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Cybersecurity Marketing from the Analyst Perspective: The Needed Demise of Cybersecurity Feature and Buzzword Marketing

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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