SOURCE: Harte-Hanks


October 03, 2011 08:00 ET

Harte-Hanks Introduces The Demand Curve™

Insight-Driven Business-to-Business Marketing Solution for Technology Markets, Led by Strong Data Management, Content Development, Funnel Management, and Digital-Social Media Analysis, Strategy & Execution

AUSTIN, TX--(Marketwire - Oct 3, 2011) - Capitalizing on its expansive business-to-business (B-to-B) marketing services assets, Harte-Hanks, Inc. (NYSE: HHS), announced today commercial availability of a new insight-led marketing solution for domestic and global technology markets, The Demand Curve™. According to the company, The Demand Curve builds on four core areas of Harte-Hanks expertise within technology markets: professional and business marketing data management, content development, digital and social conversations, and sales and marketing funnel management -- as well as the strategy and execution that flow from these areas of demand generation and sales closure.

"Business-to-business marketing, particularly in the technology market, has complexities all its own, and Harte-Hanks has pursued solutions for organizations in this sector that I believe are truly innovative," said Gary Skidmore, president, Harte-Hanks Direct Marketing. "In 2011, our focus on demand generation and content-driven marketing has culminated in the launch of The Demand Curve offering. Though we've only just announced this, we've lined up more than a dozen engagements among global and domestic B-to-B marketers in technology markets -- each of whom are tapping different points of entry depending on their immediate need for expertise."

"At the heart of high performance demand generation is a comprehensive, integrated campaign structure fueled by the right content," said John Neeson, managing director and co-founder, SiriusDecisions, a leading source for business-to-business sales and marketing best-practice research and data. "The challenge for marketers is having the skills, tools, and processes to make these ingredients work well together."

Each of The Demand Curve engagements results in an assessment report that benchmarks and prioritizes an action-ready plan and ultimately an "architecture for demand," Harte-Hanks reports. Specifically, the assessment may include any or all of these components:

Social: Using social media channels, The Demand Curve seeks to identify social transactions and influencers in a given technology niche, and reveals data-driven, spot-on targets for brand marketing, demand generation, sales enablement and customer service in social and digital channels;

Content: The Demand Curve identifies the content assets that are mapped to a technology buyer's and influencer's journey -- literally suggesting, sourcing and mapping a detailed library of content that is segmented to a potential customer's research and purchase decision-making;

Data: The Demand Curve enables marketing organizations to quickly see where gaps exist in their data, as well as the impact that poor data quality has on performance. The engagement includes an assessment of current data readiness, and a discovery process to address completeness and data alignment with intended target audiences; and,

Funnel: The Demand Curve leverages Harte-Hanks' expertise in establishing a method for buying persona development, lead scoring and management, as well as the application of this to modern-day marketing automation tools and capabilities.

"The Demand Curve leverages the capabilities of our insight team," said David Hatch, senior vice president, strategy and solutions, technology markets, at Harte-Hanks, "as well as our B-to-B agency, global database assets, in-depth research content, data quality and data staging services, and our data analytics capabilities. The Demand Curve helps our technology clients plan for programs that will increase demand for their products through multichannel communication with their most qualified prospects."

For more information on The Demand Curve contact Harte-Hanks at, call (800) 456-9748 or visit

About Harte-Hanks®
Harte-Hanks, Inc. is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks Website at or call (800) 456-9748.

This document may contain trademarks that are owned or licensed by Harte-Hanks, Inc. and its subsidiaries, including, without limitation, Harte-Hanks® and other names and marks. All other brand names, product names, or trademarks belong to their respective holders.

Contact Information