The constant mantra at Harte Hanks is: The right message, with the right offering, designed to reach the audience at the right time. One way we make this mission a reality is to create analytics-based personas. Another way is to nest personas within the strategic context we call the 5 Pillars of Best-in-Class Marketing. It helps you align personas with key market opportunities and shows how personas can inform key downstream marketing efforts.
Harte Hanks Featured Vol 9 April 2018
Harte Hanks' monthly collection of marketing thought leadership. Our April 2018 issue features articles on ...
Don't Miss a Thing.
We'll keep you up to date with our latest content you'll love.
Other content in this Stream
How to Use AI for More Meaningful Marketing: 4 Steps
Advancements in artificial intelligence can be turned into opportunities if marketers have clear ways to harness the technology to address customer needs. Check out four practical steps to this end.
Omnichannel Marketing: 10 Steps to Setting Your Investment Up for Success
Omnichannel marketing is no longer a competitive edge, but rather a business practice mandatory for survival. Here are some basics to get you set up for success.
How to Find and Enable Your New CMO
Every company needs someone on the CEO’s team—whether it’s the CMO or another title—focused on the customer and pushing for organizational change. See how to find and enable this individual.
Stepping Through the 4 Ps: A Guide for Successful Account-Based Marketing
Account-based marketing—applying deep insights to tailor precise offerings for specific accounts rather than focusing on generic demographics or industries—requires a sequence of unique, refined steps
How to Stand Out in a Crowded Content Space
Your brand's content is not only competing with other brands—it's also competing with the likes of Netflix, Hulu and Amazon Prime content for attention. You can stand out by delivering real value. Nic
Harte Hanks Featured Vol 1 Aug 2017
Diversity in Branding: A Google Trends Study
Check out this ebook to see how Google Trends can inform the creation of an effective branding strategy that includes some form of diversity messaging—while managing its inherent risks.
Interview with Xerox’s Brian Carrier: Driving Engagement with a Global DataMart
Brian Carrier is the Vice President of Global Demand Generation, Data Insights and Marketing Technology at Xerox. We interviewed him about his key marketing challenges and how he's solving for them.
Harte Hanks Featured Vol 10 May 2018
6 Steps to Household Deposit Growth—A Banker’s Marketing Guide
In this second story in our two-part series, we follow six marketing steps that enable banks to identify, select and engage the best-opportunity households for new accounts.
Heard of Context Audiences? See What They are and How to Build Them
Instead of trying to be everything to everyone on social media, consider context audiences. Hear Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, explain why they can be a great
How to Find Your Brand Advocates
While reaching a large audience with a prominent influencer sounds like a winning bet, you might be better off focusing on your brand advocates. Kate Sullivan, Senior Director, Digital & Social Media
What are Customers Looking for from Brands on Social?
Do you know what your customers want from you on social? Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, explains what it is—and how to deliver it.
Hey, Social Media Marketers! Don't Get Comfortable.
Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, explains what should be top of mind for social media marketers in 2018.
5 Dos and Don'ts on How to Use Consumer Data in Social
How can you ensure that—as users’ distrust of social platforms grows—your brand’s reputation isn’t being dragged down as well? Here's a list of dos and don'ts for consumer data use on social media.
4 Ways to Master Finding Households that are Ripe for Deposit Growth
A sound way to increase deposits is by strengthening relationships with existing customers. Check out four steps for growing deposits with a small but influential segment—affluent households.
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.
Digital Transformation: A Framework for Auditing Where You Stand Today
The stakes are high, with internal and external pressures to transform quickly and meet customer demands. Here's how to get started with digital transformation.
Analytics by the Bundle: 5 Customer Traits Insurers Should Know to Grow
Five characteristics provide the answer for relating to insurance customers at a level that is genuine and long lasting. It takes reliable data collection and knowing which specific data to collect.
Choose the More Robust Transportation Provider During A Capacity Crisis