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The ROI of Analyst Relations Is Not Complicated
For companies selling €500,000 enterprise deals, Analyst Relations is not an abstract marketing expense. It is a practical way to reduce revenue risk before an opportunity reaches sales.
Practical guidance on analyst engagement, buyer trust and commercial impact. Browse the latest thinking below, or find an answer by topic.
Explore the AR Knowledge Map
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Nobody Buys Your Positioning
Positioning is what a company wants the market to believe. Buyers act on the picture created when those claims meet customer evidence, independent opinion, analyst understanding and lived experience.
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You Speak to the Few Who Speak to the Many
Why a focused analyst relations programme helps the right people understand your company before buyers ask them for advice.
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AI Has Made Your Reputation Executable
AI can turn market reputation into a buyer’s first impression. Bram Weerts explains what CMOs should test, substantiate and keep current.
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A Network Without Context Is Just a List
Relationship history, relevance and timing matter more than contact counts. How commercial leaders turn an existing network into useful conversations.
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The Pitch Is Not the Positioning
A sharper deck cannot fix an unclear market position. How B2B leaders connect their product story to the change buyers actually care about.
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Nobody Has Time to Understand You
Buyers will simplify your company. Make sure the version they remember reflects your current capabilities, customers and market relevance.
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Your Buyer Is Already Building the Shortlist. Is Sales Asking How?
A practical guide for sales and marketing: identify the research, reviews and AI answers shaping a buyer’s shortlist, then act on the evidence.
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Sales Is What You Say About Yourself. Analyst Relations Is What the Market Says About You.
Sales creates interest; independent evidence helps buyers assess the claim. Why CMOs should connect analyst relations, positioning and customer proof.
Practical guidance
Find the guidance you need.
01
AR FAQ
Clear answers to the questions technology leaders ask about Analyst Relations.
02
MythBusters
The assumptions that make Analyst Relations harder than it needs to be.
03
Books
Practical resources for building and improving an AR programme.
04
AR Knowledge Map
A structured route through Kea's guidance, organised around the decisions technology leaders need to make.
Next step
The market does not update itself.
Kea helps B2B technology companies build the relationships, evidence and market understanding required to change how they are seen.
Discuss Analyst Relations with Kea