The best marketing strategies for Telecoms and IoT growth in 2025
2025 is in full swing – are you ready to make the most of the opportunities it will bring, or are you in danger of falling behind?
This is the perfect moment to reflect on last year’s wins and challenges while focusing on the road ahead. For businesses in telecoms, IoT, and tech, staying ahead means recalibrating strategies to outpace the competition in an ever-evolving market.
Over the past 13 years, I’ve worked with industry leaders to tackle challenges, identify growth opportunities, and craft strategies that deliver results. This article isn’t just another rundown of marketing trends – it’s a practical, step-by-step guide to help your business thrive in 2025.
Ready to set your business up for success? Grab your notebook or open your spreadsheet, because we’re diving into actionable insights you can implement today.
Market snapshot: Why 2025 is a pivotal year
The telecoms and IoT sectors are poised for incredible growth.
- The UK telecoms market is projected to expand from £28.4 billion in 2024 to £35.5 billion by 2029, with a CAGR of 4.59%.
- Similarly, the IoT market is expected to grow from £24.8 billion to £39.5 billion in the same period, with a staggering CAGR of 9.83%.
These figures highlight a booming industry brimming with potential, with IoT being the frontrunner and showing a much larger growth opportunity compared to the telecoms sector. Exciting… I know!
Why this matters to you
For telecoms resellers, MSPs, ISPs, and IoT solution providers, this rapid expansion creates significant opportunities to grow your customer base, increase revenue streams, and establish your business as a leader in a booming industry. However, capturing this growth requires preparation and adaptability.
Telecoms resellers: With the telecoms market expanding steadily, this is your chance to differentiate by bundling cellular IoT services or leveraging advancements like 5G to attract enterprise customers and increase ARPU (Average Revenue Per User).
MSPs: The explosive growth of the IoT market is your opportunity to become an essential partner for businesses navigating connected ecosystems. As IoT adoption accelerates, the demand for secure, scalable, and resilient managed solutions will skyrocket. By offering integrated services like network monitoring, IoT device management, and cybersecurity, you can create sticky customer relationships and drive recurring revenue streams.
ISPs: IoT solutions unlock the potential to go beyond traditional connectivity. By offering high-margin services like private networks, edge computing, and smart city solutions, you can position your business as an innovative leader while addressing emerging needs for ultra-reliable and low-latency connections.
IoT solution providers: With a projected 59% market growth, this is your time to shine. Innovators can capitalise on the surging demand for smarter devices, data-driven services, and applications that solve specific challenges in high-growth sectors such as healthcare, retail, manufacturing, and logistics.
But as the market grows, so does the complexity
It’s not all smooth sailing. Growth of this magnitude also brings intense competition and complexity. If your marketing, sales, and operational strategies don’t align with this fast-moving landscape, you risk being left behind.
By understanding the market trajectory and tailoring your approach, you can claim your share of the opportunities ahead. Let’s explore the challenges and strategies that will help you stay ahead.
What gets in the way of growth?
When I speak to new clients and industry experts the same challenges and frustrations come up again and again:
And perhaps the most important issue (and the most troubling from my perspective as someone who believes strongly in the power of marketing).
Why this happens:
Agencies often rely on generic strategies that don’t address the complexities of your industry, such as long buying cycles or intricate decision-making processes involving multiple stakeholders.
Without transparent reporting or measurable results, it’s easy to feel like marketing is just a cost rather than an investment.
The result?
Businesses become hesitant to outsource marketing or invest in campaigns, relying instead on overstretched in-house teams that may lack the resources or expertise to deliver impactful strategies.
For example:
Many businesses tell me that the lack of measurable ROI is their primary reason for pausing or scaling back their marketing efforts. This reinforces the importance of partnering with marketing experts who not only understand your industry but also deliver actionable insights and tangible outcomes.
Marketing is a cornerstone of any business growth strategy
The solution? Marketing strategies that work
In 2025, standing still is not an option. For your business to succeed you need to build robust marketing strategies into your growth plan.
Prioritise actionable insights over vanity metrics to identify growth opportunities and optimise campaigns.
Do this:
Establish 3-5 key metrics to measure, eg; Customer Churn Rate, NPS, ARPU, CLV. Review them quarterly.
Evaluate your growth phase and market conditions to define realistic objectives and effectively allocate budgets.
Do this:
Prioritise long-term investments in high-CAC or complex buying cycles.
A strong, relevant brand with a clear story builds trust and drives loyalty.
Do this:
Run surveys, speak to 10 customers per month – constantly gather information to align your messaging with customer needs.
In industries like telecoms and IoT, with complex buying decisions involving multiple stakeholders, aligning marketing and sales can make or break success.
Do this:
Ensure that brand equity supports marketing efforts and that both drive sales success through regular alignment meetings and shared KPIs.
Standing out isn’t just about what you do, it’s about how you make your customers feel and the unique value you offer.
Do this:
Analyse your competitors’ messaging and ads, then define and refine what you do differently and better. Roll out unified messaging reinforcing why you’re the best choice.
Growth comes from a combination
of acquiring new customers and retaining existing ones. Happy customers drive loyalty, advocacy, and long-term revenue.
Do this:
Implement loyalty programmes, regularly gather feedback, give customers a smooth experience at every touchpoint and interaction.
Only 5% of your audience are ‘in-market’. Take a strategic approach that accounts for the complex, lengthy journey from awareness to purchase.
Do this:
Map your buying cycle and target resources to nurture prospects and simplify decision-making at each stage.
Key takeaways
01 Focus on actionable insights
02 Set realistic growth goals
03 Embrace customer-centricity
04 Align sales and marketing teams
05 Differentiate your brand
06 Prioritise customer retention
07 Map and optimise the buying cycle
Ready to grow? Let’s make 2025 your best year yet
The telecoms and IoT sectors are brimming with opportunity, but success in this space requires more than just keeping up — it demands staying ahead. By adopting customer-centric strategies, aligning your teams, and leveraging actionable insights, you can position your business as a leader in this exciting, fast-growing market.
Don’t let challenges hold you back. Whether you’re struggling with lead quality, misaligned teams, or market differentiation, the strategies outlined in this article provide a clear roadmap for overcoming these barriers and achieving sustainable growth.
2025 is your year to shine. Build trust with your customers, align your internal teams, and optimise your marketing efforts to capture the opportunities in telecoms and IoT.
If you’re ready to elevate your marketing strategy and need expert guidance, my team and I are here to help. Together, we’ll create a plan that works for your unique business goals and sets you apart from the competition.
Let’s make 2025 your breakthrough year.
Contact us today to start building your winning strategy.
Our MD and founder, Candice blends strategic marketing and business development support to help owners and marketing managers grow their business. From IoT start-ups and telecoms scale-ups to major network operators, her clients know they’ll see tangible returns.
