First off, why is it important to tier Analysts? Because trying to engage every single Analyst isn’t a strategic move and it would not be feasible due to time and resource constraints.

If you think that 63% of Analyst Relations professionals are part of teams with fewer than five people, as reported by IIAR, and they already struggle with time, you can understand why the majority of vendors fail to manage this process alone. On top of that, when looking at smaller vendors, this process is often a tiny part of the CMO broad remit.

The tiering requires expertise and needs to be ranked according to a formal process that shows their business impact. Without a systematic approach the risk could be of giving attention to the Analysts who most request it, losing time and energy.

How to Tier Analysts

For who does our job it’s crucial to tier the analysts on their outreach lists, so they prioritise developing and fostering the analyst relationships that most directly and significantly impact corporate goals. The Tiering procedure shows you the level of attention you can allocate on the 3 tier of individual Analyst you have selected:

1. Personal – Tier 1 Analysts get full, “one-to-one” attention. Inbound communication is quick, more tailored answers and meetings are 1-1 only. The list of people we are doing outbound communication with will be our main one - some organisations will have more than one list.
2. Interactive – Tier 2 Analysts are important because they contribute in moving the needles up or down. To communicate with them, vendors can use the “one-to-many” attention in occasions like summits, social gatherings and webinars.
3. Impersonal – Tier 3 Analysts get only automated interactions like newsletters, portal access and possibly one-to-many events.

All of this requires a solid ranking methodology of Analysts as the below matching up influential Analysts and the resources available:

Broad list of relevant Analysts - they discuss key topics in your market.

• Tier 1 – These Analysts are your major focus as they will have the greatest impact on your return on investment and are often from major firms such as Gartner, Forrester and IDC. They fully cover your market, and if there’s a major report on your market (Magic Quadrant, Market Guide, Wave, etc.), they’re the ones writing it. These Analysts are not only the point of contact with your potential client but also with end-users. They are also present at major market events, quoted in the media and provide valuable advice to vendors. In general you want a maximum of four to five Analysts as “Tier 1” for each major business area.
• Tier 2 – This includes Analysts with major firms covering peripheral areas to your company - for example, they may focus broadly on a specific vertical that your company serves. Tier 2 might also include Analysts leading your market area belonging to smaller and more niche firms that aren’t quite as influential with prospects. Although less influential than Tier 1, it’s still crucial to get visibility and awareness among those analysts as they can help vendors to “move the needle” providing advice, licensed research and other services.
• Tier 3 – These are the Analysts who have less visibility and impact on your market area, but their coverage area is still somewhat relevant to your business. Remember to give special attention to Analysts who are not your main focus but who can be major targets for the media.

This ranking process needs data and here is when you need expert advice. Tiering is a crucial step for the success of a company and selecting the right Tier 1 Analysts is paramount if you want to be recognized. That’s why it’s better to invest in Analyst Relations. We have access to tons of information and reports that can make a huge difference in the selection phase as insight to clients, salespeople and channel partners.