Why analysts matter
Analysts shape the shortlists your buyers read before they ever talk to sales. If they don’t understand your product, they can’t recommend it. And they’ll be hearing from your rivals.
What we do
- Briefing prep. Your executives walk in with a story an analyst can repeat. Category. Differentiation. Customer proof.
- Analyst targeting. The analysts who cover your category and matter for your stage. Not everyone with a title.
- Cadence. Briefings and updates timed to the research cycles that count. Before report season, not after.
- Translation. We turn your positioning into the language analysts use in their own frameworks.
- Weekly reporting. You know exactly what’s happening. No set-it-and-forget-it retainers.
How we work
- Diagnose. We assess your current positioning, competitive gaps, and analyst footprint, then tell you exactly what’s costing you attention.
- Build the engine. We define your story architecture, your target analyst list, and a 90-day execution plan with clear milestones.
- Execute and iterate. We run the briefings, report weekly, and adjust. You know exactly what’s happening.
Who you work with
2pinz is led by David Libby (opens in a new tab): 25+ years running comms for B2B tech, formerly at the SVP level. You work with a senior person from the first call. No hand-off to a junior team.
Looking for media results? See how we built KIBO Commerce 63 trade media placements in three years.
Also see: Public Relations, Content & Thought Leadership and GTM Launch Support.
Frequently asked questions
What is analyst relations for a B2B SaaS company?
Analyst relations (AR) is how you get research firms like Gartner, Forrester and IDC to understand your product, your market and what makes you different. Their evaluations, including the Gartner Magic Quadrant, the Forrester Wave and the IDC MarketScape, are what many B2B buyers read before they build a shortlist.
How is analyst relations different from public relations?
PR is for journalists. AR is for analysts. Reporters write the story. Analysts write the research buyers rely on. Same message, different preparation, timing and proof. The two work best together.
When should a SaaS company start analyst relations?
When you have paying customers, a clear category and a point of view on what is different. Earlier, analysts have little to evaluate. Later, you can miss the research cycle where your category gets assessed.
How should we prepare for a Gartner or Forrester briefing?
Lead with the problem you solve, not a product tour. Bring customer evidence, a clear view of your competitors and one or two differences you can defend. Keep it short so the analyst has room to ask questions.
Can we pay to be included in analyst reports?
Analyst firms say inclusion is decided by their own criteria, and a briefing does not buy placement. Some firms sell advisory services separately. We help you decide which relationships are worth your time. Not every one is.
How long does analyst relations take to show results?
Analyst research runs on its own calendar, so AR is a longer game than media relations. We start with a 90-day plan built around the briefings and reports that matter most in your category. You get weekly updates on what happened and what is next.
What does analyst relations cost?
It depends on how many analyst firms and reports matter in your category. Book a 30-minute call. We will tell you where the gaps are and what a focused engagement looks like.