Gartner Research

Three Ways IoT Security Marketers Can Overcome Outbound Messaging Challenges

Published: 23 June 2016

ID: G00309995

Analyst(s): Saniye Alaybeyi

Summary

IoT security marketers are expected to do a lot — from driving profitable growth to creating customers for life. These marketers must align their outbound messaging with "IoT impacts on security," "customer success stories" and "new strategic partnerships" to succeed.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • IoT security products that marketers position as mere extensions of traditional IT security products create confusion among potential buyers, slowing product adoption
  • IoT security marketers do not leverage IoT security customer case studies enough while articulating their products' value-add, missing the opportunity to shorten sales cycles
  • IoT security marketers are not always familiar with the latest IoT security initiatives, consortia activities and research, leaving their marketing activities and content stale and, occasionally, obsolete

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