Marketing. It has until now, been viewed as companies pushing their messaging out into the world and trying to get consumers to buy more. That just doesn’t work anymore. Customers are calling the shots. If marketing is going to have any chance at success, it must be delivering value to the consumer and helping to solve the problems this person has set out to solve, in the moment they need to be solved. This goes beyond one-to-one marketing. Every interaction an individual has with a brand must deliver value. The way to make that happen is to bring the human back to marketing. To speak to each individual contextually, in the moment. We’re making it happen with our five pillars of best-in-class marketing philosophy, which includes segmentation, personas, buyer's journey, content, and the data and martech ecosystem.
Agile Marketing in Practice: Here’s How We’re Doing It
The Boutique works daily on figuring out how to identify browsers, shoppers and buyers as they interact wit...
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Top Fiserv Content of 2017
A summation of recent efforts to make marketing more human in the rapidly evolving world banks and financial institutions are challenged with navigating.
Best 5 Marketing Technology Content Pieces of 2017
Have a look back at our wrap up of the top performing martech content from the year and gain some insight into what changes we’ll see in the year to come.
Regional Bank Cashes in on Contextual, Human Marketing
To attract new customers and improve loyalty, this regional bank needed a strategy that centered on the customer, that integrated all key channels and that leveraged smart personalization.
2018 Predictions from the Brightest Minds in Marketing
We asked the Harte Hanks Marketing Advisory Board for their insights and predictions on what will matter in 2018. Hear from Ken Bernhardt, John Deighton, Kim Whitler, Kay Lemon and Scott Neslin.
Marketing Analytics 101: What You Need to Know in Graphic Form
All the data and analytics in the world doesn't help your marketing team if you don't know how to apply the right models based on what you're trying to achieve. Use this graphic as a starting point.
Agile Marketing in Practice: Here’s How We’re Doing It
The Boutique works daily on figuring out how to identify browsers, shoppers and buyers as they interact with our digital properties so that we can have contextual, human conversations with them.
Office Equipment Leader Centralizes Global Marketing with Signal Hub
See how this global office supplier centralized its marketing with a cloud-hosted big data platform. Goals include improving the value proposition, product design, customer cross-sell and more.
Behind the Scenes: Our Unprecedented Journey Into Making Marketing Human
We’re on a bold new mission to be human in our marketing. We’re figuring out how to operationalize this mission into processes—and then program technology to help us scale the operations.
Fortune 100 Retailer Deploys Signal Hub to Drive Business
A Fortune 100 retailer decided to discontinue tobacco sales to reflect its health-conscious brand values. This left a need to fill a $1.5B gap from lost sales and impulse buys from tobacco customers.
3 Ways to Use Machine Learning in Your Marketing
Marketers can take advantage of machine learning in innumerable ways, but there are a few capabilities that will really help to supercharge marketing performance.
Reading Buyer Signals for Human Marketing
www.hartehanks.com/human Buyers leave digital signals behind. Marketers must learn to understand them.
Machine Learning: Separating the Hype from Reality
Machine learning is a form of AI that solves problems by using the massive processing power of computers to find patterns—and many companies are already using it to their advantage today. Here's how.
Global Tech Leader Adds $27M to Pipeline with New Data Strategy and Lead Development Engine
A U.S.-based technology company faced increased pressure from competitors stealing market share from their flagship product. To protect and grow revenue they had to strengthen their marketing efforts.
How to Personalize Your B2B Marketing with Artificial Intelligence
What to do with data – how to transform it, disseminate it, render it usable – is the topic du jour for B2B marketers, and this is where artificial intelligence, or AI, enters the conversation.
The MarTech Maturity Model
The Difference Between Integration and Orchestration is Customer Context
To keep up with shifting consumer expectations and deliver a context-driven customer experience, you need the ability to do these four key things.
The Rise of the (Marketing) Machines—How to Tame Them
It’s no secret that technology has changed the game when it comes to marketing. We all know the customer is now in charge of the journey. Add to this an explosion in engagement channels and...
Better Attribution Means Better Marketing Results—How to Get Started
As banks and credit unions face increasing pressure to compete with fintech innovations, peer-to-peer lenders and digital payment channels, it becomes more crucial than ever to optimize marketing...
Signals: Identify and Get to Know Your Customers Better
A lot of our conversations lately have been focused on providing the right content to the right person at the right spot in the buyer’s journey—marketing in the moment. This is not a simple...
FiServ Marketers: Your Solution to the Attribution Struggle