IoT Analytics is a leading market insights firm for the Internet of Things. The company operates in three areas: 1. Latest insights 2. Market reports 3. Go-to-market services for IoT. This is an overview of our approach and our services for go-to-market excellence in IoT.

1. Go-to-market services for IoT
Overview of our approach & services – January 2017

2. Agenda
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How to achieve Go-to-market excellence in IoT
Working with us

3. How we think about B2B marketing in IoT
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What matters in B2B marketing? How to do excellent B2B mkt? How can we help in IoT?
1 2 3
Influencer relations and
content-related studies most
effective levers for B2B sales…
… but these levers are at the
end of the marketing
roadmap
Our IoT go-to-market-services
help you where B2B
marketing is most effective

4. Influencer relations and content-related studies most effective
levers for B2B sales generation
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The importance of influencers
61
57
56
50
50
50
45
43
43
40
38
32
31
Discussions with references from peers and
colleagues
Industry analysts and sourcing advisors
Web search and solution provider websites
Solution provider email newsletters, white
papers, research reports
Trade or businesses magazines
Tradeshows and conferences
Case studies
Social media
Customer satisfaction data
Solution demos / virtual business simulatinos
Small-scale, private, in-person events
Solution provider sales people
Online events
Which sources of information are the most helpful when
you are researching possible solutions? (n=486) in %
Source: ITSMA, PAC, DemandGen
The importance of compelling content
Which types of content have you used during the past 12
months to research B2B purchasing decisions? (in %)
78
73
67
58
58
58
52
28
25
20
9
White papers
Case studies
Webinars
E-books
Videos
Blog posts
Infographics
Interactive presentations
ROI Calculators
Assessments
Podcasts
How well are you addressing these criteria today?
Influencers
Top content
1 What matters in B2B marketing?

5. But these levers are at the end of the marketing roadmap
12 cornerstones of excellent B2B marketing
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Clear vision and compelling value proposition
State-of the
art website &
mobile setup
Active social
media
mgmt. (FB,
Tw, G+…)
Own content
creation on
blog and
newsletter
SEO
optimization
of content
Strategic
event / fair /
conference
planning
PR strategy
(e.g., press
releases,
media
relations)
Advertising
strategy /
campaigns
(e.g.,
Adwords)
Tracking of
marketing
metrics and
web activity
Advanced
own content
(e.g., client
stories, case
studies,
product use
case PDFs)
Influencer
relations &
strategic
partnerships
(e.g.,
channel
partners,
evangelists,
etc.)
Interactive
content
(Videos,
webinars,
hackathons,
surveys etc.)
Essentials Individual differentiators Marketing excellence
Thought
leadership
(e.g., via
white paper,
infographic –
often in
cooperation
with 3rd
party)
Source: IoT Analytics project experience
1
2
3
4
5
6
7
8
9
10
11
12
0
The most difficult part of B2B
marketing because it requires
deep know-how and special effort
2 How to do excellent B2B marketing?
= IoT Analytics’ Services

6. Reach our highly relevant IoT audience with excellent content
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We are full-service: We also manage the corresponding online campaigns
Influencer Relations Interactive Content Thought Leadership10 11 12
As an influencer, IoT Analytics helps
you reach a highly relevant audience
10,000+ IoT decision-makers
subscribed to our newsletter
40k+ website visits per month
7000+ social media followers
Perform a joint webinar, book us for
a speaking engagement / workshop
Sponsor a highly-informative white
paper or similar content
Research brief: 3-5 pages
White paper: 8-25 pages
White paper with a
survey: ~40 pages
3 How can we help your B2B marketing efforts in IoT?
Co-present content
through informative
webinars
Perform a joint workshop
or book one of our expert
analysts for a content-
session.
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7. Our specific Go-to-market offerings
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We are full-service: We also manage the corresponding online campaigns
Offering Description Past examples
1. Sponsored insight
2. Sponsored newsletter
3. Sponsored infographic
4. Sponsored use case / customer
success story
5. Sponsored webinar
6. Sponsored blog series
7. Sponsored report
8. Speaking engagement / workshop
3 How can we help your B2B marketing efforts in IoT?
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Re-use some of our existing insights to run a
targeted campaign
Create an ad in our monthly IoT newsletter that
gets sent out to >10,000 IoT professionals
You commission us to develop an infographic on
an IoT topic of your choice
We run a targeted campaign for you that includes
a link to a real use case of yours
We jointly run a webinar on an IoT topic – ideally
you give a demo of your capabilities
We jointly write and publish a number of deep-
dive blog posts on an area of interest
You commission us to write an insightful white
paper on a specific topic of interest
You invite us to one of your events to speak about
a topic or give a workshop
e.g., “Digitalization” workshop at major
German Industrials Conglomerate
1. Sponsored insight: IBM
2. Newsletter ad
5. Webinar on IoT Platforms w/ Davra
7. Report
Not offered anymore

8. Managed online marketing campaigns: To help you reach your
target audience
FACT: 90% of decision makers do not respond to cold outreach, but interact with insights.
THEREFORE: We don’t only create the insights, we also help you reach the decision makers to maximize your success
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Be present in the #1 business network
highly targetable e.g. by industry
Be at top of the #1 search network
with critical search terms
Reach 90% of IT/ Tech audiences in the
#1 display network
o LinkedIn sponsored story
o LinkedIn image/text ads
o AdWords Textads
E.g. an IoT decision maker
searches for “open source iot
platform”
o Image- & Textads on IT/ Tech sites
E.g. promote your client case
for predictive maintenance.
Source:Linkedin, IoT Analytics

9. Agenda
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How to achieve Go-to-market excellence in IoT
Working with us

10. We are the leading market insights firm specialized on IoT
40k website visitors every month
1. General technology insight companies covering IoT as part of the overall offering
Source: Similarweb, IoT Analytics
IoT-specialist insight firmsGeneral technology insight firms1
Avg. website visits
per month Q4/2016
in 1,000
1,150
22
40
7
2,950 415
48
5
11
36 3

11. Recent go-to-market work: IoT platforms white paper

12. Recent survey: “Security of Things World Conference”
http://iot-analytics.com/iot-security-survey/

13. We reach a highly-engaged global IoT audience
Individual thought-pieces get up to 300k impressions per year
Top countries (% of all trackable web visits 2016):
1. USA
2. India
3. Germany
4. UK
25%
22%
5%
4%
as of Jan 2017
Total Reach ~100k
Average # of organic
Impressions per
publication
Web Reach Visitors per
month
~40k
Email Reach
People subscribed to
IoT Analytics updates
10k
Engagement
Average email
opening rate
25%
Social Reach
Followers on all
social channels>6k
Downloads
Annual downloads
per gated white paper~5k

14. What people and customers say about us
“I find it really impressive how the IoT Analytics team have built up a broad and
proprietary knowledge base around the Internet of Things and Industrie 4.0
ecosystems.”
Markus Lorenz, Partner and Managing Director at BCG
“My experience working with the team of experts at IoT Analytics has been enjoyable
and enlightening. The work was delivered on time, on budget, and beyond our
expectations”
Jake White, VP Marketing at MyDevices IoT platform
“On the money. Impressive research.”
Nagaraj Shanmugam, VP Business Development at Orion Systems Integrators
Selected customers Selected comments

15. Why should you work with us?
High-quality analyses
We aim to produce the highest quality research available to you. Our focus is on facts and
actionable insights without losing sight of the bigger picture. And… we only publish when we
think we got it right!
First-hand information / IoT network
We attend/speak at ~20 global IoT and Industry 4.0-focused conferences every year. This
allows us to shape our unbiased, third-party view and test some of our hypotheses with
other professionals in the industry. We also employ some proprietary algorithms to mine the
web for relevant IoT information.
Large global audience
The average thought piece gets 100k impressions over its lifetime. With 40k website visitors
per month and more than 10k people subscribed to our email updates we are able to supply
our research to a much larger target audience than most of our competitors.

16. What you should know before engaging with us
Our vision
We are the go-to-company for market insights and industry intelligence for the Internet of Things. Our
insights reach 40,000+ people every month and help the IoT world evolve into the right direction.
Working with us
Working with us means jointly creating new compelling content, bringing people together to embrace IoT and
empower them to grow the Internet of Things. Our business principle: It helps you, it helps us, it helps IoT.
What we don’t do
External product endorsements, paid placement, or similar uni-directional sponsorships are against our rules.
If we love your products we might say it. But do not take it for granted.
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17. IoT Analytics GmbH
Market Insights for the
Internet of Things
Zirkusweg 2 (Astraturm, 6. OG)
20359 Hamburg
Germany
info@iot-analytics.com
+49 40 88950090
http://iot-analytics.com