Speaker 0: Hi everyone, thanks for joining us today. I’m Megan McFerrin, and I’ll be moderating this session. Um, so today we have an amazing speaker, Falyn, joining us, and she’s going to be giving you guys some great insights on personalizing your B2B marketing efforts in Pardot. So with that, I’d like to introduce our speaker, Falyn Chataway.

Speaker 1: Hello. I’m not going to take up too much of your time. We do have an intro session in or an intro slide. Um, so we’ll get right to it, and everyone can start learning about personalization today. So here we are. Leads are people too. Right? The necessity of personalization in B2B marketing and how to incorporate more of it. So we’re going to be talking about here’s our agenda. We’re looking at a little bit of intro and experience. Right? What what do you want to know about me? A little bit. Personalization. Uh, then the why behind the need for personalization in B2B. Right? We think of it in B2C a lot, but in B2B, it’s still necessary. And then, of course, the how. How to incorporate more of it? I will show some, um, Pardot examples, and then hopefully there’ll be time for Q&A. But if not, go ahead and type it in the chat, and we’ll stop when we can. So who am I? Um, I graduated in PR long, long time ago before Pardot was around from a little college in Louisiana, Nicholas State University. Uh, but most recently, I got my Master of Science in Marketing from FIU. Um, and then a couple of brands that I’ve worked with, um, I’ve been in tech, been in professional sports. Um, I helped implement the Pardot instance in, um, at ExxonMobil, so oil and gas here in Houston, uh, professional golf, and most recently in ClassPass. Um, for risk of losing half of my audience, I’m going to go ahead and say go Astros for this series. Astros in seven. And this is my family. I have four boys, my husband, all teens, all the sports, all the time. So in seeing this, we’re going to keep in mind, um, behind each company, behind each buyer, behind everything we do is a human. Right? They have all, you know, gone to school at some point somewhere. They have all, um, had a a past at certain companies doing different things with growth. They have families. Um, all of these into our marketing a little more even in even in B2B. How do we know that? Personalization sounds like a new brand a no-brainer. Right? And it is. But when it comes down to it, everyone in the marketing department is super busy, multiple campaigns, deadlines everywhere, and personalization usually gets put on the back burner. Um, I’m going to urge you not to. In fact, your campaign should have little mini campaigns within them that accommodate for more personalization measures. In a 2020 Salesforce report on personalization, 97% of marketers reported a measurable lift from their personalization efforts. Really don’t want to be that 3% that doesn’t. Right? If you can see that it works, let’s go with that. In that same report, 78% of marketers use personalization as part of their email campaigns. Look. Email’s the easiest channel, but we’re going to go a little bit further in this session. On the flip side, from the State of the Connected Consumer Salesforce report, 75% of business buyers expected vendors to personalize engagements to their needs. No longer does a one-size-fits-all marketing campaign do the trick. Leads are not companies. Leads are humans who work at companies. We need to adjust for more human element. So what not to do? We’re not going to be the bad date. So if you look on the left versus the right, this is what we’re looking for. Right? No one likes that date that barely notices you’re there. Buyers don’t like when companies don’t notice that they’re there either. Let’s use our first-party data. Let’s enact some progressive profiling. What about those that only talk about themselves? Well, that’s great. I’m glad company x is, you know, top of this, first of this. Cheap that’s wonderful. But what are the specific needs of the customer? I Googled x because I’m having a problem with y. This is how a company can solve those problems. Then what about when they tell you the best over and over and over? Well, that’s wonderful. But buyers, people at these other companies, right, they want to be successful as well. Your tool helps them become successful. So let’s be successful together. It’s much better than just having the best product. And then, of course, if they ask you to marry them immediately, well, that’s just over ambitious. But that’s why we have a journey. Right? We’re not saying, oh, you Googled us. Great. Buy this. No. No. No. We need to give them some reasons why according to what they need. So let’s not be the bad date. So here we have leads. They’re humans. Right? What kind of leads do we have? What kind of prospects are there? What kind of humans are there? When I work for the Astros, I market it fans. Well, the fan is a completely different kind of buyer than when I market it to a studio owner or an HR professional with ClassPass or an IT professional. Now people can be both. Sure. But we need to be able to market specifically to what they need, what type of buyer they are. What are some of their persona types? Everyone knows decisive Daniel, relationship Rachel, analytical Alan, consensus Carl, or chief Charlie. Right? So then what do we feed them? What do we show them? How do we take them through their journal journey? Relationship Rachel has a completely different journey. Her fan journey is fantastic. Right? She’s probably spending all the money at the game. But what kind of relationship does she have with a ClassPass or an island or your company? Right? She wants to be included. She wants to be involved. She wants to be part of a team. Help her become part of your team, and you guys can be successful together. So you can play into that from B2C to B2B, but B2B is what we’re here for today. So make sure that we take the time to define our buyers and understand who they are as humans in buckets. Right? Because we can’t do it for every single person, but in buckets and those buckets are our personas. So now how do I use personalization with Pardot? K. You likely already know about scoring and grading. Right? Um, grading is what you are looking for. Scoring is what they’re looking for. How interested they are in you versus how interested you are in them. We also have, um, the buyer group definition to encompass documented trends and habits of your biggest customers, your most frequent customers, and even your close lost opportunity. If you work backwards from everything, then you can define your personas. You can define your groups. You can understand what to go for or what not to go for. And then from there, we’re going to use dynamic content to integrate things we know about those personas or individuals. You can do that on a landing page. You can do it in an email. You can choose channels based on these personas. We’re going to look at campaign assignment and the asset effectiveness. Right? If you make your assets, um, visible in your campaigns, you can give them attribution, and then you can see which ones actually lead to close won opportunities. Not just which ones look the best, not which ones highlight what you think your most important product is, but which ones actually result in close won opportunities. We’re going to go over engagement based follow-up as well. Not follow-up because this is what our campaign says we have to do. An An email after three days, an email after five days, an email after seven days. That’s great. But if someone’s engaging more, personalize that journey for them. If they’re engaging less, maybe don’t send them so much. Right? Or send them something on a different channel or adjust to their needs. We’re going to go over progressive profiling, journey mapping journey mapping specifically, and a solution based content, not just content that hits the bullet points, but solution based content based on what someone is looking for individually as well as sales call understanding and integration. Marketing doesn’t stop with the MQL or the SQL. It goes all the way through. Right? So we’re going to pull that in as well. So this is my favorite, favorite quick win. It’s super easy. Um, but let’s start with something super easy. Right? Something you can go back, take from this, and do tomorrow. Um, you can get creative on what you show someone on your Pardot landing pages based on what you know about them in your dynamic content. So a really, really easy one is however you pull in your geo based data. Right? So say you’re assigning based on IP or, um, the phone number or you’re specifically asking them what country or state they live in, you can take that data and you can pull it through to dynamic content. When they load a landing page, when they go to wherever your destination URL is, if state equals Texas, right, your H1 says howdy or welcome back y’all. The image at the top is the skyline of Houston. Right? If your company is based in London, is based in New York, is based anywhere, and you are trying to reach SMBs. Right? You’re trying to reach me in Houston. You’re trying to reach me as a person, and I pull up the landing page and it’s recognizable to me. Right? It’s the Houston skyline. It’s home. Right? I can associate home with what you’re offering. Your company still has all of the, you know, uh, brand wonderment that the name brings, but it brings a little bit of home to me. So I can see that you speak my language. Right? Howdy. Welcome back y’all. Something like that. If, you know, the city says Boston, you ask for city, then you say, I don’t know, something that someone in Boston would say, I’ve only been there once, but wicked good to see you again. Whatever you all say. Um, if you’re in the Midwest, right, you can do, um, based on a certain, you know, string of states, and then you can say something there or show something recognizable there. Um, that way everyone can really take your brand name and apply it to me at home. How do how do I relate to this company in a way that I remember them, in a way that speaks to me individually? So this is a very easy win. Now let’s look at some engagement based follow-up. Tags. Use your Pardot tags. You can apply as many as you want to someone that really, really, really end up defining your personas when you look back. If you’re looking at a closed won opportunity or a closed lost opportunity and you want to go back and look at the tags associated them with them once you have it set up, it should basically define what kinds of things they looked at, what kinds of things they interacted with. You know, what persona did you end up assigning them, and did they follow that? And it’ll give you a great map for going forward. So what I like to do is watch the asset performance over time and understand which buyers look at and act immediately after specific types of content. You can either use last touch attribution or you can make, um, an engagement studio that will show you exactly what was fed to them so you can see at what point they were removed by close one opportunity and attach it there. But either way, you can look at what they interacted with and then add a tag to them. You would expect that consensus Carl loves testimonials and recognizable brand case studies. Right? And that chief Charlie wants to know how much money your program is gonna save him or at least what discount he can purchase it at. Analytical Allen likely wants to look at data. You can search, and this is one of my favorite ones. Right? It’s the automation rule that does, um, asset type equals plus your campaign UTM. Right? Because if you have these many campaigns for personas, then your your Google keywords are gonna bring them to a landing page that shows these specific case studies that consensus Carl wants to see or data that analytical Allen wants to see. When they follow these things and check these boxes, then you apply a tag to them. You apply the consensus tag. You apply the analytical tag. You apply the whatever it is, that will kick off their engagement studio, and then you can send them the the documents and the content that is right for them. Analytical Allen may not care at all about testimonials. Why are you gonna send him the testimonials? Because it’s your second touch point in your journey. That’s not personal to Alan. Right? So you can use the engagement to send them what they need. Right? And tagging is a great way to do it. Some of these slides are gonna have a hot tip for you. Feel free to take the notes. It kinda makes it easier for you if you want to take these back. But, um, tags can also be added to your custom redirects. So if you’re setting up your custom redirects as well and that’s what you’re using in your, you know, uh, tweets or, um, in any of your ads, you can follow them through as well, and that will absolutely help you make it a little bit easier to follow them through based on engagement. Here’s another one, and this is your greater customer understanding. This is your human element being applied to the journey specifically. Right now, Gong is hot. It’s an excellent tool for understanding what prospects and customers are saying once you pass them on to sales. I love to go back. I always schedule some time each week to listen to what is happening in the sales calls. Right? Is there some product feature? Is there some need that’s being repeatedly asked on that first sales call or second sales call or what have you that you can now start incorporating earlier in the journey. Right? So say there’s some some feature or some question that is asked about more than 50% of the time, that probably means you have a hole in your content and that type of persona, that type of user, that type of human really wants to know about this, and it’s it’s not being presented. Right? Maybe your company thinks that feature x is the best feature, and it might be, but to some people, they’re looking for feature y. So now you know, let’s make some content for that. Takes a lot of create content. That’s fine. Let’s integrate it in an email. Right? Let’s send a specific email. Let’s test that out. Let’s do an AB test of this other email that’s relatable where we put that in, see if it really comes to fruition, and that’s what people want to see more, and then incorporate more of it. Right? It’s another hot tip on this slide. Many times you’ll find that these topics will help you with your keyword management and PPC and SEO as well. Maybe you can do a blog post. Maybe you need to add it to your keyword strategy for your PC. Maybe incorporate it in other channels. Tweet about it. Do something that will help you understand, you know, what they’re looking for, integrate that as far as your sales team is concerned. If you don’t have Gong or something like that, then just schedule a time to either sit in on calls with sales or meet with them. Let them know you’re gonna meet with them in a week. Can you please, you know, keep a tally of features or problems or questions asked that you hear most often that you can relay back to marketing so that we can really understand what we need to be serving them a little bit earlier in their journey. And that’s a a personalization key that’s often missed. Right? We what people usually say, what content do we have today? Great. Let’s use that. Okay. But we need to understand that that might not be the content that some of your buyers are actually looking for, and it really makes it frustrating if they have to wait so long to get that answer. Then we have campaign management. It’s a secret sauce. So earlier, I mentioned having many campaigns inside of larger campaigns. You’re really going to need to use your parent to child relationships in Salesforce in these campaigns to make sure that viewing everything correctly and in a way that actually helps you and doesn’t become incredibly overwhelming. Please have your connected campaigns turned on between Pardot and Salesforce. It’s a best practice, and it helps, you know, make everything available in Pardot that you’re looking for and understand what your goals are in Salesforce there as well. You can choose the way that you want to roll. But in general, if your main campaigns for product x or whatever, um, is your parent campaign and then have your personas be your child campaigns, you can roll all that up to a parent campaign and reporting and or you can look at the child level and understand that as well. You can also use your assets as your child campaigns. Either way that works for you, there’s really no wrong way. But remember that you can roll up using parent to child so you can really get, um, a better view so that you can personalize and optimize better in the future. Your hot tip here, campaign statuses. That’s a very easy way to follow a campaign member’s journey. You don’t have to just do sent and responded. You can add multiple statuses within those campaigns so that you can actually see them move. A good example is attended versus on demand in a webinar campaign. If someone attends, wonderful. Their journey and their velocity to close one is probably a lot different than your on demand. And if someone’s on demand quite a bit, then you should probably be serving them on demand content more because you likely have a library of it. That’s far more personal to them. On demand content. Here’s a library. Go ahead and look at some other things. Right? Make sure that you’re working backwards from success and backwards from failure. Is there an asset that you have attribution towards that doesn’t lead to any closed ones? Okay. Cut it or revamp it. Right? Or is there something that you have a closed one opportunity that was great? And these are the steps they took to get there. Wonderful. Now take that personalization layer lower. What kinds of buyers did we talk to? What kinds of influencers to this purchase did we talk to? How do we go after them? And then you just duplicate that for those types of buyers. Right? Then optimize along the way as your campaign is running. Which form did they complete? What were the keywords they used? Do it for your major campaigns first and then go back and dissect all your smaller ones. If you have things that are time sensitive, you always think to use that right. Good example, Christmas. We do this at Christmas time or, you know, New Year’s. We do New Year, New You or something wonderful like that. Well, that’s great, but that’s personalization for time, not for humans. Now take that and apply it to the people. Right? New year, new you with something for that persona. New savings. Right? Chief Charlie’s going to love it. Now we’re here looking at personal, not just personalized. Right? Personalized is, hi, first name. I noticed you looked at content name. Great. That’s wonderful, and you should definitely have that. Okay? That’s a it jumps out at them. We see it during the email scan, scan versus read. Right? But what else makes it specifically for me that’s personal? That’s connecting with a prospect on a level that ensures you understand their needs and how you can help them achieve goals together. They want to be the hero in their own story. Your product can help them get there, but let’s do that together. And that’s personalized emotional connection. So let’s how do we do that? Right? Progress I’m going to assume that at some point in time, many of your prospects came through via other form, a LinkedIn form, a Facebook form, Instagram, wherever you’re using them, a third party site, um, an event, anything where you already have their information when they come in. By the time they get to your landing page, by the time they come back to look at some other document, by the time they want to register for a webinar, whatever it may be, if you already know basic things about them, first name, company, email, whatever, don’t ask that again and don’t give them nothing to answer. That sounds counterintuitive. Right? Not having the gate. But if you’re going to have a gate, then ask them something that’s actually helpful and personal. Right? Something like, what’s the biggest problem you’re up against right now that our products can help you with? Give them a drop-down list of the main things that you can then use to look at the tags and then send them information that actually helps with what they’re trying to achieve. Something that is of value. Right? You can also progress our profile to to break it down. Right? I’m assuming you all do something like if country, ask state, if state, ask city. Right? And those are basic, and that’s wonderful, but that’s still not super personal. Personal also includes value to them. Usually, it’s two-way value. So ask them about, you know, what are your biggest professional goals? What, um, what can this tool help you with most? What do you need to achieve your goals? What are the hurdles to achieving those goals? Is it budget? Is it integration? Is it whatever it may be, your pain points that your product, um, you know, your objection handling should be able to tell you what these are. Right? So when you sit down with your sales team, ask them what objection handling they use, and you can incorporate those into it. Aside from handing off far more information to your to your sales team to make that sale quite a bit easier, it also helps you during the journey in your engagement studio to show them exactly what they’re looking for and how you can, you know, help them jump those hurdles and and achieve those goals. And progressive profiling is a great way to do that. Fields that bring in value, not just generic data. As a marketing ops person, I don’t know how many of you are on this call, but I try not to say no as many times as we have to say no. Instead, we ask the questions. Right? So, hey. Can we have these 12 new fields? This is a request. Okay. Which of these provide value? Which of these can wait further down the journey? Which of these are necessary at this point? But always looking at value. Right? What question does this answer? Otherwise, I guarantee you, you’re just adding additional fields, making it far more difficult for the prospect for no reason. Right? If I’m asking them something super specific like, what are your what’s your biggest problem that you’re up against right now that our product can help you with, I’m far more apt to answer that for you because I know that you are now going to answer my question. If I’m asking how many people are at your company, use your LinkedIn connector for that. You don’t need to or some sort of data enrichment program. You don’t need to ask them that, and that doesn’t help them in any way to, you know, either yourself or the prospect. So always wonder what’s the value. And then we can bring it all in. Right? So there’s a whole wide world out there. Make sure you’re meeting your leads where they are. This is your channels as well. Right? So, you know, depending on where you work, depending on what’s going on in the world, depending on what you offer at your company, Making sure that you can tie it in with these humans where they are is great. Do you use cross-device tracking? What percent of your prospect database is on mobile? What percent uses an app or your app? Right? How do I tailor content? How do I tailor messaging to meet them there? If all you have are ebooks or white papers, is that mobile friendly? Is that the piece of content that I want to be providing when I go into my email and see that or my email statistics and Pardot and see that 85% of people are on mobile? Okay. Well, let’s try and pivot. Let’s try and go back to those personas and say, we don’t have time to redo all of our content for mobile or all of our content for app friendly. But what we can do is look at our persona types and then pick one or two things that apply to those people. Two things of data for analytical Allen. Two things of relationship for the relationship persona. Develop those. Put them out there onto the app. Make them, you know, social posts if that’s where everyone is. How are you going to take what you learn about them and then use it to help them? Helping them helps you. Right? Help me help you. So go back and look. Also, just ask them. Right? What do we do sometimes? It helps us, but it helps them too. But you have to make sure you follow through, which is what’s your favorite way or what’s the best way to contact you? And then the drop down is phone, email, you know, whatever. They choose phone, and the first thing that that triggers is an email. No. No. No. If they choose phone, you suppress them. Right? Suppress them for $x$ amount of time or suppress them indefinitely until they choose to opt in and have them call. Either way, use the information that they give you to customize the journey, and never be afraid to just ask them. If you’re never afraid to add more fields to a form that ask things like country, state, role, industry, then don’t be afraid to ask some things that actually help them and help you help them. Where did you hear us? Not really helpful for them. Right? Use your UTMs. Use a little bit better tracking, something like that. If you need to ask it, fine, and don’t feel bad asking it by any means. But make sure you add one question of value that helps you to tailor the campaigns to them. Tailor their journey. Remember that 75%, they expect it. Right? The 75% expect a personalized journey. If you never find that you will not be able to deliver that to them, and they’re far more apt to answer that. It’s my super secret example. It’s one of my favorite ones. Um, this pasta company went out and made, um, a playlist for each individual type of pasta to the exact cooking time. So if you’re cooking penne, the there’s however many songs on here that it takes to achieve perfectly cooked penne. Right? So you can play the whole playlist or something like that. What demographic is this? What persona is this? Do I send this to everyone? No. Probably not. Is this B2C? Yes. Can it be used in B2B? Also, yes. Any kind of way that you can connect with someone where they are, how they like to receive information or data. Do they use Spotify? Do they listen to podcasts? Do they totally personal. Um, I read some study the other day about, um, an individual’s heart rate will adjust based on the music that they’re listening to, like, with the beats per minute or whatever. I mean, it’s incredibly personal to a specific demographic maybe more than others or a specific persona maybe more than others. But what it does is it creates recognition with this brand. It makes it a good time. Right? I’m not just making dinner for my family when we all have to rush out to soccer practices and whatever, But, you know, also we can play this music and it’s solving a problem, which is I never know how long to cook the pasta for, or I never know how long to cook the rice for, whatever it is. Right? Like, it solves a problem in a fun way, and it’s personal because I will remember that. And it was a good time. It’s emotionally personal to me. Super fun. Um, it hits a certain demographic for sure. And then, you know, I’m not saying to mimic this exact is a way. Social is extremely popular right now, and you can integrate certain social channels with Pardot as well. So use a way to pull in some of your, um, habitual data from these users, some of your second party data. If you are using second party data with with Salesforce, you should be able to get some of this information specifically to understand more about your prospects, um, and their demographics as well as their persona through your own first and third party research to be able to say, let’s try something that’s a little more personal. Let’s try, you know, turning this white paper, which is so, you know, word heavy and text heavy and takes a long time. And let’s try to now format it for relationship, Rachel. Right? How are we going to take this and make relationship Rachel care? Because she probably doesn’t care. Analytical Allen probably loves it. But we need to now not give relationship Rachel the things that are appropriate for analytical Allen unless she shows us that that’s what she want. Right? Interacting with those things. But in general, these personas and if you look backwards from your close won opportunities, you’ll understand that there is a pattern to some of this, and you can set them up for success that way. So, you know, maybe relationship Rachel is probably on social media. That’s where communities gather. Right? Do you have a forum? Is there some sort of community element that she might want to join eventually? That’s wonderful. Pull a couple of key things out of that out of that, um, white paper that you think she also needs to know based on the product, but then make it, um, a way that she can also join a community, that she can reach out to others like you, that she can understand that those things have been beneficial to others just like her, and there’s a place for them to discuss that. Those are the types of things. And then offer her that content. Right? Um, and not specifically in the email text, but you know what I mean. Then when she clicks on that CTA in the email and it takes her to the landing page, you see that she lives in Houston. And that landing page has the Houston skyline at the top, and it says, howdy, Rachel. Wonderful experience. Right? I’m personalizing it to her and her needs, offering her what she needs. Meanwhile, her competitor is doing the old, you know, same old same old. Hi, Rachel. We noticed you clicked on content name. Nothing for her. Well, you know, that’s not what she’s looking for. That’s not her persona. That’s not what drives her over the finish line. So using you know, stepping outside the box a little bit and understanding that it’s 2021 and the amount of marketing messages that individuals are receiving both B2C and B2B is astronomical. Finding that way, that one thing that’s going to set you apart for those people individually are different. Right? You don’t have to have the best motto or tagline or whatever. You just have to reach the subsets of individuals the way they want to be reached. That’s personal and personalized. So, hopefully, we have a little bit of time for some Q&A. Um, if anyone has some, I will, um, give time for that now. Unfortunately, with this presenter screen, I can’t see any chat. So if there was chat, um, we can probably get into that as well. But, um, you can reach me on LinkedIn here. It’s just backslash fallon chataway. And then if you want to read more on a lot of this stuff, I do have a blog on, uh, marketing with fallon.com. Um, and I there’s a form there as well, so you can fill it in if you have specific questions, and I can get back to you that way, um, as well.

Speaker 0: Yeah. Thank you, Fallon. That was such a good conversation. I especially loved your super secret example at the end. I remember seeing that campaign myself and being very impressed with it. Um, but like Fallon mentioned, we do have a few minutes left for Q&A, so if you guys have any personalization specific questions, feel free to drop those in the chat and we’ll walk through them.

Speaker 1: Oh, look at these questions. Alright. What do we have? Let’s scroll. Alright. The materials for the session, that one, what two hours after it’s going to be posted. And there are some links in the, um, to the reports, um, specifically in the slides that you should be able to get to.

Speaker 0: Yep. Exactly. They’ll be posted on the same session page.

Speaker 1: The question about landing pages, um, so you can do both, but websites are quite general. And the difference between websites and landing pages that are most effective are most times landing pages do not have a navigation. So what happens is you’re sending them to a page that will specifically get them to convert to fill out those form questions with that progressive profiling, etcetera. If you just send them to the website, the chance that they get lost in the navigation or reading this or doing that and never actually filling out your form at all means that you likely don’t get their email, and they never become a prospect in your in your, um, in your instance at all. So if you can send them to a landing page first, um, and get their information in their email, usually, you only need to ask for email. You can code most of the rest of the things in there to bring in where they’re located. But at least their email, you can ask them that one additional question. Right? How can we best help you? What do you need? With those two pieces of information, then you can start sending them to a website where it’s not such a barrage of information and, you know, all of these questions that they may have. And maybe I saw something that didn’t apply to exactly what I was looking for, and that becomes the difficult part. If I Googled how to and then put in something specific, when you send them to a landing page, you answer that specific question. If you just send them to your website, what are they going to see? It lord knows. Right? It could be anything. So when you send them to the landing page, they specifically get to see that. Plus you can enact that, um, dynamic content there to be able to offer them specific things and kind of tailor it to them. What else? Uh, yep. Yep. Yep. Good conversation. Sean, Courtney. Love it. Yep. Landing page short term. Mhmm. Mhmm. A plus. Yeah. You want to send short term campaigns to a white paper download, but we also have a download page in our resource center on our website. What to do? So on the resource center, that’s a great place to ask those questions that I don’t normally get asked. So, usually, if it’s a white paper, I expect someone to ask me, what is my role? What company do I work for? What is my country, etcetera. If I’m just here to download a quick resource center thing, all I need is email. And, you know, if I clicked on something about cost or cost benefit or case study or some sort of analysis, then tailor the question to say, you know, will a cost analysis help me with my main hurdle or something like that. That quick yes or no, it’s just a radio, you know, a quick yes or no. That triggers something to sales, and they know to follow-up specifically on that by the time they get to sales eventually down the road. And you don’t have to hit them up immediately, but that data gets stored, and then you’ve now given sales, like, the dream team information. They can find out company and all that stuff later. That’s unnecessary. That’s what I expect to find on the landing page. But in a resource center, one question quick, much better experience.

Speaker 0: Awesome, it looks like those were all of our questions so thanks Fallon for helping answer those. Um yeah so that concludes today’s session. Thanks again, Fallon, for joining us, um, and a special shout out to all of our sponsors to helping make ParDreamin impossible. Um, definitely make sure that you check out the sponsor booths to learn more about what they do. Um, so we have a good next session coming up about integrations with Pardot. So, um, I definitely suggest checking that out. Otherwise, head over to the agenda to check out the full list. And with that, I hope you guys enjoy the rest of ParDreamin. Thanks everyone. Thank you.