Steve Acuna

Steve Acuna, VP of Segment Marketing, specializes in go-to-market strategy and has been instrumental in developing Harte Hanks’ Game Board approach to market segmentation. He and his team are responsible for determining Harte Hanks target segments and developing and executing on strategic plans to reach these segments. Prior to Harte Hanks, Steve has been integral to developing market strategy at CenturyLink and Cypress Communications.

  • Why Consumer and Retail Brands Should Collaborate—Not Compete

    Why Consumer and Retail Brands Should Collaborate—Not Compete

    If retail brands were to team up with the consumer brands they sell, they would both be able to better serve their customers. Here's why that's important.

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  • LVMH, Burberry, Samsung: How Consumer Brands Are Owning the Experience

    LVMH, Burberry, Samsung: How Consumer Brands Are Owning the Experience

    Despite the challenges, there are numerous consumer brands innovating to deliver excellent customer experiences today. See how LVMH, Burberry and Samsung are doing it.

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  • GE: Winning with Disruption and Return on Attention

    GE: Winning with Disruption and Return on Attention

    GE, a 124-year-old brand, is managing to stay relevant and make locomotives, jet engines, appliances and wind turbines both interesting and accessible to its customers. Here's how.

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  • The Yin and Yang of Segmentation

    The Yin and Yang of Segmentation

    As applied by strategic marketers, segmentation is characterized by Yin and Yang thought processes that, used together, create strategic marketing.

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  • Stop Relying on Demographics Now: 3 Steps to Better B2B Personas

    Stop Relying on Demographics Now: 3 Steps to Better B2B Personas

    The single BEST way to build your buyer personas is to understand the situation and context for why your customers will purchase your product or services.

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  • The Seven Secrets of Strategic Segmentation

    The Seven Secrets of Strategic Segmentation

    Markets use segmentation to address a range of problems—short term and long; tactical and strategic. Here are the seven secrets of strategically creating, using and updating market segments.

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  • The World is NOT Your Oyster: How to do Market Segmentation

    The World is NOT Your Oyster: How to do Market Segmentation

    There are only a few products in the world that are designed to meet everyone’s needs equally. For the most part, if you think the whole market is your opportunity, you’re wrong. You may have a...

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  • The World is NOT Your Oyster: How to do Market Segmentation

    The World is NOT Your Oyster: How to do Market Segmentation

      There are only a few products in the world that are designed to meet everyone’s needs equally. For the most part, if you think the whole market is your opportunity, you’re wrong. You may have...

    Read Article
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