Internet of Things (IoT) security firm ZingBox raised $22 million in Series B funding led by Dell Technologies Capital and Tri Ventures.

Company founder and CEO Xu Zou said ZingBox plans to use the funding to expand into new markets and also for research and development so it can better understand machine learning technology.

The company’s IoT Guardian technology uses machine learning to determine baseline normal behavior for a device, or determine the device’s “personality.” Once it has figured that out then it can detect any abnormal behaviors and provide real-time problem solving across a company’s entire IoT footprint.

Zou said that the company has a special set of deep learning technologies that it uses to identify what IoT devices are in a network without actually having to touch that device. And rather than just offer a security platform that targets malware, the company’s IoT Guardian technology figures out how to recognize a device and get valuable context about it. Then it will use that information to figure out the type of activities the device should be engaged in. “IoT visibility is the foundation of what we do,” Zou said.

IoT visibility is becoming increasingly important because many companies aren’t even aware of all the devices on their network. They need a product like Zingbox’s to give them some way to profile those devices and track them.

So far Zingbox has focused its IoT Guardian product at three key vertical markets:  healthcare in the U.S., manufacturing in Japan, and connected enterprises both in the U.S. and overseas.

Zou said that one reason for its focus on manufacturing in Japan is that SoftBank is a global channel partner through a strategic partnership the two companies formed earlier this year.

Interestingly, in a recent study by Altman Vilandrie & Company, 48 percent of respondents said that brand and reputation were the most important factor in selecting an IoT security product rather than cost.