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Say hello to Outside-In Marketing

Outside-In Marketing book

After a lot of effort (most of it by my co-author James Mathewson), we’re happy to announce the availability of Outside-In Marketing, a new book that helps you use big data to drive your content marketing efforts. So, just what is outside-in marketing? It’s an attitude about your marketing message that leads you to figure out what customers want before you open your marketing mouth, and to listen to their reaction before you say something back.

It’s a lot like sales, which is what we hope it leads to for  you.

Outside-In Marketing largeIt used to be that marketing messaging was all about creativity and getting attention, but now it is much more. You must use data to understand who your customer is, what they want, and what they do when they interact with you. You must constantly adjust your messaging to improve the odds. That’s what we mean by outside-in: the ideas start from outside your company and come in, rather than the old way where we thought big thoughts and unleashed them on our customers.

None of this is new. But the advent of big data make it both easier and more imperative than ever before. Easier, because there are so many sources of data and so many ways to analyze it to create new insights. More imperative, because this new ease means that your competitors are already doing it, so you can’t stand still.

The book is packed with details on what to collect and how to use it along with examples of real companies doing it, and interviews with industry luminaries who tell you what they think.

So pick up a copy today and one for each of your 100 closest friends. Don’t let everyone else figure out what’s working in their marketing before you do.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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