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 In...
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Marketers, Are You GDPR Ready?
The GDPR legislation is actually a good thing for marketers. While it will initially require more of us, we will ultimately benefit from uniform data protection laws, as will consumers.
IBM Uses Social Listening for ABM
Some B2B brands are doing great account based marketing. Alex Gill, SVP of B2B Strategy at Harte Hanks, explains how IBM is successfully using social listening to drive their ABM efforts.
Mistakes Brands Make with ABM
Alex Gill, SVP of B2B Strategy at Harte Hanks, explains some of the mistakes brands are making with their account based marketing (ABM).
What is Account Based Marketing (ABM)?
Alex Gill, SVP of B2B Strategy at Harte Hanks, defines account based marketing (ABM) and its goals.
Customer Retention: A Framework to Follow and Pitfalls to Avoid
Scott Neslin, Ph.D., has worked with a group of fellow marketing experts to develop a framework for customer retention efforts and outlined the challenges brands can encounter along the way. Read on!
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.
The Master of Mattress Shopping: Why Casper's Experience is Near Perfect
A mattress is typically considered a 'fit product' that customers want to try out in person. Online companies have therefore had to innovate their customer experience to provide value to the customer.
3 Retail and Consumer Brands that Draw Customers in with Powerful Experiences
The best way to design a remarkable experience is to design it around the customer’s needs throughout the buyer’s journey. Brands like BMW, Burberry & Trumaker are already excelling at this approach.
Harte Hanks Featured Vol 8 Mar 2018
Each of the pieces in this month's issue of Harte Hanks Featured provides different insights on market segmentation—starting with Tony Ulwick’s new piece on milkshake marketing.
How to Develop Marketing Talent: Best Practices from Our Advisory Board
Ken Bernhardt, Regents Professor of Marketing Emeritus, Georgia State University, shares a collection of best practices for developing marketing talent with the Harte Hanks Marketing Advisory Board.
5 Myths of Outsourcing Customer Care
The negative image of customer service and support is the result of a variety of myths about outsourcing. Find out how these myths are dispelled.
Customer Support Channels to Master in 2018
Who Will Be the First to Master Video Customer Support?
Video as customer support is a deceptively demanding channel. And because it's relatively early on in the gestation, many businesses haven't figured out how to use video to its full potential.
Through-Sourcing: How to Outsource Key Business Functions with Confidence
Using a knowledgeable team of employees already familiar with the brand, through-sourcing presents the opportunity to reduce costs, increase efficiency and maintain control of outsourced functions.
Why Automakers Must Fix the Digital Retail Experience
Auto marketers can best respond to challenging trends in the industry by focusing on three major areas: the retail experience, the connected car, and new mobility patterns.
How to Find and Reach Your Best Opportunities with Market Segmentation
The Harte Hanks Market Segmentation Framework utilizes internal and external data to pinpoint where your target audience is and how to reach them. See how it's done in this ebook.
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.
Harte Hanks Featured Vol 7 Feb 2018
How to Understand Your Retail Customer Journey with a Needs-Based Approach
If there is no understanding of customer needs and the buyer's journey, we'll continue to see the failure of larger retailers who don't deliver on experience.
LL Bean Attacks the Issue of Product Returns—Will They be Successful?