Latest / The Prompt / Ep. 588 | Behavioral ABM: Detecting Buying Groups Before the RFP

Transcript

Ep. 588 | Behavioral ABM: Detecting Buying Groups Before the RFP · The Prompt

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  This is on base your one stop shop for solving your most
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  pressing B2B go to market challenges.
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  Each week, host Chris Moody and Paul Gibson talk to sales and
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  marketing leaders to get you in depth insights and creative
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  strategies to set your revenue teams up for success.
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  Hey everyone, welcome back to the Home Based podcast.
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  I'm Miros Chris Moody, and today's episode is all about
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  rethinking account based marketing through the lens of
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  customer experience, behavior and design.
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  So instead of treating ABM as a set of campaigns, we're going to
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  explore how understanding what buyers are actually trying to
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  achieve shapes more meaningful account level digital
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  experiences. And we have an incredible guest
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  to jump in and talk about this today.
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  So joining me today is Ridoy Glisic, SVP of Digital Strategy
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  and Design at Altudo. Ridoy is ACX branding and
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  personalization expert who specializes in applying
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  behavioral psychology and the Jobs to be Done framework to
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  digital experience design. So I love that combo, behavioral
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  psychology and Jobs to be done. So 2 slightly different things
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  that you balance out there. Welcome to the show.
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  Very nice being here. Thank you for having me.
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  So I'd love to jump in on this. You've spent a lot of years
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  working at the intersection of CX or customer experience,
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  branding and digital strategy. So from your perspective, how do
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  you define account based marketing today?
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  Because some people don't even use the term at all, right?
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  Like it can go any direction. Right.
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  So the way that I'm actually taking this is first trying to
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  actually figure out with the client whether their
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  organization has even a concept of account based marketing and
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  they've gone through some level of indoctrination of what that
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  means and how it works. For the most part, most
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  organizations that that that approach us really haven't done
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  any any meaningful exploration of what that means.
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  However, like you mentioned, for the people that have some
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  exposure, usually means campaigns and usually means
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  LinkedIn messaging that goes out in certain, you know, specific
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  periods of time. Obviously that's the scratching,
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  not even a surface from what can be done in account based
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  marketing. So for us, the entirety of CX,
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  so the entirety of experience from when we have an, an initial
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  brand introduction to AB to B client from our prospects all
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  the way to possibly signing a contract is up for grabs in
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  terms of the ABM motions that are in between, especially
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  because modern DX PS. So, so modern website platforms
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  do give us the opportunity to investigate a lot of behaviour
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  that happens in situations where nobody's looking but the client
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  or the account or the prospect is making very specific moves
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  that means something. So incorporating the actual
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  capability of the DX PS of personalization engines or ACDP
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  is a must. And obviously now like everybody
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  knows the LLMS that have become the de facto introduction of,
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  you know, so the brands can introduce to their prospects
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  mainly via LLMS. Now we're seeing all the direct traffic
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  tanked down and all the bot traffic go up.
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  We've had to actually think through how do we state the
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  content that the LLMS are seeing is essentially quote, UN quote,
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  reference type content that that it moves through all the EDAT
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  signals appropriately before we start personalizing it, cutting
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  it down for buying groups or accounts.
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  So long answer, but the behavioral analysis capabilities
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  of the DXPS and trying to figure out how to get reference content
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  recognized by LLMS are the two large points to where we're
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  bringing to the ABC place that that people wouldn't know about
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  a lot of times. Awesome.
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  I love that and I mean this is not a surprise to anyone
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  listening, but not everyone factors in the account based
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  experience from day one or when they're building a website,
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  right? Like a lot of times these happen
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  in creative vacuums and it has to meet certain brand standards
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  and they're not always thinking about their audience.
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  I'd love to hear with your experience in doing this for
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  lots of different clients. What is the biggest missed
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  opportunity when companies design websites without thinking
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  about account level engagement? Oh man, you asked the singular
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  biggest thing. There's, there's quite a lot and
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  we'll probably touch on those. One the, the, the technical
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  biggest thing I suppose is the data schema and the data
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  structures that would ultimately power ABM and everything else
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  that comes later. We can talk about that more.
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  One very large operational missed opportunity that I try to
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  close every time I can is that ABM gets exposed as a mode of
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  operation to the sales team and to the marketing team as the
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  project starts. So as we're talking about how
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  certain web pages are going to actually have their dialogue
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  flow organized, whether that dialogue flow is going to make
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  sense when we have a anonymous user and when we have a specific
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  account identified user and then how do we change it, What do we
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  do from there? So the biggest miss that I see
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  is that an organization would have, like you mentioned, go
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  through a brand design agency, get some figure designs stuff
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  that looks good, that somewhat is OK in information
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  architecture and tagging and then say, OK, so we're building
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  this. But then later on a year down
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  the road, we'll come back and, and and plug in ABM.
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  Sure. But to plug in ABM at that stage
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  and in that way is a lot more expensive and the organization
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  isn't primed for it. So when we typically do this as
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  we're doing the the redesigns and we're going through creative
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  sessions with our client, the ABM motions that are going to
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  come into play a year down the road are already part of the
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  creative process and what we expose to the client at the
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  wireframe stage and even at the dialogue flow stage, even at the
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  narrative stage. So I think that's the biggest
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  myth because if you have both the sales organization and
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  market organization start to talk about ABMA year down the
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  road, A, they're starting too late and B, you now you have to
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  catch them up to everything and then you don't have them act on
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  how the website will participate.
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  You would have saved me a bunch of time when I was an analyst
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  because we were helping with account based and how to drive
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  pipeline and revenue and it was always trying to bring sales and
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  marketing together. So trying to say no best sellers
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  of the world. What we're talking about is what
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  you've already done really well. This is just doing it at scale
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  and marketing helping you even more to be more personalized,
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  more relevant, all, all the things.
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  I'd love to hear, you know, if you think about that future
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  state. So once you get through the
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  redesign a year later, what are the responsibilities of a
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  website and an account based motion once it's actually built
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  for account based marketing, right?
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  Couple of very specific responsibilities, like from the
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  baseline. So one major responsibility for
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  the website is to listen and to listen for patterns of
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  engagement that makes sense to be known by either a market or a
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  sales team on the other side. So listening for these patterns
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  of engagement is priority #1 as you know, people that are on the
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  other side of the buying cycle in B2B institutions 959697
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  percent of of the time are not in market.
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  They're researching, they're gathering information, they're
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  figuring stuff out, they're vetting organizations, etcetera.
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  So we and other organizations have figured out that we can see
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  evaluation patterns, we can see assessment patterns, we can see
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  either negative or positive patterns in both of these ways
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  of looking at the website engagement data.
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  So priority one is for the website to listen to gather
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  behavioral data, recognize evaluation patterns and other
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  engagement patterns and essentially amend what demand
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  base would give as empty ways with behavioral information and
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  say it does look like there is a procurement team vetting you,
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  your organization for this type of engagement.
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  It's a clear pattern. We see it, hey, we will inform
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  you. We'll put a note in Salesforce
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  that says it's not just intent, we have evaluation for actual
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  RFP inclusion. So that's one is it's it's
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  especially listen and to get information back out.
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  The second, I think responsibility in a website for
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  ABM emotions is to focus the interaction of the people on the
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  other side. Most websites have too much
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  information for too many people because they're built for
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  anonymous traffic and for, you know, 25 different personas.
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  So focusing the attention and the information by removing
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  unnecessary stuff out is the second thing that we try to
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  actually have the website too. So listen, figure out if there
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  are patterns of engagement that we need to inform about, and
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  then remove as much garbage as possible for the accounts that
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  we have identified need specific focus.
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  My brain is going a lot of different places right now
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  because, you know, I think about our website and the process of a
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  rebrand and you know, we have a relatively new CMO, just all
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  the, the things that stack up. And I, I do think a lot of
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  people almost go straight to rebrand when they think about
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  how to correct some of these things if it's not in the DNA of
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  a website. So it's kind of the reset button
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  and start over, which happens in a lot of marketing
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  organizations. I'm curious how you approach
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  that, right? Like if you've got a company
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  that's been around for a long time and has a big web presence
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  and it's, you know, better than average, let's say, how do you
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  kind of help them get back to that?
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  We wish we would have thought about all these things when we
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  built this. Yeah, that makes a lot of sense.
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  So you mentioned that you were coming from an analytics
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  background. So you do some fairly steep
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  behavioral analysis on the engagement data for the website
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  as is. And we also do behavioral
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  analysis on competitive engagement data that we can get
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  our hands on through third party tools and through stuff like
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  similar web. But essentially think of large
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  scale pathing analysis, think of large scale corporate analysis
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  and in some cases multiple different final types going in
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  and out. So we tried to figure out
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  whether the pathing through the website, the high intent pathing
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  of people clicking through the website works through the
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  navigation, works through the Ctas, works through the search
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  engine in the places where it doesn't.
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  We obviously want to figure out how to fix that for everybody,
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  but how to actually prep that fix to have more important
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  information for the folks that are going into the account based
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  files. What we also want to do is to go
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  through their content, through all of their content.
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  And now that we have LLMS attempt to classify all of their
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  content that they already have. They've spent millions of
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  dollars producing over in some cases decades and to the point
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  you made that has built them a lot of brand equity.
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  Go through all of that content, categorize it and atomize it as
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  much as we possibly can and put it in cohorts in buckets that
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  would later be used for for the type of personalization that we
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  want to see in account based motions.
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  So we tried to do and this was a major manual effort in the past.
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  Now it's not thankfully, but we try to tell them then what types
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  of motions can't be executed in the website the way it is, even
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  though they're their brand presence is excellent.
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  So what type of motions cannot be executed and why that's bad,
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  What we need to actually go and fix. 2nd, we tell them that from
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  their brand equity, from their content, what types of content
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  are we going to analyze, extract, organize, tag and
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  repurpose for account based motions.
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  So that that usually paints a picture for people who do know
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  what ABM does or what ABM is intended for.
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  For the others, it's a little bit more difficult, but that's
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  that's where we start with. That's really helpful.
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  And you know, if we flip to the user experience on this, I'm
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  curious about, you know, when you think personas and accounts
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  and buying groups and the evolution of what the experience
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  and personalization is going to look like based on that level of
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  information. How does the digital experience
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  and personalization change when you move from a persona to an
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  account to a buying group? I'm probably not going to
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  compare it from personas to accounts to buying groups, but
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  I'll just paint a little bit more of a picture on what we
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  attempt to actually do. So I mentioned just earlier that
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  we try to construct these buckets of content, cohorts of
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  content that are tagged with very specific either taxonomies
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  or specific ad hoc tags that we know we're going to use in
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  certain cases. We try to actually get that
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  content to be the source content for LinkedIn motions, for e-mail
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  motions and for website motions in a coordinated manner.
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  So that we're not really asking the marketing team or the sales
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  team to be writing a flavor of this for the e-mail flavor of
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  this for LinkedIn, flavor of this for the website.
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  We pre think through those adventurities and say we're
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  building these cohorts of content.
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  They're, they're going to be storing the DXP knowing that
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  they're going to be used in the motions that are coming down the
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  line. So for the experience, we try to
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  actually build the source information that willpower the
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  experience in all channels fairly quickly and in an
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  organized way, thinking through all the motions that that we
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  know are coming down the line. Second, we try to do other than
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  the normal content personalization on the websites,
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  which everybody knows and does. We tried to actually do both
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  focal and temporal personalization, which is a
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  little bit scarier for marketing teams when they hear it's a
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  focal personalization. Simply means, like I mentioned a
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  little bit earlier, strip away almost everything from the
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  website that does not aid the movement of a certain account to
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  a certain conclusion. This essentially means
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  restructure the navigation, move stuff away into more details,
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  get all the unnecessary Ctas and random cross sells out of the
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  way. Like get everything out of the
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  way so that we are walking down a specific path that's
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  meaningful. So that's a little bit scary.
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  People try to resist it first. Then we try to ungate as much as
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  to information as humanly possible.
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  There is still this, this, you know, mindset in B to B
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  organizations that we have to gate these reports.
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  We have to get the e-mail. Then we'll give them this report
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  and then they're going to love us and then they're going to
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  call us with, you know, .5% success rate.
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  So we tell them if we ungate off this, we'll get to 10/15/20
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  percent success rate. They're skeptical to begin with,
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  but that ends up happening and then the temporal
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  personalization in the experience.
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  And this also means not hitting users over the head with a
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  contact every time they do something.
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  So we basically go from fire off an e-mail every time the user
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  takes a breath to fire off only these three specific emails in
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  these specific triggering points and nothing else.
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  So we do focus in a temporal way, focus in a spatial way on
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  the website, and then organizing source content for
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  personalization in a way that's powers everything down the line.
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  Yeah. You mentioned triggers and I was
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  about to ask about signals. So the perfect segue that you
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  built for us there. You talked earlier about
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  notifying A procurement team or notifying sales that a
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  procurement team was investigating.
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  Your content, yeah. Yeah, yeah.
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  So we we know that there are an infinite amount of signals if we
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  can parse through them all that come through a website.
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  I'd love to hear some of your favorite examples of notifying
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  sales or whatever the case may be.
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  But identifying signals on a website that show that an
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  account is progressing even before sales is involved.
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  So what are some of your favorite examples or signals
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  that you love to look for? Yeah.
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  So that example that I gave, I can elaborate on that a little
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  bit more. So there is this signal that
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  that we call an evaluation pattern that is specific to
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  consultancies, to consulting organizations like your BCGS,
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  your Mckinsey's, etcetera and kind of high value legal
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  services, large legal organizations.
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  There is a pattern where people from specific accounts that
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  they're going after will download reports, let's say as
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  reference information and they will download them one this
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  month, another one last month, in three months, nothing, then
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  download something else, etcetera.
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  Then all of a sudden you see those same reports that were
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  that were downloaded 3 or 4 times over, let's say a period
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  of one year start to get downloaded in a period of about
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  two or three days, compressed by 10:15, 20-30 sessions and they
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  get downloaded by multiple IPS. So that starts our listening for
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  the evaluation pattern. So then we essentially say, OK,
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  we know that this organization is doing condensed review of
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  some part of your information, but are they looking at the
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  procurement information? Are they looking at your legal
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  terms? Are they looking at the people
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  who are going to be doing this work?
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  And as soon as we start seeing those additional signals, we
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  basically say, yeah, this is an evaluation pattern.
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  They are either going to send you an RFP or you're in an RFP
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  and you're in like late stages, go act, do something.
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  So that's kind of a favorite example that it was the first
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  pattern that we ever figured out and put forward and that still
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  works really well. I love that.
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  You know, maybe we go back in time from there so we know if we
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  have bad data, our assumptions and triggers and signals are
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  probably not what we would wish they would be.
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  What are some of the foundational data elements that
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  teams need before they can scale account based through their
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  digital experiences? Hugh said it well.
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  If we don't have the data strategy wrapped up for ABM
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  specifically, then a lot of the triggering and a lot of the
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  evaluation will still end up being manual.
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  Which fair enough, but does not scale What we typically want to
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  actually do is we want to have as many channels of interaction
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  as we possibly can plugging into something like a as simple as
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  possible data lake. So, so not go through a an
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  entire master data strategy to try to work for three years and
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  solve everything in the organization, but essentially.
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  Carve out a subset of the data, get agreement from channel
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  owners, even you know from channel owners and the CRM for
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  example, that we would like to create a joint data dictionary
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  for this marketing data and essentially help everybody on
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  the other side. So help CRM, help social, help
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  Eliquis, help e-mail clean up their data and have it have it
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  tagged with a joint and combined set of segmentation taxonomies.
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  So we say not only that that we want to do this, but we'll help
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  you clean up stuff in your domains that gets people at
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  least willing to share and to participate.
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  Once that happens, we are essentially able to give them a
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  data link structure that we know is going to power most trigger
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  based motions and actions and it's still going to use systems
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  like the CRM as the system of record for account based
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  information. It's still going to send
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  information to demand base and receive let's say high intent
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  keywords from demand base. So we tend to go to a data lake.
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  We tend to try to make nice with the data owners and have them on
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  board because if we don't, then nothing happens and we use the
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  data lake structure, the one the structure that we have as a
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  starting point instead of going through a whole investigation
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  because we know how this works already.
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  That's usually how we approach the data in ABM cases.
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  Yeah, I love the alignment between all the tools there
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  because we often see LinkedIn posts that bash one singular
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  source of data where it will be like intent data doesn't work,
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  But it's not factoring in combining intent data with first
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  party with behavioral and then how they all fit together.
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  So I'm not sure if you have any rants loaded up on that topic.
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  Oh man, I mean, yes, we can't. I've heard that as well.
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  And we have come upon some cases where the client does have what
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  they think is, is an ABM capability, but they don't.
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  But they essentially have is they have one product, they have
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  something like 6 cents or something else that gives them a
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  little bit of intense data that's not plugged into the CRM,
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  that doesn't actually look at the behavioral signals from the
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  website or from LinkedIn or from e-mail interactions.
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  They're essentially saying, well, the intense signals are
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  not really working well. That's because they're intense
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  signals that are in mid air and not grounded against actual
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  behaviour. So that's why we end up saying
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  that we do need a data lake of some kind to actually align the
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  intent to behavioural and all other data that we can possibly.
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  So the the first party data from the CRM to have it in so that we
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  can essentially at least try to vet intent with behavior and
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  vice versa. If nothing else, that starts to
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  work a lot better because if you have intent and you have actual
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  timely behavior, that's different, right?
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  Intent signals do work very well when you look at them in in
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  context of of wider behavior. Well stated.
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  So you can avoid the trolling on LinkedIn.
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  The next time you see that everyone listening, don't take
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  the bait, yeah? If I can just add one, one more
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  thing there, but we try to do with organizations is to
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  essentially tell they're either they're one sales team or
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  multiple sales teams that we, our goal is not to inundate you
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  with, with Mqas every day, give you like 35 Mqas that you then
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  have to sift through and figure out whether that intent made
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  sense, didn't it, under the context of opportunities already
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  in the CMS or contracts or records.
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  We basically say we want to work with you in a proof of concept
• 24:06
  so we can calibrate this. We can calibrate the cut the M2
• 24:09
  as and the weight the we're deriving points so that we give
• 24:13
  you only the meaningful MQ as that you otherwise would not
• 24:17
  get. So that if you know already that
• 24:20
  something is that somebody's interested, I don't want to fire
• 24:23
  35 MQ as in in a week and tell you these people have intent,
• 24:28
  you know that great. But are they acting on the
• 24:30
  intent right now? So we tend to say we're going to
• 24:33
  try to limit actually the amount of exposure you have to the ABM
• 24:38
  program by only giving you stuff that we know for a fact is
• 24:43
  meaningful and you need to investigate and act on.
• 24:46
  Now you may miss some, but the ones that we'll give you are
• 24:51
  solid. I love that.
• 24:53
  Great example there. I have one more question before
• 24:56
  we jump into kind of the lightning rounds, so some very
• 24:59
  fast ones to close this out. I'd love to hear your favorite
• 25:04
  example. Well, not really a question I
• 25:06
  guess. Could you share It would be
• 25:08
  framing this as a question, but what's one of your favorite
• 25:11
  examples of how embedding account based marketing into a
• 25:15
  digital experience changed outcomes for a client?
• 25:19
  Yeah. Well, I'll give you an example
• 25:22
  of a project that's ongoing right now.
• 25:25
  It's a large financial services organization, can't mention them
• 25:29
  now, but hopefully we'll get them on this program or or
• 25:33
  another one large financial services organization that has
• 25:37
  around 25 business units that that all go to different
• 25:41
  markets, all go to different. They'll have different motions,
• 25:45
  they'll have separate BD teams, etcetera.
• 25:47
  And we're doing proof of concepts for the ABM program
• 25:52
  that we have in place and we're slowly on boarding willing
• 25:58
  business units who are willing to experiment and to actually
• 26:01
  get give the program a try. So we're we'll on board a
• 26:05
  business unit, go through training, try to have them work
• 26:09
  with the ABM coordinator, try to figure out whether this is a
• 26:11
  priority account, etcetera, all of that.
• 26:14
  During the training sessions, we actually saw a engagement and
• 26:18
  evaluation pattern like I was mentioning from an account way
• 26:22
  too large to be actually working for that business unit.
• 26:27
  And we dismissed it. We're like, OK, yes, you know,
• 26:30
  Amazon Web Services is looking at this information, but it's
• 26:33
  probably about, it's probably something whatever.
• 26:35
  We didn't do anything, but one of the BD folks took it upon
• 26:39
  themselves to go take a look at, at the dashboard that we build
• 26:43
  them for AWS and see what information they're looking at
• 26:47
  and what actually context they're looking at.
• 26:50
  And he essentially came back to us in the training sessions and
• 26:53
  said, Hey, this is the thing you were talking about.
• 26:57
  They're like evaluating us for the, for all this.
• 26:59
  And we're all like, but you guys could never sell at that, at
• 27:03
  that scale. He's like, I don't know.
• 27:05
  We'll we'll figure out, we'll go and talk to them.
• 27:08
  Now they're in actual talk with Amazon Web Services, whether
• 27:12
  anything comes out of it or not. It was during a training session
• 27:16
  that we actually found an evaluation pattern for an
• 27:19
  account that they didn't even know was looking at their
• 27:22
  content. So it doesn't happen all the
• 27:24
  time, but that was a pretty cool example of this working.
• 27:28
  That's awesome. I love that.
• 27:30
  It's always good when you have a BDR that's curious too, so not
• 27:34
  just take that initial no and then investigate.
• 27:37
  I love that story. Then we did it just just in
• 27:39
  training. So it was was sort of like,
• 27:42
  yeah, maybe it's a signal, but we need to look at it.
• 27:45
  And he took it and he was like, no, I'm going to go look at this
• 27:48
  because this looks interesting. Awesome.
• 27:51
  Well, cool. Well, we have a couple really
• 27:52
  quick ones. So these are very fast.
• 27:55
  You can be as brief as you want. The first question, we call it
• 27:58
  good tech. So what are your favorite tech
• 28:01
  recommendations that you'd love to share with our listeners?
• 28:04
  Oh man. OK, I'll share something that
• 28:07
  that well, I may get flag here. I'll show you GA four.
• 28:12
  I think a lot of organizations are under utilizing GA 4 for to
• 28:18
  build hypothesis and to figure out how people are engaging with
• 28:21
  their website before structuring an ABM program.
• 28:24
  We can do so much with GA 4 from cohort analysis, pathing funnel,
• 28:29
  etcetera, that I don't see any organization doing and, and and
• 28:33
  I'm wondering why GA 4 is a much more powerful tool than most
• 28:38
  people know, at least for testing hypothesis in ABM.
• 28:42
  I'll mention Google notebook LM I use it a lot to organize
• 28:47
  project information and to be able to contain prompting to to
• 28:51
  only project information. And this is for the more
• 28:54
  advanced people for experimentation, for agentic
• 28:58
  experimentation. NA, then if your organization is
• 29:00
  not ready to commit to something agentic, you know, even as a
• 29:04
  individual contributory, you can sign up for for any of them,
• 29:08
  give certain things a try and then go show people say, hey, I
• 29:11
  made this work. It's pretty cool.
• 29:13
  Awesome. What about Goodreads?
• 29:15
  Now? We're very generous.
• 29:16
  It could be book, blog, newsletter, podcast, video.
• 29:19
  What are some of your standouts? I am very ADHD so I tend to try
• 29:25
  to avoid podcasts and media because I go down rabbit holes
• 29:29
  quickly. So books I'll recommend couple
• 29:31
  of books. You're coming from a data
• 29:33
  background and I'm a mathematician myself.
• 29:37
  I have noticed that there is very few people that that have
• 29:40
  actually gone through some level of training on quantitative
• 29:45
  analysis and display. So I'll recommend 2 Edward Tufty
• 29:49
  books, Visual Display of Quantitative Information and
• 29:53
  Visual Explanations by Edward Edward Tufty.
• 29:56
  Those are If you want to see how large tracts of information can
• 30:00
  be processed into meaningful visualizations, nobody better.
• 30:04
  Awesome, great ones. Who will add those to our
• 30:07
  collection? What about good people?
• 30:09
  Who inspires you? Or what content do you look
• 30:11
  forward to? And it could be books, right?
• 30:13
  If you want to tune out all the noise.
• 30:16
  Yeah, I do want to do that. I'm I'm kind of a book guy.
• 30:18
  I mean, people, I will give you people that I've worked with in
• 30:22
  the past that, you know, either made an impact to me and they're
• 30:26
  still making an impact in the field.
• 30:28
  There's ABM consultant that I work with named Mark Goalboy.
• 30:33
  He has been kind of a confidant, friends and you know, helped
• 30:37
  structure ABM strategy. Excellent guy.
• 30:41
  I will give you a digital CMO who I work with at organization
• 30:46
  called CDRE Real Estate, Bhujot Sidhu, that is just a excellent
• 30:52
  resource to to talk about how not to do digital marketing and
• 30:56
  how to structure it to be better for B to B.
• 31:00
  And in terms of digital ecosystems for ABM, how to
• 31:03
  structure like all this stuff. I will give you Varun Nera, who
• 31:07
  was the CEO at Altudo for maybe about a year ago, but is now a
• 31:13
  consultant. Best possible person I can ask
• 31:16
  for ecosystem advice. Outstanding.
• 31:19
  We'll put those on our list as well.
• 31:20
  And then the last and most important question of all, if
• 31:24
  folks need help with everything that you've covered today, how
• 31:27
  can they get in touch with you? LinkedIn is 1 but if you need to
• 31:31
  get in touch with role to know I would just go through the
• 31:34
  website official contact channel because my time is all blocked
• 31:41
  and the sales team are the only people who have some level of
• 31:45
  access that can get to me for specific questions and
• 31:49
  information. I know that's a.
• 31:51
  That's a weird answer, but it works best if.
• 31:55
  Hey, that's account based. You come and say, hey, I have a
• 31:57
  person who heard this thing. What do I tell them then?
• 32:02
  Best engagement. Yeah, it's prioritization and
• 32:06
  hierarchies is tearing. It's account based, right?
• 32:08
  There you go. Yeah, it is.
• 32:11
  Well, we're doing. Thanks so much for your time.
• 32:13
  Thank you. Thank you.
• 32:14
  This is really helpful. Awesome, Chris.
• 32:17
  Thank you, Sir. Thanks for joining us for On
• 32:20
  Base. If you enjoyed this episode,
• 32:22
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• 32:26
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• 32:29
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• 32:32
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• 32:35
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