Why Analyst Briefings Matter for Cybersecurity Startups (and How to Do Them)

Everything You Need to Know About Booking and Delivering Analyst Briefings

In the highly competitive world of cybersecurity, industry analysts are one of the most influential Kingmakers. As I wrote in a previous article, "Kingmakers in Cybersecurity", analysts can act as critical amplifiers for emerging vendors.

I still vividly remember a call with an analyst more than 10 years ago. We were briefing them about our plans moving forward, and when we asked for feedback at the end, he mentioned that he was missing something he saw a then-newcomer, slowly gaining traction, was doing.

The analyst was clearly impressed by them and even advocated for us to follow through and deliver something similar. Today, that company is one of the largest cybersecurity vendors in the world.

Due to their constant interactions with customers, service providers, and vendors, analysts can shape buyer perceptions, guide enterprise decision-making, and influence which companies get considered for pilots, POCs, or RFPs.

So, how can cybersecurity companies (no matter their size, origin, or revenue) leverage this power? Start with analyst briefings.

What Is an Analyst Briefing?

An analyst briefing is a vendor-driven meeting where you present your company's strategy, product, and positioning to an industry analyst. It's important to understand the flow of these sessions.

As the text in a meeting invitation from one analyst firm reminds: "During a vendor briefing the flow of information predominates from a vendor to an expert. Requests for expert feedback should be scheduled as Inquiry calls only." ¹

That means it's your job to deliver a clear, compelling narrative. This is your show. Analysts are not even expected to talk during briefings, unless they want to, and many of them are well trained to remain silent for the entire session.

Why Brief Analysts at All?

The perception is that analysts are pay-to-play. I completely disagree with that.

Of course, becoming a customer gives you more opportunities to engage with them, but that doesn't mean you need to spend money to work with them.

If you're building something genuinely innovative or gaining traction with early customers, analysts want to know. Their job is to know everything about their market, and that includes your company.

A strong briefing can lead to:

• Mentions in market guides, special reports, and client conversations

• Invitations to participate in research or comparative frameworks

• Increased visibility with buyers during critical decision windows

Analysts talk to your customers. Help them talk about you.

How to Pick the Right Analyst

It's not only about briefing the right firm (or all of them), but also about targeting the right analyst. Companies like Gartner, Forrester, and Omdia have multiple people covering cybersecurity, and not all of them write research with the same organizations in mind.

Targeting the right analyst is as important as the content itself. Understand which firms and analysts are covering your space by reading recent reports and noting who wrote them.

Your customers don't read every analyst report, so you need to pick the ones aligned with your buyer's world.

Then, research who those authors are. Look at their recent publications, presentations, social media posts, etc., to understand their current interests and focus.

How to Request a Briefing (Even If You're Not a Client)

Many believe you need to be a client to brief analysts. That's not true. You can easily request briefings with major firms through online forms:

• Gartner Briefings

• Forrester Briefings

• Omdia Briefings

• IDC Briefings

Depending on your pitch and how well you present it, the time to get a response will vary. Requesting to pitch more than one analyst (but not dozens) is recommended.

Be concise and compelling in your request. Lead with your unique story.

How to Deliver a Great Analyst Briefing

When it comes to delivery, it needs to align with your briefing request and your objectives.

If you're a rising star in your space but your revenue is still modest, don’t expect to be included in a Magic Quadrant or Wave report just yet.

Your first briefings are about raising visibility within the analyst community. But remember: this is not a sales pitch. It’s about providing value to the analyst, sharing something that will help them do their job better.

Every analyst has different approaches and expectations. In some cases, you may not have their full attention. That means your narrative must be laser-focused. Stick to two or three key messages and reinforce them throughout your presentation.

It's important to provide context about your company, the team, funding, etc., along with real-world proof points highlighting customer stories, metrics, pricing models, and future plans where possible.

Here are a few key things to consider:

1. You're not expected to be a leader, so be transparent and honest—address known gaps and how you plan to fix them.

2. Don’t lecture about the market. Analysts likely know it better than you.

3. Even if analysts remain quiet, encourage interaction by pausing for questions and building rapport.

4. Keep your deck short and focused. Share it in advance if requested, and plan to leave time for Q&A.

5. A brief product demo (very brief) can help illustrate your value, but remember—briefings are not demos.

6. If there's something you don’t want shared, either leave it out or clearly mark it as confidential.

The amount of time an analyst gives you is already a sign of interest. Their engagement during the call is a signal you're doing a good job.
How the call ends, and what the analyst suggests next, will tell you if it was successful.

After the briefing, follow up with the materials and summarize the key points you want them to remember.

Your goal is to build a relationship with the analyst over time. Ask about their current or upcoming research and keep it in mind for future briefings.

Get Out of Your Comfort Zone and Start Briefing

In my opinion and experience, interacting with analyst firms is a key pillar of success. The earlier you start, the better.

Analyst relations isn’t just for big vendors. Strategic briefings can be a force multiplier for startups ready to stand out. If you're building something meaningful in cybersecurity, make sure the Kingmakers know your name.

Let them tell your story to the people who need to hear it.

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1. Inquiry calls are only for paying clients.