Relationships with industry analysts can have a big impact on start-ups, but often not in the way you’d expect. Susan Etlinger has been on both sides of the table. Early in her career, she counselled start-ups in PR and analyst relations strategy. Today, she’s an analyst focused on a range of emerging technologies. In this talk, Susan will share her experiences from both camps and help you figure out when and how to work with analysts, how their business models affect yours, when to (and not to) pay them, what makes them tick, and how to get the most from your relationship.