With only 1% of your total addressable market actively in-market for a solution like yours, you’re missing a huge opportunity to connect with and engage the other 99%, so that when they are ready, they think of you. Tyler Lessard, founder of Outside-In Marketing, helps B2B companies build audiences of engaged followers and future buyers through a process he calls “Outside-In.” He joined us on the podcast to explain why you need to reframe your strategy and how.  
Tyler discussed: 

• What media brands do so well that B2B marketers don't 
• Thinking like a media brand vs. becoming a media brand 
• A framework to kickstart your media brand journey 
• How to build explicit conversion paths into your media strategy 

About Tyler Lessard 
 
Tyler Lessard is the Founder of Outside-In Marketing.  He is a creator, builder, and fearless marketer with 20+ years experience in marketing strategy, audience development, demand gen, and brand building. As VP Marketing at Vidyard, Tyler built two new B2B categories, launched and grew the Sales Feed media network to 150,000+ followers, and got sued by the Alabama Space Camp (more on that another time). He now teaches other marketers how to reframe their GTM strategy through the lens of their audience as a way to build highly engaged communities of followers, fans, and future customers. 

Where You Can Find Tyler: 

• LinkedIn: https://www.linkedin.com/in/tylerlessard 
• Website: Tyler Lessard  
• Salesfeedmedia.com