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7 leadership behaviors for marketing agility

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7 leadership behaviors for marketing agility

The following is a selection from the e-book “MarTech’s agile marketing for leaders.” Please click the button below to download the full e-book.

Agile marketing is all about mindset shifts, and the 7 Essential Attributes of Agile Leadership by Leon Purton is a great place to start. They are:

  • Humility
  • Outcome-driven
  • Flexible
  • Coach
  • Collaborator
  • Focused on people
  • Game-changer

Humility

Humble leaders decrease power instances between themselves and others. They acknowledge their mistakes and weaknesses.

My family and I like to watch the show Undercover Boss. That’s the show where a corporate executive goes undercover as an employee at their own company and experiences life on the other side. During an episode we watched recently, the boss (let’s call her Sally), was a command-and-control leader who wrote ridiculous policies and micro-managed the fast-food store employees through video surveillance.

When Sally went undercover as Norma, a fast-food employee, she quickly realized that the order times she had set as a company standard were not only unrealistic, but actually hurt customer service. And by experiencing how her employees worked, she understood that having corporate watching their every move created a culture of mistrust.

Read next: Embrace a value-based approach to agile marketing leadership

Sally was definitely humbled by this experience. After returning to her corporate office, she decided to stop dictating policies, but instead to ask team members for feedback on how things should work — since they were the real experts on how things operate on the ground.

A humble leader can step in, get her hands dirty, admit she’s wrong and realize that employees aren’t “beneath” her, but smart individuals who were hired because of their expertise.

Outcome-driven

Outcome-driven leaders focus on analyzing results as related to defined business goals, rather than individual productivity, arbitrary deadlines, tactics and the quantity of deliverables.

To become an outcome-driven leader, you need to set clear and achievable goals and trust team members to get them done. Instead of, “We need a whitepaper” you should say, “We need to capture 100 qualified sales leads”. The experts that you hire should be able to figure out if that should come from a whitepaper, a business article, a video or a combination of all three of them. As long as you can clearly articulate success metrics, let them show you what they’ve got.

For decades, companies have been conducting individual performance reviews, and bonuses or other incentives are often tied to resource allocation, working overtime or other behaviors that are contrary to agile.

Agile marketing is all about teamwork and getting results, so instead of looking at Dan’s performance based on the volume of articles he wrote, instead ask his peers if he’s a good team player and if the work he’s doing is contributing to the team’s goals? Does Dan step in when a team member needs help getting something done? Does Dan share his knowledge with other team members? If you look at those kinds of behaviors as wins, you’ll help your staff achieve marketing agility.


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Flexible

Flexible leaders understand that new information emerges and plans change. They are open to new ideas and ways of working.

Planning for marketing is great, and it’s needed, but plans change, so as a leader, responding to current market conditions needs to be more important than following a plan at all costs (even if you spent three full days working on it).

If COVID has taught us anything, it’s that we live in a world of uncertainty where we don’t always know what tomorrow will bring. All we know is that we have to be able to pivot as we get more information.

For example, few people foresaw the virus and the impact it would have on the world, so it wasn’t something that could easily be planned for. And once it struck, there was a constant storm of change. Don’t wear a mask. Wear a mask. Only wear a mask if you’re unvaccinated. It sometimes felt like chaos, but leaders were demonstrating agility — responding to change as they learned more.

As a marketing leader, you need to plan with only one thing in mind — your plans will most certainly change. So instead of getting into the weeds months or years in advance, decide the direction you’re headed in, but prepare to find multiple ways to get there.

If there’s one thing that you should remove from your vocabulary it’s the phrase, “Because we’ve always done it this way.” The world has changed, marketing has changed and some of your employees that are of a different generation may have a great perspective on a new way of working, so listen with an open mind.

Coach

A coach helps people learn to be better on their own by asking questions rather than giving answers.

As someone who’s spent years as an agile coach, being a coach is an incredibly difficult skill to master, especially as the boss. When you know the right answer, it can feel like a waste of time waiting for other people to figure it out. But the truth is, if we always give them the answers, they will be dependent on us, and only our voice or opinion will have any merit.

When I’ve started coaching clients, within a few hours I could probably write them a list of everything that needs to change. However, my job isn’t to dictate change — it’s to build a culture people are empowered and can find their own way.

During one of my earliest jobs in coaching, a mentor told me, “When in doubt, ask the team.” So my first move shouldn’t be to tell a team, “You’re not doing XYZ.” It should be to ask, “How do you think we can accomplish this?”

By building up people that can solve their own problems, you’ll get better results. Plus, you can work on the more strategic aspects of your job rather than feeling like the team always needs you to approve everything they do.


7 leadership behaviors for marketing agility

Are your workflows running you, or is your team in control of them? Explore the platforms essential to marketing work management in the latest edition of this MarTech Intelligence Report.

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Collaborator

Work as a partner with other leaders, stakeholders and team members to achieve a common goal.

I recently worked with a leadership team that didn’t play well together in the sandbox. In fact, I’m pretty sure any one of them would be willing to shed some blood if it meant getting their own way.

There were power plays and turf wars happening all over the place. With leaders behaving this badly, there was no way the teams could achieve any level of success.

To get past this, everyone must be trying to achieve a common goal. There needs to be something over-arching that all people can strive for together.

On the other hand, I found it a pleasure to write about the Dubai police department. They and everyone in their entire government system were aligned on a common goal of making Dubai the number one place to live and work.

Their common goal was powerful, and when leaders met to discuss work, it always tied back to that compelling goal. Their alignment trickled down to the entire force, so people were working together rather than as opposing forces.

Focused on people

Building up and motivating team members is at the heart of your role.

Great agile leaders focus on the people more than the process. To get great work out of people, they need to feel valued, love coming to work and have opportunities to learn and grow. In this new way of working, you’re there to be a mentor, an inspiration and a grower of people.

Mike Cohn, a world-renowned agilist with whom I’ve had the pleasure to work, always says, “Check in, don’t check up on your team.” There’s a big difference here in how you’re perceived. When people feel like you’re checking up on them, there’s a sense that you don’t trust them. However, checking in is more about making sure they know that you are there and are supporting them in their endeavors.

Game-changer

You are always looking for ways to innovate, improve and defy the status quo.

Agile is all about a continuous improvement mindset and you’re never done being agile. To achieve this, you must be willing to challenge conventional ways of thinking.

The agile culture values experimentation, so if your radical new ideas weren’t the right ones, that’s OK, but be ready to drop them, admit they were wrong and try going in a new direction.

Marketing is an ever-evolving and dynamic industry, and being a game-changer is imperative to even stay in the game.

One way that you can promote the game changer mindset in your company is by forming an innovation council made up of volunteers (other game-changers, of course) that are ready to brainstorm and implement radical new ideas. This council should be representative of all levels of the company so it doesn’t feel like another command-and-control effort.

The innovation council should begin with tackling problems such as, “How long is it taking to deliver campaigns?” or “What are customers saying about our company that’s a problem?”

Be the game-changer that inspires other game-changers.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Why leading an agile marketing organization requires a vision for

Stacey knows what it’s like to be a marketer, after all, she’s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she’s busy learning how to cook grits and say “y’all.”


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Top 3 Strategies for Success

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Top 3 Strategies for Success

With the advent of e-commerce, manufacturers have unprecedented opportunities to expand their reach, streamline their operations, and enhance profitability. Amidst this digital revolution, adopting Manufacturing Execution Systems (MES) is pivotal in optimizing production processes, quality control, and resource management.

As the lines between traditional brick-and-mortar sales and online commerce continue to blur, manufacturers increasingly realize the need to adapt and thrive in this new digital landscape. This article explores the top 3 strategies manufacturers can employ to succeed in e-commerce.

Manufacturing Execution Systems (MES)

MES (Manufacturing Execution System) is specialized application software designed to solve the tasks of synchronization, coordination, analysis, and optimization of production output within any production. MES systems belong to the class of shop floor-level management systems but can also be used for integrated production management at the enterprise as a whole.

MES collects and analyzes production processes, product demand, and inventory data. This allows manufacturers to adapt more quickly to changes in the market, reconfigure production to meet current requirements, and closely monitor trends. As a result, manufacturers can more easily predict and meet customer needs, which helps increase online sales.

MES helps in maintaining accurate inventory records and managing inventory turnover. This avoids overstock or shortages, which can affect a company’s ability to meet online demand and maintain customer service levels.

Manufacturing Execution Systems (MES) enhance transparency and automate operations, reducing human errors and operational costs. Integrating Manufacturing CRM streamlines customer data, allowing manufacturers to tailor products, respond to market changes, and offer competitive prices in online stores. The synergy between MES and CRM creates an agile manufacturing environment, optimizing efficiency and customer satisfaction.

Content Marketing

Kapost’s research shows that companies in the B2B segment that blog get 67% more leads on average than companies that don’t. However, it’s worth remembering that content marketing requires a lot of resources to prepare and regularity in publishing it. This content can be, for example, brand identity and E-commerce logo, articles and videos, webinars, research, and interviews.

The content should help solve a specific problem to create the image of an expert and thus influence the decisions of potential customers. The topics discussed should not be chosen randomly. A little research in Google Trends will help select the main topic, discussion areas in the video, phrases, and words that should be included in the article. Publishing content based on such a prepared analysis allows you to achieve high positions in search engines. It provides a good user experience for customers looking for answers to product/service questions, comprehensively covering the subject matter.

The benefits of this e-commerce strategy are free traffic, increased user confidence, and the creation of an expert image.

Content marketing is a form of promotion that requires patience and time. Its effects will also depend on the quality of thecontent itself, its optimization, and promotion methods. No specific terms can be specified here.

YouTube channels as a form of content marketing

You can discuss your production process and show and test products on your YouTube channel. If someone is looking for information about a product and is unsure which brand to choose, they will likely find your video and maybe make a purchase. Remember to choose a title that matches the search query and prepare a video description with product links. You can send out an email to announce when new videos are released. Whenever you have particularly compelling videos, you could also promote them via texting notifications to drive even more traffic.

Utilize user-generated content and social media

Not utilizing the content that your users generate is a huge issue. This is because it’s not easy to refresh an e-commerce website and keep it alive. But photos and videos taken by real customers are great for this purpose.

Adding a “widget” that connects your online store’s website to its official social media accounts brings significant benefits. These include revitalizing your social media accounts, increasing your credibility as a manufacturer, inspiring other customers to buy, and encouraging repeat purchases.

Snapchat Planets

Snapchat’s “Planets” feature provides a unique and interactive way to engage with your e-commerce store’s audience. Here are some creative ideas on how to leverage Snapchat Planets to create engaging content:

  • Virtual Store Tours: Use the AR feature to create a virtual tour of your store. Each planet can represent different sections or categories of your store. For instance, one planet could showcase your latest collection, another could highlight bestsellers, and another could offer exclusive deals.
  • Product Launches: Announce new product launches by creating a cosmic journey. Users can travel from one planet to another, each unveiling a new product with engaging visuals and detailed descriptions. This creates a sense of excitement and discovery around new arrivals.
  • Interactive Shopping Experience: Create interactive shopping experiences where users can explore products in a fun and engaging way. For example, users can navigate through different planets to find hidden discounts or special offers, making shopping more interactive and rewarding.
  • Customer Rewards and Loyalty Programs: Develop a loyalty program where users earn points or rewards by exploring different planets. Each planet can offer unique rewards, such as discounts, free samples, or exclusive access to new collections. This gamifies the shopping experience and encourages repeat visits.
  • Themed Campaigns: Align your marketing campaigns with planetary themes. For instance, during holiday seasons, you can create a holiday-themed planet where users can find special holiday deals, gift ideas, and festive content.

By leveraging Snapchat Planets, you can transform your e-commerce store’s content into a captivating and interactive experience that keeps your audience engaged, entertained, and coming back for more.

Use newsletters to captivate your target audience

Newsletters can strengthen the connection with the consumer and demonstrate that shopping with you is safe and profitable. Remember that the more personalized the message, the more effective it will be. It should contain a call to action (CTA), such as a button that redirects to products.

Don’t forget to put a box to check for consent to process personal data when subscribing to the newsletter. Also, add an option to unsubscribe from the newsletter in each email.

A regular email account is not adapted for the newsletter, so do not use your everyday email address. This way, you risk being blacklisted by spam filters. The benefits of newsletters are optimizing advertising costs, increasing loyal audiences from different channels, and building mutually beneficial relationships with partners.

Print and PDF Channel

1716522964 432 Top 3 Strategies for Success

In the digital landscape, the significance of Print and PDF channels cannot be underestimated for manufacturers engaging in e- commerce. The tactile experience of print offers unique psychological advantages, enhancing comprehension and retention, which are vital for technical manuals and complex product details. PDFs merge this benefit with digital accessibility, ensuring wide reach while maintaining format integrity. This dual-channel approach not only caters to diverse consumer preferences but also bolsters marketing efforts, making technical content more engaging and understandable. Utilizing catalog software further streamlines the integration of Print and PDF channels into e-commerce strategies, enhancing product presentation and distribution efficiency.

Contextual advertising: Google Ads

1716522964 713 Top 3 Strategies for Success

If you want the advertising you invest in to have an immediate effect, it’s worth turning to Google Ads. Google displays paid ads in search results and on Google’s network of partners (on-site ads in the form of banners).

You bid when you search for a keyword for which advertisers have set up a campaign. The search engine determines who will appear in the search results and at what position. When assigning bids, the quality of the landing page, the quality of the ads, and the stated maximum bid per click are all considered.

To start setting up your campaign, simply login to your Google Ads account. Using the service is free, and you’ll find plenty of online tutorials on creating a campaign. However, you may find that it won’t generate valuable traffic if you don’t set it up optimally. Your budget will be wasted on clicks that won’t lead to conversions. This is why most companies resort to the help of agencies, including specialized agencies.

There is probably no industry in which Google Ads campaigns cannot be used. However, advertising can be moderately profitable if there is a lot of competition in the industry and margins are low.

The benefits of this e-commerce strategy are large audience reach, the ability to get the target audience as accurately as possible, and very detailed statistics on results.

The effect of launching a campaign should appear almost immediately. A properly set up campaign will increase traffic to the website. By systematically optimizing the campaign, you can achieve much better results.

You also can use paid Facebook Ads post promotion. It is important to pinpoint your target group, but how do you do it? A popular way is to draw up a customer portrait, that is, to make a collective image of your customer.

This considers age, gender, income level, location, interests and hobbies, and online behavior. Such a person will display a group interested in your services or goods.

Implement personalized product selections

Recommended product block and cross-selling are very powerful internet marketing strategies. In addition to the recommended product block, which shows the analogs of the product being viewed, it is worth paying attention to the website’s functionality.

As a rule, the products in the “You may also like” block are selected based on the pages previously viewed by the customer, his previous purchases on the website, as well as what was purchased by other customers with similar tastes. If this functionality is implemented technically sound, it can lead to additional items added to the shopping cart. “You may also like” block partly acts as an alternative to the advice of a specialist or consultant.

With blocks for cross-selling related products is a similar situation. Usually, in them are placed products from the same product line, collection, or simply those that perfectly match the product being viewed. You can use AI-powered live chats to proactively engage in customer conversations and suggest products based on their behavior.

Conclusion

E-commerce for manufacturers is a vast field, and in this article, we have presented the most popular and most effective forms of selling online. Remember, no effective e-commerce strategy exists. Each industry and business will have specifics. Try combining the above mentioned e-commerce strategies to maximize your chances of success and increase your profits.

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Why Even Crushing Content Failures Aren’t Mistakes

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Why Even Crushing Content Failures Aren’t Mistakes

Did you follow the Apple iPad Pro content debacle?

Here’s a quick recap. A recent online ad for the new iPad Pro showed a large hydraulic press slowly crushing various symbols of creativity. A metronome, a piano, a record player, a video game, paints, books, and other creative tools splinter and smash as the Sonny and Cher song All I Ever Need Is You plays.

The ad’s title? “Crush!”

The point of the commercial — I think — is to show that Apple managed to smush (that’s the technical term) all this heretofore analog creativity into its new, very thin iPad Pro.  

To say the ad received bad reviews is underselling the response. Judgment was swift and unrelenting. The creative world freaked out.

On X, actor Hugh Grant shared Tim Cook’s post featuring the ad and added this comment: “The destruction of the human experience. Courtesy of Silicon Valley.”

When fellow actor Justine Bateman shared the Tim Cook post, she simply wrote, “Truly, what is wrong with you?” Other critiques ranged from tone-challenged to wasteful to many worse things.

Actor Justine Bateman shared Tim Cook’s post on X, which featured the ad, and added this comment: "Truly, what is wrong with you?".

A couple of days later, Apple apologized and canceled plans to air the ad on television.

How not-so-great content ideas come to life

The level of anger surprises me. Look, the ad does show the eyeballs on an emoji-faced squishy ball popping under the plates’ pressure, but still. Calling the ad “actually psychotic” might be a skosh over the top.

Yes, the ad missed the mark. And the company’s subsequent decision to apologize makes sense.

But anyone who’s participated in creating a content misfire knows this truth: Mistakes look much more obvious in hindsight.

On paper, I bet this concept sounded great. The brainstorming meeting probably started with something like this: “We want to show how the iPad Pro metaphorically contains this huge mass of creative tools in a thin and cool package.”

Maybe someone suggested representing that exact thing with CGI (maybe a colorful tornado rising from the screen). Then someone else suggested showing the actual physical objects getting condensed would be more powerful.

Here’s my imagined version of the conversation that might have happened after someone pointed out the popular internet meme of things getting crushed in a hydraulic press.

“People love that!”

“If we add buckets of paint, it will be super colorful and cool.”

“It’ll be a cooler version of that LG ad that ran in 2008.”

“Exactly!”

“It’ll be just like that ad where a bus driver kidnaps and subsequently crushes all the cute little Pokémon characters in a bus!” (Believe it or not, that was actually a thing.)

The resulting commercial suffers from the perfect creative storm: A not-great (copycat) idea at the absolutely wrong time.

None of us know what constraints Apple’s creative team worked under. How much time did they have to come up with a concept? Did they have time to test it with audiences? Maybe crushing physical objects fit into the budget better than CGI. All these factors affect the creative process and options (even at a giant company like Apple).

That’s not an excuse — it’s just reality.

Content failure or content mistake?

Many ad campaigns provoke a “What the hell were they thinking?” response (think Pepsi’s Kendall Jenner ad or those cringy brand tributes that follow celebrity deaths).

Does that mean they’re failures? Or are they mistakes? And what’s the difference?

As I wrote after Peloton’s holiday ad debacle (remember that?), people learn to fear mistakes early on. Most of us hear cautionary messages almost from day one.

Some are necessary and helpful (“Don’t stick a knife in a live toaster” or “Look both ways before you cross the street.”) Some aren’t (“Make that essay perfect” or “Don’t miss that goal.”)

As a result, many people grow up afraid to take risks — and that hampers creativity. The problem arises from conflating failure and mistakes. It helps to know the difference.

I moved to Los Angeles in 1987 to become a rock ‘n’ roll musician. I failed. But it wasn’t a mistake. I wasn’t wrong to try. My attempt just didn’t work.

Labeling a failed attempt a “mistake” feeds the fears that keep people from attempting anything creative.

The conflation of failure and mistakes happens all too often in creative marketing. Sure, people create content pieces (and let’s not forget that there are always people behind those ideas) that genuinely count as mistakes.

They also create content that simply fails.

Don’t let extreme reactions make you fear failures

Here’s the thing about failed content. You can do all the work to research your audience and take the time to develop and polish your ideas — and the content still might fail. The story, the platform, or the format might not resonate, or the audience simply might not care for it. That doesn’t mean it’s a mistake.

Was the Apple ad a mistake? Maybe, but I don’t think so.

Was it a failure? The vitriolic response indicates yes.

Still, the commercial generated an impressive amount of awareness (53 million views of the Tim Cook post on X, per Variety.) And, despite the apology, the company hasn’t taken the ad down from its YouTube page where it’s earned more than 1 million views.

The fictional Captain Jean Luc Picard once said, “It is possible to commit no mistakes and still lose. That is not weakness. That is life.” The Apple ad turns that statement on its head — Apple made many mistakes and still won a tremendous amount of attention.

I’m not suggesting that people shouldn’t criticize creative work. Constructive critiques help us learn from our own and others’ failures. You can even have a good laugh about content fails.

Just acknowledge, as the Roman philosopher Cicero once wrote, “Not every mistake is a foolish one.” 

Creative teams take risks. They try things outside their comfort zone. Sometimes they fail (sometimes spectacularly).

But don’t let others’ expressions of anger over failures inhibit your willingness to try creative things.

Wouldn’t you love to get the whole world talking about the content you create? To get there, you have to risk that level of failure.

And taking that risk isn’t a mistake.

It’s your story. Tell it well.

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

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Cover image by Joseph Kalinowski/Content Marketing Institute 



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The Future of Content Success Is Social

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The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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