Pillar 2: Personas

  • Accounts are People, Too—Applying Personas Through Account-Based Marketing

    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.

    Read Article
  • Don't Miss a Thing.
    We'll keep you up to date with our latest content you'll love.

    Stay Updated
  • How to Match Customer Investment Strategies with Products

    How to Match Customer Investment Strategies with Products

    The environment has never been riper for financial advisors who know how to engage and encourage consumers (rather than scare them into saving) and to offer them solutions to build their investment.

    Read Article
  • Take Your Personas To The Next Level With Powerful Analytics

    Take Your Personas To The Next Level With Powerful Analytics

    Deliver the right message, with the right offering, designed to reach the audience at the right time. You can make this mission a reality by creating analytics-based personas.

    Read More
  • Marketing Notes from the Field—A Creative Perspective

    Marketing Notes from the Field—A Creative Perspective

    In this interview by Dr. Karl Hellman with Alan Kittle, SVP Creative and Strategy at Harte Hanks, Alan shares his perspectives after an extended series of client meetings across the USA and Europe.

    Read Article
  • No More Assumptions—How to Understand What Your Customers Really Want

    No More Assumptions—How to Understand What Your Customers Really Want

    Today's marketing buzzword are “persona-based segments” and “journey maps,” which put customers into boxes based on assumptions. Remove the guessing game with Outcome-Driven Innovation.

    Read Article
  • Customer Context Matters0:34

    Customer Context Matters

    You must know your customers and their context more deeply to achieve more human marketing.

    Watch Video
  • Know Your Customers (Like, Actually Know Them)0:41

    Know Your Customers (Like, Actually Know Them)

    You must know your customers and their context more deeply to achieve more human marketing.

    Watch Video
  • How to Refine Your Growth Strategy with a 5 Pillars Analysis

    How to Refine Your Growth Strategy with a 5 Pillars Analysis

    Check out this ebook to see how a 5 Pillars Audit helps marketers to develop a rock-solid strategy that will impress their executives and customers alike.

    Read More
  • Harte Hanks Featured Vol 6 Jan 2018

    Harte Hanks Featured Vol 6 Jan 2018

    Read More
  • Hey, Marketers: I am a Person, Not a Persona

    Hey, Marketers: I am a Person, Not a Persona

    One of the most misused marketing tools is the persona—the archetype of a particular kind of customer. Here's why we need to think differently about personas.

    Read Article
  • The Path to Virtual Advisors Begins with Getting to Know Your Customers

    The Path to Virtual Advisors Begins with Getting to Know Your Customers

    Consumers are demanding a more personalized, on-demand banking experience. But many But many banks don’t have the resources to build a personalized, automated system. So what can be done today?

    Read More
  • How Retail Can Thrive in Kotler’s 4th Industrial Revolution

    How Retail Can Thrive in Kotler’s 4th Industrial Revolution

    Philip Kotler explains that there are several efforts retail brands can make to improve the likelihood of their brick and mortar success. Here's how to implement Kotler's suggestions.

    Read Article
  • HHQ Vol 1 Fall 2017

    HHQ Vol 1 Fall 2017

    Read More
  • 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

    Watch Video
  • 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.

    Watch Video
  • 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.

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

    Why Traditional Personas Aren't Good Enough Anymore

    www.hartehanks.com/human

    Watch Video
  • 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.

    Read Article
  • 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

    Watch Video
  • 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...

    Read Article
  • loading
    Loading More...