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[Music] hello welcome to the webinar how to integrate and automate lead management processes brought to you by a io first little webinar instructions all your audio is in listen-only both if you have any questions during the content sessions feel free to ask them in the webinar chat we'll cover them mostly at the end but if it's pertinent to the conversation we'll add it in as we go along and we're going to record this session and send it out to all registrants so no need to take notes just sit back relax and listen to some really credible thought leaders here excluding myself of course is valid for T's on the VP of Marketing here at trade I've worked at places like Salesforce aquatic mind and we have just a tax team here that have a big set of experiences around early management will have Hank Taylor our director grab off here at phrase he's great because he's both a marquetta expert and Salesforce expert and has come from a couple good good companies like calm and neo4j I call him our Swiss Army knife we have a guest speaker here today and it from clear between the Chiefs visits officer and what's good about it is he's not only deep in data enrichment but he also comes from the lead scoring space from lattice visions years ago so he's done the trouble we had a sickness in the family Andrews out down to the couch but we've got Christmas housing one of our comfort assess engineer to subbing in for Andrew today I'd also like to take the time to thank some of our other contributors we call off the friends that we know that are deep in lead management and one of those friends is bleep happened Lance a to the CEO of lien data and another friend of ours J Ferreira who's a great Marketo sales horse consultant from intelligent ecosystems so with that I wanted to touch on the topic for their first we're just going to set set the stage we're going to just get on one of the best practices in the management our assumption is that most people have heard these concepts before so it's really observing that the quick reminders what we're all working towards as marketers and sales people and how to handle leads effectively then I'll talk about the macro challenges that we see across every customer that we work with in our own set of successes experiences then we'll transition to more use cases and processes that we all grapple with and we'll show you both the concepts and then use quick demo statistic system to meet on the phone to give you an idea of how people are getting some of these practice challenges resolved and then finally we'll we'll recap some of the benefits that that you'll get from automating your amendment process and then finally 10 minutes at the edge for a Q&A session so you might ask can you remind me out what are the best practices that you're referring to well we would say this in marketing or sales and because it's for a decade and a lot of what good processes hold bikes is finding the right person to market to what them sell to its delivering the right message to that person getting the right rep to deliver the right message the person based in great resource and then also reaching out at the right time there's a lot of different captures that have evolved over the 15 years I've been in enterprise software today's people are talking a lot about the customer journey and the confraternities is a pretty important frame to think about how our leads and prospects are experiencing our business and if you think about it from the buckle point of view they also want to make sure that there the right vendor that that vendor is giving them valuable information at the right time not too much not too little not too generic but just right they really want the Goldilocks experience in the customer journey and so obviously we keep that front and center as customer focused marketers and sales people but there's a lot of things that are getting more complicated through the through the years and when I first started in marketing you know there was sales force to manage your CRM and then there's marquetta and life is pretty simple you had a couple apps and luckily some of those apps were already pretty well integrated but what we find ourselves in is because another skein is a wholly different ecosystem you know we lasted you know we've got more technology that we've ever had before but in some cases were having more problems than we've ever had before I think a lot of organizations that I've certainly done part of this are spending more time just trying to manage the technology angle and unfortunately we're forgetting how to market and there's a lot more to marketing than just plugging in technology so these are the mark tech stack diagram and sale stack diagrams which are quite honestly overwhelming for anyone to take in and now the VP of Marketing I think about building competitive advantage across sales and marketing and in our own stack and so when I see this smart X landscape it produces a lot of anxiety because I have to ask myself do we have the best solutions for each point of the staff I'm not sure is there new solution coming out there that say my competitors using that's giving them an advantage I'm not sure there's committed for me depart quite honestly and so you know it's both good and bad that we have all these new options but you know what's your staff get beyond two to three components it starts to become unreal bleed to manage and I'll give you a personal anecdote a couple companies ago I was in a board meeting and I was asked a pretty simple question how are those how are those paid search leads converting in the revenue model and quite honestly is harder to answer than I would like to admit and part of that was I was managing a marketing organization that has 15 different tools in it half of them were integrated happen but we're not and so it's really hard to trace the customer journey across all these different tools and understand what's moving the needle marketing or sales who's converting what are the conversion rates one of the velocities through the lead model and it's quite embarrassing brand any marketing or sales leader so what we want to do today is show you just a few examples of what we see our customers doing to resolve some of these integration problems you know the first part that you know I have to get ready to think about it how you make how you get control how do you make intelligent decisions on your app and how do you control them and integrate them in a smart way and it doesn't matter what your stack is most people today obviously have a marketing automation platform and a CRM but there's new there's new players the tools on the ground that people should be taking advantage of whether it's personalized mass email through your email outreach better like outreach for example or there's new vendors that are providing a plethora of data that's just sitting there waiting to be used and use more effectively like clear that there's new tools to engage your customers from your website via webchat whether it's intercom drift or and in the other web chat vendors and there's even new vendors that are helping us instrument the customer journey in a molecular fashion and I would call this segment for example there you can take event data from anything that's happening on your website or your trial and start to build personalized journeys around actual user engagement behavior very accurate behavior and there's lots of other tools were all using off the enterprise you'll hear at trade we also have to think about postage how do we integrate with our task management system asana and how do we make sure that everyone knows when it's a big deal you work done and so integration today can give you a leg up on Netherlands picking a best resolution but getting the value out making sure that coordinated experience not just from a data standpoint but also from a customer journey standpoint and so what I'd like to do now is introduce Hank to kick us off on a specific process in mutational we'll get into a few other examples as well thanks Alex yeah we've got and we have a few processes we just kind of wanted to touch on today and a few will demo so the first one and it's one that it's really about that right time and as to reaching out to leave so for example we have a customer who gets leads from g2 craft and the problem with g2 crowd leads is that they are the problem is that they're hot leads that need to be touched immediately or their interest will decay very quickly over time we vote we've all heard you know the stats on oh if you wait five minutes nearly seven times less likely to answer the phone and stuff like that so our customer has this problem and I say sis to where you get one of these leads in the middle of a meeting and then you're wondering well do I become less attentive in this meeting and which can be rude and maybe you know that's just bad or do I let that lead goes cold it's a lose-lose situation so what our customer did was that oh hey I can actually look at g2 Krabs API here they have a web hook thing which actually you know it used to be a scarier saying at but there are tools out now that makes us really simple and so if you figured out okay I can use this wet book I can reduce all the errors that I would often make you know when you're brushing during a meeting to get a lead into the system if you assign it to the wrong owner especially if it's an owner that's not at the company anymore that leads gone forever you that's a mistake that you're not going to catch maybe four weeks if ever so automating can get you around these problems and Chris can actually show us the way our customer did yes I thank for that and so yes I think we're saying G to crowd and have an API we have a way of sending what's called a web cook to a service like tray and what that means is is that effectively due to Crowley's is notifying us immediately in real-time when when that new view is added and so you in that in that notification that will contain details like yep the actual review text the rating etc and but also some of the more personal details namely the the email address and now why that matters is because the email address is very commonly used as a identifier across across different tools so you've got tools like Salesforce tools like Marketo and so so with this with information we can actually go in and save those details directly into into the CRM and also we wanted to send and send relevant notifications as well so if I just you can see on the screen here and though we've got this G - crowd web hook so this workflow will start every single time a new review happens in G - crowd and then what we can do is we can say right okay and first things first we want to talk about inserting and this lead into selfless so you can see here we've got a number of different ways of interacting would be the cell course API and these these are very similar tasks of what we do actually in Salesforce interface itself and now you can see here we can we can insert any kind of record in Salesforce the disconnect is very flexible we can populate any kind of custom object custom field etc so we may want to naturally pass in details like feed the email address and you can see that we're passing data from the g2 crowd notification directly into Salesforce and so when that notification comes in we can go and create a lead ingly but sometimes we want to go and set up some slightly more static values as well so for example you might want to set the lead source and you might say actually this lead sources g2 crowd for example so at the basic level you know this this kind of workflow enables us to actually insert these into cell force or an instant marketer would be a very very similar approach but actually where the real power and the benefit comes in here is is when you start to apply a degree of intelligence so that person who's left a review on g2 crowd they may or may not already be in your CRO and already in your your marketing system obviously it's ideal if they they already work but is there not I mean we need the ability of of saying ok right we're going to insert them in this case and we're going to notify the relevant sales rep and that the sign to their account in this case or maybe um send them an automated email so one of the one of the things that trade and help with there is we have this this boolean condition is this conditional logic step just team what this enables us to do is to set up conditions to say right ok we only want to insert the lead into Salesforce let's just keep things simple let's call this step insert Lee and but first of all we want to check whether they already elite in Salesforce so we can we can do things like find find existing records so we want to find existing leads where the email address is matching that email is coming in from from GG grout so against they leave that get the full name when let's also get the email address and we'll do that when the email address is matching the email coming from GG grout so again we're we're passing data from the GG crowd data coming in and that will pass there several steps let's let's call this to find existing leads and we can also do things like attach the owner as well so as I mentioned a moment ago you could do things like all trying to be notified and relevant a camp owner by a slack or email or otherwise letting them know personally that that the the review has come in and being for the sales rep to reach out and thank them so so I won't build the whole thing in front of you now but I'll just flick over to one like crazy previously which is very similar so you can see here we've got an example web foot comes in if they only lead we find another sales rep and we message them ingly and flax so they can they can reach out but if they're not a lead we can insert the lead and then message and more generic reviews and channeling flag and everyone says adieu something along the lines or send them a an immediate campaign biologically and also on some kind of transactional email that's all very possible as well simply by adding another step to this website great thanks Fred we have a good question coming in here let me just handle that or speak to that and the question was so how's this different from say they fear or other easy to use integration platforms what specifically to spray sell at or they do fall flat or this direct competitor that's a great question I would say where traces in the world is handling more complex integration challenges where some of the cheapest Europol integration platform fall flat it will be give you an example with Chris just shows you that boolean operator I think we may be the only vendor that's doing this with all the conditional logic operators that you need and we're also adding a lot of enterprise level features so the member of your startup or fast-growing company quite honest you probably need alerting meaning like if your workflow race you probably want to proactive alert on it and then also in terms of scaling the data you know if you only have a little bit of data for your system that's okay any vendor to probably handle that but once your data volumes go up like if you connect the segment or any other best data source all of a sudden data volume and fast processing matter and that's where trade them in as well is we're building scale to high philosophy with no latency and that's a place where say Xavier isn't operating that we love they really think that's doing a great job of basically advocating for business people to take control of their integrations and so we think that's a good mission and a good message out there and praise there to handle the more complex situations and make them easier for business people okay cool the Alex actually you were going to talk about this process B that's right so we just talked about how to automate leads getting into your systems then the question becomes what you do with those ways but before you do do something with those ways you have to check is do two important stuff and that is make sure that it's not a duplicate leave this is the bane of all marketers existence right you go to us an event and you collect on these business cards or batch scam and guess what some of those people already exist in your database and when you upload that our users are great or mismatched sweets the second big challenge that most of the spaces that sedated wildly inconsistent you might get a business address from one lead and the family month later gives you a gmail address and maybe a different code number so it's really hard to make sense of the fact of whether this is the same person maybe two new companies there's overlapping data values and then finally once you have those ease clean of data cleaning what do you do with it who do you send it to you send it to your nurture cubes you send it to your FDR team you send it to an enterprise account manager what you doing so there's lots of solutions out there in the market we happen to use porchetto but most marketing automation systems have native deduplication within it we also have any sales force they have some deduplication if you do you're just using that theorem no marketing automation system but not all g-tube systems are created equal and that's why it's actually a market or third parties deduplication services both technology services and people basic services so I use some of these in the past and they have been effective for me immediately do you see something that that the native integrations are handling completely usually they're not other percent and if you were trying to squeeze up and say 80 100 percent from those third-party vendors might be worth taking a look at in finally for the lead to account matching process there's also quite a few vendors out there that can help you do this essentially what they're taking is your lead data looking at your database and doing some fuzzy logic or fuzzy matching to give you a better chance of identifying whether that be maybe it belongs to one of your top 100 account list that is specific ATM and that will also help you have a happy sales team that gets a lock to no soy to each other please so I've got a demo there but I just want to point that out these with jobs as I asked for and yet other solutions are there to solve it let's go on to the next brussels cool so lead recovery is an interesting concept and it really comes you know as your text that grows the chances increase that you're going to have leads trapped or lost in one system or a CSE somewhere that aren't being marketed to just just by virtue of those systems not being integrated so we actually have a personal example from here at trade we had a lot of people signing up through our chat service which is intercom and we don't have we didn't have intercom integrated with Salesforce or Marketo until we realized oh people were signing up through here we have bought leads in here and that we want to you know get to and try to help more nurture more etc and so we were able to unlock hundreds of leads just by connecting these systems and I can actually show you how we did this so I'll share my screen here so here's Trey I'm just going to create an intercom let's do an intercom to marquetta I generally like all my weeks to come in through there so they usually have an intercom trigger and you can see we have a whole bunch of triggers here one thing I've been playing around with lately is doing flashed commands through slack to initiate a trigger but I'm getting off the tracker so we can have an intercom trigger you know if you add authentication here you know that's necessary we'll just use a webhost which intercom does automatically and if I look at all the possibilities that what to trigger off of and going to find contact added email so whenever we have someone who gets an email added to their intercom account with us this will send us data here so now if I wanted to do the simplest integration possible that's pretty much all I need to do I have the action here I have the lookup field which is email and then I can start mapping the lead field so I can say I want you know email address you know to come from these attributes here and you can see you can look at the output on here and start mapping those but we can get a little more sophisticated with it like Chris is pointing out I mean this is you know if I've trapped leads I want to do this and start loading ASAP but I'm going I might want to do something like well let's look up if the lead already has a Marketo record and I can like to change the operation here are marquetta one can't but our Salesforce one can so I can look for sorry we can look for Salesforce honor and see okay who's the sales rep that's owned this email address coming in and if there's no sales responds that I can assign one immediately and notify us respect you know that's something from Chris's earlier workflow and it's not yeah you know you can set up alerts just like that so that's a pretty simple one let's actually recovered hundreds of leads for us and has now helped us keep those instinct and we're actually going to build on the same workflow in a little bit but first I'm just going to kind of tell us the theory of what we're going to do next perfect thanks thanks so much Hank this is a mid-bass ative with clear bed really as it comes to as it pertains to customized onboarding customer education the question is really can we provide potential buyers with enough information at the right time to understand the value of your product and experience the right journey so in b2b what that usually means it's a combination of your website maybe a trial experience possibly a high-tech sale cycle now the role of data and especially data with automation is that you know can you use that to better personalize or customize each of those touch points whether it's seeing more contextual case studies whether it's getting sent information that's more applicable to somebody else in your role there's really no way to do that without a systems architecture that supports that and without high quality information both from a third-party provider like clear bits or even internally from your CRM from your market automation system and really at at clear that kind of our businesses hey we want to provide people the best data through an API negation so that you can do these advanced use cases now the good news is that it doesn't have to be all or nothing you don't have to have a kind of development and have a highly personalized website experience and kind of you know full-on developer this map there's there's easier things that any marketer can do as far as helping again create a situation where their leads their potential buyers are getting the right information with fairly little human touch and then of course are filtered and sent into the right journeys whether that's high touch sales whether that's a more automated nurture campaign or whether it's just a free product or a free trial I'll walk you through kind of an example of a pretty simple workflow that we have a clear bit that we've seen quite a few others adopt including Dre and Hank will often do how they'd actually set this up internally but really the premise is right at that forum Phil what's going to happen next so what we used to do it clear but we have a lot of products we have developer products we have marketing products and sales products we used to send a generic email saying hey you should try any of these different things any of them could work and kind of hope people kind of chose their own adventure and got to the right such as content what we do now is something that's quite a bit more sophisticated but very easy to implement basically upon form Phil so I stole this little form icon from trace site what clear bit does is instantly take something like an email address and turned it into a hundred other data points so if you can see in the little text here that's things like a person just from their email at things like a person's title where they live how many social influencers they are followers they have and b2b at the company level will also return things like how BIG's the company - what tech do they use how they raise DC rent that funds recently what's their industry and to connect the dots idea is that okay based on that kind of third-party data flowing in can you then influence what they see and experience after that and probably the most universal onboarding people do is through email that's what b2c and b2b so what we decided was well what is based on that data up to people and companies what effective influence the experience they see next as far as their welcoming so what we do and how we kind of customize that is let's say we have three signups one is an SVP of marketing in San Francisco with a lot of Twitter followers the second would be somebody who's maybe at a b2b SAS company with you know looks like a pretty good fit but there may be a junior person and the third lead is if somebody who again probably isn't qualified now I think traditionally with with score you say hey just give my score and figure it out from there the next level and kind of what customers are doing it well don't just kind of take information and then throw in vacuums like use that to actually drive actions and influence so what we set up that clear that is a couple different engagement points number one we'll set up a welcome sequence that appears you know it's meant to appear like a more generic welcome but it's definitely more customized so we'll say hey marketers see value in this way here's maybe a link to a case study and if they're of a certain seniority or at a company that looks really great the CTA will be different we'll say okay book a demo with sales because in those situations we'd rather have high-touch now the second example let's say somebody more junior from a highly qualified account what we may say is okay we'll use verge tags variable tags again all things you can do in any marketing automation system to say other companies like you see value in this way but the CTA may be different say okay try our free trial or use something free and let's see if you're even interested and go from there and then in the last circumstance we may just say here's the free trial check it out let us know if you have questions now clear but what we also do that's one sequence and we'll have several sort of steps after that but we'll also do is send what appears to be a very personalized email from sales again something fully automated in only serpent's only for certain qualified leads and what we'll say in those is again we'll make the emails look more personal and what it'll say is again highly template is highly customized based on all this different data points saying hey it looks like you know you guys use Marketo we have an integration that will show up Marketo you know here's an example how you can do that you know here's my calendar let's book it and the client will have that different engagement point and as you can kind of see from this diagram here ultimately you can build a graph of what you want the journey to look like for different types of individuals and companies and then lastly you know again email is is the easiest thing to do but as hanket mentioned earlier you know we see the propagation of live chat every single day is everybody's using it and let's say for like this person sue who's you know absolute best possible lead we also probably want to hit her with live chat again typing in this data through tray from clear beds when she shows up let's do she doesn't check your email you can then customize the chat to say okay sue here's those same information make sure that she's getting all the information you want her to see so that she can execute on a journal properly so I'll pass it back over to Hank here you'll show you kind of a real-life filet in which again tre who's who's doing this with a lot of system is doing this exact same process yeah so I'll share my screen here again we'll go back to we'll go back to that workflow and we'll go down a little so yeah are you [Music] if I'm using clear bit here we can actually enrich this lead so it's the same type of thing I can get person and company info by the email I look up you know you just look it up from there and then it's going to output all these fields if it if it has a match it'll find all these fields and you can even you can even add extra boolean logic say what to do if there isn't a matter if there is but that we don't do that too much what what we do is we'll have fully a modulus that will say okay look at the clear bit so there's a lot of info to scroll through here I'm looking for industry or actually here's a good one to use Oh something's going off by scrolling sorry thanks Claire ok so let's look at annual revenue this is this is what people are always interested in so if I pull in an annual revenue and I could say if that's greater than a billion now we can actually do some interesting things like this is an enterprise company oh we've got a network connection there it's my screen still sure yeah sherry but it's frozen so we'd like to have a look a little bit of web platform difficulty which happens to the best of us so let's go ahead looks like a try work work for that or we could probably switch over it looks like I was dropped from the webinar I okay our resident wasn't are technically it's just our webinar tech and I may be can just fish sauce yeah good well well so some thing we do oh I was excited to show you this we actually have an email one of our first emails will dynamically show content because you can do dynamic emails in Marketo and so as we find clear bit data that shows that you use Salesforce will promote some of our Salesforce integration to you and that's that's one of the things that super helpful when you integrate your data is it allows you to use your tools on the next level I couldn't use that feature of Marketo that way before you know using the tech look up that quickly and what's great what I also would have loved to show you and sorry that drop there is I can send that info right back into intercom so I can just drag a little intercom box down at the bottom there sends all that clear bit data at the same time I'm sending it to Marketo back in to intercom and you can have intercom allows me to do dynamic auto messages based on that same data so now you can be communicating people in the right place and with the right content yeah I'm very sorry that that crashed that's great so let me recap what we just saw and describe what a lot of people see when they complete the automation steps that we just we just went through it so we first talked about how to automate the importantly and what that's about is really speed that's over there on the upper right that gear so the fact you get leads into your system the more likely you are to make contact I've read a lot of studies I think there good one put out by impact there is really great infographic they basically show the difference in conversion rate between a company that could follow up within five minutes versus ten minutes and it's quite a big gap in conversion rate so obviously we're all working hard to follow up on those leads especially if they're not leads to say G to grab right we don't want to spend time uploading it in it's really hard when you'll need to come in and predict unpredictably so by automating it with webhooks you can rest easy that they're going to get into your system and then once they're in your systems you use third-party software to deduplicate and also identify whether or not they've already belong to a top account and a rep at a top account and that just makes for the coordination of lead management much more simple for everyone then we talked about how do you enrich how do you provide basically a personalized experience both from a marketing sales and post sales perspective and what this is this is really about is adding the benefit of giving the right message by the right person and no longer are we sending out generic emails that have very little information but now we have so much more data at our fingertips it's demographic data from sources like clear bit it's behavioral data from sources like intercom if account level data that's already sitting in sales quotes but once it's match you can now choose that whether your FBR sales person or a customer support person and then finally just finally instrumenting your profits to know not just what page they saw your website but what specifically did they click within your website knowing that is the difference between a personalized email and a generic way anyone could show you that a sequence off for a pricing page but what about that pricing page were they interested in that information that we're all searching for to send that one email so again this is about finding the right person the right time and delivering the right message and then bringing it up one level one of the major benefits of just integrating automating is having agility like giving yourself back the 10 to 15 minutes that it takes every day to upload something having that time back to be thinking about higher level challenges like you know messaging challenges or other parts of your your marketing stacks that need to be optimized and I think the big message here is that there's lots of new vendors out on the scene in the last few years tray included that are really taking giving his power to business people to marketers to sales ops to customer support odds you know before integration whether it was you know old school companies like informatica or meal sauce for Bumi that was always the realm of Def and IP and while we love our partners and Def and IP they're underwater with too many requests and there's their cues or too long and usually what falls by the wayside is hey integrating that marketing stack okay how about we integrate that so stack that usually falls on the bottom that really should be focused on products more than supporting other areas of the business and so there's this new there's just new phenomena a new set of vendors that are helping business people do this directly and we saw that with tankers are REME ops processors quite comfortable going in and automating some of these deaths that have been bothering us as marketers for years I can tell you I've struggled with webchat integration because their leads right I'm paying paid search dollars to drive link to my website and when they're engaging through chat oftentimes I lose all the optics on conversion rates in my mind those are conversions and we want to get those into our system it just happens to be that the interaction point was something that was separate from Marketo but now with automation that can bring back in and as a marketer that gives me a lot more control and and it gets me a lot of a lot of metrics that I can work with Network before we have lost data we have data that looks clean it's very hard to report or pour into and so you know online next board meeting I can do it fairly confidently to tell our team our board members are exactly what's actually happened right not just you collect the leads but what what's come of it has it progressed down the sales funnel has it converted and what revenue and all the way all the questions that any board members going to ask and so I think here we're seeing a new way to move forward from that overwhelming mark tech diagram into a place where we could all be more productive so with that what I want to do now is open it up or any questions the audience my cow and it usually takes people a few minutes kind of get the brain juices flowing again into question mode but I think there she'll just give it one minute and I just see I see a question coming in now yeah well we we do have kind of a question comment clarifying from earlier they said so it seems like you're more focused on medium enterprise where as Zach here seems to be more on small medium I I think I have a good clarification for this and kind of what Alex was getting that at my last company I used Zack here and it's my first time using it I've had friends tell me about it so I was excited to try it and I was very excited about some of the things I was able to do with this one of them was splitting if you have a 1-1 filled on a forum for full name and so you can reduce the number of fields on a forum to get higher conversion then you can use that here to split that name into first and last and and then push that back in and that was like a sweet just a little simple piece of automation that helps you get help to get that nice little increment in conversion and then another one I did was oh I can I capitalize stuff that's me with tray I've been much well so the problem I came across was I hit the ceiling pretty quickly once I started letting my imagination run wild on things I wanted to automate and as you can see the tray with the boolean logic and actually our our CTO has shoved a lot of features in there that some people have gone really complex with so I think maybe it's less of a medium enterprise sized company versus small medium company and more of a if you want if you want a high ceiling on your flexibility and power I would say that's kind of where we're specializing great thank you so I have a question here which I'll direct sort of it as clear but yeah the question is you know can this help me dude website personalization is there a way to automate processes to do that yeah great great question there's there's really a technically more involved way to do things there's slightly less so but the short answer is absolutely not to be too salesy but one of the clear bits products is reverse IP I think we talked about email enrichment post signup but pre signup we also have a product called reveal that is used to take an IP address and map that to a given company so one of the predominant use cases of that is to integrate that into a tool like an Optimizely or bwo or google optimized ok if visitors on the site or of this company size or the specific segment change the content to that now the reality is you know personalizing your website a pretty big investment and I think you know in terms of quick wins we see things like integrating data in chat into email campaign as quicker wins but certainly you absolutely can and should entering the website but you know requires usually having a personal relation platform and really the ability to create site variance because that's ultimately what you have to do is hey I'm that's creating one burden my website I need to go in and have the developer resources have the content resources to go and create a bunch of variations but once you do that there's incredible potential and again the systems and tools like pray segments others really can help you push and pull that data in different places you can kind of have it all at your fingertips like I said great great answer so I'll just give one a time for one more question I know we had a 50 minute time for this but this is a good question and I'll make this a generalized one and that is how do I get help with my automation strategies and execution and quite honestly we we here at Ray have people like Chris and Andrew who talk through this stuff every day they eat sleep and drink marketing automation so feel free to reach out to us and that's probably a good segue to - what might be on your mind and how - like how do I get additional resources so we're building out our blog posts you'll see more and more of those about specific use cases we have a few up there on the marketing integration automation side we've got some good customer stories that can give you ideas we have digitalocean who's man that's a data doorman who's the director of growth over there and got who's actually these attacks in five or six use cases Vox media they're doing an interesting post sales automation and of course outreach that's doing I think five or six different types of automation so those cases will give you ideas on what's possible and then of course feel free to engage in let's do this through our contact form or pity sign up for the trial we have in-app support we're happy to walk people through this and I'll just say that there's no you know when once I have looked at all and part of what we're advocating for is that every cup every business should be optimized in a different way there's certain data values that might be valid so for company a and not to be in a certain ways to build competitive advantage through better processes and so we're here to help empower people to really discover a more efficient way to work and hopefully a better way to grow your companies so with that I'd like to thank all of our speakers all of our thought leaders and especially want to thank our audience for for listening if you have any questions feel free to ping us from our website thank you