Customer Case Study

Context

The search market was undergoing a fundamental shift. Traditional SEO was expanding into AI-powered search, generative experiences, and what's now called AI visibility. Botify had a mature enterprise platform, a strong customer base, and real technical innovation but it needed the leading industry analysts to fully understand both what it delivered today and where it was taking the market.

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Having performed lower than expected in Forrester's SEO Wave after first entering in 2020 as a Contender and recognized mainly for its technical SEO capabilities, Botify wanted a structured Analyst Relations program: one that would rebuild analyst relationships, sharpen executive engagement, and position the company to be evaluated on the full breadth of its platform and vision.
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Objective

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• Build trusted relationships with the key Forrester analysts covering enterprise search, digital experience, and AI.
• Develop a strategic narrative that reflected search's evolution toward AI.
• Improve executive readiness for analyst briefings and inquiries.
• Increase analyst awareness of Botify's differentiated technology and product strategy.
• Establish a repeatable AR program to support long-term market visibility, not one-off briefings.
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Solution

As Botify's Analyst Relations lead, repackaged partnered with executive leadership to design and run the company's engagement strategy with Forrester end to end:

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• A long-term AR program, not isolated briefings: Built a program centered on consistent engagement and strategic storytelling, so analysts understood not just what the platform did today, but where Botify was leading the market, from enterprise website intelligence and log-file analytics to technical SEO automation, AI-powered search optimization, and AI visibility.
• A stronger market narrative: Working closely with product leadership, refined Botify's positioning to communicate its value beyond traditional SEO tooling, its ability to help enterprises optimize for both search engines and emerging AI-powered discovery.
• Executive briefing preparation & coaching: Developed briefing storylines aligned to analyst research priorities, structured presentations around market trends rather than features, anticipated analyst questions, and coached executives on messaging and delivery, keeping every interaction authentic and evidence-based.
• Ongoing analyst engagement: Extended the program well beyond scheduled briefings, strategic inquiries, roadmap discussions, follow-ups, and executive relationship management, building familiarity and trust between research cycles.
• Forrester Wave support: Coordinated Botify's participation in the Wave evaluation process, ensuring Forrester had a clear, accurate understanding of Botify's innovation, differentiation, and strategic direction throughout.
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Benefits

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• Re-ranked in the Forrester Wave: After several years outperforming the evaluation, Botify was recognized as a Strong Performer in the latest Forrester Wave™ for Enterprise SEO Platforms.
• A measurable shift in recognition: Botify earned the top score (5) in 11 of 23 evaluation criteria, up from just 3 top scores in 2020, with 9 criteria scores improving over the period. "Automation," which wasn't a scoring category in 2020, had by 2025 become the first criterion in the evaluation, and Botify scored a 5, recognition of its long-standing leadership in operationalizing SEO workflows.
• Analysts who understood the real Botify: Stronger relationships with the Forrester analysts covering enterprise search, digital experience, and AI, and a materially clearer understanding of Botify's technology, product strategy, and long-term vision.
• A narrative that had moved with the market: Positioning that evolved beyond enterprise SEO toward AI visibility.
• Deal acceleration: Third-party analyst validation gives sales a credibility anchor inside the enterprise buying committee, where buyers use the Wave as a shortlist filter.

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Business Impact

Effective Analyst Relations isn't about changing analyst opinions, it's about ensuring they have an accurate, comprehensive understanding of a company's products, strategy, and vision. By building a disciplined program, aligning executive messaging with Forrester's research priorities, and sustaining engagement between cycles, Botify strengthened its market credibility and re-established its presence in one of the industry's most influential evaluations.

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