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News, advice, and thought leadership from Harte Hanks

  • The War Room: A Powerful Tool for Human Marketing

    The War Room: A Powerful Tool for Human Marketing

    Our daily War Room meetings help us to keep on top of our customer interactions—and react appropriately in the moments that matter. Check out how we got started.

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  • How to Build a Humanistic Marketing Ecosystem

    How to Build a Humanistic Marketing Ecosystem

    In my last post, Rise of the (Marketing) Machines: How to Tame Them, I discussed the challenge marketing leaders face in bridging the gap between the journey experience their audience expects and...

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  • Has Digital Marketing Evolved in Unforeseen Ways?

    Has Digital Marketing Evolved in Unforeseen Ways?

    A conversation between Professor John Deighton of Harvard Business School and Frank Grillo, CMO of Harte Hanks, on the future of digital marketing. Frank Grillo In 2007, John Deighton and Leora...

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  • A 4-Step Guide to Aligning Content Marketing and ABM

    A 4-Step Guide to Aligning Content Marketing and ABM

    Content marketing is already a well-established tactic for B2B companies. According to Content Marketing Institute, 88% of B2B marketers are using content marketing. And most marketers already...

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  • Lenders: Use The Buyer’s Journey to Deliver Valuable Content

    Lenders: Use The Buyer’s Journey to Deliver Valuable Content

      Synchrony Financial understands that those big buys in life often don’t happen on a whim. Behind every major purchase are real people weighing up their options and deciding to part with their...

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  • The Rise of the (Marketing) Machines—How to Tame Them

    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...

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  • Better Attribution Means Better Marketing Results—How to Get Started

    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...

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  • Signals: Identify and Get to Know Your Customers Better

    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...

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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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  • FiServ Marketers: Your Solution to the Attribution Struggle

    FiServ Marketers: Your Solution to the Attribution Struggle

    An overwhelming amount of financial marketing executives—96 percent, according to The Financial Brand—feel that measuring ROI is a challenge. And 47 percent struggle to accurately quantify their...

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  • Buyer Personas Are NOT Customer Segments: What You Need to Know

    Buyer Personas Are NOT Customer Segments: What You Need to Know

    Let’s pretend you’ve just moved homes. You probably expect to receive a few postcards from local retailers congratulating you on your new move and welcoming you to the neighborhood with a coupon...

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  • Do You Really Need that Survey? Better Ways to Improve CX

    Do You Really Need that Survey? Better Ways to Improve CX

    In a recent interview with Quark’s Media, Nancy Vogt, VP of Customer Experience with Zions Bancorporation, discussed the implications of an important factor in market research: survey fatigue. She...

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  • Did Micro-Moments Ruin My Buyer’s Journey Maps?

    Did Micro-Moments Ruin My Buyer’s Journey Maps?

    Google indicates that mobile had a 20% increase in market share, while time per visit declined 18%. eMarketer predicts that by 2020 mobile will represent 74% of digital ad spending. These and...

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  • Social Hijacking of St. Patty’s vs. Mardi Gras: Global Beats National

    Social Hijacking of St. Patty’s vs. Mardi Gras: Global Beats National

    Is there a winning formula for brands looking be part of social buzz during major events and holidays? Nick LaBran, my fellow social intelligence guru at Harte Hanks, and I hypothesized that both...

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  • How to Inoculate Your Brand from Political Backlash: Interview with Elsie Maio

    How to Inoculate Your Brand from Political Backlash: Interview with Elsie Maio

    Elsie Maio is on a mission – to empower high performing businesses to profitably align with the wellbeing of humanity. Since 1994, she has been touted as a practical visionary in the field of high...

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  • Personalization Across the B2B Tech Buyer’s Journey

    Personalization Across the B2B Tech Buyer’s Journey

    Imagine that you’re a marketer currently researching a new martech solution for your team. At the beginning of your search when you land on one company’s website, what are you looking for? If...

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  • How to be More Human in Your Marketing with Signals

    How to be More Human in Your Marketing with Signals

    Jay Baer, Marketer, Author, Speaker and President of Convince and Convert, is known for saying: “Make your marketing so useful people would pay for it.” In other words, every interaction our...

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  • How to Use Buyer Personas to Improve B2B Customer Experience

    How to Use Buyer Personas to Improve B2B Customer Experience

      Customer experience marketing is a proven antidote to the complex buyer journeys that characterize the B2B sector today. The goal is to serve highly relevant content to buyers in the right place...

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  • How to Capture More Buyers Earlier in their Journey: Response to McKinsey

    How to Capture More Buyers Earlier in their Journey: Response to McKinsey

      McKinsey and Company recently published an article called The new battleground for marketing-led growth that explains in detail why marketers need to “win attention for their brands at the very...

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  • MetLife Marketing is Focused on Providing Value—You Should Be, Too

    MetLife Marketing is Focused on Providing Value—You Should Be, Too

    Esther Lee, CMO of MetLife, admits that for most financial services companies, marketing is typically equivalent to sales support. When she arrived at the company in 2015, she found that many of...

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