Content Consumption Trends That Matter for 2024. 

Alex Jonathan Brown: [00:00:04] It's 2 p.m. on the East Coast, 11 a.m. in the Bay area, and also 2 p.m. in West Reading, Pennsylvania. Birthplace of the 2024 Super Bowl MVP Taylor Alison Swift. I'm Alex Jonathan Brown, senior content strategist here at Iron Horse. And wherever you are and whatever you're doing, stop working. Tell those dogs to shut up and grab a caffeinated beverage. It's time for a coffee break. We do these once a month. Sometimes that means schedules are, like, complicated, but sometimes that means we get to talk about things before they exist in the real world. And that's what we're doing today, and it's my favorite thing to do. I'm very excited about it. So to do that, uh, I'm joined today by David Fortino, Chief Strategy Officer at NetLine, and Amber Keller, Associate Content Director here at Iron Horse. Hi, everybody.

David Fortino: [00:01:00] Hello. Hello.

Alex Jonathan Brown: [00:01:02] So, David, you're the one who's got the secret information that's not out in the real world yet. You. It's for a little bit. It's secret information. Um, Nightline is about to publish a report about, uh, content consumption patterns and a bunch of super exciting stuff that's super relevant to those of us who do content like this, um, for a living. So what's what's going on? What's headed down the pipeline?

David Fortino: [00:01:29] Yeah. So, man, I feel like a CIA agent at this point, uh, working on some covert operations. So, um. Yeah, the the annual content consumption and demand report is a piece that we work on all year long. It's based upon all of the first party data that we process over a year. In this case, we processed a little over 6.4 million first party fully. Permission leads on behalf of our clients around the world. And so what's most exciting about that is that there's it's not just the count of the leads, but it's all the behavioral insights that are associated to each one of those users. Right. And so there's about 18 different attributes per individual. Then there's hundreds of different types of activities these individuals can take. And close to 300. There's 37.5 million different ways to actually slice and dice the ISPs that we're covering. So job function, job level, job area, industry, sub industry, company size, you name it. Anyways, massive amounts of data. So a lot of effort that goes into the report. And it was really started, I believe about seven years ago. And it was our first attempt at like trying to give back to the industry. Right. So much of the industry focuses on, um, surveys or projections. And largely those are always very opinion kind of oriented and influenced. At least this report's all about letting the data do the talking. And so we do that our best. We try to inject maybe some closing hypotheses. And if we do, then we make that very clear that these are simply our injection of personality into the report. By and large, it's about educating today's demand gen marketer about being more successful tomorrow.

Amber Keller: [00:03:19] I. I love the CIA analogy, actually, and I love your report because I even with all of the great content, um, tools out there, I still think that most content marketers would agree with me that it's like reading the tea leaves. It's really hard to know to get the kind of insights that we need about our content, um, to find out if it's if it's really making a difference when it comes to conversion to opportunities to ROI. Um, those surface level content metrics are not that helpful to me when I'm planning. Um, and, and trying to figure out what my buyers really want to know, um, and what will really help them make the decisions that they want to make, which is the thing I love that you were talking about. I think it was in our conversation before we turned on the the cameras here, but we were talking about at the end of the day, the buyers are humans. We're not selling to accounts, we're selling to people. And one thing, um, that we can lose sight of sometimes, um, and I try not to, is those people want to buy. They're out there looking for content, um, and information because they actually need a solution to a really important business problem that they have. Absolutely. Right. One of the things that, um, when you previewed some of the data with us, um, one of the things that really caught my eye, um, and we talked about a little bit before we went live today, um, was that the the demand for gated B2B content just keeps growing. Um, and I'm just curious, what are some of your what do you want to give us the stat there? And then what are some of your thoughts about why that is.

David Fortino: [00:05:06] Yeah. So it's up, uh, what is it, 14% year over year and it's been up over 77% since 2019. Um, clearly both staggering metrics. I think people are thirsty for differentiated, high production, high value content. Quite honestly, when you start looking around, kind of what's happened over the past year, especially with the advent of AI created content and almost. At least from my side. We're expecting this to accelerate for the fact that AI has yet to fully form create something like like the report we're talking about, right, where it can distill massive amounts of information really quickly into kind of nice, concise bullets and so on. It can't design a piece that has original editorial, original first party source stats that aren't publicly available. All of those types of things. And so if you're able to create content that uniquely offers value to the market, no, I can create something like that. They could actually source it in the future. If you make that publicly available, that becomes kind of like part of their global lexicon and learning library. But beyond that, I think there's a thirst and a gravitation for buyers to actually find high value content. A lot of that starts with just perception, right? Like how many times have you looked at vendors, maybe even your own client's content, and they're saying, I want to use this to build pipeline. You look at it and like, right off the bat you're like, wow, um, the title sucks, the description sucks. Your speakers, if it's a webinar, have zero personality. And the cover art that you created to kind of, um, demonstrate a visual entity to it is terrible as well. Like Canva could have done better. And so perception does drive reality. Um, people judge books by their cover, and you need to take that to heart as a marketer and, and bring that to life. And so those that do are reaping the benefits of this increase of behavior. And, um, yeah, it's something that we consistently kind of see and go the opposite direction. And then part of this as well is marketers need to be really hyper cognizant. And if if they're not there already a year behind that, you know, cookies, third party cookies are clearly compromising their transparency into data. And so if you want to get closer to actual buyer level data, you need to be using gates in some way, shape or form. I'm not we were talking about this before as well. I'm not advocating gating every single thing on your site. There needs to be a balance. There needs to be a balance distribution strategy as well. But you'll never get to a person unless you ask for information about that person. You're just going to keep guessing, or you're just going to keep buying contact data from zoominfo and spamming people your call.

Amber Keller: [00:08:02] And does your data give us any, um, any insight into which content is better to gate? Where should we put those gates?

David Fortino: [00:08:11] Yeah. So it depends on your use case as well. So we support everything from tofu to tofu oriented content. Um it also depends upon the report gets into this a bit about the metrics difference between certain types of professionals gravitating, especially by seniority, to certain formats of content, which is really interesting. So theoretically you could create an e-book and I'm, um, dramatically stereotyping here. But ebooks typically gravitate more towards mid-career type professionals looking to capture a strong knowledge base relatively quickly in a relatively kind of informal manner. I believe they represent a close of like 40% of all content consumption behavior occurring across the platform. That said, you look at something like a case study, those are relatively small volume players from a format perspective, but highly in tune with making purchase decisions. Specifically, users who registered for a case study in 2023 were 78% more likely to be making a purchase decision related to the content that they downloaded or registered for within the next 12 months. Those types of things clearly, you're not capturing unless you're going through gated experiences and the way we're getting into the purchase propensity is a mini intercepting modal and full transparency. So, um, if you don't know about net lean, we kind of gate the registration experience across thousands of B2B sites, most of which don't want you to know that we're powering it. So we're not going to talk about their brands. But you can kind of think of our our gating technology is Shopify for gated B2B experiences. So once you're recognized on one of those sites, you're recognized across all of those sites. We were acquired by Informa about two years ago now, and that's been deployed across all of Informa properties as well. And so in doing that, we're able to see a lot of really killer behavior and make it quite simple for users. But the purchase propensity side of things is where we're actually able, after a user like, let's say, registers for a case study, we can selectively identify certain audience segments. And then. Dynamically say, hey, this is a C-suite person at a company of 50,000 employees who just registered for a case study. Bimodal. Based upon that specific PII, and ask them about their primary pain points, their urgency to address those pain points and the time frame to address them. And so it's as close of like a first party generated lead that you can get. And that kind of insight gets translated and delivered into this report.

Amber Keller: [00:11:00] This report and the case study point is interesting to me as well, because in your model, of course, you're providing case studies to people and they've already registered. So they they will if they get promoted a case study they're going to and they want one, they're going to get it. But I would say that most marketers on their own websites don't get case studies. Um, right. So this is a great opportunity to actually get that data and understand. Yes, those do work as we suspect.

David Fortino: [00:11:32] Yeah. And it's always just that balance. And I struggle with this myself. You know, there's content on our own corporate site that's ungated a lot of the stuff that we put a lot of effort into is gated. And the reason for that is data right on our side. I can clearly articulate one close, one opportunities based upon that. So if we start going upstream and saying, like, let's update this and update that, that means our sellers don't know who to contact inside those organizations. That means we've got a multitude of tools selling telling us that company X is on our website for the last 37 seconds. Our sales team looks at me sideways with side eye saying, okay, who? And then the, you know, vicious cycle begins, which is like, well, we're going to contextually outreach. I commonly say that spam to just people we think are possible prospects. While if you knew that Kate, who is a director of DG at company X, just actually downloaded these four assets and by using other tools knew that they were around the web conversing with other professionals in other communities and expressing intent beyond your own website. That is how you truly understand the full buyer's journey. And so like when you look at behavior on your own website, only about 2% of your buyer's journeys actually happen in there. Right? And so and we'll get into some of this, but, um, you know, our footprint allows you to really have access to that 98% of the other buyer's behavior as they're going around, uh, accomplishing their journey and going about learning and researching and understanding not only the topics and pain points that are critical for them to understand, but who are the vendors solving these challenges?

Alex Jonathan Brown: [00:13:24] So Derek in the chat mentioned that like this, the conversation of how much should we gate what needs to be gated, um, is something that's happening internally and with with their agency partners. I think one of the things that's most interesting about that stat to me, of just how much gated content is still growing is whether or not that like. As a as a content creator, right? Like I love the idea of let's not gate any of my stuff. It's so great. Everybody's going to love it and like, sign up and then we'll figure out how we're going to convert them later. But like, let's get my cool stuff in front of people immediately. Right? But I wonder if that's that's not almost saying that like, um, engaging content is like that solution that's sort of in search of a problem that maybe doesn't exist in the way that like instinctually we think we do. Right? You see data and you're like, nobody's going to want to fill that out. But that's just not what I mean anyway.

David Fortino: [00:14:23] So here's a way to look at this too, right? So if it's a gate and no one wants to fill it out, they're not all that committed in learning about whatever was there. Or you've done a very poor job at articulating the value in a significant enough way that compels them to feel like it's an equitable exchange of my data for your great content. If your contents are nice to have, it's like I do this all the time. It's like, no, just because I'm reporting on all of this doesn't mean like I'm pro gate only, right? I hate filling out forms, of course. Um, that's kind of why we came up with our predictive forms and that layers across the web, which is like, hopefully we're making things easier for everybody. Um, that said, I do find it curious that the largest companies in the world that advocate for not creating content are companies that are stuck in the loop of cookies and morbid stream data, meaning their value prop is to perpetually keep their customers locked in into obscure data sets only at the account level. Once you get to the buyer level and in known identity, those solutions have nothing more to deliver. Right now, it's off to your CRM, it's off to your sellers to actually book that deal. And so if you knew the user faster and had a faster sequence on cutting down times and touches to engagement, that means less media spend on targeting that that company because you effectively know who to target. Instead of saying, hey, Oracle's expressing intent about topics we care about in a region that we are targeting. Um, we just don't know who. So now I'm going to flood the campaign with a ton of budget focused on Oracle. I'm going to run through a sequence of ad campaigns. We're going to hit them probably with targeted ABM centric nurture and so on. All of these are this is a spend, whether it's real cash time mindshare, emotional commitments and so on. Um, that's the reality of that. So I do not to go like full conspiracy theory on you guys. But I do always struggle with that, which is like, of course you want them to stay there in the Non-gated realm. Well, our business model is dedicated to gates. I will perpetually advocate that on your own sites, you should have a mixture of gated and ungated content and even test it and say like, hey, we've got this great case study, let's gate it, drop it, run another email promotion to it, or social promotion to it a couple of weeks later and uh, and ungated or gate it depending upon what you started with, and see what delivers the fastest path to value. But we all know as marketers in 2024, like chasing, uh, vanity metrics of clicks, time spent, um, impressions, page views. That's not just supporting your cause to maintain your jobs.

Amber Keller: [00:17:18] I was actually just popping over to see what was going on in the chat to see if anybody was saying that they had tested gating case studies, because that's something that I'm kind of curious about now and wondering if people have experience with that before. Um, I, I also was thinking when you were talking about just how important as a strategist it is to create that balance between your ungated content and your gated content more intentionally so that your ungated content is really leading your buyers to the questions that they eventually need to have answered by your gated content. So giving them that foundation to get there, and then obviously having really good, really complete gated content instead of something that just isn't worth the the spend, as you say, of putting your email in. Yeah.

David Fortino: [00:18:13] And I think it's critical to not only think about those distinctions, but think about the connective tissue between them. Right. So that ungated asset should have woven throughout it probably a few touch points to different, more expanded gated assets that go in different directions as well. Don't view like every Ungated I don't know blog post as something that it can only go directionally down funnel, right? This is education oriented and we're going to try to walk the user down the funnel. Um, theoretically, in that same single blog post, you could have content that actually takes them up an elevated level a bit and gives them a little bit more generic warm and fuzzy stuff. Maybe it's like a cheat sheet. And then there's also a case study referenced in it as well, that kind of multidirectional linking of contents, really powerful. And then an example of ours that we're super passionate about is creating tools that people can use as well that are ungated and so find like, what are some really cool internal data points and or products that you have that no one else could build and no one else has, and externalize portions of that and let your prospects play with it. And so we've developed a tool called Audience Explorer, allows you to play with really high level observations of the last 180 days of behavior occurring across our platform. You can slice and dice it based upon your ICP and go from there. Uh, there's no catch. We don't know who you are. We obviously do know the logo that's on the site, but it's more again, about like our investment in trying to be helpful for demand gen teams. And if you remember that, then you're more likely to come back to us and make a purchase when it's ready.

Alex Jonathan Brown: [00:20:10] Um, Josh is in the Josh is in the chat. So if you're very interested in Audience Explorer, there's a link up there already. Thanks, Josh. You're making our jobs easy. Um, Jack has a question in the chat, um, specifically about Ungated content on a gated site. So. I think one thing that's interesting about all this is I think, um, the B2C space and also just the way that we consume entertainment right now is really. Teaching us as consumers on how to get used to this gated versus ungated versus premium content, which is the thing, um, that they're asking about in the chat, like whether that's podcasts with the Patreon model, like we're really ingesting that idea of like, there will be free content that exists. And then in this case, there's more stuff behind the gate. But with kind of those three things in mind, and maybe this leads us into some, um, conversation about the, uh, content consumption stuff that's also in the report. But where do you see that? Kind of like good balance being like, you talked about how you definitely recommend that there is a balance, but is it is it perceived value of content? Is it amount of content? Is it funnel stage for the content. Like if you were just doing a really quick like here's here's my short recommendation.

David Fortino: [00:21:33] You'll love this answer because it just depends on your business. Right. So um, I would definitely align with more work that we've put into particular asset. The more demanding we are of our prospects, because we feel like we're giving them something well worth, well beyond an equitable exchange as saying like, yeah, here's my email address and where I work, um, it's going to be a tool, not just a piece of content, but a tool to help them do their job better. If we're falling short on that, then we start questioning does it need to be gated? Can we create mini derivatives of that asset that aren't gated, and then still feed them up to a larger asset? That could be, um, like a lot of video for us isn't gated. Uh, our KPIs for measuring that is very different. Right. And so those assets are more just brand oriented and thought building and awareness. But we're run from top down very, very much focused on pipeline closed one opportunities. It's always been that way. It's funny to read blog posts you like as a marketer in 2024. You need to be associated to revenue. It's like. It's like what? Um, but that's the reality. So the closer you can get there for your CMO and your CFO, the better off you are as a professional, the better off you are. You know, from a career perspective, too, because like, you can't be a marketer delivering really creative, playful things that don't translate into pipeline. And if they do, if you can't figure out the attribution, even partial attribution, you're screwed. Like you have no case when things get tough, when things are fine. Sure, you can have these philosophical debates about let's yeah, we've got this wonderful ABM motion, we're chasing this logo and so on completely makes sense. I've been part of these. Uh, that said, times are tough. Buckled down, make obvious decisions, capture data as much and as fairly as possible with your prospects, and make sure that your sellers are activating that. And you've got a clear process internally so that you've got strong enough attribution, confidence that you're doing the right thing and can make decisions based upon it. Think a lot of this stuff, like gate on gate, is just someone's philosophical opinion, and they'll die on that soapbox. And it's like, it's not it's just not worth it. Like especially these days. Like, it's okay, bite the bullet, do what's right for the business, keep your job and, uh, and then play with ungated stuff on the side to.

Amber Keller: [00:24:20] I think we've been just kind of circling around this a lot, too. I mean, what we're really talking about here is making sure and the gates help us do that because then we know who we're talking to, making sure that our content actually speaks to individual buyers. Right? The buyers that we're trying to target. And, um, you know, we talked a little bit before about if you only have account level information, it's really hard to know who you're talking to. Um, I know some of the data that you guys collect, um, is at the, um, the executive, you know, is it executives? It's at the user professional level. Um, and so that's always really interesting to me which, which users, which user types, which roles are accessing, which kinds of content. Um, and that helps me as a marketer, be able to plan better content for those individual humans that we're actually trying to connect with.

David Fortino: [00:25:17] Like imagine, imagine that you could look at your entire buyers journey, right? And go deeper than traditional account level intent. Like I break down intent data into really two simplified buckets account level intent data and buyer level intent data. Um, account level intent data is very directionally helpful, super actionable from a programmatic perspective. All of those tools are designed to chase either cookies or IP addresses or maybe browser fingerprinting. Um, beyond that, your sellers start seeing there be less direct actions. They don't know which email address or phone number to call, and so on. So they start doing the normal kind of very primitive hunting, um, buyer level intent data is kind of like a last mile of intent data where it's offering discreet transparency, not not only just into the job level and job function of the people actually engaging with whatever piece of topic or content. But it's also going further into the transparency of what they are doing. And so all of the account level solutions that are out there simply saying logo X is engaging with topic Y and their score is Z, or it's got three little flames next to it, or a green light meaning they're engaged and you as a client have no idea what that means. There is zero transparency into the black box of that scoring algorithm, and so buyer level intent allows for full transparency into that, which is, you know, what are those users doing? Are they did they register for a case study. What was the case study titled. And this is not just stuff that's on your own website. This is completely across the web. Did they visit a web page about a topic that's in line with your needs? What was the title of the article that they read? And going really far. What offline events are these people going to? Do they fly to content marketing world and sit in a session for an hour and a half about advanced demand gen strategies in 2024? Um, those are the types of things that you get from buyer level intent data that you can't get otherwise. And so it's not that I'm advocating account level intent. Data has zero value. You probably heard me say directional many times. It is that. But if you want to get on a fast track to individual users and true transparency into what they're doing, buyer level intent data is how you do that.

Alex Jonathan Brown: [00:27:49] So one thing focused on this idea of like individuals are real people that are like really processing our stuff. Um, one of the things in the, the preview materials for the report that you sent over were some of the stats around content consumption and specifically the gap from, oh, hey, you signed up for a thing thanks to, oh, you're processing the thing and just transparency. 10% of the people who signed up for this webinar are in this webinar right now. The other 90% will get to it when they get to it. Um, so I wonder if you could talk a little bit about those numbers and specifically how that kind of affects how we should be thinking about doing this part of the job?

David Fortino: [00:28:32] Yeah. So we coined this metric. Uh, the content consumption gap years ago. And it was something that it was just interesting to us and no one was doing it. And I guess based on our position in the marketplace, we were like, well, we can start writing about this. But theoretically everyone kind of can get to this stat, but it's the delta between when a prospect registers for something a webinar, a case study, a white paper, you name it. And when they ultimately get around to consuming it. So that would be reading, listening, watching it. And so, uh, this past year, that gap has slowed by 2.5 hours, meaning it's widened by close to 10% year over year. That's not good. Um, what that typically means is that it's taking longer for people to dive into the content that they've registered for. Again, this is where we're getting into that gray area of us hypothesizing, but not making definitive factual statements as to why. Uh, the assumption actually gets back to the top and that there's a ton of content being consumed. Yeah, they're being flooded with competing assets that are all making this fairly solid or strong case for why they'd want to register for it. But a lot of, I would say, weak conviction to do so on the end user side of things. And so, um, knowing that does help you downstream. And so it's not just okay to say, okay, well, people are taking more time to get to this. And maybe certain people of a certain job level actually consume content faster. That's all covered in the report, too. That's good to know. But again, how you action that, uh, the real actioning starts right away, which is you need to look at your first touchpoint with that prospect. What are you doing from a nurture perspective? Are the leads being routed real time to a seller and or an SDR team? What are they saying and how are they saying it? If it's taking over 30 hours for the first point of kind of inflection and consumption of content, and your SDR reaches out saying, hey, thanks for registering for our webinar. Are you ready to book a demo? Maybe they'll say it slightly more artfully. Uh, they haven't watched the webinar yet. Right? And, uh, like our report typically is 30 to 60 pages long. If if a seller on our side say, hey, thanks so much for registering for the report. Would you like to learn more about our capabilities and so on? How about a demo that's 60 pages of content. It's going to take them.

Amber Keller: [00:31:17] They're not there yet right.

David Fortino: [00:31:19] So again um, this idea of like equitable data exchange in order to just receive the content, I'm a huge advocate on the customer experience side of treating them the same way, which is like, look, we have this data. We need to be mindful of this data so that our sellers aren't hitting them up with the wrong message at the wrong time. It's completely okay to say, even within minutes of registering for content to say, hey, I'm Dave, I'm here to act as a resource. When you've got questions, I know it's going to take you a little time to get through that asset named Y. Um, in the meantime, if you have any questions, I'm here. If not, I'll drop you a note maybe in a week or so, and we can see if there's a fit and a space to chat and, uh, you know, keep it loose, keep it focused on offering value. Definitely don't lean towards any salesy language. Preferably even have it not come from someone on sales, someone who's on, you know, C or an onboarding specialist or someone like that, perhaps even a peer. Like if you're marketing to marketers like we are, it's really cool. I do this personally. Sometimes if I see a senior level marketer that's engaged with our content, I'll drop them a note saying, hey, thanks. And this is completely non-scalable. Um, hey, thanks for checking it out. I'd love your thoughts when you get around to reading the report. And then, you know, it's like a couple of weeks later, I'm a random note. And then from there we're able to have a chat. And sometimes there's business that comes with that. Other times no. And that's okay. And again, it's like that's building brand through just being valuable to a prospect that will translate into demand at some point. But you've got to be like philosophically committed to that or people won't get it, especially the non-scalable stuff.

Amber Keller: [00:33:12] Right. And do you see, do you have data on whether it's, um, different types of content have, uh, different length of consumption gap or if different user levels.

David Fortino: [00:33:25] We do. And I would love to say I have it ready in front of me and I don't. So you're going to have to wait until the report comes out. Um, okay. John's kill me because I think he has it all, but, um, but yeah, the report covers all of that. It covers, uh, basic basically that matrix of different types of content naturally will have a different consumption gap, but also a different propensity to, uh, drive into next stage content being consumed and ultimately purchased, decisions being made. But then you can layer that by job function and job level and even industry to see how that behavior changes. So it's one thing that we're excited about for this year is to this report is always a massive lift as a commentary to B2B marketers, regardless of who their ICP is. That said, we want to start breaking this down into more ICP specific derivatives. So if you're a B2B marketer and you're targeting, I don't know the finance industry having derivative piece of this, specifically speaking to them and how their ICP is different than just the global composite is really valuable because there's a lot of nuance to it. And although understanding, uh, you know, an e-book ranks better than a different type of asset in a few percentage points is meaningful, there's a lot of other ways to extrapolate that and interpret that and apply it to your own content strategy, even if it's not happening on our platform. Yeah.

Amber Keller: [00:34:59] Yeah. That's great.

Alex Jonathan Brown: [00:35:01] We are quickly approaching the end of our scheduled time. If I don't mean we're already almost six minutes over. Uh, Amber, do you have any, uh, any closing questions? Thoughts before I kick to the very professional plugs portion of what we do here?

Amber Keller: [00:35:18] I mean, I have so many. That's the problem. I actually had to hold myself back from asking a follow up question just now, because I knew that we were at the end of our session. So hopefully we can come back and do this again sometime. Um, I think just for everybody out there, um, you know, I'm going to be thinking a lot about what, um, what that longer consumption gap means at wider consumption gap means, especially in terms of the things that we were talking about with people that are registering for more content. Um, you know, how do we make sure that they're not just so overwhelmed by the content that they're getting, that they can't get to the content that they need? Um, and, and I just just to respond to what you just said, I just I love what you just said about having that more specialized, derivative content that does kind of help people find the answers that they need. I think that is one of the answers, but I don't get to ask you more questions about that because we're out of time.

Alex Jonathan Brown: [00:36:17] So. Uh, David, if people want to learn more about you, net line what you all do and maybe get a look at the report, where should they head?

David Fortino: [00:36:26] Yeah. So, uh, for net line, just go to net line.com. There's a ton of resources and tools like Audience Explorer I mentioned. You can check that out if you want to hit me up personally, you can hit me up on LinkedIn. Easy to find. Uh, give just one closing statement that there's access to prelim. Kind of sneak peek of the report that's available here. Uh, and then beyond that, everyone is on the session today will get first market access to the full report, will email you on the side with access to the report, and you'll get it before everybody else.

Alex Jonathan Brown: [00:37:01] Yay! Uh, Ellen just threw a link in the chat. And David, thanks for thanks for extending that. If you're interested in what we're doing here at Iron Horse. Um, and specifically if you heard, um, the conversation about that little dance between sales and marketing and how you're going to deal with the content gap, we have so much content on getting sales and marketing to work efficiently over on our website, ironhorse.io. That's where Amber and I write blogs and do a bunch of other stuff. Um, so check that out. Go check that out. David, thank you again so much for taking the time. This was a super great nerdy chat. Uh, Derek enjoyed it. Derek's always in the chat. I love Derek, uh, Anna. Thanks. Um, and until we do this again next month, uh. Coffee break's over, I guess. I guess we all go back to work now. Back to work, right. Have another cup. Bye, everybody.