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 ...
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How To Manage The Current Capacity Crisis In Logistics
While there isn’t an easy to way solve for the current logistics capacity crisis, there are ways for shippers to manage it. A common law of good business is developing strong relationships.
The 5 Pillars for Wealth Management: Solution Overview
Worksheet: How To Know If You Should Outsource Your Database
Data and Trust: 4 Pressing Risks for CMOs
Since customer data are often managed by marketers, companies need their CMOs to take the lead on privacy. We see four major risks that must be managed immediately.
Harte Hanks Featured Vol 9 April 2018
Harte Hanks' monthly collection of marketing thought leadership. Our April 2018 issue features articles on retail, the buyer's journey, agile marketing, brand-shaming and much more.
Turmoil in the Fulfillment Industry: Choose a Reliable Provider
There's been a major change in fulfillment over the past 10 years. Some companies are suddenly exiting the playing field, and others are slowly backing away by not investing in systems.
How to Use Segmentation to Provide More Value to Insurance Buyers
The details of each buyer's journey varies by customer. Segmentation helps tease out the fine differences and how an insurance provider can cater to them.
3 Ways to Improve B2B Lead Gen with Personalization
Personalization is no longer about adding a name to an email; it’s about leveraging insights from customers’ behavioral patterns and understanding the triggers that drive them to purchase. See how.
How B2B Marketers Need to Think About Personalization
For B2B marketers to be successful, they need to take personalization beyond a name in an email to consistently serving up contextual messaging that aligns with behavioral insights and the buyer's jou
Content is Still King for B2B Marketers
DeShelia Spann, Director of Strategy at Harte Hanks, explains why content is one of the few things that will remain constant in B2B marketing—and how to use it across the buyer's journey.
How B2B Marketers Should Use Artificial Intelligence
Harte Hanks Director of Strategy DeShelia Spann explains how B2B marketers can use AI to move from broad-based messaging to a one-to-one approach.
10 Questions for Selecting a Fulfillment Provider
Modern technology and operations management in your fulfillment process can deliver on both improved performance and reduced costs. This makes choosing the right fulfillment partner critical.
How To Ensure Contact Center Agents Offer Top Customer Experiences
Check out these best practices in hiring, training and evaluating agents to ensure quality staffing at your contact center— ultimately putting customer experience as the top priority.
3 Steps for Cool-Headed Insurance Marketing in a Breakneck World
A confluence of events is altering how consumers choose insurance. We’ve found three disarmingly straightforward marketing practices to roll with these changes.
Why Storytelling is Important in B2B—and How to Get Started
Harte Hanks Strategist Beth Curtis-Clarke explains why B2B brands need to go beyond metrics and facts to humans and emotion in their marketing—and provides tips for getting started with storytelling.
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