You must know your customers and their context more deeply to achieve more human marketing.
Bosch Uses Outcome-Driven Innovation (ODI)
See how Bosch successfully enters the mature circular saw market by filling underserved customer needs with...
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Are You Measuring the Right Social Metrics?
If we're looking to generate true dialogue on social media, we need to measure more than likes. Nick LaBran, Social Media Intelligence, provides some alternatives.
How to Cut through the Noise in Social Media
It's one of the biggest challenges facing social media marketers: being heard in a sea of ever increasing voices. Hear what Nick LaBran, Social Media Intelligence at Harte Hanks, recommends.
What are Marketers Getting Wrong with Social?
Are you being social on social? Or making this common mistake? Nick LaBran, Social Media Intelligence at Harte Hanks, explains what lots of marketers are getting wrong.
Financial Services Marketers: Here's Why Your Brand Needs to be Human
At the end of the day, we're all people, and we're making decisions not just based on rational evaluation—but also based on our experiences with brands. Brands therefore need to connect with customers
Why Mobile is a Great Channel to have a More Human Conversation
People have deep, emotional connections with their smartphones, which makes mobile a great place to have a genuine, human conversation. Hear more from Nicole Pawluk, Director of Strategy and Planning
How to Reach the Customer that Avoids Marketing
For customers that avoid marketing messages, it's best to forget about "marketing" altogether. Instead, focus on creating value. Nicole Pawluk, Director of Strategy and Planning with Harte Hanks, expl
What is the Biggest Mistake Marketers are Making with Mobile?
"If you build it, they will come." Not so with mobile apps. Nicole Pawluk, Director of Strategy and Planning with Harte Hanks, explains why marketers need a plan for how to continually engage users wi
Interact in Ways that Feel Refreshingly Human
Understand your customers' digital buyer signals to say the right things, in the right moments, beautifully on cue. See how with the right Data & MarTech Ecosystem at hartehanks.com/datamartech.
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.
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.
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.
The Recency Trap and Customer Retention
Scott Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College, discusses the importance of a forward-looking view on customer retention—and the perils of getting
Incremental Response and Customer Retention
Scott Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College, discusses how marketers tend to focus too much on response—and not enough on incremental response o
Risk of Churn and Customer Retention
Scott Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College, explains why creating customer retention programs based solely on a churn prediction model is risky
Survivor Bias and Customer Retention
Scott Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College, explains why measuring customer retention might not be as straightforward as we think—and why we ha
How to Develop Marketing Talent