The constant mantra at Harte Hanks is: The right message, with the right offering, designed to reach the audience at the right time. One way we make this mission a reality is to create analytics-based personas. Another way is to nest personas within the strategic context we call the 5 Pillars of Best-in-Class Marketing. It helps you align personas with key market opportunities and shows how personas can inform key downstream marketing efforts.
Harte Hanks Featured Vol 9 April 2018
Harte Hanks' monthly collection of marketing thought leadership. Our April 2018 issue features articles on ...
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Accounts are People, Too—Applying Personas Through Account-Based Marketing
In this second installment of our four-part series about account-based marketing, we venture into selective accounting and developing personas by analyzing the events that shape the client’s needs.
Pioneering Automation in The Boutique with Signal Hub
An automated process will allow us to have more time to focus on personalized outreach efforts based on the digital customer signals we uncover.
Are You Ready for Account-Based Marketing? 5 Key Ingredients
Account-based marketing, or ABM, involves deep insights employed to inform and tailor precise messaging for specific accounts, rather than individuals or industries. Are you practicing it?
How to Come Out on Top in the Face of InsurTech Disruption
The digital revolution has finally reached the insurance industry. Using a buyer's journey framework and ODI-based diagnostics provides the tools necessary to compete against insurtech disruptors.
Harte Hanks Featured Vol 9 April 2018
Harte Hanks' monthly collection of marketing thought leadership. Our April 2018 issue features articles on retail, the buyer's journey, agile marketing, brand-shaming and much more.
3 Ways to Improve B2B Lead Gen with Personalization
Personalization is no longer about adding a name to an email; it’s about leveraging insights from customers’ behavioral patterns and understanding the triggers that drive them to purchase. See how.
How B2B Marketers Need to Think About Personalization
For B2B marketers to be successful, they need to take personalization beyond a name in an email to consistently serving up contextual messaging that aligns with behavioral insights and the buyer's jou
Content is Still King for B2B Marketers
DeShelia Spann, Director of Strategy at Harte Hanks, explains why content is one of the few things that will remain constant in B2B marketing—and how to use it across the buyer's journey.
How B2B Marketers Should Use Artificial Intelligence
Harte Hanks Director of Strategy DeShelia Spann explains how B2B marketers can use AI to move from broad-based messaging to a one-to-one approach.
How To Ensure Contact Center Agents Offer Top Customer Experiences
Check out these best practices in hiring, training and evaluating agents to ensure quality staffing at your contact center— ultimately putting customer experience as the top priority.
The Future of CRM
View or download this ebook to see how you can incorporate real-time, dynamic marketing into your go-to-market approach to engage customers throughout their individual journeys.
Why Storytelling is Important in B2B—and How to Get Started
Harte Hanks Strategist Beth Curtis-Clarke explains why B2B brands need to go beyond metrics and facts to humans and emotion in their marketing—and provides tips for getting started with storytelling.
Marketers, Are You GDPR Ready?
The GDPR legislation is actually a good thing for marketers. While it will initially require more of us, we will ultimately benefit from uniform data protection laws, as will consumers.
Meeting Visitors “Face-to-Face” Thanks to Automation
We’re bringing technological automation to our Boutique, while still offering a human conversation to website visitors.
IBM Uses Social Listening for ABM
Some B2B brands are doing great account based marketing. Alex Gill, SVP of B2B Strategy at Harte Hanks, explains how IBM is successfully using social listening to drive their ABM efforts.
Mistakes Brands Make with ABM
Alex Gill, SVP of B2B Strategy at Harte Hanks, explains some of the mistakes brands are making with their account based marketing (ABM).
What is Account Based Marketing (ABM)?
Alex Gill, SVP of B2B Strategy at Harte Hanks, defines account based marketing (ABM) and its goals.
Tech Company Mines Unstructured Data to Drive New Business
A major technology company was interested in recognizing and capturing business change indicators related to their offerings. However, they lacked the tools to mine and extract the data from the web.
Customer Support Channels to Master in 2018
Who Will Be the First to Master Video Customer Support?