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
- Learn More
- Related Research
- Synopsis
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