surrounding new tech solutions. Engaging with industry analysts allows startups to gain critical feedback on their product roadmap, market fit, and competitive positioning that fits the buyer demands of the current market conditions.

 

However, implementing effective analyst relations strategies is still challenging

While the benefits of analyst relations are undeniable, that doesn’t mean it can be done quickly! Executing a successful analyst relations strategy is not without challenges. Like any other domain, building strong relationships with B2B tech analysts takes time, effort, and a strategic approach. Analyst relations require a nuanced approach that combines industry knowledge, strategic relationship building, and an understanding of how analysts evaluate vendors.

Allocating budgets for an analyst relations strategy could be an ongoing problem for B2B tech companies who need to justify how resources used will help tick the ‘3 demands’ of higher revenues, lower costs, and including the latest tech features. Whilst it can be a challenge for some B2B tech companies to gather quantifiable metrics (such as clicks & conversions) in industry analyst relations, now is the critical time to gain buy-in from decision makers over the critical importance of B2B tech analyst relations.

 

Integrating analyst relations is critical to success

Successfully navigating the world of B2B tech analyst relations requires expertise, strategic thinking, and connections with key industry analysts.

We understand the complexities of the B2B tech analyst landscape and have a proven track record of helping B2B tech companies build strong relationships with prominent analysts.

We work closely with our clients to develop B2B tech analyst strategies and media relations strategies that align with their specific business goals. We help you identify the right analysts to target and help build genuine relationships that deliver tangible results.

Contact us to learn how our detailed expertise can help you become a recognized leader in the B2B tech space through analyst relations.

 

Industry analyst relations case study: BitDam

Smart Connections PR established industry analyst relations for BitDam, a cyber defense company, scheduling regular briefings on new messaging, news announcements and launches. Working with Gartner to acquaint the research firm on the innovation and value proposition BitDam provided contributed to BitDam being named the cybersecurity Magic Quadrant that year. You can read the full BitDam case study here.