Sharam Fouladgar-Mercer

Yeah, so generally it's been word of mouth and our own PR efforts, probably unsurprisingly.

We've had fairly limited marketing back then.

Much more recently, though, we're having more of a marketing presence.

We threw our first conference last year with Jeffrey Moore as one of the keynote speakers, author of Crossing the Chasm, as well as Andy Cunningham, who was the first PR person for Steve Jobs and has launched a variety of different categories in the industry recently.

Um, so we're starting to spend more of our effort on marketing now.

Uh, but historically when we first launched, it was a lot of, uh, uh, word of mouth and introductions.

Sorry, can you repeat the question?

Yeah.

So what we're able to do is we can tie into how many people after having read an article will, for example, come to Salesforce's website.

after reading that article about Mark Benioff or about Salesforce and then ultimately go from there to signing up for a demo of the marketing cloud or applying for a job.

And so being able to do that in the B2B side or on the B2C side all the way down to did someone sign up for a particular product or purchase a particular product.

So we tie it from the original article that the PR helped drive down to an action or an engagement that matters.

Yeah.

I mean, there's a couple of pieces to that.

So the first one is, is, um,

The tech doesn't need to, because we're not going through the process of integrating into their custom systems, we don't have to worry too much about someone's tech looking like this and another one's tech looking like that.

If we integrate into a Google Analytics, for example, Google formats the data in a particular way.

And so that allows us to build a system that then can integrate into multiple companies' data platforms.

We can have our own tech go that deep or generally these companies will have a Google Analytics or an Adobe Analytics, for example, that would go down that deep and through their own funnel.

So if we just tie into one of their web analytics solutions, then they usually will have the tech already there.