Does Direct Objective Consulting service only Montreal-based companies?

While Direct Objective Consulting is headquartered in Montreal, the firm services clients across Canada, the US, and other international markets. Direct Objective Consulting also works with tech analysts worldwide.

Gain Recognition from Technology Analysts

Q: What is the process to be ready to brief technology analysts?

To be ready to brief technology analysts, you need to: Define your objective – Know why you’re briefing (e.g., visibility, announcing a new solution, report inclusion, repositioning). Target the right analysts – Find and focus on those who cover your market and influence your buyers. Sharpen your positioning – Clearly articulate your differentiation and innovation using concise and coherent language. Prepare proof points – Bring customer examples, outcomes, and credible signals of product maturity. Create an analyst deck – Develop a 20–25 minute, value-focused presentation that is not overly salesy. Rehearse spokespeople – Be ready for tough questions and gaps. Follow up consistently – Clarify, answer questions, and maintain ongoing relationships. Direct Objective Consulting provides you with guidelines, support, and assistance in creating technology analyst decks and engaging them as influencers.

Looking to develop analyst relations with technology analysts? The buying process and marketing are no longer one-on-one, due to AI-driven reality, autonomous research (i.e., not relying solely on salespeople), and a heavy reliance on trusted sources. Now, the art of marketing involves attracting buyers by engaging the most influential people in the target market. However, most SMEs overlook a valuable strategy: industry and technology analysts.

Why do technology analysts matter?

They serve as a strategic source of information for the entire industry by providing your potential clients with statistics, targeted recommendations, and reviews of innovative products and services. These reports are used by buying committees to streamline the purchasing process.

How can tech SMEs “grab” technology analysts’ attention?

While expensive and flashy marketing campaigns may do the job, there’s no guarantee that SMEs will draw the attention of tech analysts. Most SMEs can’t afford large advertising campaigns and must rely on building analyst relations through vendor briefings.

During vendor briefings, IT vendors present their products and services to analysts. If they successfully communicate the innovation or the value of their solution, analysts may choose to include the SME in their industry reports, blogs, or even during consulting sessions with clients.

The benefits of being incorporated in a tech analyst’s publications

There are four significant benefits to be included in an industry publication:

- Selling more
  
  Analyst recommendations and industry reports shape the thinking of technology buyers. Potential clients are more likely to consider your organization if a technology analyst has publicly recognized it.
- Building reputation
  
  In today’s competitive market, it is challenging for young companies to compete with those that have over 10 years of experience and a long-standing client list. Through tech analysts and vendor briefings, companies can enhance their chances of establishing a solid, reputable brand.
- Garnering favorable coverage
  
  An analyst’s quote can positively shape journalists’ perceptions. The media plays a crucial role in influencing buyers’ decisions about a particular product/service.
- Improving your products and services
  
  An independent perspective on your company’s direction and positioning strengthens thinking and go-to-market strategies. Analysts are always in sync with market trends and can quickly assess the innovativeness of your solutions, sometimes providing valuable feedback.

Myths that make tech SMEs reluctant to approach analysts

Here are a few myths for you to explore:

- “Vendor briefings are only for large companies”
  
  In fact, vendor briefings are suitable for companies of any size, whether you have 3 or 300 employees. The best way to obtain a briefing is to develop an innovative product/service, demonstrate the market’s need for it, and showcase adequate resources to bring it to market.
- “Vendor briefings are too expensive”
  
  Most vendor briefings are FREE. To maintain the impartiality of these assessments, technology analysts do not charge for vendor briefings. The only possible costs for companies are: conducting a poorly prepared vendor briefing, failing to understand global markets, or failing to differentiate their solution.
- “Vendor briefing requires much time from my team members”
  
  Most vendor briefings last 20-60 minutes, but you must be prepared and able to spark the analyst’s interest. The preparation part can be handled by an external consultant with extensive experience working with industry analysts.

Key Takeaways: Technology Analysts Relation

Direct Objective Consulting has extensive experience in developing analyst relations and engaging analysts as influencers, gaining:

- - Favorable coverage and reputation

- - Trust among analysts and potential clients

- - Solution improvement and directions

Our clients achieved outstanding results, enabling them to become prominent in their respective industries.

What are the top technology analysts that SaaS technology companies should approach?

While there are top-tier technology analyst firms such as Gartner, Forrester, and IDC, there is no guarantee that they all cover your industry or solution type. Thus, we suggest conducting initial research to determine which analyst firm would be most suitable for your company. In past mandates, we found smaller analyst firms that may have a higher interest in covering niche and focused markets. This may be as effective as briefing the top-tier firms.

Which Canadian firms specialize in briefing technology analysts?

Unfortunately, there are not many Canadian companies left (i.e., inmedia Public Relations and VOCAB are permanently closed) that still assist with analyst relations for technology analysts. Apart from Direct Objective Consulting, you can check out National, Strategic Objective, Pointman, or approach a global player such as Hill & Knowlton (WPP).

What is the process to be ready to brief technology analysts?

To be ready to brief technology analysts, you need to:

1. Define your objective – Know why you’re briefing (e.g., visibility, announcing a new solution, report inclusion, repositioning).
2. Target the right analysts – Find and focus on those who cover your market and influence your buyers.
3. Sharpen your positioning – Clearly articulate your differentiation and innovation using concise and coherent language.
4. Prepare proof points – Bring customer examples, outcomes, and credible signals of product maturity.
5. Create an analyst deck – Develop a 20–25 minute, value-focused presentation that is not overly salesy.
6. Rehearse spokespeople – Be ready for tough questions and gaps.
7. Follow up consistently – Clarify, answer questions, and maintain ongoing relationships.

Direct Objective Consulting provides you with guidelines, support, and assistance in creating technology analyst decks and engaging them as influencers.

How to measure ROI from analyst relations initiatives?

To measure ROI from analyst relations with technology analysts:

1. Monitor analyst perception – Inclusion in reports, blogs, podcasts, or even in tech analysts’ presentations.
2. Assess messaging impact – Are analysts understanding your differentiation and solution category? Have they contributed to an improved positioning and positive sentiment?
3. Consider sales efficiency gains – Shorter sales cycles and reduced awareness-spend thanks to using analyst quotes and reports to support sales and generate leads.
4. Tie to business impact – Track deals influenced by analysts, pipeline acceleration, and RFP mentions.

The key idea is that ROI is gained by combining influence, visibility, and an impact on the sales pipeline.

This process requires substantial expertise. Consider delegating this task to specialized experts who will lead you safely toward reaching your goals..