Building Credibility and Influence with Analysts and Customers

In this episode of CMOs Unscripted, host Lisa Martin sits down with Rena Fallstrom, Head of Communications at Glean and member of the Forbes Communications Council, for a masterclass on the evolving art and science of global communications. With over 25 years in tech—from deep storage to AI—Rena shares hard-earned lessons on how CMOs and marketing leaders can build trust, credibility, and influence through authentic relationships with analysts, influencers, and media.

Together, they explore why vulnerability and honesty—not perfection—create stronger analyst partnerships, how to tailor global comms strategies with cultural sensitivity, and how AI is transforming the way marketing teams craft and distribute their messages worldwide.

Key Takeaways:

• Analyst Engagement Equals Analyst Love: Analysts shape buying decisions more than most marketers realize. Building consistent, transparent relationships directly impacts pipeline and revenue.

• Authenticity Over Perfection: Analysts and influencers value candor. Share both wins and challenges—transparency fosters trust and stronger advocacy.

• Bring Analysts Along the Journey: Don’t wait until your product is perfect; involve analysts early so they can help shape market messaging and feel invested in your success.

• Influencers Are Modern Amplifiers: Partner with credible experts who have authentic voices in your space. Prioritize their subject-matter expertise over vanity metrics.

• Global Comms Require Localization: Combine universal brand messages with local insights. Regional nuance is crucial, especially when marketing emerging technologies like AI.

• Empathy is a CMO Superpower: Vulnerability and open feedback loops create more human and effective leadership cultures.

• Don’t Market to Them: Understand CIO and CMO pain points, show empathy, and provide value. The most authentic conversations outperform traditional pitches.

• Measure What Matters: Move beyond share of voice—focus on message resonance, tonality, and true influence reach.

• Follow the People, Not the Platforms: The media landscape is shifting fast. Track where your audience actually consumes information, not just where it used to be.

• Embrace AI Without Losing Your Voice: AI is a creative partner, not a replacement. Use it to work smarter while staying true to your authentic message.

Rena reminds CMOs and marketing leaders that credibility is built on consistency, candor, and connection. In a world of shrinking attention spans and skyrocketing expectations, success in analyst and influencer relations comes down to meeting audiences where they are—with empathy, truth, and a willingness to evolve. As AI accelerates the pace of communication, Rena’s message is clear: the most human brands will always stand out.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

Watch the full episode here: