According to recent research conducted by InsideSales.com and reported by MarketingProfs, websites, blogs and search are among the most effective tactics for both lead generation and brand awareness. But social media (including Twitter, Pinterest and Google+), display ads and online video are among the worst activities for achieving either objective.
While the findings are interesting and no doubt reflect the experience of many b2b marketers, it’s crucial not to misinterpret the results. Whether one agrees with conclusions of the research or not, it clearly has one important flaw: ignoring the connections between tactics.
Business buyers obtain information from multiple online and offline sources when making significant purchase decisions. A study from Siriius Decisions found that b2b buyers are typically 70% of the way through their purchase process before they contact a vendor’s sales team.
That makes it crucial for companies to be as visible as possible during that research phase, before they even aware of a prospect’s potential interest. And given that more than 90% of b2b buyers use online sources in their buying decisions, it’s vital to maximize web presence.
In order to create a framework to optimize web presence and online visibility, b2b marketers need to understand and capitalize on the connections between these different tactics. For example, just looking at four of the tactics in the “Established Value” quadrant:
Tradeshows and conferences: marketers can maximize their presence at these events by utilizing a button, badge or “ad” on the company website; direct mail; a blog post about the upcoming event; a notice in the company’s email newsletter; and through social media updates on Twitter and LinkedIn.
During the event, the company can use public relations tactics to meet with industry journalists and other influencers attending the show or conference.
And post-event, the company can keep buzz going by posting photos from the booth on Facebook and Pinterest, and if the show included a speaking opportunity, posting the presentation to SlideShare and possibly even video to YouTube.
Email or electronic newsletters: e-newsletters and marketing email messages serve two basic functions–to share information of value to recipients, and to persuade recipients to take action.
That information may be third-party links, but may also be hosted on the company’s website or blog. Newsletters themselves, new and archived, can be posted on the company website, where they provide search value. Both the email and web-hosted version of the newsletter should contain social links, encouraging readers to share the content on Twitter, LinkedIn, Facebook or other social networks.
Newsletter calls to action can include registration for executive events, virtual events, or webinars—all of which appear in the “underused” quadrant in this chart. They can also promote content downloads—reports, white papers, e-books and guides. Website visitors are often more likely to register for an event or download a white paper if the landing page includes a short online video (which is, for this and other reasons, best not a “being abandoned” tactic).
Company websites: these are of course at the core of digital marketing. The ultimate goal of all online tactics (and many offline ones) is to attract visitors to your website to learn more about your products and services, and take some action (purchase, subscribe, register, download, contact sales, or some other conversion action).
The single leading source of traffic for most b2b websites remains organic search. Driving search traffic requires ranking well, which in turn depends on relevant content, high-quality links, and social signals.
The content is going to be housed on company website pages, in the newsletter archive, and in posts on the company blog. It can include images, infographics, rich media, and online video in addition to text.
Some of the highest quality links come from influential industry blogs or news websites, which are supported by an active public relations program. Quality links also come from event sponsorships and industry association websites.
Social signals are driven by links from Twitter, LinkedIn, Facebook, YouTube, Google+, and even Pinterest. Indeed, recent research indicates that Google+, while not much of a social network, can be highly valuable in achieving the ranking that drives organic search traffic. “Abandon” such tactics at your own risk.
Website traffic can also be driven by offline tactics like radio, outdoor, and direct mail. Codes can be assigned (e.g., “Visit company.com/radio to learn more”)—or in the case of direct mail, QR codes can be used—in order to track the effectiveness of these channels.
Sponsorships/Associations: event sponsorships as well as membership in and content contributions to industry and trade association websites are key components of industry presence, which can both drive targeted website traffic and create relevant, high-quality backlinks to the company website and/or blog. Event sponsorship can also drive increased booth traffic at tradeshows.
Industry associations also often offer opportunities for guest blog posts (which can then be promoted through social networks), participation and exposure in groups on LinkedIn, and even in some cases online display advertising—which can drive site traffic or targeted calls to action.
The bottom line is that, while various online and offline tactics clearly differ in direct value and the amount of budget and effort they merit, it’s also vital to recognize and account for the connections between these tactics and how they support each other. This requires using cross-channel online marketing metrics to develop strategies, prioritize tactics, and execute effectively to support your organization’s ultimate online visibility and business goals.
By Cheryl Burgess, originally published on the Blue Focus Marketing Blog
In 2011, I teamed up with Tom Pick (@TomPick) and his Webbiquity blog to unveil the first annual #Nifty50 Awards. Our goal in designing these awards was to honor the top 50 women and top 50 men in social media. In that first year, we cast a wide net, honoring those whom we felt actively engaged as brand ambassadors on Twitter day in day out, exchanging valuable information, and just generally being good, helpful people. Last year, we narrowed our focus to honor the top 50 men and top 50 women engaging on Twitter on behalf of the tech sector.
This year, we wanted to target a specific group once again, and so we agreed to honor the top bloggers, authors, PR specialists, and journalists on Twitter. After reviewing all of your wonderful nominations over the summer, it’s now time to unveil the winners!
Now that Tom and I have compiled our lists, the word that keeps popping into my head is “community.” This isn’t just a list of 50 men who work in isolation; these are people who share strong social bonds with each other, who would be just as happy to celebrate the success of one of their colleagues as they would be for themselves. These thought leaders understand that the greatest product of a good idea is more good ideas, and it’s great to see that their generosity and thought leadership in online communities is being recognized.
I’m happy to say that I have had the privilege of experiencing this generosity firsthand. As we were writing our book The Social Employee: How Great Companies Make Social Media Work – Success Lessons from IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, and Domo on building a Social Culture (McGraw-Hill, August 2013) (@SocialEmployee) late last year and early this year, we were honored to receive excellent contributions from people like Vala Afshar (@ValaAfshar), David Armano, (@Armano) David C. Edelman (@DavidEdelman), and Kevin Randall (@kevinbrandall) —just to name a few. These wonderful wordsmiths truly enlivened our own content, and we couldn’t be happier to see them make this list.
So without further ado, here are the 2013 #Nifty50 Men! Feel free to celebrate their achievement by dropping them a line on Twitter, and don’t forget to check out the Webbiquity blog for the 2013 #Nifty50 Women!
Vala Afshar @ValaAfshar
David Armano @armano
Jonathan Becher @jbecher
Sander Biehn @sanderbiehn
Michael Brenner @BrennerMichael
David Brier @davidbrier
Michael Brito @Britopian
Terry Brock @TerryBrock
Mark Burgess @mnburgess
Chris Carragher @cjcarragher
Dan Cristo @dancristo
Dino Dogan @dinodogan
Mike Edelhart @MikeEdelhart
David Edelman @davidedelman
Mark Fidelman @markfidelman
Sam Fiorella @samfiorella
Jez Frampton @jezframpton
Nis Frome @nisfrome
Sean Gardner @2morrowknight
Glen Gilmore @GlenGilmore
Andrew Grill @AndrewGrill
John Hagel @jhagel
Arik Hanson @arikhanson
Kent Huffman @KentHuffman
John L. Kennedy @johnlkennedy
Jure Klepic @jkcallas
Bryan Kramer @bryankramer
Simon Mainwaring @simonmainwaring
Billy Mitchell @billymitchell1
Jacob Morgan @jacobm
Tom Peters @tom_peters
Howard Pyle @howardpyle
Erik Qualman @equalman
Ajay Ramachandran @ajay
Andreas Ramos @Andreas_Ramos
Kevin Randall @KevinBrandall
Ron Ricci @RonRicciCisco
Tony Riches @tonyriches
Alex Romanovich @alexromanovich
Ted Rubin @TedRubin
Neal Schaffer @NealSchaffer
Dan Schawbel @DanSchawbel
Gary Schirr @ProfessorGary
Brian Slattery @BrianSlatts
Andy Smith @kabbenbock
Brian Solis @briansolis
Bill Strawderman @marketingbard
Todd Wilms @toddmwilms
Tony Zambito @TonyZambito
Cheryl Burgess (@ckburgess) CEO and CMO of Blue Focus Marketing, author of The Social Employee – How Great Companies Make Social Media Work, published by McGraw-Hill, in summer 2013. She is a social branding consultant with expertise in social business and social media. She is an expert blogger for AT&T Networking Exchange on social media. Proud to be an invited contributor to the Wharton FOA’s Advertising 2020 Project. Active Member of the Wharton Advertising 2020 Contributor Community.
She was awarded Wharton Future of Advertising’s MVP and praised as a “brilliant strategic thinker in the social media space.” Huffington Post honored her as one of 40 global women “Passionistas” for her “great business expertise and timeless blog posts.” Also, Huffington Post “Top 100 Business, Leadership and Technology Twitter Accounts You Must Follow.”
She was featured in Fast Company and Business Insider. Invited speaker on “Expanding Your Social Influence” at the AT&T Networking Leaders Academy Annual Conference. She is a four-time winner of the Twitter Shorty Award in Marketing [The New York Times hails this as the Oscar of Twitter], named Top 75 Twitter Women, 2012 Top 100 Branding Experts on Twitter, and a 100 Top Marketer on Twitter. Cheryl is a syndicated blogger. She is the co-founder of #Nifty50 Top Twitter Women and #Nifty50 Top Twitter Men. Google+
Each year, the #Nifty50 awards honor 50 men and 50 women who actively engage on Twitter. 2011 was the inaugural year. In 2012, the #Nifty50 recognized the top men and women on Twitter in the technology realm.
The purpose of the award is to acknowledge the contributions of honorees to their fields, as well as their level of engagement on Twitter; to encourage interaction with these leaders; and to expand social networks. When the timing is right, the #Nifty50 will be expanded to include an element of social good—the #Nifty50 Kids project, which will provide access to advanced technologies for low-income children.
This year’s #Nifty50 highlights men and women who write—more specifically, who regularly produce some form of business-related online content (blog posts, news articles, videos, infographics, etc.)—and who actively engage on Twitter. The honorees include both full-time (e.g., journalists, authors, or PR professionals) and part-time writers (e.g., bloggers).
Since the first awards, the #Nifty50 hashtag has been tweeted and retweeted nearly 7,000 times, with a total exposure of more than 50 million people, according to Topsy. The #Nifty50 was also featured in the new book by Mark (@mnburgess) and Cheryl Burgess (@ckburgess), The Social Employee (McGraw-Hill, August 2013) How Great Companies Make Social Media Work – Success Lessons from IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, and Domo on building a social culture.
For 2013, we’re pleased to honor 50 women (below) and 50 men (in a post on the Blue Focus Marketing Blog) who are both outstanding writers and content producers and active social media connectors and engagers. Beyond their professional lives, the interests of these women range from the fairly conventional (travel, food, wine, health, fashion, family) to the unexpected (Star Wars, Milk Duds, beer, Swedish fish).
We’re proud to acknowledge these 50 women from 48 different organizations as the top #Nifty50 women writers on Twitter for 2013. You can find and subscribe to or follow the entire list on Twitter here.
(Editor’s note: Though I’d be proud to claim her as a member of my extended clan, I’m fairly certain that Marissa Pick and I have no familial relationship.)
Meghan M. Biro
Anne Deeter Gallaher
Esta H. Singer
Again, you can find and follow the entire 2013 #Nifty50 Twitter women’s list here.
The use of social media and social networks for marketing has rapidly advanced in the past few years from the “should I do it?” stage to the “how do I do it?” level to the current “how do I measure and optimize social media marketing efforts?” phase.
You’ve seen the statistics on social media marketing: 93% of marketers use social media for business. 90% of Inc. 500 companies use at least one major social media platform. And 92% of small businesses say that social media is an effective marketing technology tool.
Yet most marketers still struggle with how to measure ROI from social media efforts, and with questions like: how we budget for social media programs? What are the best strategies for promoting social content (and which bad ideas should be avoided)? Which social media marketing tools are most useful? And how do we ultimately attract new customers through social media?
Find the answers to those questions and many others here in more than 20 of the best social media marketing guides, strategies, tips and tactics of 2013 thus far.
Social Media Marketing Guides, Strategies and Tactics
15 Strategies To Get More Shares For Your Content by Marketing Land
We’ve all had the experience: you produce a fantastic, thoroughly researched, though-provoking piece of content and…instead of sharing your wonderful piece, your network is busily sharing something just not as good. Argh! Why? Noting that “The secret of getting your content shared by more people isn’t always producing better stuff – sometimes it’s making better connections or just thinking a little differently,” Courtney Seiter shares 15 strategies for getting making your great content “go that extra mile,” such as forming alliances, joining communities and rewarding sharers.
Social Media Priorities – Where Should You Focus? by Social-Hire
Where should you focus your social media time and efforts? While acknowledging that the “audience you want to reach and your own professional goals will influence where your social media priorities for the coming year should lie,” Tony Restell nevertheless offers some concrete recommendations, like spending time on Google+ communities because of “the overlap between Google+ and Google search results.”
Jasmine Sandler suggests marketers take six key considerations into account when budgeting for 2013 (or 2014) social media marketing plans, among them social media content development (“Content takes professionalism in design, writing skills, video production, photography, webcast production, audio development, and more”) and social media management (“Social media management takes listening, research, staying on top of trends and influencers, and ongoing creative thinking. Social media management, even for SMB organizations, takes a full-time salary worth of work. Don’t skimp on this and expect a junior person to take it on and run it”).
The Truth About Social Media by Forbes
Writing that social media is “not about how many tasks you can tick off your to do list but about nurturing your following and making sure they feel valued…about creating community, relationships and loyalty”), Suw Charman-Anderson offers eight thought-provoking if sometimes painful observations, such as “being a writer doesn’t make you special” and “accept that you can’t be everywhere.”
Ellie Mirman advises marketers to ignore these 30 examples of social media “wisdom” that really isn’t, like “social media is the new SEO” (no, it’s a supplementary activity—and a valuable one—but not a replacement), “an intern can manage it all for you” (hmm, sounds like another post on social media marketing myths), and that you should “use a tool that autopublishes your posts to all social networks at once … to save time” (ach, no!).
How Small Businesses Can Use Social Media at Events by MyBeak Social Media
Guest blogger James Barnett offers helpful tips for using Facebook, Twitter, Pinterest and blogging to run PR campaigns at live events, for example, on Twitter: “Use hash tags (#) to stay on topic with trends and create a buzzword around your brand. Re-tweet positive PR and update followers daily during the event. Request a re-tweet and support other exhibitors if they are willing to do the same.”
Writing that, “Successful people believe they are adding value to your day, on and off social media,” TJ McCue details how social media pros use the tools effectively. Among their practices: they are genuine; they focus on quality over quantity; and they “believe in their network and leverage it.” They do not, however, send auto-DMs to all new followers or tweet what they had for lunch.
7 steps to rank your video higher on YouTube by iMedia Connection
Jon Whiting lists seven tips for improving video rank on YouTube. Beyond the obvious (keywords, title, description), he notes that “appearing higher than all the other videos targeted at the same keywords will depend on user engagement. This includes metrics like total number of views, likes, time spent watching, how many shares it gets etc. Try to encourage as many people as possible to view and like your video.” While this post isn’t an exhaustive guide to YouTube SEO, it’s a great start.
Social Media and the Sales Cycle by Marketing Wisdom for the 21st Century
Can social media help shorten b2b sales cycles? Perhaps, but here the insightful and engaging Margie Clayman skewers some of the arguments made on behalf of that premise. Prime example: “the argument that sending a message via LinkedIn thanking people for a meeting also seems to be a straw man argument. You don’t need to use LinkedIn to contact people you met with if you don’t want to. Email can work. Even better, send hand-written thank-you cards. That will really blow them away. It’s not a bad thing to use LinkedIn for post-meeting messages, but it’s not a convincing argument when debating whether social media can shorten the sales cycle.”
Executable Game Plan for Winning Ultimate Customers with Social Media by SocialSteve’s Blog
Steve Goldner lays out a practical action plan for moving “potential customers from interest to promoter step by step,” starting with gaining their attention (e.g., by determining and using they keywords your potential buyers use) and ending with nurturing advocates (when advocates “genuinely like you or your brand and what you deliver…you are now extending to the reach beyond your audience – to your audience’s audience”).
Expert’s Corner: How Manufacturers Are Harnessing Social Media by ThomasNet News
Mike Keating reports on how manufacturers are successfully using social media to increase awareness and sales, including blogs, YouTube, SlideShare, Quora, and most importantly, LinkedIn: “LinkedIn is the preferred social networking venue for B2B and B2G. You can reach out and connect with your clients (government or industry), define and demonstrate an area of expertise, develop a thought leadership position, and tie all your social networking back to your company website. Companies (including manufacturers) with an active social networking presence are growing much faster than those without one.”
Jim Dougherty highlights an infographic which illustrates that which is the “best” social network for your marketing efforts depends upon several factors such as your goals (Google+ and YouTube are great for SEO, Facebook and Twitter for driving traffic, LinkedIn and Pinterest for brand exposure), target audience demographics, and the skills at your disposal.
31 Actionable Social Media Marketing Tips Based On Research by Heidi Cohen
The prolific and insightful Heidi Cohen here culls more than 30 tips from Social Media Examiner’s 2013 Social Media Marketing Industry Report, among them guest blogging, providing perks to brand advocates on social media, and answering “customer questions…Make a list of your customers’ top questions and respond to each one.”
Reporting that “while B2B social media spending increased 9.6% last year, the majority of B2B companies failed to integrate social media into their business practices,” the brilliant Wendy Marx offers guidance for how B2B vendors can improve the productivity of their online social activities, such as by carefully structuring a social media team, training employees, and establishing accountability.
Social Media Strategy: The Answer to the Top 5 Social Media Marketer Questions by Maximize Social Business
Neal Schaffer answers five common questions about social media marketing, including questions about the best social media management tools (see below), how to measure the ROI of social media marketing (see further below) and how to create a social media marketing strategy.
Writing that “People have an attention span of eight seconds, so it’s incumbent upon writers to make their content as accessible as possible,” Jim Dougherty (again) here presents an infographic that “offers some very pragmatic and practical tips” such as including images on Facebook posts, mentioning influencers in tweets to drive engagement, and tagging brands and people with the @ sign on Google+.
Social Media Tools and Reviews
50 Top Tools for Social Media Monitoring, Analytics, and Management by Pamorama
***** 5 STARS
Frequent best-of honoree Pam Dyer provides brief reviews of a wide range of free and fee-based social media tools, from Buffer (“An app that manages multiple Twitter, Facebook, and LinkedIn accounts, with the ability to set a tweeting or updating schedule unique to each. Includes detailed analytics for all your posts”) to UberVU (“Keeps track of all the major social media platforms in real time and delivers opportunities for audience engagement”).
SlideShare Is The Biggest Opportunity In B2B Content Marketing by B2B Marketing Insider
Writing that “With more than 50 Million visitors per month and more than 100 million pageviews, SlideShare is one of the top websites in the world and should be a key focus of any B2B content marketing program. According to Comscore, SlideShare is used by business owners and business executives at a rate 5 times any other social network,” Michael Brenner explains how to create an effective SlideShare deck and links to some noteworthy examples.
Ian Anderson Gray reviews 10 vital social tools for managing and monitoring social media, including Feedly (one of the most popular alternatives to the now-defunct Google Reader), ManageFlitter (Twitter management), and Commun.it, which Ian calls a “social media relationship management tool.”
How To Calculate Social Media ROI
Social Media ROI: 14 Formulas to Measure Social Media Benefits by Search Engine Watch
***** 5 STARS
In what is possibly the best post ever about how to calculate the ROI of social media activities, Angie Schottmuller provides not just one or two but more than a dozen different formulas for tracking different types of return on investment, broken down into categories such as advertising value, content value, support value, and lead and sales value.
Social Media ROI: It’s Possible With These 7 Metrics by Kruse Control
Reporting that a MarketingChart study “reveals there’s a mismatch between marketing budget and effectiveness in key areas. Two are mass media and customer support, which are being overspent on versus their return on investment. Alternatively, email and social are being underspent on while they have a more effective ROI,” Kathi Kruse outlines a simple set of metrics for evaluating social media effectiveness, from “Engagement: number of likes, comments and shares” to value of sales closed.
If your responsibilities including managing and optimizing website results for a small to midsized organization, chances are you’re using Google Analytics to track website traffic. Google Analytics is used on more than half of all websites. And if it’s not installed, it should be: the Google Analytics (GA) tool is free, powerful, and easy to set up.
For many small to midsized businesses (SMBs), the biggest problem with GA is that it provides too much information. There are a dozen reports under the “Audience” tab alone (not counting “custom” reports). Every report means something to someone, but which are most important from a small business perspective?The long answer to that question could fill an ebook. The short answer? One of the most actionable reports for SMBs is the All Traffic report. To access it within GA, click on Acquisition > All Traffic in the left sidebar menu, then choose Medium as your Primary Dimension. You should see something like this:
Although the figures will vary from site to site, all sites include at least these three Google traffic categories: direct (none), referral and search (organic) visits. Which sources of traffic should you work to increase? All of them!
And although you can adopt a number of strategies to boost your site’s traffic, a proven approach is web presence optimization (WPO): the art and science of being found.
As you study your All Traffic report, it helps to understand each type of web traffic, which also helps you learn more about your audience—and in turn, you can make improvements to your site that better serve visitors, thereby boosting your traffic. Let’s take a look at the three traffic sources and how you can improve them:
Direct (“none”) Traffic
Direct traffic primarily comes from two sources: visitors typing in a site URL directly into their browser, or clicking on a stored bookmark. The first group is likely to contain more prospective customers and others new to your site, while the latter is more often existing customers and partners.
To drive more repeat (bookmarked) direct visits, offer resources, additional products/services, support and other reasons, including regularly updated content, for customers to keep returning to your site.
New direct visits result from both offline and online branding activities. Offline tactics include trade shows and other events, business cards, direct mail, printed brochures, signage and print advertising.
Online branding tactics include media mentions, building links by writing guest posts and articles, product reviews, social media, and industry activities like high-quality directory listings and trade association membership. Note that, as part of an effective WPO strategy, these activities also drive more referral visits and create valuable backlinks that help attract more visits from search.
Referral traffic results from visitors clicking links on other websites that lead to your website—think of it as following a trail of digital breadcrumbs directly to your online hub. Possible sources of referral traffic links include:
- • News articles in trade, local or business publications
- • Coverage by industry or financial analysts
- • Product reviews
- • Blogs (guest posts, comments or blogroll links)
- • Industry and local business directories
- • Partner websites (e.g., retailers, resellers, technology partners, affiliates or vendors)
- • Social media sites (e.g., YouTube, LinkedIn, Twitter, Facebook, Pinterest, SlideShare, Scoop.it)
- • Online forums and discussion boards
- • Trade show and event websites
- • Other company or product websites or microsites (mostly for large organizations)
In many cases, your company may attract such links over time simply through normal business activities. A more proactive (and effective) approach, however, is to help build links through a combined digital marketing strategy that includes PR, social, content marketing, and SEO. As you use each of these components to build links and boost your visibility, keep a close eye on your referral traffic. What types of sites send the most traffic your way? That data is a clear signal to continue using those sources in order to keep your referral traffic at optimal levels. Additionally, a robust set of WPO metrics can help in evaluating the value of traffic from each referral source as well as identify competitor links and tactics to emulate.
Search (Organic) Traffic
As you can probably guess, search traffic is comprised of visits from Google, Yahoo!, Bing and a host of smaller search engines. To increase search traffic, your site needs to be optimized to rank highly in the search engines for the types of phrases that buyers use when searching for the types of products and/or services you offer.
Rankings are determined by a combination of relevance (how well does the content on your site align with the search query) and authority (the number and quality of backlinks to your website).
Backlinks, as noted above, can be generated through PR, social, SEO, and other marketing tactics. Links are most valuable when they appear on sites that are highly relevant to your business, i.e., other websites that your prospective customers would be likely to visit for information. Links from low-quality, general purpose directories were helpful for ranking at one time, but are now essentially worthless (and can even be harmful to rankings if your site has too many such links).
The best type of content is that which educates your buyers or helps them solve problems, and only indirectly promotes your products or services. After all, your customers don’t necessarily want to hear how great you are—they want help solving their problems as quickly and cost-effectively as possible. And many times, some of the most valuable backlinks to your site will be those that are created voluntarily and spontaneously by others—bloggers, site owners, social media users—based on the quality and usefulness of your content.
Given the near ubiquitous use of the web for researching product and services prior to buying, optimizing all of your potential sources of site traffic gives you the best chance to be found when your prospective customers are looking. And as you continue to analyze your site’s traffic, be aware that website marketing and traffic building are ongoing processes.
It’s critical to regularly examine your data so that you can spot potential problems and fix them before your site’s visibility and traffic is further compromised. On the flip side, your customers will tell you what you’re doing right—you simply have to pay attention to the data and understand that it not only tells you a powerful story about your customers, but also helps you make key decisions.
Are you listening?