Best Practice Report

A Guide To Analyst Relations For Product Managers And Portfolio Marketers

January 1st, 2018
John Buten, Principal Analyst
John Buten Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
With contributors:
Barry Vasudevan , Katie Fabiszak , Barbara Winters , Amy Hayes , Lisa Singer , Sam Somashekar

Summary

In B2B, securing industry analyst mindshare is critical to getting products and solutions noticed. According to the 2019 B2B Buying Study, B2B buyers rely on analyst reports throughout the buying process and meet regularly with analysts to understand how their peers are solving challenges. Engaging in dialogue with analysts throughout the product commercialization and lifecycle process enables product managers and portfolio marketers to deliver stronger products that enjoy more visibility. In this report, we share suggestions for analyst engagement activities during each stage of the Product Marketing And Management (PMM) Model.

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