B2B Articles - November 13, 2023

Securing the Future: How IoT Spurs Growth for Cybersecurity Firms

As the Internet of Things (IoT) expands, so does the need for robust cybersecurity measures. The intersection of these two sectors presents both significant opportunities and challenges. This convergence has profound marketing implications for Cybersecurity firms that wish to grow within a growing market.

"Approximately 80 percent of surveyed IoT providers are embedding security in some form into their IoT products, and roughly 70 percent of cybersecurity providers are making IoT-specific products, indicating early signs of convergence" (Mckinsey, 2023).


Small and large cybersecurity firms stand to gain tremendously from the convergence of IoT and cybersecurity. This presents a unique opportunity for smaller firms to specialize in a niche in this expanding market.

Cybersecurity firms can specialize in securing, testing, and monitoring specific IoT applications, functions, or sectors, leveraging their agility and innovative capabilities to develop solutions that address distinct security challenges within the Internet of Things space. By doing so, they can distinguish themselves from larger competitors, appealing particularly to clients who value specialized expertise and depth of experience.

On the other hand, large cybersecurity firms can harness their extensive resources and industry influence to take on a broader role in this converging market. Larger firms can help instill confidence, protection, and trust for significant IoT projects inaccessible to smaller firms that lack industry relationships or case studies demonstrating size. Larger firms can develop practice areas within IoT or IIoT comprised of execution, consulting, implementation, testing, validation, and pathfinding--tying capabilities together to create a broad impact.

In both cases, differentiation lies in understanding their clients' unique needs and concerns and demonstrating how their cybersecurity solutions can effectively address those needs, whether through specialized expertise or comprehensive, wide-scale security measures. This customer-centric approach can help to establish trust and credibility, ultimately fostering more robust customer relationships and driving business growth in this promising market.

Cybersecurity firms can drive the development and adoption of security standards from strategic partnerships with IoT providers and platform players, OEMs, and manufacturers. With increasing security threats, cybersecurity specific to IoT applications & partnerships across different sectors is essential. By showcasing a specialized ability to deliver robust end-to-end security solutions at scale, cybersecurity firms can differentiate themselves as trusted leaders in the industry hungry for data, network, and cross-device protection.

Key Takeaways: The Convergence of IoT and Cybersecurity

  • Roughly 80% of IoT providers incorporate security measures into their products, and 70% of cybersecurity firms offer IoT-specific solutions. However, only half of these firms are developing comprehensive solutions due to the challenges of creating universal solutions applicable across varied industries and use cases (Kaspersky, 2019).
  • An estimated $125 billion to $250 billion value could be unlocked in the IoT market by managing security risks effectively, indicating a total addressable market value of $625 billion to $750 billion by 2030 (McKinsey, 2022).
  • The convergence has profound implications for cybersecurity marketing, offering opportunities to reach new consumer segments while requiring marketers to address digital privacy and trust issues.

Strategies for Effective Marketing Amid IoT and Cybersecurity Convergence

Here are several effective strategies for marketing in the IoT-cybersecurity space:

  • Partnerships: Collaborate with IoT providers and platform players to address cybersecurity challenges and develop integrated solutions. Build tools, content, and resources that partners co-promote within their spheres of influence.
    • Co-create tools with Partners: Co-creating tools with partners also allows one's thought leadership to be more effective within IoT partnerships.
  • Develop Thought Leadership for IoT Partnerships. Beyond collaboration, develop and propagate ideas, content, and guides for IoT and IIoT partnerships--fostering a sense of trust and clarity for a rapidly growing but complex space.
  • Security Messaging: Emphasize security strategy, opportunities, workflows, and leadership in marketing messages to enhance customer trust. This can include strategies for employing open-source frameworks to guide practices.
  • Financial Opportunities: Highlight the potential economic value of investing in robust cybersecurity for IoT systems, which includes data and IP protections.
  • Compliance with Regulations: Align marketing and product approach with evolving security standards mandated by regulatory bodies. Become a Wayfinder with regulations and compliance.
  • Industry-Specific Expertise: Showcase the ability to provide industry-specific cybersecurity solutions for sectors such as automotive, industrial, education, or healthcare.
  • Customer Testimonials and Case Studies: Leverage customer testimonials and case studies to build trust and credibility.
  • Continuous Research and Development: Invest in research and development to stay competitive and offer innovative solutions.
  • Education: Educate the market about the importance of cybersecurity in IoT adoption through comprehensive content. This includes internal and external resources for IoT partners. This can consist of security content for data strategy teams that are in the process of developing applications.
  • Customer-Centric Approach: Prioritize customer needs, challenges, and concerns. Provide tailored solutions. Ensure customer support is trained on target customers' needs--not just products or solutions.

The Role of Thought Leadership within IoT Partnerships

Thought leadership is pivotal in IoT partnerships by setting the discourse, driving innovation, and fostering trust. This role can be broken down into several key components:

  1. Establish Authority: Thought leadership content helps establish a firm's authority on IoT security, showcasing the depth of its knowledge and its understanding of the nuances of the field. This can be achieved by publishing articles, white papers, videos, data sheets, or research reports that tackle complex IoT security challenges.
  2. Drive Innovation: Thought leaders within IoT partnerships can drive innovation by introducing new ideas, offering unique perspectives on existing issues, and guiding the development of new security solutions, workflows, operational practices, or partnership content. They serve as a source of inspiration for the partnership, spurring creativity and innovation.
  3. Foster Trust: By consistently delivering insightful and valuable content, thought leaders can build trust within the partnership. This trust can enhance collaboration between partners, encouraging them to share resources and work together more effectively to address IoT security challenges.
  4. Be helpful to other IoT players. Being helpful translates into providing valuable content internally and externally. Sharing best practices, workflows, and emerging ideas for cybersecurity solutions is essential to fostering the mutual support required to prove a firm's place in partnerships and deal-making.
  5. Influence Policy and Regulation: Thought leadership can also influence the development of policies and regulations related to IoT security. By engaging in discussion and debate at industry forums, thought leaders can shape the direction of regulatory standards.
  6. Support Marketing Efforts: Thought leadership content can support marketing efforts by demonstrating the firm's expertise and dedication to solving IoT security challenges. This can help the firm attract clients, form new partnerships, and expand into new markets.

Unlocking Growth Opportunities: Strategies that Emphasize Partnerships

By harnessing these strategies, marketers can successfully navigate the convergence of IoT and cybersecurity, reaching new customers while unwaveringly safeguarding their trust and privacy.

As the Internet of Things (IoT) expands, the need for robust cybersecurity measures is simultaneously rising. The intersection of these two sectors presents both significant opportunities and challenges. Managing security risks effectively could unlock an estimated $125 billion to $250 billion in the IoT market, indicating a total addressable market value of $625 billion to $750 billion by 2030 (McKinsey, 2022).

Marketing in the IoT space must focus on partnerships with IoT providers, manufacturers, OEMs (sensors), Cybersecurity firms, regulators, and platform players. Emphasizing security strategy in marketing messages will improve the likelihood of success and trust. Highlighting financial opportunities for investing in cybersecurity for IoT systems and showcasing industry-specific expertise is another crucial component within these partnerships.

Another crucial strategy is the development of thought leadership in IoT partnerships, which can help establish authority, drive innovation, foster trust, influence policy and regulation, and support marketing efforts.

The convergence of IoT and cybersecurity presents significant opportunities for cybersecurity firms that want to stand out in a crowded marketplace. By specializing, investing in R&D efforts, and cultivating partnerships, firms can establish themselves as leaders in securing the future of connected devices.


McKinsey & Company. "The Convergence of IoT and Cybersecurity: Implications for Marketers." McKinsey Digital, 2023, https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-convergence-of-iot-and-cybersecurity-implications-for-marketers.

McKinsey & Company. "New survey reveals $2 trillion market opportunity for cybersecurity technology and service providers." October 27, 2022 - Article By Bharath Aiyer, Jeffrey Caso, Peter Russell, and Marc Sorel

"The State of Industrial Cybersecurity 2019," Kaspersky Lab, https://media.kaspersky.com - https://ics.kaspersky.com/media/2019_Kaspersky_ARC_ICS_report.pdf




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