Made With Uberflip Content Marketing

Strategy

  • Who Drives Brand Meaning: The Marketer or the Consumer?

    Who Drives Brand Meaning: The Marketer or the Consumer?

    Professor John Deighton of Harvard Business School and Frank Grillo, CMO of Harte Hanks, discuss whether marketers should anticipate a continued minor role in the process of defining meaning.

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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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  • Behavioral Finance and the Buyer’s Journey: Overcome Mental Biases

    Behavioral Finance and the Buyer’s Journey: Overcome Mental Biases

    Common mental biases can cause us to see fallout in the financial buyer’s journey. Let’s take a look at what they are, where they come into play, and how your messaging can help.

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  • How Brick and Mortar Can Compete in a Digital World

    How Brick and Mortar Can Compete in a Digital World

    Marketing experts like CMO Tami Mohney and Professor Scott Neslin discuss the challenges of retail marketing at a recent Harte Hanks Marketing Advisory Board meeting.

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  • Going Beyond 1:1: How to Create One-to-the-Moment B2B Marketing

    Going Beyond 1:1: How to Create One-to-the-Moment B2B Marketing

    With the advances in technology and the CRM, B2B marketing has become tech-first instead of people-first, getting more and more depersonalized. Here's how to fix it—and deliver more human marketing.

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  • 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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  • 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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  • Modern Marketers: Overcoming Today’s Three Biggest Challenges to Growth

    Modern Marketers: Overcoming Today’s Three Biggest Challenges to Growth

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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 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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  • Online Retailer Attracts New Clients with Direct Mail

    Online Retailer Attracts New Clients with Direct Mail

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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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  • 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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  • 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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  • Consumer Brand Speeds Up Delivery, Saves Money, Satisfies Customers

    Consumer Brand Speeds Up Delivery, Saves Money, Satisfies Customers

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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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  • FLEETCOR Drives Fuel Card Sales, Usage

    FLEETCOR Drives Fuel Card Sales, Usage

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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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  • The CMO Marketing Effectiveness Review: How to Best Prioritize Initiatives

    The CMO Marketing Effectiveness Review: How to Best Prioritize Initiatives

    Every CMO must take stock of where their organization is and make decisions about what’s most important for the future. This can be an overwhelming process, with priorities coming from business...

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