Email

rob@ilumatech.com

Phone

804-938-0038

PO Box

3840 Glen Allen, VA 23058

Thought Leadership for Industry Analysts

Thought Leadership for Industry Analysts

If you want to be a successful industry analyst or consultant, then you must be a thought leader, the person with the unique insights, the different way of seeing the big picture, the fortune teller, the visionary. The one that others look to for meaning, for where...

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Due Diligence When Buying Market Research and Analysis

Due Diligence When Buying Market Research and Analysis

Musings from my time in marketing and selling research and analyst services over the years….I have heard my share of complaints from buyers over the years with them having been burnt on past report purchases which translated into reluctance in purchasing in the...

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Business Process Alignment, Why it Matters in Analysis

Business Process Alignment, Why it Matters in Analysis

To what extent does business process alignment factor into your firm’s operating strategy? When you create topics for syndicated research studies are you considering revenue potential or are you fixated on just the subject matter? Are you looking at the financial...

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Why Building an Analyst’s Personal Brand Matters

Why Building an Analyst’s Personal Brand Matters

As an analyst your personal brand matters as much as the firm you work for, in some cases even more so. Analysts sell influence, expertise and connections. Good ones provide context, insights, solutions and confidence. The client’s certainty in what you provide them...

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Knowledge is Power but Influence is King

Knowledge is Power but Influence is King

While knowledge is a very attractive (and arguably necessary) trait for analysts, influence can be an even more important attribute when considering your or your firm’s selling points. Aside from the access to information, insider details and the like, you get the...

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Leveraging Logical Fallacy

Leveraging Logical Fallacy

An analyst or firm having their name appear in the trade press, on websites and/or industry events lends them a veneer of credibility that provides tremendous returns. Why? Applying a variation of the logical fallacy the appeal to authority, having one’s name out...

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Generating a Return on Content Investment

Generating a Return on Content Investment

While it is important for analysts to use content marketing in promoting their business, content tiering is an important practice to employ in order to generate high ROC (return on content) and properly maximize time resources (scarcity).What do I mean by...

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The Role Content Plays in Marketing Analysts and Firms

The Role Content Plays in Marketing Analysts and Firms

Yes, we all have done content marketing in some capacity and long before it was fashionable. 15-20 years ago it as simple as pulling together a white paper, posting it and emailing the link and the leads came rolling in. That was then. Todays’s world is vastly...

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What Are You Selling? Assessing Analyst Product

What Are You Selling? Assessing Analyst Product

You have to understand what sorts of things people want to buy. And while that seems like a rather obvious thing to know it isn’t apparent that firms bother to figure it out or that customers will actually tell anyone this save for preferred vendors. Having success in...

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Chasing Redundancy

Chasing Redundancy

I was speaking with a colleague the other day and I remarked about the amount of people covering topics that are significantly oversubscribed with analysts such as IoT (Internet of Things), wearables, and big data. And it seems that more and more people cannot seem to...

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Self-Publishing vs Working with a Firm

Self-Publishing vs Working with a Firm

Publishing an analyst report through a firm means you enjoy the benefits of trading on someone else’s banner and there are varying amounts of support available that range from simple editing and layout to research support and analytics to coaching and management...

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Focus as a Competitive Advantage in Industry Analysis

Focus as a Competitive Advantage in Industry Analysis

The generalist tries to be all things to all people but who do they truly serve in the end? How can they? How does an analyst deliver value when the coverage extends so widely that there is little underneath the surface? This was long a complaint about (some)...

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Ever Heard of the $3,500 Briefing?

Ever Heard of the $3,500 Briefing?

So from time to time I have had to deal with PR firms representing a client from whom we needed information. Some were rather helpful to make sure we did get what we need in order to understand their client while others have been a bit indifferent over the fact that...

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Ever Heard of the $3,500 Briefing?

The Role of Analysts in Sales

It has been my experience that the most effective sales tool that an analyst firm or practitioner has at their disposal is the analysts themselves. Creating buy in from them on this process will determine the success of your firm I have spoken with many analysts who...

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Effective Content Strategies for Analysts

Effective Content Strategies for Analysts

Content strategy isn’t just creating a report schedule or an editorial calendar for those that publish articles or newsletters as marketing adjuncts. It’s employing a well thought out and constantly evolving program that supports multiple interlinking objectives. A...

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The Plight of the Independent Practitioner

The Plight of the Independent Practitioner

Being an independent analyst/consultant or private practitioner has its perks, doesn’t it? No staff meetings, no production quota (sort of anyway), no having to toe the company line or dealing with research directors who don’t see things your way or getting drafted to...

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Things You Just Shouldn’t Do In Industry Analysis

Things You Just Shouldn’t Do In Industry Analysis

Or I could just as easily title this, “Why They Won’t Respect You In The Morning.” I am talking about the ways in which analysts and/or a firm will weaken their standing in the eyes of potential customers in the hopes of making a sale. You would think that people...

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The Industry Analysis Business…RIP?

The Industry Analysis Business…RIP?

The claims of the pending demise of the analyst business have oft been repeated over the years but a simple trip to Research and Markets website shows otherwise. Yet,why so many Chicken Littles? Is it because of all of the free information out there? Is it because...

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The Limits of Outsourced Publisher Models

The Limits of Outsourced Publisher Models

Firms that operate on publishing models face significant challenges in today’s information services world. While it has become a standardized practice to outsource research and writing services to overseas agencies, one has to think as to whether to cost savings in...

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Combating Low Cost Information Providers

Combating Low Cost Information Providers

It’s extremely difficult to compete on a cost basis against information provider firms operating in 2nd and 3rd world countries. The internet has somewhat leveled the playing field for information providers to the extent that data is far more searchable and accessible...

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