In the ever-evolving B2B landscape, cultivating strong relationships with industry analysts and thought leaders (B2B influencers) is crucial for establishing brand awareness, achieving thought leadership status, and ultimately driving sales growth. Analyst Relations (AR) and B2B Influencer Relations programs work hand-in-hand as strategic arms, elevating your brand within your target market.
This comprehensive blog post, informed by insights from Thinkers360.com, the world’s leading platform for B2B influencer marketing and managing analyst and influencer relations, delves into 10 best practices that will optimize your AR and B2B influencer relations programs, transforming them into powerful engines for business success.
1. Define Your Analyst Relations Goals and Objectives:
Before embarking on your journey, it’s vital to establish clear goals and objectives for your AR and influencer relations programs. What are you hoping to achieve? Increased brand awareness? Improved analyst ratings? Improved influencer engagement and amplification? Driving high-quality leads? Defining measurable goals provides direction, allowing you to track progress and measure success. Consider utilizing the SMART goal framework (Specific, Measurable, Achievable, Relevant, and Time-bound) to ensure your goals are well-defined and actionable.
Expert Tip: When defining your goals and objectives, it’s also important to distinguish between analyst relations, influencer relations, and B2B influencer marketing.
While the goal of analyst and influencer relations is to build relationships with industry analysts and other B2B influencers, so that they will understand and accurately represent the company’s products and services to their audiences, B2B influencer marketing is focused on partnering with social media influencers and other B2B influencers to promote the company’s products or services to their audiences. The two are related, but distinct marketing disciplines.
B2B influencer marketing is a marketing strategy in which businesses partner with industry experts and thought leaders to promote their products or services to other businesses. Whereas influencers in the B2C world are synonymous with social media influencers and celebrities, influencers in the B2B world are comprised of a diverse array of analysts, authors, executives, influencers, speakers and more.
All these influencers each contribute to B2B influencer marketing in their own way whether it’s through articles, blogs, books, courseware, education and training, media interviews, industry events and conferences, podcasts, social media channels, public speaking, videos, webinars, whitepapers, and much more.
B2B influencer marketing is not merely about securing a fleeting endorsement. It’s about forging sustained relationships with credible thought leaders who articulate a brand’s essence, offering fresh insights. Such alliances empower enterprises to navigate shifting markets with renewed vision, positioning themselves not just with products, but with pioneering thought leadership. In my own case that meant developing deep relationships with the brand and working with senior executives to uncover new value. In some cases that has meant co-authoring a book with the CEO of the company that identifies how it is creating pioneering value. It’s looking beyond the horizon to not just what comes next, but what comes after what comes next.
– Tom Koulopoulos, Chairman/Founder, Delphi Group.
2. Identify and Research Relevant Analysts and Influencers:
Not all analysts and influencers are created equal. Invest time in thorough research to identify individuals who are:
- Relevant to your industry and target audience: Align your outreach with individuals who resonate with your specific niche and have a strong following within your target market.
- Credible and respected: Look for analysts and influencers with a proven track record of insightful research and analysis in your domain.
- Active and engaged: Identify individuals who actively publish content, participate in industry discussions, and maintain a strong online presence.
Expert Tip: The Thinkers360 platform enables you to engage and interact with over 10K of the world’s premier B2B analysts and influencers with over 100M followers combined. All our members are opt-in and have detailed Thinkers360 profiles, portfolios, and media kits so you can engage with exactly the right influencers for your niche. Since our members are all opt in they are ready and willing to work with your brand and you can avoid the noise and the “connect-and-pitch” strategy so common on platforms such as LinkedIn.
In addition to the Thinkers360 thought leader and influencer directories, we suggest utilizing additional resources such as analyst company web sites (e.g. Gartner, Forrester Research, IDC, HfS Research, Everest Group, Frost & Sullivan, BARC, Dresner Advisory Services and many others), social media platforms, industry events and conferences, and social listening tools like Brand24 or Sprout Social to further identify influential voices actively engaging in your industry conversations.
3. Build Authentic Relationships:
AR and B2B influencer relations transcend transactional endeavors. Focus on building genuine connections with analysts and influencers. This necessitates:
- Proactive engagement: Reach out to them regularly, offering valuable insights and industry updates, not just when you need something. Consider providing early access to relevant news or product information, demonstrating trust and fostering deeper engagement.
- Transparent communication: Be honest and transparent in your interactions, providing accurate and reliable information. Avoid making exaggerated claims or misleading statements.
- Mutual respect: Acknowledge their expertise and value their opinions. Actively listen to their feedback and perspectives, showcasing your genuine interest in their insights.
Expert Tip: A great way to build authentic relationships with analysts is to participate in their advisory programs, events and conferences, and schedule analyst briefings. Analyst briefings such as Gartner’s Vendor Briefings allow you to provide an overview our your company and its products and services in an “on-the-record” presentation to interested members of the Gartner analyst community. This is an excellent way to get to know the analysts covering your space.
Analyst advisory programs are also a great way to get to know the analysts on a professional level through regular advisory calls (typically 30 mins) throughout the year. Not only will these analysts provide valuable insights and advice to help you achieve your mission-critical priorities, they may also consider your company top-of-mind for their upcoming analyst reports, case studies and best practices.
4. Provide Valuable Content and Resources:
Analysts and influencers are inundated with information. Stand out by providing them with valuable, insightful content that resonates with their audience. This could include:
- Industry research reports and white papers tailored to their specific area of focus.
- Exclusive briefings and demos of your products or services that address their audience’s needs and challenges.
- In-depth case studies showcasing customer success stories that demonstrate the value proposition of your offerings.
- Thought leadership articles and blog posts co-authored with the analyst or influencer, leveraging their expertise and expanding your reach to their audience.
Expert Tip: Refer to Thinkers360’s guide on The Thinkers360 Guide to B2B Influencer Marketing for valuable insights on finding and vetting relevant influencers in your niche, for building your relationships with influencers, and for running full lifecycle influencer marketing campaigns. Throughout this guide, we share the results of our ground-breaking annual primary research into the state of B2B influencer marketing from the perspectives of both consumers and producers of influencer marketing content to provide the latest trends and insights directly from the source.
In 2024, B2B influencer marketing transcends mere brand exposure, embracing deep, enduring partnerships for authentic narratives. As video reigns supreme, data shapes the strategies, mapping the path to ROI with precision. Influencers evolve as thought leaders, offering profound insights across an expanding digital landscape. While LinkedIn stands strong, the horizon broadens, welcoming diverse platforms into the influential fold.
– Ronald Van Loon, CEO, Principal Analyst, Intelligent World.
5. Participate in Industry Events and Conferences:
Industry events and conferences offer valuable opportunities to network with analysts and influencers in person. Attend relevant events, actively participate in panel discussions and breakout sessions, and seek out networking opportunities to connect with individuals you’ve identified as being relevant to your outreach efforts. Consider sponsoring relevant events or speaking at conferences, further establishing your brand as a thought leader within your industry.
Expert Tip: The Thinkers360 platform enables you to both find and work with analysts and influencers as well as to amplify your own corporate executives, thought leaders, content and perspectives to “influence the influencers”. Enterprise members can additionally highlight their press releases, industry events and conferences, and set up an in-depth company profile as well as an analyst relations portal to easily interact with our members.
6. Leverage Social Media and Specialty Communities:
Social media platforms and specialty communities offer a powerful tool for connecting with analysts and influencers online. Follow them on platforms like LinkedIn and Twitter, engage in their posts by offering insightful comments or questions, and share their valuable content with your own audience. This demonstrates your industry knowledge, fosters connections, and positions you as a thought leader within your online community.
Expert Tip: For added differentiation, Thinkers360 enterprise members can engage with analysts and influencers directly on the Thinkers360 platform and use our social media activity feed to like, comment and share their content. This provides a more personal setting for interactions and can yield new, valuable relationships with top-tier analysts and influencers which are difficult to establish amidst the noise of traditional social media platforms.
7. Foster Open Communication and Feedback Loops:
Maintaining open communication channels with analysts and influencers is crucial for building strong, lasting relationships. This involves:
- Proactive engagement: Reach out to them regularly, offering valuable insights and industry updates, not just when you need something. Consider providing early access to relevant news or product information, demonstrating trust and fostering deeper engagement.
- Transparent communication: Be honest and transparent in your interactions, providing accurate and reliable information. Avoid making exaggerated claims or misleading statements.
- Mutual respect: Acknowledge their expertise and value their opinions. Actively listen to their feedback and perspectives, showcasing your genuine interest in their insights.
- Building stronger relationships: Open communication fosters trust and strengthens relationships with analysts and influencers. By actively listening to their feedback and demonstrating a willingness to adapt, you build long-term partnerships that benefit both parties.
B2B brands will increasingly engage in long-term partnerships with influencers, promoting consistent messaging and brand advocacy. Content diversification will be a priority, accommodating the diverse preferences of professional audiences through various formats like articles, videos, and podcasts. These developments reflect the growing importance of personalization, authenticity, and measurable results in B2B influencer marketing for the year 2024.
– Helen Yu, Founder & CEO, Tigon Advisory Corp.
8. Measure and Track Your Results:
It’s crucial to track the progress and success of your AR and influencer relations programs. Define key performance indicators (KPIs) aligned with your initial goals, such as:
- Media mentions in relevant publications and industry reports
- Analyst ratings and rankings
- Website traffic generated from influencer referrals
- Number of qualified leads generated from influencer campaigns
Regularly monitor these KPIs and make adjustments to your strategy as needed. Utilize analytics tools to track website traffic sources, social media engagement metrics, and the effectiveness of your content marketing efforts.
Expert Tip: In its 3rd Annual B2B Influencer Marketing Outlook Study, Thinkers360 asked B2B influencers about how they measure results and ROI with the brands they work with. Influencers stated that “tangible deliverables” (64%) were the most frequent means of measuring results and ROI with the brands they work with. Interestingly, “social media metrics” were cited by only 40% (i.e. less than half of respondents) as a means of measuring results and ROI.
Since most B2B influencers are delivering more than social media services for the brands they work with, it makes sense that tangible deliverables were cited by over 1.5x as many influencers when compared to social media metrics.
9. Be Patient and Consistent:
Building strong relationships takes time and consistent effort. Don’t expect immediate results. Be patient, nurture the relationships you’ve established, and consistently demonstrate the value your company can bring to analysts, influencers, and their audience.
10. Adapt and Iterate:
The B2B landscape is constantly evolving, and so should your AR and influencer relations strategies. Regularly evaluate your approach, analyze your results, and be prepared to adapt and iterate your tactics to ensure continued success. Stay updated on industry trends, emerging technologies, and the evolving needs of your target audience. By being adaptable and willing to adjust your approach, you can ensure your AR and influencer relations programs remain effective and continue to drive business growth.
Conclusion:
By implementing these 10 best practices and leveraging insights from Thinkers360 resources like The Thinkers360 Guide to B2B Influencer Marketing, you can develop robust AR and B2B influencer relations programs that position your brand as a thought leader within your industry, generate valuable media coverage, and ultimately drive sustainable business growth. Remember, success in AR and influencer relations is about building genuine connections, providing value, and fostering long-term, mutually beneficial partnerships.
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