Top Tips for Successfully Pitching Cybersecurity Analysts
Analyst houses set the tone for an industry, including the cybersecurity sector. They keep organisations informed about market trends and publish research about products and services, making them a highly influential advisory group – particularly big names such as Forrester and Gartner. Unlike regular media pitching, analysts are interested in the product or services and how, why and where these can be procured, deployed or used in the wider market.
As with most things, there is no ultimate magic formula to pitching cybersecurity analysts. However, we have learned a thing or two in our 25 years in the business. So, below we are sharing top tips to help you write a successful analyst pitch.
Tailor your approach
With these types of pitches, it is important to first identify what analyst house you want to target. Then specify which cybersecurity analyst in that analyst house is focused on your client’s market area(s).
Researching your analyst is key to knowing where, and to who you should send your pitch in order to maximise your efforts and get results. For example, if your client is a cloud specialist, you should look at all the analyst houses that cover cloud, then narrow it down to suitable individuals.
This type of information is often publicly available, usually on the company website. If not, a deep dive on LinkedIn or even a Google search will help you find your analyst’s beat.
Another way to find the right analyst match for your client is to network at events and tradeshows (when allowed) and look at the cybersecurity analysts speaking at that event. Putting a name to a face and having a personal connection always helps. Plus, you can discuss what that analyst is really looking for, giving you insight into what to pitch in the future.
Give your pitch a focus
Keep in mind that cybersecurity analysts’ time is precious. Getting straight to the point and keeping only the need-to-know information in your pitch is vital. We recommend keeping the pitch around the 500-word mark, to ensure you are not ‘waffling’ on.
Make the content engaging
Your pitch needs to be full of pertinent, focused, and interesting information to pique an analyst’s interest. The crux of a pitch is showing that your client can offer unique interesting and helpful solutions. Always remember to include the fundamentals: who, what, where, when, how, and why.
Keep those relationships going
Building relationships with cybersecurity analysts is a great way to ensure future opportunities because you will likely need them again. You can do this by sharing client news, enquiring about upcoming research reports, catching up at industry events and making the effort to connect on social media.
These tips will give you an edge and get results for your clients. And with that said, happy pitching!
