Here's something to think about when planning for 2013. Many companies spend a lot of their marketing dollars talking about their company, products and services. That's marketing from the inside out. Customers would rather know about how you can help them solve their problems, make money or save time. The most effective marketing is built by putting yourself in your customer's shoes. That's marketing from the outside in. Focus on answering the needs of your customers first and then your products and services will sell themselves.