Kim Lecha

that thing is a static picture that cannot remain static.

So as you collect information and you bring these fragmented sources into one unified data set, you also go into what is static and a priori to dynamic, ever-evolving, and based on feedback loops, what is really working.

The fourth step is,

about now you can think of different journeys for different segments.

For instance, one segment is

People who are inbound in our contact us form.

Another journey is people that marketing could try to grab their attention, bring them as MQLs, and then they need a separate type of action.

In one case, it's mostly hand raisers.

It's inbound.

In another case, we are going outbound with a combination of marketing and sales.

It's very important to prioritize.

And here, again, I would go back to where do you have the biggest numbers?

Where can you achieve the biggest numbers?

What is most probable that is going to have an impact for you in the shorter term?

Generally, contact us shows high intent, and that has, let's say, more probability of success.

Finally, measurement.

So all of these funnels can have their KPIs, and you have to measure what is happening, how many people come into the contact us, how many people are taking the call, and so on.

By doing this in a very personalized way, by bringing all this data and knowing your customer and different customer segments, the final step or the final thing that I want to share with you is,

It seems to work.

It took us a year to get here, but in the last nine weeks, in terms of the highest valued customers, which is the enterprises we use, we've been seeing record levels of new