When trying to study the IoT market, sometimes it’s hard to identify exactly who you should try to engage with in conversation. However, there are a number of individuals and companies rising to the top in terms of influencers to watch. Let’s take a look at some of the resources and influencers you should try to engage with when trying to gain a foothold in the IoT market.
IoT Press Influencers
An ITdatabase search around “Internet of Things” and “IoT” story volume from June 2014-2015 can help pinpoint the most prolific reporters writing on the topic. As you can see, IoT is not necessarily the only topic many of these reporters cover. Therefore, it is important to know the broader tech journalism landscape as new reporters enter the fray or get educated on new coverage areas. The volume also gives you an idea of the pressure many of these writers are under to produce content - and why it can sometimes be difficult to cut through the noise of other vendors vying for their time.
However, this list doesn’t mean necessarily that they are the most influential. To determine specific influence, a number of organizations have looked at companies, vendors, press, analysts and other individuals and applied various metrics to come up with “top influencer” lists. Here is a quick run-down of lists that contain contacts you might want to add to your reading lists or follow on Twitter.
- Postscapes - Internet of Things Top 100 Thinkers
- Onalytica - The Internet of Things - Top 100 Thought Leaders
- Onalytica - Machine to Machine: Top 100 Influencers and Brands
- Dataconomy - 10 Internet of Things Influencers You Need to Know
In terms of analysts, a number of firms are building out their IoT practices, hiring new experts, and pumping out new reports. When it comes to analyst influencers, you want to closely examine their area of expertise, as each individual or team could have it’s own specific niche - whether it’s connectivity, infrastructure, applications, platforms, devices or more. Each firm has their own reporting system, approach, and market metrics, so be sure to understand their customers, as well as what audiences you want to reach. Be sure to check out the expertise and capabilities offered by firms such as 451 Research, ABI, Beecham, Compass Intelligence, EMA, Forrester, Frost & Sullivan, Gartner, Heavy Reading, IDC, Infonetics, Machina Research, Ovum, Strategy Analytics, and more.
Top IoT Events
Once you know the right press and analyst influencers to reach, the question then becomes where you can meet them face-to-face. There are IoT-focused events every month, but you have to know which ones are worth the money and time. Luckily, Jeremy Geelan, Conference Chair of Industry of Things World 2015, wrote up a handy list of top events. I suggest you check out: The 40 Most Important Internet of Things Events in 2015. You can also find a pretty comprehensive list of global IoT events at Internet of Things Events.
As the market continues to expand, change and grow, the players will change as well. If you are invested in becoming an IoT influencer yourself, you have to stay on top of the news, reports, events and other things that will keep you connected, so to speak, for the long term.
You can learn more about reaching the appropriate influencers for your IoT solution by downloading our eBook, 7 Marketing Strategies for Cutting Through the IoT Noise.