Jasmeet Sawhney : But what has really shown us, order of magnitude higher ROI, has been the account-based marketing, right? Where we are tightly aligned with what the sales and account teams are doing so that we can understand, we as marketing team can understand, what the client really needs in the next three months, six months, nine months. And we can create content and collateral that's aligned with the strategy and the pipeline that we have for the customer. So, that has worked really well.
Kosta (B2B Show): Can you maybe elaborate a little bit on that? How do you start a relationship where you do account-based marketing? How do you get started and then maybe is there an example you can give me in terms of the collateral that you may be sending over the next three to six months?
Jasmeet Sawhney: Yes. So basically, it all starts with first, who's the internal stakeholder that we have to work with, right? So we have account teams mapped to every large customer and we work with them, we meet with them, we have a cadence, and we try to understand what they're planning to do because they are the primary customer interface. And we try to understand what they have learned on the ground. So what is the customer strategy? What are the kind of projects they are trying to do in the next year or so? What are some of the things in the pipeline, RFPs that are going to come out. So we can position our content according to that. Right? So it's about having a connect with our internal stakeholders more than having like a direct interface with the customer.