市場調查報告書

網路安全行銷:分析師預測

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

出版商 IDC 商品編碼 769573
出版日期 內容資訊 英文 10 Pages
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網路安全行銷:分析師預測 Cybersecurity Marketing from the Analyst Perspective: The Needed Demise of Cybersecurity Feature and Buzzword Marketing
出版日期: 2019年01月09日內容資訊: 英文 10 Pages
簡介

本報告涵括網路安全行銷,提供客戶的使用案例為焦點之系統性資訊。

執行概述

新的市場發展與趨勢

對網路安全供應商的建議

  • 應對客戶的弱點
  • 弱點的推論:產品的功能,客戶的利益為基礎市場
  • PR與社群媒體:定位,對客戶的同感,解決方案的優點的強化
  • 提供解決方案而非產品
  • 知道客戶
  • 盡可能出示ROI
  • 買主之旅
  • 結論

參考資料

  • 相關調查
  • 摘要
目錄
Product Code: US44591919

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.

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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