Cybersecurity Marketing from the Analyst Perspective: The Needed Demise of Cybersecurity Feature and Buzzword Marketing
This IDC Market Perspective provides the analyst perspective on cybersecurity marketing. Cybersecurity marketing is not easy. Some attributes of the market do make the marketing issues more acute. However, the fundamental principles are not any different in cybersecurity. Don't let the special considerations cloud that fact."If IDC could make one fundamental request, focus on the customer's use case above all else, and a solution can address that use case. Resist the temptation to rely on product feature and buzzword marketing. That simple rule will service you well." — Frank Dickson, research vice president, Cybersecurity Products
Please Note: Extended description available upon request.
- Executive Snapshot
- New Market Developments and Dynamics
- Advice for the Cybersecurity Vendor
- Address Your Customer's Pain Point
- Pain Point Corollary: Market Based on Customer Benefits Rather Than Product Features
- Public Relations and Social Media: The Engine That Fuels Your Air Cover to Reinforce Positioning, Customer Empathy, and Solution Advantages
- Provide Solutions, Not Products
- Know Your Customer
- Where Possible, Present an ROI
- The Buyer's Journey
- Exploration Stage
- Evaluation Stage
- Purchase Stage
- Use and Expand Stage
- Renewal Stage
- Advocacy Stage
- A Final Word
- Learn More
- Related Research
- Synopsis
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