How CMOs Can Leverage Analyst Relations To Drive Growth

Jan 31, 2023

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We’re diving into the topic of Analyst Relations and why it's a critical aspect of modern marketing. In this episode, Joely Urton, Senior Director of Analyst Relations at Splunk & Lauren Vaccarello, CMO at Salesloft, pull from their own experience to describe how the AR and CMO relationship can impact your company's reputation and how you can leverage it to your advantage. Whether you're new to the field or a marketing veteran, Joely and Lauren will help you better understand the role of analyst relations in marketing.

Key Takeaways

The analyst relations function is an important strategic function for the B2B marketer.
Analyst relations allow CMOs to differentiate their portfolio by raising awareness and providing knowledge.
Having a relationship with the right analysts can help executives to get the information they need or to get urgent critical questions answered quickly.

Quotes:

“Analyst relations allow you to differentiate your portfolio. How do you value that for your end user, customers, and clients? Through analysts – their whole job is to write about technology and evolution of technology, and why it matters for the customer.” - Joely Urton

“If you are a B2B marketer with a technology solution, analyst relations is one of the most important and one of the most strategic functions that you'll have.” - Lauren Vaccarello

Episode Timestamps:

* (01:41) - Meet AR and marketing experts, Joely & Lauren

* (14:35) - How big does a category need to be to get considered by analysts?

* (25:16) - How AR can help predict ROI

* (33:16) - Tips for building relationships with analysts

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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