Wondering why your
B2B marketing isn't driving exponential growth?

quotation marks - open

You have questions - Outside Insight has answers!

Let's evaluate your strategies to find out if they reach their full potential and outperform your competition.

quotation marks - closed
Image of founder Natalie-Anne Rueeck

Natalie-Anne Rueeck
Founder & Chief Insights Officer

Accelerate your B2B marketing. Let's take a closer look:

  • How can I get more out of my marketing development funds?
    Are your distributors constantly asking for more marketing development funds without actually delivering results? Distribution is a good way to accelerate your business if done correctly. Get more out of your distribution partners by getting the basics right, implementing a framework that includes jointly agreed goals and focuses on activities that reward.

  • How can I improve my website?
    Your website or landing pages need to be functional and help you generate revenue. Many companies do not even consider using them as a sales tool but merely leverage them to display information, often badly. It does not have to be this way. Functionality is key.

  • How can I stand out from my competitors?
    Your audience needs to understand your value and how you address the challenges they have. Knowing how your audience buys and uses the product/service is crucial. Marketing's job is to simplify complex information making it relevant for the buyer and getting the key message across.

  • How can I increase the lead volume?
    If your sales team is asking for more leads or complains about the lead quality something is not working. Sales' job is to close a deal. If the lead is bad, many will use discounts as their last resort trying to hit their quota. This is not the way. Instead, there should be a focus on how conversion rates can be improved.

Additional questions that arise if you are working with the channel:

icon for channel

  • How can I stop my partners from complaining about competition?
    The distinction between direct and indirect sales is particularly important, but also particularly difficult. As is the positioning of your partners among themselves and in relation to their competitors.

  • Is my business relevant for my partners?
    Have you clarified mutual expectations? For you as a vendor, your product is strategic. But is this also true for your partners? Is their GTM strategy in line with your solutions? This is where the right positioning is required.

  • How can I make sure my partners are actively selling my solutions?
    Most providers experience this: The majority of registered partners are just not that active. I found out the reason why and how you can change it.

Oftentimes it can be difficult to identify what exactly is not working from inside your organisation. Outside Insight was founded on the principle of giving you an outside perspective to reveal valuable and fresh insights that would not have been considered otherwise. I'd love to hear about your challenges and questions to see if I can help.

The 3 pillars of my approach

icon for strategy

Strategy

I listen to understand.
Time is of the essence and clarity is crucial, especially in fast-moving environments such as IT. To get there faster than your competition can make or break your success. To move fast and achieve exponential growth you need optimised processes and the right strategies.I combine research and data with my experience to help you build strategies and processes optimised for growth at speed and positioning that clearly communicates your unique values to your target audience.Whilst working with you on this I teach your teams to:

  • Understand the whole B2B marketing lifecycle, decision making process and key stakeholders involved

  • Develop branding and positioning that clearly communicates your unique values

  • Create messaging and content designed to simplify complex content to better reach your target audience

  • Build websites and demo processes that support sales and increase conversion rates

  • Define meaningful KPIs to track and measure your investment so you can make well-informed decisions

A common challenge...

"Marketing is not driving new business the way we want it to!"- How do you know it is not?
- Do you track and measure the right KPIs?
- Are your USPs understood by your target audience?The solution:Tell the right story. To do so, you need to understand how and why your prospects buy and how purchasing your product or solution helps them.Make sure you are tracking and measuring the correct KPIs. Focus on revenue and conversion rates and most importantly allow for sufficient time to show results. The right marketing activities will bring results fast but contrary to the common belief it still does not happen over night.Train your teams to understand the whole journey and key stakeholders involved. This is the basis to create strong stories that deliver results continuously.

icon for distribution

Distribution

Is your organisation channel ready? Does your channel performance meet your expectation?Working with a distribution partner network can significantly drive your growth. If done correctly. I use my tried and tested experience in distribution partner management to help you expand your business onto a global level. Using my 15 years of experience working in this field I make sure you leverage the benefits of working with distribution, while also keeping you aware of the multiple challenges. To do this, I will:

  • Teach your teams to use my tried and tested Channel Marketing Framework©

  • Develop positioning, messaging and campaigns that are easy to scale yet performant and measurable

  • Define meaningful KPIs to track and measure the investment with your distribution partners so you can make well-informed decisions

  • Use my extensive network of experts and media partners to accelerate your distribution sales and marketing efforts

A common challenge...

“Help! They just want our money!”Every year during the planning meetings your distributors keep asking you for more marketing development funds (MDF) to finance activities and events. Yet, targets are rarely hit let alone overachieved. Sounds familiar?The solution:Stop investing precious money in activities that do not work simply because your distributors are asking for it.Instead, enable your distribution network by providing the right materials and training and start building a strong partnership. In addition, focus on the right channels, using the right messaging and KPIs, as well as the right tools to measure your distributors' activities.I work with you to implement my tried and tested Channel Marketing Framework©. This will minimise wasteful behaviour and determine the right channels and activities to invest in to fully leverage the benefits of distribution.

icon for expansion

Expansion

Grow your business outside your home market.
Knowing which partners to choose can help accelerate the process and avoid making unnecessary mistakes. I work with you to develop your go-to-market strategy and build indirect sales and marketing structures that work and fit local market needs.
Equally important: Simply translating or localising existing content and campaigns will not deliver expected success. It is important to understand your audience, what is important to them and how they make decisions to then create messaging that fits those needs. Because I am not new to this and have done this many times before, I:

  • Know IT and the IT Business

  • Know the markets

  • Know the key players and their requirements

  • Know the mechanisms to be successful

A common challenge...

“Our market works differently!”Most companies who enter foreign markets sooner or later come across the statement that “things just work differently here”. While there is some truth to that, there are also more similarities than you would expect. Being able to tell apart the two is crucial.The solution:Understand where the differences lie and adapt your story accordingly.I have over 10 years of working in global leadership positions. This experience combined with my studies in Marketing, and International Business, Culture and Diversity is a strong foundation and has provided me with a valuable skill set of building global campaigns and partner management frameworks that will work. I will share my network, knowledge and insights with your team to set them up for success.

Sounds like something you have encountered?

I am passionate about acquiring and transferring knowledge to build a better future

icon for knowledge

My methodology is to start by understanding your products or services and the environment you are operating in. I do this by analysing your data and experiencing your customer journey first hand through talking - but mostly listening - to all the key stakeholders involved. This provides me with valuable insights that can be translated into actionable marketing strategies.Outside Insight believes in excellence through passion, focus and consistency.

  • Passionate teams are driving organisational success

  • Focusing on the right activities and content will result in getting your value proposition and competitive advantage across and will create real demand

  • Consistently following the strategy in everything you are doing builds trust, creates satisfied customers and reduces churn

I will work with you to create strategies that focus on sustainable, long-term business growth and optimise processes to allow your teams to move at speed. To do this, I will enable you and your teams by passing on the knowledge I have acquired over the past 15 years of working in the field. During this time, I have also built an extensive network of trusted industry experts and professionals I leverage to provide the best service to my clients.Benefit from my experience in global channel marketing to build a sustainable organisation that is passionate about their work and understands the bigger picture.This deeper understanding will create effective go-to-market strategies and elevate your marketing campaigns to drive your business growth.

About Outside Insight

icon for insights

Hello, my name is Natalie-Anne Rueeck, creator of Outside Insight.

I am a B2B marketing expert and have worked in a number of global management roles during my corporate career.I focused on B2B and Channel Management and have worked with many different industries and company sizes, ranging from one-man bands to multinational corporations. Within this technical, product-led marketing with a focus on IT and managed services remains at the core of my expertise.In this time, I have enjoyed building and leading teams, optimising processes and creating growth strategies for leading organisations and I would always strive to improve their marketing approach.

I realised that change from within is very difficult, so the logical step was to set out by myself. This and my desire to align my personal values of honesty, passion and trust with my work were the main reasons to start Outside Insight.

quotation marks - open

My biggest asset is my ability to observe, listen and to ask the right questions to facilitate positive changes.

quotation marks - closed
Image of founder Natalie-Anne Rueeck

Natalie-Anne Rueeck
Founder & Chief Insights Officer

I have over 15 years of experience working in global B2B marketing, leveraging internal and external distribution partners.I have a first-class degree in International Business Management (BA) from the University of Wales and a Master of Letters (M.Litt) in Marketing from the University of St Andrews.

I am also a member of the Chartered Institute of Marketing and am fluent in German and English.

My knowledge and experience is your advantage

icon for knowledge

I connect my experience with your data to build processes and teams that deliver positive business outcomes in the long-term.My outside-in approach focuses on identifying opportunities to reduce organisational waste and building passionate teams that deliver sustainable, lasting success for your business.I developed a proven methodology that prevents your teams from organisational myopia and enables them to really understand how your B2B marketing lifecycle works. Find out more here.Jointly, the above illustrated, strategic insights are the foundation to build and optimise customer-centric, B2B marketing and sales activities that continue to deliver sustainable growth.

Stages of the B2B marketing lifecycle

The image shown describes the different stages a potential customer goes through in their journey. Key stages are: winning mindshare (seeding), building your brand affinity, conversion, and referral.

*ZMOT = zero moment of truth

Better insights using an outside perspective

Outsourcing makes sense for two main reasons:

image showing the number zero one

Both existing and new employees can lose the benefit of objectivity and fresh insights when internalisation sets in. For newly recruited employees, this usually happens within a few weeks of taking up the position.

image showing the number zero two

Furthermore, there is no need to add an employee and the accompanying cost to your payroll as optimisation and coaching processes are for a defined timeframe only.

Why an outside perspective will pay off

Whether it is Verne Harnish talking about Rockefeller Habits and Scaling Up your organisation or your local sports team, the fact is:In order to get better at what you are doing, you need an unbiased, impartial observer who can identify points for improvement.Atul Gawande beautifully explains the benefits of professional coaching in his TED talk here.

Choose what is right for you...

icon for choice

Outside Insight delivers a practical and actionable approach to improvement and focuses on:

  • All aspects of the B2B marketing lifecycle, including demand creation,
    expansion and reduction of churn

  • Educating teams and transferring knowledge

  • Optimising resources and activating sustainable growth

  • Enabling distributors and channel partners

  • B2B and the IT industry

  • Organisations who would like to expand outside their home markets

The best way to find out if and how I can be of help is to have a conversation about your challenges and some of the struggles you face.

My Service Offerings

icon for consulting

OI Consulting

This covers points such as expansion and growth strategy, persona research, ideal customer profile, branding and positioning, distribution management, sharing of experience, best practices, and thought leadership.- Online / Phone
- Charged per hour in GBP (or €/$ equivalent)

icon for research

MSP Investment & Market Research Consulting

Based on my industry experience I can advise on drivers for growth, future outlook, market share, portfolio overview, distribution management, sharing of experience, best practices, and thought leadership.- Online / Phone
- Charged per hour in GBP (or €/$ equivalent)

icon for coaching

Audit, Discovery & Coaching

OI consulting plus analysis of material, feedback on findings, recommendations for improvement, goal alignment and setting of effective KPIs.
Coaching, if desired: I will work with your teams to train them on methodology and how to implement recommendations.- Online / In-person
- Charged per day in GBP (or €/$ equivalent)

icon for fractional cmo

Fractional Head of Channel/Distribution Marketing

Can't find the right person for the role? Unsure about the budget commitment for a full-time position?
I will work with you and your team to create effective marketing strategies and establish a roadmap for implementation, tailored to your needs. Benefit from my industry experience, in-depth knowledge and extensive network. I can also assist in hiring the right person should you decide to move to a full-time position.- Online / In-person
- Charged in GBP (or €/$ equivalent)
- Please get in touch to discuss details

icon for workshop

Workshops & Training

  • Channel Marketing Framework©

  • Effective B2B marketing

  • B2B marketing foundations

  • Marketing and positioning training for sales teams

  • Personalised trainings and workshops available on request

- In-person
- Charged in GBP (or €/$ equivalent)

*

Not included in the fee are travel expenses,
content creation and marketing spend on campaigns.