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Demand and Lead Generation
Digital and Social Media
Madrid, October 2013
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Agenda • SEO strategy
• Social media, content generation and planning
• Demand Generation
• Coffee Break
• Lead Nurture program
• Coffee Break
• Group Exercise
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MD/Owner Head of Search & Social
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• Global MSB
• Worked with Microsoft for five years
• Audited more than 100 Partner websites
• Manage Microsoft Western Europe Social Media
• Set up Global Digital Marketing Program
• Setting up Partner Empowerment Program
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“If you can’t explain it simply you don’t understand it well
enough”
Albert Einstein
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Traditional sales and marketing overview
Demand Generation Lead Nurture
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The Complete Lead Engine
Demand Lead Nurture
Measure return on investment
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People decide over a time span
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Bringing it all together The Balanced Scorecard
§ By Robert S.Kaplan and David P Norton (1996)
§ “A Landmark Achiement” Michael Hammer
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The online marketing balanced scorecard
Audit Plan Action Measure Results
SEO
PPC
Content
Social
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The perfect balanced scorecard
Audit Plan Action Measure Results
SEO
PPC
Content
Social
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Windows 1.01 (1985) Windows 3.1 (1992)
Change.
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Windows 95 (1995) Windows 2000 (2000)
The perfect balanced scorecard
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Windows XP Windows 7
The perfect balanced scorecard
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The perfect balanced scorecard
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Mobile Search
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Is your website mobile ready?
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Change, convergence is with us
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Technology continues to evolve
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Behaviour is changing
Geo-location continues to increase
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And video is now huge and growing
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Channels
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Free Guide 42 Tips on how to generate more business from your website
http://business.whitehatmedia.com
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1 • Collateral
2 • Telemarketing
3 • Events
Change in sales and marketing
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1
2
3
8
7
6
5
4
Collateral
Telemarketing
Events
Email SEO
PPC
Social Media
Content
Change in sales and marketing
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Challenges
More resources
New strategies
Measurement
What does this mean to you
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More people are needed
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You can outsource to specialists
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White Hat Media are specialists
Work with 70 Partners
Focus on lead generation
Microsoft approved
Global program
Value measurement
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The integration of all teams is vital
sales marketing development Process finance logistics human resources
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Demand Generation, let’s look at some channels
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Channels
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Steven Gradidge Head of Search and
Social
Brighton & Hove Albion FC Fan
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Search Engine Optimisation (SEO) Factors
Competitors
On-page
Off-page
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Importance Of Off-Page
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The SEO Customer Journey
1) Search
2) Results
3) Landing Page
4) Calls To Action
5) Purchase
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The Triangle of Trust
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Universal Search
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Now, a strong linking strategy is required
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Benchmark Keywords Competitors On-Page Off-Page Measure
The SEO Process
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Seasonality: The Problems of Measuring Traffic
Source: Google Insights
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Seasonality: Take a guess what key phrase this is:
Gareth Bale
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Benchmark early
Check and monitor positions
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Keywords: Search can be confusing
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Search Engine Results Pages for ‘Windows’
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If I Wanted Apples…To Eat
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Target Phrases: Generic Vs. Long Tail
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Very generic e.g. CRM
Retail System
Best
SMB
Social
Cloud
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KPI’s Analytics
Reputation management applications
Market Data
Other applications
Internal Systems
Sources of Data For SEO
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Measure Where You Are
Key-phrase 1
Key-phrase 2
Key-phrase 3
Key-phrase 4
Key-phrase 5
Positions, then why?
Competitors You
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You cannot win a Grand Prix with one of these
Digital Marketing – Search Engine Marketing |
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The right highly tuned ‘vehicle’ is needed
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On-page
Code
Content
Structure
1
2
3
Three Areas to Consider:
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Landing pages: Must be Optimised for Search
• Title tags • H1, H2, H3 • Link text • Alt image text • URLs
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Back Links: Online PR
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Bank Link Quality
Specialist, PR
Blog, forum
Directories, paid, low quality article
Social media, influence, trusted Better quality, more difficult to achieve
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Link directly from Social Media
…and encourage others to do so through shares, re-tweets etc.
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Support supporting content
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§ Best liaised directly
§ Offer exclusives stories or content
Online Press and PR
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Invite guests bloggers
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Their networks will link to the post
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Guest Post Post
Link
Guest post on other sites and link back
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And not what they don’t
But share what they want
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§ Four months campaign
§ Traffic has increased 43%
§ Organic traffic has increased 134%
§ 42 targeted keywords now on the first page
Global Dynamics Partner
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Sales
Based on relationships and supports the concept of ‘Trusted Advisor’
Best for B2B
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Social Media
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Search and social together create trust
Trust SEO Social Media
• High positions • Easy access • Visibility
• Good content • Mention • Visibility
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People belong to tribes
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People belong to tribes
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Doctor Danah Boyd PHD, Microsoft Research Centre
“Choice is and continues to be dictated by social relations. People choose to go where their friends are”
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Social Media is not a Cure
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Update
The Network effect
22,500 150
Network Virality
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What’s in it for me?
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Content has become centre stage
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Trusted
Expert
Interesting
Valuable
Well written
Shareable
Funny
Educational
What is good content?
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Content has become centre stage
Polls Competitions Photography
Blog Videos Discounts
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Content: Give Them What They Want
These are where the leads are!
Want
Need
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Humanise Your Content
eat chocolate, hate Monday mornings, free lunches, good music, sleeping in on a rainy day, love finding money down the sofa, skinny dipping, get excited when they receive their Amazon delivery, laugh when people fall over, hate getting caught by red lights, like that fresh bed sheet smell, enjoy an unexpected compliment, Inter/AC Milan
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Good Content Takes Time
“The amount of time required to develop a presentation is directly proportional to how high the stakes are”
Nancy Duarte Slideology
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Content Calendar
Augu
st
FB
FB FB
FB
FB G+
G+
G+ Tw
Tw
Tw Pi
Pi
IG
IG
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Tips For Successful Social/Content
J Seamless sign-off process
J Minimal stakeholder involvement
J Accountability
J Great content
J Measure, benchmark and report
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Be where the people are
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Good Content is not always found. Make it shareable!
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Blog Success
• B2B companies that blog generate 67% more leads per month than those who do not
• 66% of marketers say their company blog is “critical” or “important” to their business
• 77% of Internet users read blogs
Source: KBK Communications
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Reasons Why Blogs Fail
• Self promotional • Too ‘salesy’ • No clear purpose • No accountability • No plan
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White Hat Media Blog
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Facebook Algorithm: EdgeRank
Affinity
Weight
Decay
Edge
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EdgeRank
Brother Old Friend
Brand
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Brother
Brand
• Heavy WEIGHT • High AFFINITY • Low DECAY
• Low WEIGHT • Low AFFINITY • High DECAY
High EDGE
Low EDGE
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Facebook: Brand Pages
HIGH
LOW
HIGH
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Social Media Crisis
1
2
3
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Social Media Crisis
• All stakeholders within any given crisis to know their role within the process (chain-of-command)
• Each stakeholder understands their accountability within online and offline communication channels
• Each crisis level has a clearly defined response time
• A social media crisis document should be developed before an actual crisis occurs
• Confirmed channels: Email? Telephone? SMS?
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Tools to measure ROI
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KPI’s: Which ones?
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Traditional sales and marketing overview
Demand Generation Lead Nurture
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The Complete Lead Engine
Demand Lead Nurture
Measure return on investment
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Build a Lead Engine
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More than 100 Microsoft Partners’ sites audited in the last five months
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‘After our site was audited and recommendations by White Hat Media our traffic and enquiries quadrupled’ Comment made in public at a Microsoft event in Berlin to 60+ Partners by Sander Schoneveld, General Manager, K3.
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Free Digital Marketing Gap Analysis for 8 Partners ü Identify areas which can be improved ü Multiple recommendations ü More website business
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Q: Who are your leads today?
People who…
• Read your blogs? • Respond to your email? • Download your eBooks? • Attend your webinars? • Watch your videos? • Visit your website?
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Tele-market through content
Create content
Share on social media
Email Call
Follow up download
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A continuous source of enquiries and prospects.
Training and consultancy
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Example, LinkedIn inbound content
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Example, LinkedIn, Slideshare combo
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Case study; content marketing
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Content marketing
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Content marketing
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Monitor Listening Posts Anticipate Respond rapidly
Customer Services
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Support customer services
Set up communities
Listen
Respond Customer becomes advocate
Customers share in her
network
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What do you think?
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What do you think?
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Content creation
• eBooks, white papers
• Blogs
• Video
• Polls, surveys
• Webinars
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Example, reaching out lead nurture
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Data capture and squeeze pages
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Drive leads through content
Content schedule Track and monitor
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Why Lead Nurture?
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4 types of Lead Nurture
• Introduction • Opt in to something else Welcome
• Engage to further profile • Educate about value prop Education
• Differentiate • Re-iterate value prop Why us?
• Provide decision tools Accelerate
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Segment and personalise
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Why people unsubscribe
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Know and trust the sender: 59.2%
Subject Line: 41.1% Previously opened and thought valuable: 30.1%
(source: ReturnPath)
Routes to ROI – get yourself seen
Top 3 factors that affect opening rates
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The most impactful change; the subject line. What do you think of the following?
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‘Net Results Newsletter’
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‘78% of SAPs customers are SME’
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‘6 Online Community Tips You Should Steal Today’
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‘How to Build an All-Star Social Media Team’
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Why people unsubscribe
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But what is the best frequency?
Test
Gather feedback
Test again
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Plan Your content calendar
Who?
When?
What?
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Track success with analytics
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A few more tips
n Always personalise
n Never use capitals
n Auto-complete forms
n Always offer an un-subscribe option
n Nurture and follow up
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Personalise
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Progressively profile
Learn more
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Automated Marketing
Automation
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AutomaAcally track acAvity
‘Downloaded; Best Practices for Creating a Content Marketing Strategy’
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Automate and score
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TOFU MOFU BOFU
Time
Ready To Buy
Building Readiness to Buy
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Clearly idenAfy and measure your goals
• Increase number of
leads
• Increase volume of
sales
• Reduce CCA
• Reduce lead time
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The Complete Lead Engine
Demand Lead Nurture
Measure return on investment
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You have joined a software solution provider as the Marketing Director. To date, the company has enjoyed limited success marketing and selling. To support growth plans, the business needs to invest more time and money in digital marketing. This is to be done through creating and implementing a successful demand generation, and lead and customer nurture plan. Elements that need to be considered are: Objectives Planning Resources Channels and tactics for (i) lead nurture and (ii) customer nurture programmes Content Impact and value of digital marketing Delivering value to your customer’s customers Measurement
Business Case - Proposal
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Company 1
• Business to business • Software for retail • Target market Austria • Consider strategy, demand
generation, channels, nurture
Business Case - Proposal
Company 2
• Business to business • Software for financial services • Target Market Western Europe • Consider strategy, demand
generation, channels, nurture
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Let’s sum it all up…
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Make sure your site is as good as it can be
Q: How? A: Audit and acAon
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Drive Demand to your website
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Build your Lead Engine
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Segment, personalise, profile
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Automate and measure, ROI
Track Score Goals
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Enjoy your success
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