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Before Elizabeth Mars joined GTT, one of the firm's top tier analysts told a prospect asking about the company, "I haven't talked to him in a while, I don't really know." The team thought two check ins a year counted as staying front of mind. It didn't come close. As director of analyst relations, influencer marketing, and internal communications at a global service provider operating in 170 countries, and with 12 years running market intelligence for telecom clients before that, Elizabeth has learned this lesson from every angle: startups, energy, technology, and now a truly global AR program.
In this session, Elizabeth walks through the full analyst relations playbook, from choosing the right objectives and firms to building real relationships and, most importantly, proving what it's all worth. She's not talking about counting briefings or reports and calling it a day. She's talking about tracking pipeline influence, closed won revenue, and win rate, then using that data to show analyst relations is a growth engine, not a communications side project.
In this session, you’ll discover:
🧭 The buyer journey shift - why buyers now do most of their research before they ever call sales, and why third party analyst validation carries more weight than a vendor's own claims.
📈 What to actually measure - the exact fields and metrics for tracking analyst influenced pipeline, closed revenue, and win rate, so you can prove commercial impact instead of just activity.
🚀 Turning placement into pipeline - from press releases and battle cards to social amplification, how to activate a strong quadrant placement (and what to do when you land somewhere less flattering).
Meet the speaker:
Elizabeth Mars - Director of Analyst Relations, Influencer Marketing & Internal Communications, GTT
Elizabeth Mars is a seasoned public relations and corporate communications professional, specializing in high-momentum PR for B2B and B2C technology companies. She has a proven track record of building and leading programs that drive brand awareness, boost credibility, and position high-growth companies as industry leaders. With extensive experience in competitor intelligence and market response, Elizabeth is passionate about crafting compelling messaging, fostering strong media and analyst relationships, and increasing visibility. Her expertise spans PR strategy, media relations, analyst relations, crisis communications, employee communications, and competitive intelligence.
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