The Industries That Most Need IoT Don’t Know It

The biggest challenge in IoT isn’t technology – it’s marketing

The Internet of Things (IoT) isn’t some far-off concept – it’s here, quietly transforming industries and reshaping how businesses operate. But it’s happening slowly. Almost invisibly.

From smart cities slashing energy waste in street lighting to precision agriculture growing more with less, IoT is redefining efficiency. By harnessing real-time data and automation, it drives smarter decisions, cuts costs, and reduces environmental impact – creating a world that’s not just more connected, but cleaner, safer, and more sustainable.

But there’s a problem: most people still don’t really know what IoT is. And that includes not just the average person on the street, but most people working in industries where the IoT could make the biggest difference. They’ve probably never even heard of the term ‘IoT’ – let alone how it could massively improve and impact what they do.

This means even within industries that stand to benefit the most, IoT solutions often go unnoticed, struggling to gain the traction they deserve.

Yet, the technology itself isn’t the problem – it’s already here, fully developed and ready to deploy. The real challenge is awareness. Too many businesses simply don’t realise what IoT can do for them.

IoT doesn’t have a technology problem – it has a marketing problem.

It’s already solving, and capable of solving, an almost unlimited number of challenges. The real issue? Too few of the right people in the right industries know these solutions exist.

IoT: Solving problems before you even know they exist

Despite its incredible potential, IoT remains an untapped powerhouse in many industries. It can track entire supply chains in real time, predict equipment failures before they happen, and even create self-optimising energy grids. It’s powering smart homes, streamlining factories and warehouses, and transforming healthcare – to name just a few examples.

But beyond efficiency, IoT has the power to reshape economies, enhance quality of life, and drive a smarter, safer, and more sustainable future.

So why isn’t it everywhere? Why hasn’t IoT gone mainstream like AI, smartphones, or cloud computing?

The issue isn’t the technology – it’s the messaging (or lack of it). Many businesses and decisionmakers still see IoT as complex, expensive, or unnecessary, simply because no one has explained its benefits in a way that truly resonates with them.

Many IoT companies are deeply engineering and tech-focused, while many of their potential customers are non-technical decision-makers. Bridging that gap isn’t easy – and it’s one of the biggest barriers to adoption.

The problem isn’t capability – it’s clarity.

IoT companies invest heavily in developing great products and driving sales. But too often, they overlook or undervalue the crucial middle step – marketing. Without a clear, compelling business case tailored to each industry, potential customers struggle to see the value. The result? They hesitate, thinking IoT is too complex, too costly, or simply not for them. The goal should be to make the decision easy – so they instinctively think, Yes! That solution is exactly what I need, and it’s worth the effort to implement.

Without effective marketing, even IoT companies with solutions that certain markets are crying out for will struggle to get their message across. Potential customers remain unsure about what the technology does and why it matters.

Better technology alone won’t build the IoT. Adoption isn’t just about innovation, and sales efforts alone won’t create demand. Without the right messaging, even the most groundbreaking solutions will struggle to gain traction.

It’s not just about selling a product – it’s about ensuring people truly understand its value. And the missing piece? Education and awareness.

The reality: Technology without adoption is just potential

Here’s the truth: the companies that win in IoT won’t necessarily have the best technology – they’ll be the ones who make their value understood. That’s the power of marketing. It’s not just about selling; it’s about making IoT relevant, showing people why it matters, and proving how it solves their problems.

The IoT space is already crowded. Hundreds of companies are competing for attention, all promising smarter, more efficient solutions.

But here’s the catch – decision-makers outside the tech and IoT world often struggle to connect these innovations to real business value. If they’re not technical, the benefits can feel abstract, making it harder for them to see how IoT directly impacts their bottom line.

For businesses entering or scaling within the IoT market, the challenge isn’t just building the best product – it’s making sure customers, partners, and investors immediately grasp its value. Because if they don’t get it, they won’t buy it. And in an industry moving this fast, being misunderstood isn’t just a hurdle – it’s the same as being invisible.

The market development imperative

So, how can IoT companies step up their marketing game to ensure the right people understand
the value of their solutions and drive adoption?

Here are some key strategies to bridge the awareness gap and turn interest into action:

1. Prove the ROI

Decision-makers need clear, quantifiable benefits. It’s not enough to say IoT ‘improves efficiency’ – they need hard data that proves its value. Vague promises won’t cut it. They want to see:

• Projected cost savings that highlight the financial upside for businesses just like theirs.
• Real-world case studies showcasing tangible efficiency gains – because no one wants to be a guinea pig.
• ROI calculators that make long-term revenue impact easy to visualise. Change, even when it leads to something better, comes with resistance. Make it obvious that it’s worth it.

Without solid numbers, even the best IoT solutions will struggle to get noticed. The key is turning technical perks into real business results – because when the financial benefits are crystal clear, saying yes becomes a whole lot easier.

2. Tell stories that resonate

Numbers matter, but human connection drives decisions. Companies that illustrate their impact through real-world case studies stand a far better chance of influencing stakeholders.

A well-crafted case study should highlight:

• The problem the customer faced before implementing IoT.
• The tangible benefits they experienced after adopting the solution.
• Key takeaways that apply to others in their industry.

These stories bring IoT to life in a way that abstract claims and technical specs never will. They make the technology relatable, showing decision-makers exactly how it solves real challenges – and why they should care.

3. Simplify the complex

IoT is a technical field, but not all stakeholders are engineers. Many potential buyers and investors need clear, jargon-free explanations to see its value.

• Create accessible explainer content that translates technical concepts into everyday language.
• Break down industry insights into digestible, relevant takeaways.
• Use visuals, infographics, and short videos to demonstrate value in a way that’s easy to grasp.

When people truly understand how a technology works and why it matters, they’re far more likely to adopt it. Explain it in a way both a teenager and a grandparent could understand, and you won’t go far wrong.

4. Be visible in the right spaces

IoT companies need to meet their audience where they are – whether that’s industry events, online publications, or LinkedIn conversations. Being in the right places at the right time makes all the difference.

A strong presence can be built through:

• Thought-provoking blogs that establish authority and credibility.
• Participating in webinars and panel discussions to share insights and engage with industry leaders.
• Creating valuable LinkedIn content that sparks conversation – don’t underestimate LinkedIn’s power in modern B2B marketing and sales.

Visibility isn’t about shouting the loudest – it’s about consistently delivering insights that add value to your audience, so they want to follow, engage, and connect with you.

5. Nail your positioning

Being visible is important, but it’s not enough on its own. IoT companies need to position themselves clearly, so the right people instantly understand who they help, how they help, and why they’re the right choice.

Strong positioning comes from:

• Speaking your customers’ language by focusing on their specific challenges, not just the technology.
• Carving out a clear niche rather than trying to appeal to everyone. The more specific the focus, the more compelling the value.
• Keeping messaging consistent across all touchpoints – from websites to sales conversations – so potential customers quickly grasp what sets you apart.

It’s not just about being seen; it’s about being remembered. When positioning is strong, the right customers recognise the value and feel confident that your solution is the right fit for them.

The path forward

From reducing environmental impact to enhancing productivity, IoT has the power to create a future where technology works seamlessly with people and the planet. Its potential stretches across industries and into every corner of society, unlocking solutions to challenges we haven’t even fully recognised yet.

And that’s what makes the slow adoption all the more frustrating.

The barrier isn’t the technology – it’s the lack of understanding. Investing in sales alone won’t solve the problem. Without the right marketing, branding, and positioning, even the best IoT solutions will struggle to reach the right people in a way that truly resonates. It’s not just about selling – it’s about shaping a clear, compelling narrative that makes adoption feel like an obvious choice.

The companies that get this right won’t just compete in the IoT space – they’ll define it.