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Containing 24 minutes of video this Lesson is your primer on outside-in marketing. Learn how outside-in marketing contrasted with more traditional inside-out marketing and how outside-in helps companies reach a larger, more targeted audience. Specifically, it describes how IBM used an outside-in approach within its Smarter Planet digital experience to help grow new business. Finally, it concludes by describing how outside-in helps marketers use the language of clients and prospects rather than their own internal language, helping company’s foster conversations in social media and elsewhere. This is the essential ingredient, or secret sauce, of outside-in marketing.