The key to Analyst Briefings

Amanda Maksymiw

December 8, 2009

While working with one of our portfolio companies on its influence marketing strategy, I have participated in several vendor briefings with key technology-focused analyst firms.

Here are some ideas to keep in mind when participating in analyst briefings, courtesy of Forrester Research as well as conversations I have had with several analysts:

  • Know the date of your last briefing with the analyst
  • Understand the analyst’s topics of interest:
    • New ideas or information
    • Product information
    • Competitive insights
    • ROI
    • Best practices
    • Market shifts
    • Updates to management teams, etc.
  • Develop an agenda so that you don’t improvise
  • Send along your materials (PowerPoints, case studies, etc.) 1-2 days in advance
  • Be sure to be exact about your company’s information:
    • Number of employees
    • Locations, etc.
  • Nail down the messaging you want to convey in each briefing:
    • Company history
    • Target segments
    • Business problem
    • Value proposition
    • Competitive positioning, etc.

Content Marketing Director

<strong>Amanda Maksymiw</strong> worked at OpenView from 2008 until 2012, where she focused on developing marketing and PR strategies for both OpenView and its portfolio companies. Today she is the Content Marketing Director at <a href="https://www.fuze.com/">Fuze</a>.