We really make sure that there's a particular content that goes out. We are very well covered in the PR. So we have lots of newsletters and magazines and newspapers from "Forbes" to "Business Inside" to "Business World" too. So, all of these-- BBC, they've covered us fairly, fairly well. And we've used all of these to create an impression about the organization that not only is doing a good job, but is hungry enough and smart enough to figure out a way to land up in front of the potential buyer in whichever channel that they're consuming news and information.
NICK: Well, I love how you started by segmentation, and understanding really who's the audience that's the best fit. We do an exercise ourselves when we usually kick off on engagement with clients and we call it the audience messaging offer framework. And it starts with the audience, right? And then, you talk about the messaging and then the actual offer. And then you talk about the distribution in the channels, and the tactics, right? I think a lot of people start with the tactics first, but you have to understand the strategy.
PANKIT: It's a lot easier to do, right? 'Cause that's-- like, transactionally, is easy to jump into it, and more often than not, you'll end up burning a lot of sales cycles before realizing that, "Hey, that doesn't work for you."
