Streamline your marketing process with sales development automation for Marketing

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further Ado um let's welcome today's presenters you are all in for a treat we have marketing automation experts ready to show you act on in action we have Bob Garcia director of product marketing and Annie Porter senior director of solution Consultants um Bob Andy take it away tell us a little bit about yourself and what you'll be covering today hey thank you so much Kelsey um I'm Bob Garcia and I head up product marketing for Acton I've done with the company just over a year um super excited to share insights about marketing Automation and uh and the benefits of Acton's unique approach to delivering a compelling simple and complete marketing automation platform I'm joined by Andy Porter who will uh you want to introduce yourself now Andy yeah I'll go ahead and introduce myself I'm Andy Porter I'm the director of solutions Consultants here at Acton been with the company uh 11 times as long as Bob uh not very long that I'm going to be able to say something like that but I wanted to take advantage uh definitely seeing a lot of different ways that people have used a platform and they're excited to show some of the things that have kept me here for 11 years all right Bob I'll let you take it away here Bob I think you're cutting out yeah during the the practice we did notice that Bob had some robot Tendencies so um yeah Bob may I want to kill the the camera for the the presentation portion here how is that working is that better much better okay thanks well you're uh there's a couple internet Old-Timers here joining the uh the presentation here with me and Andy my first uh commercial email was sent back in 1997 and that was just through text mail but I'm excited to talk about modern Technologies and how marketing automation is delivering scale and efficiency and value for marketers can you hear me okay Kelsey yep yep sound great perfect so what's the plan so we're gonna I'm gonna give you an overview of marketing automation um it's our point of view and I think you're going to find some some interesting insights about how it could be applied to the entire customer life cycle then we're going to Pivot over to a product demo that Andy's going to leave and then we're going to close with uh what is unique about Acton and how we support our customers so let me just Jump Right In so why marketing automation because uninformed engagement is equals lackluster conversions so we're all there today interacting with the web dealing with brands that do a good job of personalization and paying attention to your interests and your goals and you also deal with brands that do a poor job of that and and more often than not you know customers are resonating with and connecting with and buying from brands that actually do personalization so marketing automation is here to help you scale you know your personalization and marketing efforts to move away from batch and blast email which is becoming less and less welcome and causing more and more problems for organizations to get into you know a recipient's email inbox another challenge with you know not doing marketing automation leveraging a technology like act on is that you develop you know no insights no real insights to tie back to revenue you know you may get some vanity metrics around opens clicks and sends but you're not going to get an understanding of what's working and how it's impacting your sales funnel and then lastly and really importantly is sales insight so one of the great things about marketing automation is it really does Bridge marketing and sales it does provide marketers with the opportunity to actually serve up hot leads and Prospects you know with their sales peers and also provide some insights into those consumers and their behaviors and um and it's it's definitely making a difference in building more Harmony between sales and marketing here at Acton we've actually reorganized our sales and marketing teams under what we call the revenue team because it's really two sides of the same coin sales and marketing and then you know in the end marketing automation helps to scale and deliver Dynamic and personalized relevant content so you're able to put programs in place that meet the customer with where they're at in their buyer Journey So based on their interest based on their level of Engagement you know based on how long they've been you know working with your organization and that's really key to nurturing leads to ensure that they move along the Continuum of Education to create that preference for your products and services and understanding to hand them off to sales as a qualified leads and this all happens at scale so in terms of a simple way to represent the the value that marketing automation provides and its efficiency in terms of driving scalable growth you know it's really there to satisfy customer expectations while you know driving efficiency for your marketing organization you know we're all being asked to do more with less and it's putting a lot of stress on the marketing teams and you really need to look at your Solutions critically that enable your your workflows and your engagement with your consumers and and and you know and Prospects and solutions like active are uniquely built to minimize complexity uh while maximizing the capabilities you know that you need to deliver meaningful personalized and dynamic engagements and this results in increasing your lead volumes makes for happier sales part partners and drives more return on investment take a step forward in the product demo Bob you're cutting out again it should interacts with your your customers and do you want to pick this one up yeah sure I'll I'll jump in here um so as we're looking at at the actual marketing automation scheme um as Bob was mentioning um we're starting from everything from your website all the way through the the sales engagement and that's really the one of the keys that I think people forget with marketing automation it's not just that top of the funnel sort of uh engagement but it involves the site visits and tracking getting your customer and Prospect data using that data to actually Target the right audiences and a lot of that is going to require connections to other systems and that's one of the areas where if you have the right marketing automation system you can bring that data in as behavioral data you can bring that into leverage data coming from a number of different sources versus relying solely on what the automation system can handle so that a lot of that will will go into how you're actually targeting the audience and that way that you can start to automate Communications both internally and externally to make sure that the right people are getting the the right messages when they need to so externally People based on their engagement are getting personalized Communications and based on that engagement your internal audience is also getting Communications to make sure that they're following up appropriately somebody requests a quote you want to make sure that somebody internally actually gets that quote request and then make making sure that you're measuring everything along the way in order to look back and optimize the engagements that that you have the the efforts that you're doing here to make sure that you're not just doing a one-to-one sort of communication and using vanity metrics to prove your Effectiveness but that you're actually tying it in as Bob mentioned to the the revenue to the the overall company and business goals to make sure that you're actually driving towards things that will make you look better from a marketing perspective but also make your marketing overall if more effective more efficient and more valuable to your company Bob I don't know if there's anything else there you wanted to add in if you can no it's just it's just really important to think about marketing automation holistically in terms of all the different areas of your you know your marketing efforts that it could be used to deliver value for so thanks for that great summary um Andy and I think one thing to keep in mind with marketing automation is again I I mentioned it's very often thought of as that top of the funnel sort of Engagement and it's so much more you can do the same sort of motions that you would think about from a top of the funnel engagement method but apply that to bottom of the funnel to customer acquisition or customer onboarding to moving your customers to more of a loyalty program so I I think often as people are dipping their toes in automation as Bob's getting to here we think very much on that that left teal area as opposed to the the blue and green or yellow I'm not sure what we would classify that color off to the the right here but uh Bob I'll let you you take over from here I think it's chartreuse good call I like my colors um yeah so different verticals actually lean on marketing Automation in different ways uh you know most of us are very focused on acquiring new prospects and customers and converting those into sales pipeline but there's really an opportunity there to you know extend the value of marketing automation do more jobs for your business around continuing to drive engagement with your customers and driving cross-sells upsells you know to make sure they continue to be happy and you grow your business with your customers and a great way to think about this is in the next slide which we see if I can click here where we've gone and captured 12 really popular you know quote-unquote use cases or business strategies um that our customers are doing every day you know using ACT ons marketing automation capabilities to support their business so you know first and foremost it's really capturing Anonymous to known you know users really you know the email address and developing that relationship and that per it's I think we lost you again [Music] sorry about that so yeah I'll jump in as Bob mentioned there there's there's so much that that goes into this um as you mentioned it's from that top of the funnel to the bottom that that just tracking the information there there's a lot of Reliance on on cookies and and Technology to to be able to do that and um I I think I heard first party cookies versus third party cookies which um we can address it as well as we if that comes up as a question but that's one of the keys as privacy as security gets more um ingrained in organizations as um you're doing more that you have to have an awareness for um what sort of privacy laws are out there uh what sort of Engagement that you're going to be allowed to do what sort of uh what Google's gonna allow you to do as far as tracking is concerned and so all of this uh goes into what you're you're leveraging for that uh that data process and and so as you're thinking about it you want to make sure that you're you're first of all set up technically for these these areas but I'm also able to engage on much more than uh much more than just that hey we're converting that Anonymous visitor to to the known visitor but adding value to to the uh prospects to the customers that you have there are several channels that you can incorporate into your marketing automation like so SMS or social media engagements and a lot of those really are more of that customer experience level sort of communication versus a customer acquisition communication so really thinking of the different tones that you can use for each of these different stages you can still use the same tools through marketing automation but making sure that you're accounting for the different tone that you need to use the different audience that you're targeting and the message that you're trying to get across as well as the outcome that you're trying to measure so something like the engage group with that that keep section that's really a different communication than we're talking about for say the uh the upsell or the scaling customer acquisition but the tools that you're going to be using to execute that they're all very similar so Bob I don't know if there's anything that you wanted to add as our resonant Decepticon today uh but we can move to the next slide which is me excellent uh so we'll go ahead and and stop sharing and uh please let me know in the the chat if I do start to come across as a Decepticon as well um because I I do have some of the similar internet issues as uh as Bob sometimes has so uh feel free to let me know and hopefully you guys are seeing my screen with the um act on contact report Yep looks good perfect so what we're going to focus on today is um talking through some of the key areas of the act on platform and as you can see there's a lot that goes into the act on platform and Kelsey told me I was allowed to talk for about 20-ish minutes um so you will not get the four hour demo from me today but I wanted to talk a little bit about the data that we will be collecting um and what sort of information that you'll be able to leverage as you're targeting the audiences that you need to Target and we'll talk a little bit about that that targeting process including what we're doing to personalize The Experience on the customer and then we'll hit on Automation and Reporting uh towards the end of the the demo process so first and foremost this contact report which I gave you a sneak pre-cut pre peak of a moment ago this is an overview of all of the data that we are collecting on the behavior of an individual so you're seeing the email engagements website engagement Search terms media files SMS messages if you choose to use that that channel social um automation that you have people in one thing I do like to point out is this custom events section of this because this allows you to bring in things that are happening outside of the marketing automation platform into Acton and account for those as behaviors with a time stamp so you're not treating it as another field that you have to add to your database it's purely a behavior that's related this is a unique feature of of act on and all of this information comes into the timeline so you as a marketer are tracking all of this Rich information on each individual to understand what sort of Engagement they have what sort of emails they they're looking at or or receiving and all of that is going to come down to the the date the timestamp the specifics we can even drill into the the specific page if we wanted to to see the the details now as a marketer you're probably not going to look at every penny got in the world but one thing to point out here is this same contact report is available in all of our CRM Integrations and we even have a tool called the CRM integration toolkit that allows you to add that to even crms that we don't have a native integration to so it's really expansive to as Bob mentioned try to help align that sales and marketing function to where the sales team has better trust and leads that you're sending over from marketing perspective and better insight to actually execute on the the sales process that will make those leads that you're spending so much effort getting into their hands actually close so everyone along the way is is getting benefit from that that insight now as I mentioned the marketers are not going to want to look at every penny Scott and that's where the segmentation comes uh comes in so as you can see here we have a number of different criteria that we're using to Target into a particular audience in this case we're looking at a decision maker title who's actually visited one of our product pages in the last 30 days we can start to filter that down into the industries that we want to look for people who have an opportunity that's going to close in the next 30 days or is not going to close in the next 30 days you could do something of that sort as well looking at the the behavior score so all of the behaviors that we're looking at can be generically scored as hey somebody visited a web page or it can be scored more specifically as Somebody went to our pricing page Somebody went to this particular training page or somebody went to our careers page and I want to give them a negative score because that's somebody looking for a job not looking to buy so all of that information can be tied in here from a an overall scoring perspective or from a segmentation perspective to where you're targeting people for your bulk Communications or as part of the automation now one thing I do like to highlight is any of these uh segment criteria that you have you can actually save as a query template and reuse later on so you have the ability to uh very easily replicate processes and again if you're looking more at hey I want to look at people who actually closed in the last 30 days and we could say hey is is after 30 days ago here and now I'm I'm more looking at the the folks who are net new customers and so I'm looking for more of an onboarding process versus an acquisition or a late stage funnel sort of communication now when we get into the actual um messaging that you have there of course we do have SMS as a channel and very similar functions that you're going to see here from uh from the email but I'm not going to go through the entire email composer it is a drag and drop it is automatically responsive I really want to focus on these really weird looking sections of the the message because this is where Acton allows you to enable a lot more personalization and customization to the way that you're actually communicating with the audience so we have personalization based on the individual we have it based on the organization and the type of organization you see this this image link we're actually going to populate an image based on the type of organization that they're working with and then down here at the bottom this is our Dynamic content which is another way of getting that personalization in a kind of a bulk level if somebody's in in the k-6 audience for this particular group or middle school school or high school we have the ability to personalize based on those those particular audiences and then as we get into the review step you can actually see how this is is going to to work here so we can look at um John he's working with middle school children so he's got Middle School child as as the image here with content for the transition from elementary school into middle school for Warner Academy with that different image at the bottom whereas Sarah's getting details for elementary school children so she's got the the different content here different uh information Marlon Samuels Elementary and Morgan is working with independent Learners so she has details for the Independent Learning with the hands-in logo so you can see that as Bob mentioned you could do all of this information that personalized communication at scale by leveraging some of these tools to capitalize on all of that data that we are tracking on the individuals now to take that a step further it's not just in the the way that we're actually personalizing the message one of the the key elements of act on it is the ability to send in different ways so obviously we can send immediately schedule it use the recipient's time zone so we're not sending a message at 6am uh Pacific time when we're trying to hit a 9 A.M audience on the East Coast where you don't have to try to figure out what is the magic hour that's going to work we can say hey well I want to send this out at 9am and that will hit each time zone respectively at 9 00 a.m you could do use a send over time if you needed to throttle your message we're doing a large message that's out of the ordinary for the type of bulk messaging that we've sent as well as being able to use my personal favorite the Adaptive send feature now you may have used or heard of send time optimization in the past which is a way to optimize when you're sending the message based on email engagements which is a really nice feature the dirty secret of it is it becomes a self-fulfilling prophecy because a majority of the communication engagement that you get happens within the first two hours of a message going out so you're basically receiving hey we're sending out this message at about the right time because it's skewed towards the the natural engagement that happens when sending out a message where adaptive send differs is it looks at all of that behavior that we looked at at the beginning of the the demo portion from the the web page to the SMS to Media social media those custom touch points and identifies the day of the week and the hour of the day that each individual is most engaged with the brand and what we've seen with customers leveraging it is about a 30 increase in the click-through rates when they use adaptive send versus when they don't use adaptive sends so it's not comparing different customers with uh with each other so you have this this high range of variants it's within a single customer's engagement that they're seeing that that sort of increase so just leveraging that data not only to personalize the communication but to personalize when somebody's received leaving the communication will help you with that engagement level which again as many of you who are might be interested in deliverability will note that's the biggest key in actually delivering your messages into the inbox isps are looking less for using magic words in your email and more for how is your audience responding to the messages that you're sending and so the better engagement you have the more trust you build with the isps and if there is a misstep the more likely you are to actually overcome that misstep versus automatically being thrown into spam for all eternity now as we kind of shift from a single communication to a series of communication that's where the automation comes in and and so we can see that uh from a uh an automation perspective we have a number of different steps in this case I'm looking at just an early stage education process here where we're sending a targeted ebook now in this ebook we may be able to personalize based on Persona so we have different conditional variations of the message that are going to go out we can also do an A B test if we wanted to to make sure that the right message is going out to these audiences but this is a way for you to have another layer of personalization beyond what we've already talked about wait a week if somebody is not engaged then we're going to send an alternate ebook and you know maybe we'll we'll incorporate SMS as part of the process and then move them over to the next step over here with the uh value prop case study and we'll wait a week if they're engaged then you know what maybe this is the time that we need to engage with our sales organization and incorporate them as part of the process so we're going to assign a task in the CRM for salesperson to follow up here and as you can see we can move through a lot of these different steps to communicate just to give you an idea of the steps that are available this top section is really how we're going to communicate with the audience sending emails sending SMS messages branching based on either opens and clicks or this could be a combination of anything that we know about the the individual based on things that are coming over from CRM the behaviors that act on this tracking a combination thereof scores and so it could be hey we're just waiting for somebody to hit a score of 40 and then we're going to send an alert to our sales team that could be part of how you were branching and qualifying um in this process the second section is really how we're going to manage the actual customer record so we can update records we can move them around we can send alerts based on what's happened with the the records via email we can use an API connection to actually do a web post to another system so maybe we want to do a direct mail piece or maybe one somebody has qualified we're going to add them over to some partner marketing or something of that sort and then tying into the CRM as well this this account is connected to Microsoft Dynamics so we have tasks in CRM but you have similar functions for zendesk cell for sugar cell for Salesforce CRM as well so you have all of these these functions to incorporate the sales organization as part of the process internally one thing that we did was add based on a an actual email that A salesperson sent out we were able to actually incorporate um a process of adding somebody to this Automation and sending notifications or alerts on follow-up processes that the sales person uh should do as um part of following the the overall sales process so we had you know two days later a leave a voicemail three days after that we'd send a personalized email on behalf of the sales rep and then a couple of days later it was connect on social media and leave another voicemail or or give another call um if the person uh doesn't engage then hey let's let's go down this other path so you can see how you can as a marketing team more closely align to what we want the outcomes of sales to to be as well so again making sure that you're putting all of this effort to qualify records that were actually getting those records worked on in in the most efficient manner and not losing any of the the hard work that we've done from a marketing team now I do see a couple of questions in chat from a product standpoint um so um one question is is there going to be a change in segmentation to to look from days to hours at this point if you want something more of an hourly based uh engagement um the best thing to do is more trigger-based messaging um based on somebody doing engagement within a a particular scheme so typically with the the sinks that we have with the engagements you can have those weight steps built in for the the hourly weights but typically if you have that sort of communication where it needs to be more timely trigger-based messaging versus um time-based messaging is probably going to be your your best method um and then there's another question about Apple um the Apple privacy policy and really what they're doing so this is something that we've actually put a lot of effort into and on our um act on connect um which is our knowledge base we have a lot of documentation on uh deliverability especially in working with with Apple so there's things that we do from a tracking perspective that can recognize when things are coming over from uh from Apple um but I I the the follow-up question is uh do you still suggest using open email as a branch option and honestly I don't um so we we do have email not opened or clicked I would typically lean towards the email was not clicked because that's an actual engagement and a lot of times as as was mentioned in the the questioning there's a lot that comes up with the uh the the email um whether it's apple or whether it's other Barracuda or other filters spam filters that go on there that may register as an open because it's downloading the images um and so it's a less reliable um metric that you're looking at so for us we have actually been talking about opens as a less valuable metric for eight years um at this point so we want to make sure that we're actually looking at more of the active engagements that that folks are using so you can use the opens to identify more so is this a valid list is this a valid record that we have versus is this somebody who's engaged because again A lot of times you have the preview pane of how somebody's looking at their phone and scroll through their emails delete the message above it and then it automatically loads your message well guess what that's going to count as an open even though that person may have just deleted your message immediately thereafter and so again focusing more on the clicks is going to be more key for you as far as identifying what is working and what is not working from an actual email optimization perspective now speaking of optimization I I will actually jump back into some reporting that we have here and and talk to some of the reporting that you can start to leverage to optimize your communication so starting from the the actual content that you're running you have the ability to see how are people engaging how are people actually exiting or hitting the goal criteria from the the paths that you have what's happening within each step of the nurturing campaign to identify where are things working where things not working so maybe you can optimize pull different levers to make things work better in your Automation and then even dialing into the email to see okay let's look at this first email that we have and to see what sort of Engagement we're getting on this email and understand where are people most engaged so a lot of people are actually going to our personalized link that we're putting in to the the message versus some of the other downloadables that we have in there so good key to identify that you know the more personalized we get with these communications the better engagement we're tending to get you can also see the device and client that you're receiving to identify what's working and what's not working what your audience is actually consuming your content on so if you have most people using mobile devices then maybe you want to just design your content mobile first desktop second in this particular case still a lot of our audience is still looking at uh things through a personal computer so we still want to be mobile optimized but we don't have to completely shift our approach and then as we look at the reporting getting details into what is working both from an actual content perspective so something like the revenue attribution report will show you what content is actually driving Revenue uh based on first touch or multi-touch where you can weight different activities as more or less valuable and see hey the contact me request form is more valuable here than the the home page we can see what sort of deals have actually closed and how much revenue has come in from those deals associated with this particular asset then you can zoom a little bit out to identify the revenue impact report which is going to look more like the actual um more at the the actual types of communications or types of campaigns that you're running to look at what's generating New Leads so hey outbound emails generating a lot of leads but you know what we're actually getting more um opportunities from surveys versus the the outbound email and then we can even drill into what sort of pipeline is being generated by the actual campaign type um what sort of Revenue and per campaign what sort of Revenue should we expect so it'll help you both forecast what you should expect when you go to create a new survey campaign and do some retrospective after the campaign runs to see is there something that made us actually do better or worse in this particular campaign is there something we should replicate or take from other campaigns to make sure that we're moving forward and increasing this number and finally the funnel reports which is my personal favorite not because these colors are so beautiful but because the story that you can tell is uh pretty compellent and so in this case we're just looking at Anonymous visitors down to to one opportunities these stages could be completely different for you and what your actual customer Journey happens to be but what we're doing here is tracking both the volume and velocity with which people are moving through these stages so we can see uh and let's say this converted to known visitors um to New Leads 8.1 days that's a long time for somebody who's become a known visitor to become a qualified lead so one of the things that we actually did was we had a an immediate alert sent to one of our sales development reps to reach out and qualify that that lead or that that visitor as a lead um one day later we sent a personalized email with content recommended based on their behavior uh to help try to qualify that that record and then two days after that there was a task set in CRM to the owner of the record to actually follow up and qualify that that actual lead as a qualified lead and we were able to cut down that time frame from 8.1 days to 3.2 days so you can see the significant impact even though the the numbers increased they didn't increase you know significantly to where you can say oh my my goodness there's so much but that velocity is a key metric that we're seeing here and this is something that helps you to tell The Narrative of what's happening in your marketing tactics without needing to bring every single marketing report that you may have across what you're doing so um let's all be honest in an executive meeting once you start talking about email click-through rates nobody's listening anymore so um this this is a good report to help you talk to those things that are all hard work that you're doing but at a level that is going to be compelling for most executive listeners now we do have a question here about where is the financial information coming from um it is coming from the CRM syncs with our native CRM integration so uh sugar uh cell zendesk cell Dynamics netsuite and uh Salesforce all of those uh connect and we can bring that opportunity information in and leverage that for this reporting now with that I will go ahead and stop my sharing here and we can open it up to more q a and I'll uh start my video so you guys can see my giant head yeah so we did get a couple of questions come in um Michelle wants to know a little bit about how the relationship with Salesforce works is it bi-directional and that contact detail or preferences updates sync both to and from the CRM and how much of the user analytics can be shared into contact or lead records yeah that's a really good question and it is a bi-directional sync you have control over what data will sync between any of the crms including Salesforce and act on so you can say hey we want to share this much with Acton from the CRM it doesn't have to be everything that's in the CRM it could be a certain portion you can restrict what Acton has and you can also limit what goes over to the CRM from act on so a lot of our customers are doing um qualification inside of act on before they actually push the message over or the the record over to CRM to keep the CRM as clean as possible so you have as much as you you want with Salesforce you you also have the ability to work with Salesforce reports which opens things up we can tie into and a lot of the the crms that we have the opportunity level sort of data and it's named something different in each of the crms the account level data and again there's there's different naming conventions that they come in men but anything on those objects or entities or modules depending on the CRM you can pick and choose and that will include both the standard fields and the custom fields from those those crms great um and then we had a couple questions actually come in about adaptive sending um do you have a recommendation for a minimum time period and then another question was if you're sending all in one day what's the minimum amount of time that would make it helpful so it with adaptive send you're not choosing an hour range because we're going to be picking the hour range on there so the minimum that you can choose is one day and basically anyone in that audience will pick the best hour that day for them if they don't have enough data to identify that they're most engaged then we can actually send out the the message um as an A B test across the time frame um so it really depends on how quickly you need to get the message out we do offer adaptive send for sales users to send as well so um in that case I would choose the the one day as the option there for marketers it really again the longer you have as far as the time frame um probably the better engagement you're going to have so if you have a message that isn't necessarily time constrained pick a couple of days to two to three days is probably a good sweet spot you cannot go more than seven days on the adaptive send because it is based on day of the week there so once you go beyond that seven days I mean we'll we'll pick the first day so nothing what would happen after that um so um I I would keep that in mind as you're going through is my message actually time dependent um and you know how big is the audience that I'm sending to um more questions about adaptive scent it's a very hot topic um how long does adaptive sending need to select an optional opt optimal time to send uh we will use a b testing until we get 100 touch points from an individual so it does need some time to to capture that that behavior to have an actual statistical um statistical uh significance um as as you're working through but um yeah and I see a question or a comment here about uh three day to seven days absolutely the longer you have the better results you could have um with that um as well but um the more data you have on individuals the better you'll get and again if we don't have enough data we will do an A B test right and that's a good segue uh to Mark's question um if he's uploading a CSV of fresh leads does act on remember contacts from previous uploads yes yeah so we have a beyond the list we have a behavioral database that is email as the signifi as a unique identifier so as long as that person has been identified previously all of that behavior will still be maintained inside of Acton some um also does Acton have its own text sending platform um or does it need to integrate with another SMS program and if it has its own can send short code five to six digit numbers yeah so we do have um SMS embedded into the platform we can do five to six character short codes or the the uh the 10 digit um what we have seen is short codes take a long time to get approved and so with the 10 DLC um legislation that's come out there it's easier to get trusted 10-digit uh long codes um for your your SMS messaging and so that's what a majority of customers with not an obscene volume of of SMS are doing so if you don't have a ton of volume with SMS a short code typically doesn't make enough sense but that that 10-digit long code you get similar results uh from a short code from the 10-digit as the the short code because you are basically acknowledging and um following compliance laws there's a lot more that goes into it we do have some really good documentation both on adaptive send and on text messaging and act on connect which is connect dot act Dash on.com and everyone has access you don't have to be a customer yeah to add on to Andy's comments if you guys can hear me um but our our SMS is native and fully integrated into Acton so you can actually build it into an automated program so definitely worth a deeper look right um well we are at time um so if there are no more questions I think we can go ahead and end there um actually there is one more question uh dare I mention gdpr how does your system cover this aspect of things yeah we we are uh very aware of gdpr um we do have a whole Hub on gdpr compliance so Acton has tools to help you manage your your consent capture to erase contacts if necessary so um we are very embedded to help you be gdpr compliant we can also incorporate our tracking into your uh gdpr or consent tracking that you may already have so you're not adding another layer of consent that you have to capture for act on you can include us in the consent that you're already capturing um as as you're tracking but Acton is ISO 27001 certified uh we just became HIPAA certified so they're we're very uh in tune with the compliance and security uh privacy shift um that's happening in in marketing especially um so uh if you do have more questions on that again act on connect is a great resource but um we can also have a conversation uh with uh with one of our Solutions Consultants to dive into uh more depth on that or even get one of our compliance representatives in great questions well thanks everybody for the great questions um just a quick close on on the webinar hopefully you can hear me apologies for the bad internet connection I gotta work on that uh but just a real quick recap on on what makes Acton unique you know marketing automation is the only thing we focused on unlike a lot of our competitors which are one product out of a massive portfolio of different acquired products this is the only thing we focus on this is the only thing we focus on with our services our product and our sales and marketing teams and uh and we're really excited to be working with customers who value that type of service and we've got a fantastic customer support team in fact we've got the best reputation in the industry and we're we'd be delighted to uh you know have the chance to work with you all in solving your marketing automation needs whether you're new to marketing automation or you've been doing it a long time and you're currently unhappy with your current vendor and that's it for me Kelsey amazing um well thank you everyone for all the great questions and for your time today I hope you found it valuable um there will also be a survey at the end of this so please stick around if you have a chance um but please everyone and give a big thank you to Bob and Andy for walking us through the platform um and have a great day thanks everyone thanks everyone foreign