IoT Market Complexity Demands Buyer Personas

by Chris Rommel | 12/17/2015

The complexity of the market for IoT products and services creates enormous challenges for the IoT solution marketer. An unlimited set of applications, a complex ecosystem of partners and channels, a wide range of decision makers and influencers, and a continuously changing competitive set can leave the marketer forever chasing his tail. Critical decisions about the content, placement, and timing of marketing messages become extraordinarily difficult in the face of these complex and dynamic conditions. 

Observing these challenges, VDC undertook a disciplined search for tools and methods that could help IoT marketers think and act more strategically, and achieve better results. Given how critical content marketing is in the IoT space, we focused on identifying tools and methods that would improve digital marketing effectiveness, defined as improving lead generation in terms of both lead quantity and lead quality. The tool we identified as being the most valuable – when deployed correctly – was the buyer persona.

View the 2017 IoT & Embedded Technology Research Outline to learn more.


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