Buyer Signals & Ad Strategy: The New B2B Formula

So everyone, thank you for joining. I'm super excited to have this last webinar of the summer for me. This is the last one we're hosting. And I'm also really excited. Really excited. So today we're going to talk about two things. The buyer signals and ads basically. And how that all makes up a new B2B formula, which I think are there's a bunch of huge words, but we'll walk you through what we mean by that. And today um you'll have two speakers. The first one is me. I am the head of ABM at Influ 2 and for Influ ABM is a synonym to outbound and that's a channel that has been growing greatly in the last 3 years. And that's basically because we do everything that's out there. We've tried a lot of stuff and I am really happy to share it with the world and um you know for you to use it. And today I'm joined by Chris Willix. Chris is the

head of strategy at Radish. And we are super lucky to have him because he is a multi-awward-winning strategist for best of everything, best ABM, best ads, best B2B agency. Hi Chris, thank you for joining. >> Hello everybody. Nice to be here. I quite enjoyed that intro. Thank you very much. >> Cool. Right. So what are we going to cover? I'm going to cover the first part about science. Um, it's going to be pretty brief, but I'm going to walk you through why Signals are rewriting the GTM and how they're doing that and what that actually means for our ads and for our programs. And Chris will use his expertise to share how to use signals to guide creative strategy and really give us like a small masterass of how to make really good ads because we work in the ad industry. And that's something all of our customers keep asking because everyone wants this guidance. Everyone wants the insights of what works and

what doesn't. And I think Chris and I combined, we have the we have the expertise to share share some stuff on that. All right, another thing that we have for you today. Um, don't need to worry to scan it right now, but if you want, you can. Two pieces of content. The first one is on signals. We're we're following the duality of this webinar. Uh, the first one is on signals. What are they telling you, how to use them, how to um interpret them? And the second one is basically a summary of what Chris is sharing with us today. It just has summed up uh the scroll stopping ad checklist and obviously we're going to be emailing that to you. So don't worry about it right now. Um so before we start talking about the new B2B formula, let's just have a brief discussion about the old B2B formula because I mean we've all used it for years. Does it make sense when a person

is a person learns something then they develop interest they evaluate the product then the purchase happens and then they're a customer. So that all makes sense for a person but we kind of put the account through this funnel and we already know that this is not exactly how an account moves through the funnel and we'll talk about that later a little bit. But what happens is that we have this wishful thinking of what the journey of of the funnel should look like and then we try to guess where the account is based on limited set of data that's usually given to us by a person from an account or a combination of some people from the account. Um, best case scenario, we also have third party intent and we we score them and we make a better assumption of where the account is. And that makes sense from the marketing standpoint. But when it comes to using this approach to empower your

sales and give them the, you know, the MQLs, the MQAs, what often happens is that they come back with negative feedback and they're like, "Hey, no one knows who we are. They have no idea who we are." And that's because it's guessing. It's a guessing game. Um, so we're building journeys for individuals while we have this journey. And I'm guilty of overusing this slide, but I think we kind of we kind of all looked at it. We're like, okay, this is very complicated. This is much easier. Right? And um I'm also I'm also terrified when I look at this. But the issue with this old formula is that it doesn't meet the behavior. It doesn't it's not the behavior that we see in the B2B buyers journey when it comes to the buying group. And how it limits us is we don't understand what's happening with different stakeholders in the account. And we also as a result can't adjust our

actions to specific contacts and specific things that are happening within the account. as well. I think um what we see when we're working with clients when and they talk to us about their deals is is kind of that their buyers might go through these intense periods of research that may only last, you know, even a few hours or a few days and then they go back to kind of the problem and then maybe a new stakeholder comes along and then the deal might go a bit forward again and a bit back again and really you just end, you know, the deals don't really end up where they need to be because of all these different changes. And I think it's just the reality of how people work, isn't it? We don't we don't sort of sit down for three months and do a a solution exploration phase. We you know we pick up a bit of research here and there and then we lose interest and then we go and do something else and then we see another product and it triggers it again. And um so I think this is even this which is uh which is really complex probably doesn't quite do the complexity justice. >> I think very often for me an issue occurs and I'm like oh my god we need to figure out something else something else that we need to do. So we start evaluating different vendors and then

something else comes up or the issue is fixed by itself by some something else that occurred you know pipeline is down but then we get a huge job and I'm like okay I can I can show a little bit I don't need to come up with 10 more things to do um so yeah so how do we make sense of this complicated B2B buyers journey and the answer as of as of today because we're going to be doing something different in like three years if you If you've been in marketing longer than a year, you know things change. So, the answer is signals. Um, and here's a quote um from someone on LinkedIn that I altered a little bit that signals are about listening more than pushing. But yeah, listening is great, but we also need to push. So, we need to figure out which signals are for listening more and which signals are for pushing. And that's um what we call how do we decode? How do we decode signals? And that's why I want to introduce this term of digital body language. And the

reason why we chose this term is because I think the concept of body language is like in person body language is very similar to the digital one because it's timesensitive. It's contextual. It's also subtle. Um but hey, here are like here are examples of the signals. I only put four categories that I think are important to walk through today because of course if we were going through all of the signals they will like that would take an hour because we've been tracking signals forever and you might be asking yourself hey is she trying to is she trying to explain account scoring to us because because some of the signals are used for the account scoring but actually no what I'm trying to um get across is here we have an example of behavioral signals. And here's why it's timesensitive and here's why it's contextual. Um, if you only rely on scoring models when it comes to signals, you can end up in an unfortunate situation. An unfortunate situation is

those signals don't translate into pipeline. Here is an example I've been getting way took way too long for me to get there. um you have a prospect that has an ad engagement and um as far as I remember most of the ads I think only 16% of ads get noticed right so you get so you get an ad engagement that person might is probably interested in what you're advertising you get a couple of weight page views you get contact level search intent um you know they download some content on your website and you're like great right and if that goes into account scoring or lead scoring and for some reason for a reason of your scoring model they don't hit the ready to talk to sales button what can happen is another signal might come along which is a hiring trend so they get new leadership and with new leadership coming in that very often means that this previous intent can be disregarded completely because um because obviously

usually a new leader comes in and says hey I want to focus on these things specifically And sometimes um the interest is there. Sometimes it's not there. It's let's say it's not there then they get new funding and more manpower which means that probably that behavioral intent makes more sense right now. Um so the what I'm trying to say is that acting on signals that are showing interest um is something that should be you know adopted and that's different from the scoring models that we have right now. And another examples that we have here is again I think social listening could be a part of the behavioral one but people posting on social media about a specific topic them being active in a community. Honestly, people in communities, they say out loud what the issue is and what they're trying to figure out. Um, and one of my favorite signals that we use is sales input. So, the fact that you have an opportunity,

the opportunity status change or the account status is changing in your funnel. And it's all dependent on the sales input, which puts you in a very good place with the messaging because that's something that you know for sure um because you have a persontoperson connection with the prospect. And of course, not all signals are created equal. And um something that we're suggesting is that you need to look at signals through different lenses. So, sequence, recency, consistency, and relevancy. A lot of C's. Um, so sequence, the order that the signals appear, which one came first, which one came last because they are contextual and they build on each other. The recency, because um, you know, if it's an ad click, it means nothing probably in two days. That's what the data shows. um consistency. Are they repeated signals or are they coming in

and disappearing? Something that Chris said, hey, sometimes we have the surge of search and um intent and then it come goes away. Uh and again, relevance. Um I'm pretty sure that most people um you know, you already know what what's like you already know what's relevant to you. Is this contact in your ICP or buying group or do they have influence? Because if you're getting a signal from someone who's outside of the buying group, that's really not as important as someone who's the decision maker, right? And this is where we get to that's the end of my intro and this is where we get into a more in detail part um that Chris will walk us through. >> Wonderful. So I think that was a really good intro of kind of what signals are and and sort of how to spot them and the different categories. But I think the important thing is then what do we do with those signals? How do we respond? Um, and obviously we're talking today about the context of of ads and using ads as a response. But really we got to

figure out based on the signal, how do we move buyers forward? And you know whether it's a funnel, whether it's a squiggly line, we're still trying to move them forward. So um if we move on to the next slide, I think um there's there's sort of a um two buckets that I like to think of signals in um that helps us then apply the right ad strategy. So one is early signals. So um that could be things like you know signs that they might be interested, signs that they might be heading into a buying journey. And Adam has already covered a couple of these you know they might just have hired a new head of data or a new CEO or CTO whatever it might be. They might have just raised a load of funding. they might have looked at your competitor on G2 and we can spot all of that stuff. Then then we got to figure out well what do we actually want to focus on for those for those scenarios. Well, at that stage we just need to make them aware that you exist. We need to try to to get noticed um and and start to build trust and credibility, but most importantly just make sure they know who you are and get in front of them. And the types of ads that work really well for that are things like um you know

brand ads. Tell them what you stand for and and um start to explain your your business. the problem ads work really nicely. So, um if we if we understand our clients jobs to be done and our problems and start to sort of position our products through the lens of a problem we know that they have things like B leadership guides um even sort of promoting events that you might be running yourself or that you're attending um that you're going to be at the the latest money 2020 or whatever and you've got a stand and you want to speak to them. So starting to sort of quite surface level start to introduce your company. And then as we move on the latest signals, this is uh you know all of these are going to be different for every company, but the types of things um that we're looking for here is are things that starting to show some level of interest. You know, it's not just some external factors that are happening. So you know, they clicked on your ad, they've been to your pricing pages or product pages, maybe they've been to one of your webinars, maybe one of the more sort of um product focused webinars. Um they forwarded your emails. That's that's sometimes an indicator

that actually, you know, they they've took your email and sent it to someone else and they're trying to be that might be an indicator that person could be a champion. And at that stage, you know, we're trying to make the buying journey as easy as possible. And that window um you know, it could be a few hours and actually if you don't capture them in that in that window, you know, either a competitor might come along and do that or they might they might lose interest and go and do something else and and and the sort of the momentum has been lost. So, at that stage, we got to try and make the next step as easy as possible. Um, and really prioritize speeds. And it's it's all about helping them evaluate your your solution, helping them kind of do their own research and show results. Um, and the types of ads we use at that stage are things like case studies. Um, you know, we might want to do some ads to to promote a demo. We might want to do some really important features of your product that differentiated features and do ads that really speak to those things that that would capture people's attention. um versus competitor ads, those kind of things. But but really it's about helping them learn a little bit more and and prove your value. So a couple of

examples of those actually that the implicit guys have done. Um the the new high one is I think often overlooked. There's a lot of research that suggests that when people do enter new roles, there's this period where they're sort of looking around, they're more willing to speak to you um as a as a new vendor or whatever it might be. And and that's often, you know, those those people want to prove that they've got a good awareness of all the tools out there to the rest of the business or they might just be thinking about their strategy and looking to learn a little bit more. But but having ads, you know, that tri that triggered by um either someone entering a new position or or even, you know, that we know that that business is hiring for a particular roles and there's gaps there are good indicators. actually I want I wanted to I wanted to add something with the signal based ads for new hire they are more responsive to outreach um and some of them so half of the audience basically is more responsive because they are in the role and they're actively researching of what could be done and there is also another type of people who are really learning

what's going on in the company and they will take some time to figure out what they want to do but then the fact that you got in front of them and you guessed what their pain point is and I mean we we went kind of broad here with the stress of high expectations in a new role but let's say you have something specific and you can run a a series of specific ads that are you looking to improve this are you are you stuck with this issue and if that meets their pain point once they on boarded they're going to come back to you >> good points Yeah. Um, a couple more examples. Uh, so this is a case study ad, but I think it's a really nicely executed that really shows the value. Um, and this could be triggered by um, some of the things that we mentioned before. So, you know, somebody's visited your product pages or somebody's forwarded an email and we think that actually now is the time to really land our credibility. Um, and and this is another nice example, I think, um, one that you might all be getting targeted

with after this. Uh, >> yeah, you're going to get something similar. Um, but yeah, basically, you know, a follow-up guide, kind of somebody who's been to a webinar that you can then target afterwards and say, "Hey, did you enjoy the webinar? Um, here's a here's a follow-up guide." That sort of message. Uh, which is which is a really nice. It's almost like, you know, following an email, but but in the ad format. So, we've covered kind of um the me the right sort of, you know, message for that signal, but one of the big things I wanted to talk about today was was around getting noticed. And you know there's a lot of ads out there but one of the bigger problem is is is is actually people looking at your ads. There's a horrifying statistic on the next slide which for marketers um is a little bit depressing sometimes. But if sort of if you look if you look at the the flip side of that, it's basically saying 75% of ads get ignored, which is again is troubling. Um I think when you think about how much investment goes into into ads, but oh sorry, just one more point on that before we before we

go on. And the reason for that is is that sadly, you know, buyers, they're not sitting there waiting for our ads. They're they're they're doing their own thing. They're scrolling their own, you know, they've got their own lives to live. um and they're on autopilot and and you know when they're looking at pages, when they're looking at LinkedIn, whatever it might be, we've got to we've got to try and capture their attention. Um and and get to this thing called active attention, which which is generally measured as one to two seconds of the of their of their attention. Um but even even that is really hard to attain. So I've got a few kind of principles and and thoughts on how do we cut through how do we make sure with a with a 1625, not the 75. The first thing is get the basics right. So, >> sorry I keep going back and forth. >> No worries. No worries, >> guys. I'm doing the slides. It's my fault. >> Hands free at the moment. It's quite nice. You get the basics right. There's so many so many ads we see that just forget to put their own logo on the ads. And and I think, you know, having a really kind of important checklist um of of the basics is is sometimes overlooked

and and really important stage. So, here's a few things that I think is uh is really important. And I found this really nice example actually from from Gong. I'm sure you you've seen Gong as a as a platform. Um sort of a SAS sales and marketing platform. And I really like this because it it's it's it's clean. It's uncluttered. Um it's readable. It really stands out. You know, you haven't got a pale blue on a dark blue. Um it's got really short copy, really clear CTA. They put the logo on. Um it's consistent. So if you look at their website, it looks and feels the same as this. Clearly they're doing different variants. Um, and it's also really targeted. If you look at what they're doing, they're targeting Lyft with a with a really timely message about how they're um working with Uber. So, there's they're sort of playing on that sort of FOMO thing of um you know, your your biggest competitors doing better than you type thing. So, I think it's it's really nicely executed, very simple, um, and gets the message across and and they've tried to do sort of a safer version on the left and a bit more of a a fun version on the right, but

that's why the variants are important. So, that's kind of a checklist. The other thing I think that sometimes ads lose is is is clarity around the message. And if you think about the mindset of somebody, you know, scrolling LinkedIn or whatever, they can't absorb all these like loads of messages all at once. We need to say one thing and we need to say it really clearly. And I've got some bad examples of this. Um the there's one I mean everyone has their own opinions, but for me this has got too much going on. This example of this of this blurred out brand. um it's trying to say, you know, security, innovation, expertise. So, it's saying a lot, but it's also, you know, a bit a bit bit boring layerwise, but but those things are just kind of a bit meaningless. You know, what does unparalleled security even mean? What does unstoppable innovation mean? There's no real sort of link to why the business can deliver that. And so, for me, that just comes across as as sort of noise and you'd scroll past it. And um another example on the right hand side, this is one obviously it's not digital ad, but it's one from Snapped on the Tube. uh the platform for human and AI

coordination. I mean, I don't I don't even know what that means. Um that could be stamped onto anything. It could be it could be chat GBT. It could be uh it could be any company. It doesn't really say any benefits or any any problems or any information about what the what the company even is. Um it's too abstract. So, I think although it is, you know, more succinct in its message, the message itself is is not very clear. So, say one thing and say it clearly. Um, and if we can move on and one of my sort of pet hates, um, is these kind of B2B cliches as well, which I think just immediately loses clarity and people just gloss over. So, empowering and accelerating scalable synergy to leverage the digital first enterprise ecosystem. I can't I made that up. That's not a real ad, but um, we see these words everywhere in B2B and they they sort of lost their meaning. you know, we're obsessed with saying accelerating instead of speeding up, and we're obsessed with saying leverage instead of use because we think it sounds clever and and a little bit more um sophisticated, but the reality is

people just gloss over it. So, try to avoid these these these tropes in B2B if you can and just be clear with what you're trying to say. The next point is about standing out. So um there's a there's a German scientist that we often reference um on the next slide called von restaurant and and it's a really simple principle but sometimes gets forgotten is it's this idea that if you've got you know nine green apples and one red apple everybody notices the red apple. It's not it's not sort of brain science but it's um or rocket science I should say. It is brain science in fact, but it's this idea that that the odd thing out gets noticed. And you think about the the context of of ads. You're competing with attention on the page. So, you know, the ad might be viewed on whatever website it might be. It might be viewed on LinkedIn. There's other stuff going on, but you're also competing with the context of that brand's competitors. So, you want to stand out in both of those both of those environments. Um, and I've got an example actually of of a campaign we did

recently which was basically designed to do that. was try to to create something unusual and and and that would capture people's eyeballs um in the recruitment space which is one of the most commoditized and and sort of sy spaces that you can get um B2B recruitment. So yeah, we basically created a bold sheep um that that that talked about this sort of simple idea of of fluffree talent solutions. no fluff, cut the fluff was sort of the creative idea and it was really just to get eyeballs on the brand um and and put something in front of people that was just a bit unexpected and it actually got loads of attention. We did loads with it in terms of um we did direct males, we did event stands and it was much it sort of grew into this monster that was much bigger. We did other animals. We did a weird cat that that that shaved a shaved cat and a shaved dog. Um but it kind of led us down this route that was actually add another sort of principle which is around motion. um you know once we've got something like this it was easy to animate them into some kind of motion and motion gets attention as well on ads um so I think that's quite a nice

example of sort of cutting through um cutting through the fluff um the last couple of principles so trigger emotions I think this is this is often talked about a lot now in B2B and I think everyone's kind of got the message that you know rational ads um don't do as well as emotional ads but the the stats still really support it and and um if we move on. There's a there's a this is one thing I often quote, but emotional ads twice as likely to be remembered as rational ones. So, if you think about how do we if we're getting our brand in front of customers, we obviously want to be noticed, which is the biggest problem, but then we want to be remembered. And to get remembered, emotional sort of um tugging on the heartstrings or or whatever it might be helps us get remembered. And there's so many emotions. I think we often forget about all of these emotions, but um you know, I'm not necessarily saying we do an ad that that inspires rage and anger. Um but >> I was just going to ask should we >> I I've seen it done. I've I've definitely seen some ads that sort of more in the context of showing what the

what the pain looks like of using a bad product and then you show the what the other side looks like. Um surprise, obviously we sort of talked about that when we talked about standing out. you know, you want to sort of surprise. You don't want to show somebody something that they're unlikely to see or that they're not expecting to see. But that that top one, joy, I think, is um is is probably the one that that that often gets the most attention when it comes to emotion because it's easy. It's easy. Well, I say it's easy. Still not done that very often, but creating humorous ads. Um somebody notices something, they giggle, they sort of get a feeling of joy and then they remember it. And in the B2C world, you know, that that's oftentimes what they try to do. They try to make people laugh. They're trying to sort of amuse people. In B2B, we do it less. >> Did you know that CocaCola has um literally takes up physical space in our brain because of the tens of years of their advertising campaigns associating cola with happiness and Christmas and actually research shows that they are they are taking up physical physical

space their physical present in our brain. There's like a Coca-Cola section right now. >> Yeah. >> Um that back. >> Okay, sorry. >> No worries. Um, but these things, you know, joy, surprise, fear, they help build these memory structures in our in our mind that connect um connect that person with the brand and and therefore you become more recognizable and more remembered. And when you get into those buying situations, you know, you want to be on that list. You want to be on that top five list before they've even started researching. And and that's where memory comes into things. Um there's a fun example actually we just did for one of our clients, Multiverse. They offer AI um training and upskilling. Um and we tried to have a bit of fun with the the sort of the things that can go wrong when using AI. So kind of using the problem of um two sweethearts on a date. Um if you put that into AI, you might get that picture, which is not quite what they were looking for. Um so we had a whole suite of these um which were digital ads and ads all around London um around the city because it was kind of aimed at financial services. So yeah, I think you

can have a little bit of fun sometimes with with ads. Um and and again kind of gets people's attention. It stands out a little bit more. I've got a couple more examples actually >> um for another client of ours, Console Connect. Uh we did these text based ads, but um again trying to have a bit of fun and get a bit of personality into the brand. Um it's a it's a platform that allows you to connect and move data. So, we had this this line movie data with the freedom of position like your hips back in the 90s and a whole suite of these um some more sort of shocking ones. So, you've not had a connection like this since your wife left, which um yeah, >> a savage one >> kind of brutal, but >> one probably not right for all brands, but as a sort of a challenger brand who's trying to get attention, people do look at that ad. Um I can tell you that. Um and then finally, I just want to say one of the simplest things that people can do is is use faces is put faces on ads. We're we're pre-programmed to to be drawn to faces. If you look at this heat map, the first thing people look at is

is the face. Um, and and it's still the the image that attracts the most attention or holds the most attention, the image type. Um, it's it's it's really quite quite a compelling thing. We're just so pre-programmed to look for people's faces. Even with the animal example I gave you, animal faces, exactly the same thing. People look at the face of the of the sheep when we've tested the ad. And you can use faces in loads of different ways. I mean, there's an example that we've done there. we've put our um founders face on the on the ad and just said but your consultation um I know the influ guys use um use it really cleverly you know in terms of kind of putting the SDR in front of um the prospect before they have meetings and things like that you might want to say more to that Anna >> yeah that's that's that's where I wanted to share that we actually for events that's something that works amazingly for us because um you know for the events we're focusing on driving in-person meetings And what we do is we show the faces of the people that are going to the event from our side to the

audience that we actually want to um talk to at the event. And um yeah, very often our you know Chris, our VP of of partnerships, our CRO, they're like we work there like celebrities. People show our pictures on their phones. They have them saved um because you know they literally recognize the face from the ads that we've been serving to them. Um so that's a very nice icebreaker for us basically and I think that is the end of our session. We are on time and um if you have any questions we have time for them now. You can also download this deck right now and we'll email that to you as well. If you have any specific questions for me or for Chris there's our LinkedIn um Slack there available to reach out. We will be happy to chat and I think I'll stop sharing and then we'll go into the question section. Actually have we have one um uh what type of platform or tools are

you connecting to your tax stack to get these phase one signal eg looking up your competitor on G2 from Lisa. >> I can start and then you can maybe add to um G G2 for example that you would get that from G2. So they have a service where they they'll show you the analytics of who's looking at your GT profile and their GT and and competitors GT profiles or just looking at the category. Um so you can use all those intent signals and plug them into your into your CRM. Um there may be third party tools now that take that well from G2 but that was certainly GT need um relationship with GT themselves. >> Yeah. Yeah. Um we can look at other early signals actually right now and suggest places where they can be taken from. So yeah the G2 just as you said that's definitely something that you can get from G2 or any other vendor because all of the um all of the review sites that's their main business

strategy basically giving you this intent selling you this intent. um raising funding um something you can just literally find online or there's also um signal services that's something that will be available at influ 2 as well um at some point um hiring signals I think that well as well actually um funding crunch base is a good one and >> crunch base play as well is another one yeah >> um hiring that's sales navigator basically Um and uh LinkedIn that's like that's that's a good that's a good source for that information. >> Yeah. Again there I think again key play I think does that there's quite a few tools now that that are popping up that starting to aggregate um some of these intent signals to help you build your ideal customer profile but you can get them from from those platforms as well. We can maybe circulate a list um tools actually as part of this. Do we have

Influ customers in here? Oh, okay. If for influencers, those mo many of those signals that we covered are going to be available in Influ at some point. But um again to use signals, you're not limited to Influ. Also, if you like the session, add us on LinkedIn. I really like connecting with with the marketers. I feel I I you know, I like having conversations rather than talking at people. Um, so if at some point you want to discuss something that's on your mind, if you want to discuss some strategy, what you're you know, use me to to ping pong ideas. I'm really happy to share whatever I'm focusing on. I'm pretty sure Chris, you speak for yourself. I don't want to I don't want to drive people into your DMs and you blocking them. >> Oh, and anyone contacting me after I'm only joking. Yeah, feel free to uh to add me and and yeah, love to chat with other marketers and people in this space. >> Um Olivia, thank you for for thanking

us. Um and Sally is asking, I would love to see the tools that can help construct ICP. Um so I can't recommend a tool for constructing ICP but the approach that we are taking is we are analyzing all of the data that we can figure out about an account. So the location what are their market what is the industry employee number um and any data that you have about your happy customers basically. So um we constructed an our ICP around the happiest customer that's staying with us that's using the product correctly that has the capacity to use it and that's basically how we built our entire strategy for ICP in order to avoid um you know creating a holy bucket in order to focus on LTV and the um long-term

business outcome and actually if you do that your CRO is going to be your best friend. All right, thank you so much for joining. >> Um, you're still here. >> We are finishing the webinar. Goodbye. Bye everybody.