What are the best practices for preparing and delivering Analyst Relations briefings?

An analyst briefing should be a dialogue. Share impactful stories focused on the "so what" and "why an analyst should care." Concise content free of buzzwords and acronyms help. Don't oversell. Respect the analyst's time.

I always found that sharing a good understanding of 'where I was coming from' (technical, marketing, sales and types of verticals) and asking a bit about the analyst's background (that you've already researched), can go a very long way toward a productive discussion.

Yes, It's crucial to understand Analyst's focus areas, past research and agenda. After defining clear objectives for the briefing, develop a narrative that weaves together market trends, challenges and your solutions, supported by relevant data, demos and case studies that highlight real world success.

Before scheduling an AR briefing, research the analyst and their firm to understand their research agenda, areas of interest, and expertise. Tailor your message and presentation to their specific needs, expectations, and preferences. Some analysts may prefer a high-level overview, while others may want more details. Consider their perception of your company or competitors. Knowing your audience will help you craft a relevant, compelling briefing that addresses their questions and concerns.

- Don't put generic information in your briefings. The analyst already know about the leading industry services and solutions. Just share your USPs and let them know you have build those differentiators over the time. - Don't add all the customer stories. Add the most powerful ones where your work has redefined your customer's operations and strategy and has added immense long term value. - Rather than showcasing them your services, showcase them your journey that how your services were always ahead of the time and aligned with the vision of your customers. - If already features in some reports, emphasize on why those analysts selected you over your competitors.

Define why you are doing this briefing to increase coverage, shape market perception, or influence positioning in upcoming reports. Align your messaging accordingly with these goals.

On this, combine three things: 1/ the needs from your stakeholders ; 2/ the wants from analysts ; 3/ your corporate objectives. Always have clearly defined desired outcomes for each briefing.

It's tempting to talk about the product, the company, the roadmap. Me, me, me! Don't do this. At Starsight instead what we coach our clients to do is to follow a clear storyline.

- Minimize the drum roll. There's seldom a need to re-share well understood industry trends and you burn time that can be better spent engaging. - Know the analyst's research agenda. Briefings are research for an analyst. If they're working on a report related to your space, they're likely going to need examples to include in their research, and your briefing could offer examples that they might use.

Craft a compelling story for your AR briefing that showcases your value proposition, strengths, and achievements. Make it concise, consistent, and credible, highlighting how you solve customer problems, differentiate from competitors, and support claims with evidence. Structure it with an engaging introduction, logical flow, and strong conclusion. Use simple, clear language that connects with the analyst and avoids confusion.

For everything you present, particularly in the context of differentiators, ask yourself very skeptically whether other vendors in your space could or would say the same thing. Your goal here is to truly call out things that differentiate the vendors. If you tell a customer story, tell it in a way that highlights why that customer could only have gotten those results with your approach and your product, not just with anything in the category.

Practice delivering the key points concisely and confidently. Anticipate tough questions and prepare clear, direct answers. Ensure any slide decks or collateral are tailored for analysts, focusing on data and insights rather than sales pitches.

Set your stage for success: Ensure a quiet environment with a neutral background. Invest in quality lighting and a good camera. Consider using additional equipment like a microphone or headset. Position your camera at eye level for a natural connection.

A follow-up plan certainly is an opportunity for further discussions which boosts the analyst engagement gracefully. Half an hour is generally not enough to describe a product/service comprehensively, and the analyst may want to hear more; know more on the future developments and activities. An analyst’s perception of a product or vendor is not a result of just a single meeting, and requires a series of conversations for clarification and proper understanding. This loop not only helps in establishing a brand strongly through feedback sessions, but also helps strengthening the relationship with the analysts as regular discussions depict commitment and professionalism.

Be clear in your communications - have a compelling story, how you plan to grow, sustain, differentiating yourself from your competition. Should have absolute clarity on how you want to position yourself and the key messages that you want to convey.

Know your audience. It's more like an investors briefing than a sales briefing. Yes, you want them to understand where you fit in the market. Make sure to include how you can help them understand the market better, especially through the eyes of your customers.