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Pillar 2: Personas

  • The 5 Pillars of Best-in-Class Marketing2:28

    The 5 Pillars of Best-in-Class Marketing

    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 sho

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  • One-to-Moment Marketing0:51

    One-to-Moment Marketing

    www.hartehanks.com/human Frank Grillo, Harte Hanks CMO, discusses the role of personas and the buyer's journey in one-to-moment marketing.

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  • It's Time for Banks to Stop Targeting "Millennials"

    It's Time for Banks to Stop Targeting "Millennials"

    If you're trying to target the "millennial" persona, you're making a mistake. Instead, banks should be defining their segment audiences based on needs, or Jobs-to-be-Done.

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  • Why Traditional Personas Aren't Good Enough Anymore0:56

    Why Traditional Personas Aren't Good Enough Anymore

    www.hartehanks.com/human

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  • Persona Myopia Ruins Digital Marketing

    Persona Myopia Ruins Digital Marketing

    Marketers must guard against letting personas and associated response algorithms interfere with listening to what the customer is really saying in the moment.

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  • Understand Your Buyers in the Moment to Humanize their Journeys1:17

    Understand Your Buyers in the Moment to Humanize their Journeys

    www.hartehanks.com/human

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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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  • How to Build Personas Around "How Can I Help You?"1:18

    How to Build Personas Around "How Can I Help You?"

    www.hartehanks.com/human

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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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  • The Magic Question: What’s as Important as Baseball?

    The Magic Question: What’s as Important as Baseball?

    First, a case study from Dr. Karl Hellman (Co-founder, Resultrek) and then an analysis by Frank Grillo (CMO, Harte Hanks). Case study from Dr. Karl Hellman In our 3-second attention span world,...

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  • A Powerful, Reliable Way to Cut Through the Marcom Clutter

    A Powerful, Reliable Way to Cut Through the Marcom Clutter

    First, a case study from Dr. Karl Hellman (Co-founder, Resultrek) and then an analysis by Frank Grillo (CMO, Harte Hanks) Case Study from Dr. Karl Hellman We live in a cluttered marcom world:...

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  • Great Marketers Will Focus on Small Data for Success This Year

    Great Marketers Will Focus on Small Data for Success This Year

    We’ve established that this is the year of the consumer. We’re living in The Age of ‘Me’, and that means that as marketers, we really need to understand who our customers and our prospects are—and...

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