Before attempting to brief the analysts, it’s important to be prepared and to be informed. If you subscribe to an industry analyst group’s services, you’ll typically have more than one opportunity to brief them on your products or services depending upon the program. If you aren’t a subscriber or a major industry player, you’ll be restricted to one chance per year. Make the most of it. Face-to-face time is important particularly for a first-time meeting– arranging an onsite briefing at their offices, participating in analyst-sponsored events or setting up a tradeshow meeting are all excellent ways to foster an in-person meeting. 

Conducting an analyst tour to brief these research firms on your company, product(s) or services has been proven to be highly effective. Be sure to identify firms that cover your technology sector. Consider the interests, preferences and expectations of the analysts. Start briefing preparations on a timely basis taking into account the advanced lead-time required and any dates that may conflict with analyst firms’ scheduled events. To ensure a successful briefing, you need to be prepared, that includes your speakers. Remember, first impressions can be lasting. A good presentation highlighting your key messages and a thorough understanding of your competition is a pre-requisite. Know what you want to accomplish, be clear about your objectives, and be prepared to leverage your audience’s expertise with a thoughtful list of your own questions. The bottom line is that careful planning and preparation are of the essence in a successfully conducted analyst tour or briefing.