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Do Customers Want Integrated Media?
When marketers enthusiastically tee up the objective to integrate online and offline marketing, it is easy to get side-tracked. Where is the “customer” in “media integration”?
The MarTech Maturity Model
The Seven Secrets of Strategic Segmentation
Markets use segmentation to address a range of problems—short term and long; tactical and strategic. Here are the seven secrets of strategically creating, using and updating market segments.
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.
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.
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.
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.
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.
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.
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.
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...
Modern Marketers: Overcoming Today’s Three Biggest Challenges to Growth
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...
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...
Online Retailer Attracts New Clients with Direct Mail
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...
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...
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...
Consumer Brand Speeds Up Delivery, Saves Money, Satisfies Customers
Personalization Across the B2B Tech Buyer’s Journey