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	<title>OutsideIN</title>
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	<link>http://outsideininc.com</link>
	<description>OutsideIN Creative Marketing</description>
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		<title>Know what you need when developing your channel strategy</title>
		<link>http://outsideininc.com/2013/02/know-what-you-need-when-developing-your-channel-strategy/</link>
		<comments>http://outsideininc.com/2013/02/know-what-you-need-when-developing-your-channel-strategy/#comments</comments>
		<pubDate>Sat, 02 Feb 2013 13:43:51 +0000</pubDate>
		<dc:creator>Karen Letain</dc:creator>
				<category><![CDATA[Blog]]></category>
		<category><![CDATA[Channel Management]]></category>
		<category><![CDATA[channel planning]]></category>
		<category><![CDATA[channel strategy]]></category>

		<guid isPermaLink="false">http://outsideininc.com/?p=639</guid>
		<description><![CDATA[The most important part of developing a good channel strategy is determining exactly what you need in a channel. Outlining clearly your objectives and planning appropriately is the key to success. Ensure that you have examined all the determinants of what you need to be successful. We recommend charting these key determinants to have a visual reminder of what you need to think about. The following are a few items to consider when doing your planning: Revenue/Growth – What % of overall revenue do you expect from your channel partners? Assigning realistic sales targets will help to keep you focused. This is an estimate and can be tweaked quarterly as you progress and grow. Cost &#8211; What are your cost goals and tolerances? How much can you afford to train, support, and provide incentives for your channels? If you can’t afford to support your channel, then it is doomed to fail. Reach &#8211; What regions or market segments do you need access to? Do you want to expand geographically or reach different target markets? We recommend doing a planning exercise for both geographic reach as well as target market differentiation. Knowledge/Expertise &#8211; What knowledge do you need your channel partners [...]]]></description>
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		<title>Defining Customer Value</title>
		<link>http://outsideininc.com/2013/01/defining-customer-value/</link>
		<comments>http://outsideininc.com/2013/01/defining-customer-value/#comments</comments>
		<pubDate>Fri, 18 Jan 2013 00:00:48 +0000</pubDate>
		<dc:creator>Leigh Ann Empey</dc:creator>
				<category><![CDATA[Blog]]></category>
		<category><![CDATA[Communication Strategy]]></category>
		<category><![CDATA[Customer Value]]></category>
		<category><![CDATA[Distribution Model]]></category>
		<category><![CDATA[Market Segment]]></category>

		<guid isPermaLink="false">http://outsideininc.com/?p=216</guid>
		<description><![CDATA[Understanding who your customer is and why they buy or will buy from you is a fundamental component to building a valuable and sustainable business. If you clearly understand your product or service’s value to your target customer and the pain that you’re addressing for your client, all other facets of your marketing strategy will begin to take shape. Understanding customer value influences your market segments, distribution models, pricing, communication’s strategy and so much more. Get it right and you’re on the road to success. Get it wrong and you’ll continue to spend good money on the wrong things. A strong value proposition can deliver tangible results, including: increased revenues, faster time to market, decreased costs, better use of limited resources, increased market share, decreased employee turnover, improved customer retention; and higher profitability. I learnt this lesson early in my career working for a technology start-up company as their marketing communications manager. The marketing team had clearly defined the audience and the accompanying value proposition. I – sitting with my marcom hat on – was eager to show that I could whip up a great communications strategy that would elicit a great number of leads and generate revenues far beyond [...]]]></description>
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		<title>Stop the Spam</title>
		<link>http://outsideininc.com/2012/10/stop-spam/</link>
		<comments>http://outsideininc.com/2012/10/stop-spam/#comments</comments>
		<pubDate>Tue, 02 Oct 2012 19:04:34 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Blog]]></category>
		<category><![CDATA[account suspension]]></category>
		<category><![CDATA[lead generation]]></category>
		<category><![CDATA[leads]]></category>
		<category><![CDATA[sales lists]]></category>
		<category><![CDATA[spam]]></category>

		<guid isPermaLink="false">http://www.outsideininc.com/?p=1355</guid>
		<description><![CDATA[My original title for this article was &#8220;Good Marketers Don&#8217;t Spam&#8221;.  The idea for the article came after an exasperating week of trying to convince clients that loading thousands of non-consenting names and email addresses into their CRM system for the purpose of sending mass email is rather unproductive. I know it&#8217;s difficult to build a list. I&#8217;ve been there. I know that sometimes, just sometimes, you actually do make a sale when you send out an email to a list of non-consenting targets. I&#8217;ve seen it happen. But that doesn&#8217;t make it legal nor does it make it the best use of your corporate marketing spend. Good B2B marketers know that you need to cultivate a relationship with people. Corporations don&#8217;t buy products. People within corporations buy products. Like most things in life, the right way takes time and effort. The quick fix is usually not a fix at all. So what&#8217;s a good marketer to do when the pressure is on from the boss to SPAM that 10,000 name email list? 1) Remind your boss about country specific anti-spam legislation which could put your organization at risk of being fined. 2) Show stats of open and click through [...]]]></description>
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		<title>What To Do When You’re Bored to Death of Your Marketing</title>
		<link>http://outsideininc.com/2012/08/what-to-do-when-youre-bored-death-your-marketing/</link>
		<comments>http://outsideininc.com/2012/08/what-to-do-when-youre-bored-death-your-marketing/#comments</comments>
		<pubDate>Tue, 14 Aug 2012 00:01:20 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Blog]]></category>
		<category><![CDATA[best practices]]></category>
		<category><![CDATA[communication]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.outsideininc.com/?p=1351</guid>
		<description><![CDATA[Here’s the scenario… You’re checking into the office every morning and checking out at the end of the day with a feeling like you’ve been running on the hamster wheel all day. And the next day feels the same and the day after that too! The funny thing is that you love your job and you love marketing. It’s just starting to feel like you’re doing the same thing over and over again. So, you begin thinking that because you’re bored to death executing your marketing tactics that your audience must be bored of receiving them. HOLD ON….. Before you scrap all your good work and move onto something new and exciting, make sure you properly analyze your work and its results. It may be that your audience needs something new but it also just might be that you’re tired and you might need a shake-up from your routine. So what should you do if your marketing is giving results but you’re beginning to feel like everything is getting stale? Go talk to your customers. Ask them what they think of your marketing and your messages? Do they remember receiving communication from you? Do they read/watch/listen to any of it? [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Why your meetings suck</title>
		<link>http://outsideininc.com/2012/08/why-meetings-suck/</link>
		<comments>http://outsideininc.com/2012/08/why-meetings-suck/#comments</comments>
		<pubDate>Mon, 06 Aug 2012 16:45:14 +0000</pubDate>
		<dc:creator>Karen Letain</dc:creator>
				<category><![CDATA[Blog]]></category>
		<category><![CDATA[communication]]></category>
		<category><![CDATA[meetings]]></category>

		<guid isPermaLink="false">http://www.outsideininc.com/?p=1322</guid>
		<description><![CDATA[Why do your meetings suck? Find out why and how to fix them.]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Five branding ideas that will set the tone for your company</title>
		<link>http://outsideininc.com/2012/06/five-branding-ideas/</link>
		<comments>http://outsideininc.com/2012/06/five-branding-ideas/#comments</comments>
		<pubDate>Tue, 12 Jun 2012 17:41:37 +0000</pubDate>
		<dc:creator>Karen Letain</dc:creator>
				<category><![CDATA[Blog]]></category>

		<guid isPermaLink="false">http://www.outsideininc.com/?p=1278</guid>
		<description><![CDATA[Branding is an area that encompasses a lot more than just graphic design. In fact, branding sets the overall theme and tone for marketing across the organization and it also impacts development, customer service and even the human resources department. Coming up with a brand style and building your brand can often seem like a daunting task but it needn’t be. Considering the following items will help provide a better idea of what your brand could be. Having an idea on what your brand means to all your stakeholders and then agreeing on a consistent style/type that reflects your brand values will lower the cost of your brand design project and significantly reduce the cost of future projects. 1.  Your brand represents your promise to the client. So, in other words, it is not just a logo. A brand is built first on your values. These values need to be proven and ideally have measurement tied to them. A brand is often thought of as a combination of logo, font, design, and colours. However, a brand is first built on so much more than that. A brand is a specific bundle of your corporate attributes that your product, service and [...]]]></description>
		<wfw:commentRss>http://outsideininc.com/2012/06/five-branding-ideas/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Resource restricted? Have you tried localized outsourcing?</title>
		<link>http://outsideininc.com/2012/05/resource-restricted-have-you-tried-localized-outsourcing/</link>
		<comments>http://outsideininc.com/2012/05/resource-restricted-have-you-tried-localized-outsourcing/#comments</comments>
		<pubDate>Tue, 22 May 2012 21:51:23 +0000</pubDate>
		<dc:creator>Karen Letain</dc:creator>
				<category><![CDATA[Blog]]></category>

		<guid isPermaLink="false">http://www.outsideininc.com/?p=1270</guid>
		<description><![CDATA[Externalizing additional sales and marketing functions such as channel partner sales, marketing and program management can provide significant benefits to corporations watching their bottom line. The cost-efficiency of a contracted program is maximized as the outsourced partner is able to bring expertise that results in rapid program launch. Outsourcing effectively reduces risk, as it has no associated ramp-upcost or need to invest in new internal head count, especially if the outsourced resources are local. So why don’t more companies try outsourcing? There is an ongoing misconception that outsourcing sales and marketing functions is costly and ineffective. It is really the exact opposite. If you outsource to the right firm with the right expertise it is not uncommon that the return on your investment will be beyond your expectations. In many cases, outsourced firms or individuals will act as company employees, using company email addresses, etc., so that clients or partners believe they are working with the company. Using localized resources enables you to extend your team and yet still effectively managed theoutsourced workforce on a regular basis. Outsourcing allows companies to invest more time, money and human resources into core activities and building strategies, which fuel company growth. In today’s [...]]]></description>
		<wfw:commentRss>http://outsideininc.com/2012/05/resource-restricted-have-you-tried-localized-outsourcing/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>3 simple steps to achieving momentum in your sustainability plan</title>
		<link>http://outsideininc.com/2012/01/3-simple-steps-to-achieving-momentum-in-your-sustainability-plan/</link>
		<comments>http://outsideininc.com/2012/01/3-simple-steps-to-achieving-momentum-in-your-sustainability-plan/#comments</comments>
		<pubDate>Tue, 17 Jan 2012 14:44:35 +0000</pubDate>
		<dc:creator>Karen Letain</dc:creator>
				<category><![CDATA[Blog]]></category>
		<category><![CDATA[sustainability]]></category>

		<guid isPermaLink="false">http://www.outsideininc.com/?p=826</guid>
		<description><![CDATA[As an organization you have committed to optimizing your business processes and identifying the true impacts of your products and services. You have even gone so far as to publicly commit to your sustainability goals with your partners and clients. In order to reach your goals you know that you will need to be able to inspire and motivate your employees. Creating what is referred to as  “green teams” is an excellent way to empower them – to make them feel that they are part of the solution.  There might already even be an adhoc team or two located in your company that has taken on the responsibility of recycling or planning a “bike to work” program. These teams seem to be found in many organizations regardless if there is a sustainability strategy in place. The goal is to harness these teams, set the strategy, get them excited about the possibilities and then let them run the show. If you have a solid strategy with clearly established goals, letting these teams own the program, has proven to be a quicker and more efficient way to reach your sustainability objectives. You can easily get them moving by doing the following: 1. [...]]]></description>
		<wfw:commentRss>http://outsideininc.com/2012/01/3-simple-steps-to-achieving-momentum-in-your-sustainability-plan/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<item>
		<title>Getting the data &#8211; on a shoe string budget</title>
		<link>http://outsideininc.com/2012/01/getting-the-data-on-a-shoe-string-budget/</link>
		<comments>http://outsideininc.com/2012/01/getting-the-data-on-a-shoe-string-budget/#comments</comments>
		<pubDate>Mon, 09 Jan 2012 20:18:25 +0000</pubDate>
		<dc:creator>Leigh Ann Empey</dc:creator>
				<category><![CDATA[Blog]]></category>
		<category><![CDATA[building lead lists]]></category>
		<category><![CDATA[Spam marketing]]></category>

		<guid isPermaLink="false">http://outsideininc.com/?p=374</guid>
		<description><![CDATA[As you define your value statement, it&#8217;s important to not only listen and listen and listen to your potential clients but you&#8217;ll also want some research information to ensure you&#8217;re on the right track. For those organizations in start up mode or with little budget, building up a bank of primary market research can be quite a challenge. Primary research is the collection of original data that can be qualitative or quantitative. Types of primary research include focus group research and interviews whether conducted online, telephone or in person. The costs for traditional primary research can be cost prohibitive for small organizations with limited budget and a further challenge is that primary research often takes so long to colloborate that it can be outdated by the time you&#8217;ve completed your research project. Luckily, the web is changing this and at a phenomenal rate. There are a number of polling tools online that can be used for free or for a nominal charge. Sites like surveymonkey.com and many others provide an easy way to upload questions that can be sent to your target group. But what if you don&#8217;t have a target group to send your questionnaire to?  What then? Twitter is fast becoming a collection [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Top 4 Items You Want from Website Statistics</title>
		<link>http://outsideininc.com/2011/11/top-4-items-you-want-from-website-statistics/</link>
		<comments>http://outsideininc.com/2011/11/top-4-items-you-want-from-website-statistics/#comments</comments>
		<pubDate>Tue, 08 Nov 2011 20:42:32 +0000</pubDate>
		<dc:creator>Karen Letain</dc:creator>
				<category><![CDATA[Blog]]></category>
		<category><![CDATA[conversion]]></category>
		<category><![CDATA[keyword tracking]]></category>
		<category><![CDATA[leads]]></category>
		<category><![CDATA[traffic]]></category>
		<category><![CDATA[website]]></category>

		<guid isPermaLink="false">http://www.outsideininc.com/?p=799</guid>
		<description><![CDATA[As a small business it is hard to find the time to blog, update web content and even look at your website statistics to figure out who is coming and why. At OutsideIN we help many of our small clients understand what the most important items are to look at when reviewing website statistics. Here are the top four items we think you should be reviewing at least monthly: 1. Visitors  -  The number of people who have come to your website for the first time or who are coming back for a second time. This is important, because this is the size of the pool of people from which you are trying to get leads. The bigger the number of visitors, the more potential for you to get leads. 2. Leads &#8211; The number of people who self-select on your website and do something to give you their contact information. It could be signing up for a newsletter, requesting a whitepaper, or viewing a video. Remember, you need to have a form where they give you at least their email address. 3. Conversion Rate &#8211; The percentage of your total website visitors who become a lead. So, if you [...]]]></description>
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