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Mentor Marketing: The Future of Tech Branding

Mentor Marketing: The Future of Tech Branding

In a world of rising customer expectations, marketers that elevate their game beyond messaging and into mentoring will be far more successful at acquiring and retaining the best customers, said Gerry Murray, director of Marketing and Sales Technology research at IDC. "Marketers today are in a unique position to use their massive data sets and industrial strength analytics to help every customer benefit from the collective experience of all their customers. insights and resources that prepare customers for their next challenge and their next career move are powerful ways to become truly customer centric and to create longer-lasting, more profitable relationships."

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Executive Snapshot
New Market Developments and Dynamics
Advice for the High-Tech Marketer
Practice 1: Make Mentoring the Primary Attribute of Your Brand Identity
Challenge
Example: Salesforce and the Making of a Mentor Brand
Guidance
Practice 2: Move Training into Marketing
Challenge
Example: Chef and the Making of a Mentor Marketing Team
Guidance
Practice 3: Seek Mentor Marketers
Challenge
Example: Mintigo and the Making of a Mentor Marketer
Guidance
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Related Research
Synopsis

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