TECH SUPPLIER Jan 2019 - Market Perspective - Doc # US44591919

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

By: Frank DicksonProgram Vice President, Cybersecurity Products


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



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