# How to Market an IoT Platform | Lisa Elenius Taylor, Head of Portfolio Marketing at Ericsson | #IoTMakers E042

- Show: [IoT For All Podcast](https://hardwarepodcasts.com/podcast/iot-for-all-podcast)
- Published: 2019-10-30
- Length: 38m
- Page: https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at
- Listen: https://podcasters.spotify.com/pod/show/iot-for-all/episodes/How-to-Market-an-IoT-Platform--Lisa-Elenius-Taylor--Head-of-Portfolio-Marketing-at-Ericsson--IoTMakers-E042-e28bp52

## Summary

Lisa Elenius Taylor, Head of Portfolio Marketing at Ericsson, explains how to market the IoT Accelerator platform by making abstract technology concrete for enterprises and telcos. She details how Ericsson uses data from use cases like smart meters and connected vehicles to define target audiences and creates content that answers specific technical questions, such as eSIM versus physical SIM. Taylor emphasizes that successful marketing requires starting with the 'why' and the business value rather than just features, while noting that the industry is still struggling with clear matchmaking between solutions and business needs.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=0) Introduction: Lisa Elenius Taylor and Ericsson's IoT Portfolio
- [4:22](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=262) Ericsson's IoT Accelerator Platform and Connectivity Services
- [8:04](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=484) Making IoT Less Abstract: The Marketer's Role in Adoption
- [12:43](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=763) Defining Target Audiences Using Usage Data and Trends
- [18:15](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=1095) Content Strategy: Strong Content, Case Studies, and Social Media
- [22:07](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=1327) Lessons Learned: Why Concrete Questions Outperform Strategy
- [24:13](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=1453) Industry Roadblocks: Matchmaking and Event Selection
- [29:53](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=1793) Marketing Advice: Start with the 'Why' and Business Value
- [31:35](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2019-10-30-how-to-market-an-iot-platform-lisa-elenius-taylor-head-of-portfolio-marketing-at#t=1895) Deep Dive: IoT Accelerator Features and eSIM Growth

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

large enterprises

## Mentioned

- Ericsson (company)
- IoT Accelerator (product)
- Volvo cars (company)
- Brighter (company)
- eSIM (other)
- EUICC (other)
- MWC (other)
- IoT Solutions World Congress (other)

## Related episodes from other shows

- [200: 8 Pillars of Product Marketing Success](https://hardwarepodcasts.com/podcast/product-startup/2023-11-03-200-8-pillars-of-product-marketing-success) (Product Startup)
- [IoT Data: An Untapped Goldmine of Marketing Insights w/ Jan Pingel](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-10-12-iot-data-an-untapped-goldmine-of-marketing-insights-w-jan-pingel) (The Manufacturing Executive)
- [#011 - Accelerate with an IoT accelerator, with Bay McLaughlin of Brinc, Hong Kong](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-02-01-011-accelerate-with-an-iot-accelerator-with-bay-mclaughlin-of-brinc-hong-kong) (The Hardware Entrepreneur)
- [Developing a Winning IoT Platform with André Jacobs of IoT.nxt](https://hardwarepodcasts.com/podcast/over-the-air/2023-01-19-developing-a-winning-iot-platform-with-andre-jacobs-of-iot-nxt) (Over the Air)
- [#017 - How *not* to think about IoT, with Michael Vladimer of Orange IoT Studio, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-03-15-017-how-not-to-think-about-iot-with-michael-vladimer-of-orange-iot-studio-usa) (The Hardware Entrepreneur)

## Citing this page

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