Analyst relations for B2B tech companies—especially early-stage SaaS startups—can be the difference between being overlooked and becoming a recognized market player. Yet too often, founders hesitate to invest in AR due to misconceptions about cost, timing, or ROI.

Gabriel Marketing Group has seen firsthand how analyst relations can transform a company’s trajectory. We asked Gabriel Marketing Group founder and CEO Leah Nurik some of the most frequent questions we hear from clients about AR—and how to do it right. Here’s what she had to say:

What’s the real value of analyst relations for startups and early-stage SaaS companies?
Leah Nurik: Analyst relations for B2B tech isn’t about chasing a single mention in a Magic Quadrant. It’s about building credibility and influence. Analysts validate market position, pressure-test assumptions, and offer insight into how categories are forming. At Gabriel Marketing Group, we’ve seen early-stage companies reshape their messaging and roadmap after engaging with analysts—long before market feedback would have forced the change. This early input often saves time, money, and credibility.

Can a B2B tech startup get free analyst briefings?
Leah Nurik: Analyst relations for B2B tech companies can begin with free vendor briefings from major firms like Gartner and Forrester—typically 30 minutes long. But the real challenge is standing out. Analysts are selective and respond to clear narratives aligned with the trends they’re tracking. At GMG, we’ve found that companies that come prepared with compelling proof points and a strong story often earn follow-ups like report mentions or invites to contribute insights.

Should paid analyst services be considered?
Leah Nurik: Paid analyst programs are valuable when fully leveraged. They give you access to advisory calls, feedback sessions, and deep research. For early-stage companies refining their product-market fit, this can be game-changing. But Gabriel Marketing Group advises founders to avoid signing big contracts without a clear activation plan. Ask strategic questions, request positioning feedback, and integrate analyst insights into your go-to-market strategy. Otherwise, you risk wasting resources.

What are the biggest mistakes companies make with analyst relations?
Leah Nurik: Most mistakes in analyst relations for B2B tech companies fall into three areas. First, poor preparation—companies often emphasize product features instead of framing them within market context or customer impact. Second, bad timing—reaching out to analysts too early, before establishing customer traction or credible proof points, can undermine credibility. Third, misaligned targeting—many companies default to well-known firms like Gartner without verifying whether their analysts actually cover the relevant niche. Gabriel Marketing Group focuses on developing a compelling narrative, aligning analyst outreach with strategic milestones, and engaging the analysts who truly influence your target buyers.

How can companies ensure they’re targeting the right analysts?
Leah Nurik: It’s about alignment, not size. Sometimes boutique firms have more influence in a niche market than a top-tier name. At Gabriel Marketing Group, we map analyst influence against the buyer journey to identify who shapes perceptions in your space. 

How long before results appear from analyst relations?
Leah Nurik: AR is a long game. While early wins—like mentions in reports—are possible, sustainable results come from consistent engagement over months or even years. GMG recommends treating analyst relations for B2B tech like relationship-building in enterprise sales: share updates on funding rounds, launches, and customer wins. Analysts want to see traction and trust before endorsing your brand.

How much does an analyst relations program cost?
Leah Nurik: AR is typically part of an integrated PR program, which can run between $7,500 and $20,000 per month. Standalone AR programs range from $5,000 to $10,000 per month, depending on the number of analysts engaged and the level of strategic support required.

What’s your advice for CEOs and CMOs just getting started with AR?
Leah Nurik: Start small and strategic. Focus on one or two analyst relationships tied to key milestones. Build your narrative and proof points first. Gabriel Marketing Group often begins with no-cost briefings, then scales up to paid engagements once the company is ready to fully leverage analyst feedback.

Final Thoughts on Analyst Relations for B2B Tech Companies

Leah Nurik: Analyst relations for B2B tech companies is about far more than awareness. It’s about shaping market conversations, gaining strategic insight, and accelerating growth. Startups and early-stage SaaS companies that invest in AR often discover they’re no longer just competing in a category, they’re helping define it.

Takeaways from Gabriel Marketing Group

• Analyst relations is a strategic growth lever. Gabriel Marketing Group’s work shows it can accelerate credibility, sharpen messaging, and shape market perception.
• Free analyst briefings are underutilized. Success depends on preparation and alignment with analyst-tracked trends.
• Paid AR programs only work if fully activated. GMG recommends a clear strategy to maximize ROI.
• Common pitfalls—poor narrative, premature outreach, wrong targets—can be avoided with expert guidance and planning.
• AR is a long-term investment. Companies that commit to ongoing engagement see the strongest visibility and influence.
  

Ready to Build Analyst Relationships That Matter?

To learn how Gabriel Marketing Group can position your company for influential analyst coverage and stronger market credibility, schedule a consultation with our AR experts today. We’ve guided dozens of B2B tech companies from invisible to influential—and we can do the same for you

About the Expert: Leah Nurik is the founder and CEO of Gabriel Marketing Group.