Most product marketers think analyst relations begins and ends with getting placed in a Magic Quadrant or Wave report. They're missing 80% of the strategic value. Industry analysts aren't just report writers—they're market intelligence engines, competitive strategists, and revenue accelerators hiding in plain sight. This session reveals how forward-thinking product marketing teams are embedding analyst insights into every stage of their go-to-market strategy, from initial market research through customer expansion. You'll discover the hidden analyst touchpoints most PMMs never consider: how analysts can validate your ICP before you build personas, provide competitive intelligence that shapes your positioning, and offer third-party credibility that shortens sales cycles. Drawing from Crystal Golightly's experience supporting hundreds of technology companies through ARInsights and hosting the popular #ARChat podcast, and Chris Manfredi's hands-on expertise building strategic AR functions at Sprout Social and Cognizant, this session combines broad pattern recognition with practical implementation wisdom. Whether you're launching a new product, entering a new market, or trying to differentiate in a crowded space, you'll leave with a practical framework to transform analysts from occasional report contributors into strategic GTM partners who drive measurable business impact at every funnel stage.