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How to Generate Leads on Social Media

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How to Generate Leads on Social Media

According to HubSpot research, 77% of social media marketers say their marketing specialty has been somewhat to very effective for their company this year. With 4.70 billion worldwide users, social media is a force to be reckoned with.

Our phones might as well become extensions of our hands — from blasting off spur-of-the-moment tweets to perusing Instagram for makeup inspiration, social media is a dominant force in our lives that spans generations. That’s why businesses need to tune into social media for lead generation.

How can you leverage social media in your business’ favor and turn it into a force for lead generation?

Download Now: The 2023 State of Social Media Trends [Free Report]

In this post, we’ll cover the following topics:

  • What is social media lead generation
  • Why businesses generate social media leads
  • How to generate social media leads

The platforms mentioned above are just a few examples of the social media channels people frequent to share content, catch up with friends, read up on the latest news, gather inspiration, or simply browse.

A quality social media lead is one that will provide useful information and engage with your business. While useful information varies, it generally includes name, occupation, and email address.

Why Businesses Generate Social Media Leads

Why turn to social media to generate leads? Social media is pervasive — it has become interwoven into our daily lives. According to Pew Research Center, 7 in 10 Americans use social media.

With the vast majority of people on social media, it would be imprudent for brands to overlook it as a bountiful and rich source for generating leads.

Pew social media chart

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Both B2B and B2C marketers can implement a wide range of strategies to capture leads.

Social media helps businesses enhance lead generation efforts by increasing brand awareness, fostering engagement, and driving website traffic.

Factors That Boosts Social Media Lead Generation

Brand Awareness

Increasing your brand awareness is key to reaching your target audience. It is the foundation of acquiring a customer audience and helping them learn more about your products and services with authentic, informative, and engaging content.

Social media is excellent for building brand awareness and showcasing your brand’s ethos. According to HubSpot research, content that reflects your brand’s values and showcases your products/services have the highest ROI on Instagram.

Engagement

Sharing relevant and high quality content leads to increased engagement with your audience. Engagement is key to retaining loyal customers who can vouch for your brand.

Website Traffic

Social media presents a great opportunity to drive website traffic. With content offers, you can bring visitors to your website.

How to Generate Social Media Leads

Generating leads on social media can take form in a number of ways.

In this section, we highlight the best strategies overall, then dive into targeted strategies for specific social media platforms: Instagram, Facebook, YouTube TikTok, LinkedIn, and Twitter.

Best Strategies Overall

1. Optimize your social media pages.

Your profile is what people click on when they are intrigued and want to learn more, upon viewing your content. Your profile can also be the first thing people see. It is critical to get your profile in shape.

This means the following:

  • Providing clear contact information: Make it easy for people to get in touch with your business. This can include an email, phone number, or link to a contact page on your website.
  • Include a clear CTA, or multiple CTAs: Be strategic about your CTAs, and update them as your business needs change. CTAs can include signing up for a demo or newsletter, booking a consultation, or a link to shop

2. Create engaging content.

Once again, creating relevant and high-quality content will pique customers’ interest. In the algorithm-driven world of social media, creating content that stands out is especially important.

To create compelling content, mapping out user personas can help you better understand the audiences you’re trying to reach and the content that would attract them.

Understanding different content formats will help your business’ content strategy.

A HubSpot study found that short-form videos is the top social media format used by 54% of social media marketers, followed by live streaming, live audio chatrooms, and user-generated content.

It also doesn’t hurt to take risks. Being creative can lead to great payoffs. Keeping track of your different social campaigns can seem daunting, but HubSpot’s Social Media Management Software helps you run all your social campaigns from one place.

3. Create targeted ads.

Paid social media advertising can help your business generate more leads. By leveraging paid ads, you can create offers targeted to your audience’s interests. Your business can be hyper-specific about who your ads are served to.

A Mailchimp ad served on Instagram

As Mailchimp demonstrated, ads are a good opportunity to flex your creative muscle. Advertising can complement your organic lead generation efforts — they don’t have to be mutually exclusive.

4. Design a compelling landing page.

You’ve done all the hard, strenuous work to get someone to click on your CTA. Good job.

Don’t waste your efforts with a lackluster landing page. A good landing page should be user-friendly and contain a clear path. HubSpot’s free Landing Page Builder can help you seamlessly create a landing page designed to convert.

Targeted Strategies for Leads on Top Social Platforms

Each social media platform is different and has its unique quirks. People use different platforms for different reasons, and there is even preference for one platform over another based on generation.

For example, TikTok is overwhelmingly favored by Gen Z while Instagram is favored by Millennials. In this section, we highlight some strategies tailored to each social media platform.

Instagram Leads

Instagram started primarily as a photo sharing app in 2010. But times have changed. Instagram has since expanded to support more features: reels, stories, and shop, to name a few.

The social media platform is also where people interact with businesses — according to Instagram, 90 percent of Instagram users follow a business.

Here are some tips:

  • Use reels. Reels are all the rage. 82% post video content on the platform and the content formats they use most are video-based, according to HubSpot’s research.
  • Prioritize visuals. First impressions matter. When someone scans your page, the content you’ve posted will appear in a grid format. Unlike Twitter, which is primarily text-based, Instagram is a primarily visual platform.
  • Leverage Instagram Shop for instant revenue. While leads are key to moving the sales process along for prospects, Instagram Shoppable posts allow you to send serious buyers directly to product landing pages or your own social media shop where they can convert immediately.
  • Explore Ads. There are numerous advertising options for almost all Instagram content formats including in-feed posts, Stories, Reels or live video. If you have an advertising budget and a large following on Instagram, you might want to explore if any are right for you.

Facebook Leads

Facebook was founded in 2004, fresh off the heels of the MySpace era. Despite being around for a while, it hasn’t sunk to the grave like its predecessor. In fact, it is still quite robust, with 1.96 billion daily active users as of Q1 2022.

Here are some tips:

  • Post shareable content. The share button is a highly useful feature to get your content in front of a wider audience. Sharing links to enticing content like an interesting blog post will not only promote sharing, but also lead people directly to your site.
  • Go live. Creating Facebook Live Videos is a great way to engage your audience and give them an opportunity to react in real time.

Need ideas for Facebook posts? We have a handy guide.

YouTube Leads

Videos are not going anywhere. YouTube ​​generates over 1.7 billion unique monthly visitors. Videos about seemingly anything, from cooking tutorials to music videos, can be found on YouTube.

Here are some tips:

  • Create a branded YouTube channel. Creating a branded YouTube channel helps you consolidate your content and grow subscribers.
  • Incorporate links to your videos. Embedding relevant links to your videos, like a link to your product, helps your audience find what they’re looking for.

TikTok Leads

TikTok has quickly established itself as the social media platform to watch. From 2020 to 2021, TikTok was the most downloaded app.

It has also proven to be effective for commerce — two out of three users are likely to buy something on TikTok while using the app.

Here are some tips:

  • Partner with influencers. Influencers run rampant on TikTok — why not work with them? These partnerships can bring more eyeballs to your page.
  • Be versatile with your content. TikTok trends are ever-evolving. Because of the extremely fast-paced nature of the platform, it is important to be versatile, observing trends and adjusting your content accordingly.

LinkedIn Leads

LinkedIn has more than 830 million active users in 200 countries and regions worldwide. The most professional of all social media platforms, LinkedIn is a great source for generating leads for B2B marketers.

Interestingly enough, the best days to post on LinkedIn are Saturdays and Sundays, according to HubSpot research.

Here are some tips:

  • Create a standout page. Your business needs a page that regularly shares insightful and thought-provoking content that sparks conversations.
  • Join groups. Groups are a great way for you to connect with customers. Though LinkedIn is a professional social media platform, it is still a place for community and connections.

LinkedIn’s VP of Marketing offers more tips on how to generate leads on the site.

Twitter Leads

23 percent of adults in the U.S. use Twitter. Of all the major social media platforms, Twitter is the wordiest. It has garnered a reputation for being the place for opinions and public meltdowns.

Here are some tips:

  • Create clever content. Twitter is a wordy platform, which means it is a great opportunity to let your brand’s witty and pithy side shine.
  • Leverage Twitter Spaces. Twitter Spaces is a fairly new feature that enables you to have live audio conversations on the app. It is a smart way to engage your audience.

For additional ideas of platforms you could leverage for lead generation and tips on how to boost your presence on each, check out our Ultimate Guide to Social Media Marketing, and stay tuned for our State of Social Media Report, coming in February.

Social Media Lead Generation Tools

HubSpot Marketing Hub

HubSpot Marketing Hub

Image Source 

HubSpot Marketing Hub is a comprehensive platform with social media management software that helps you create and execute social media campaigns, keep track of social mentions, and report on social media marketing ROI.

These tools help with lead generation efforts by automating processes so you can focus on strategy and content creation. The Marketing Hub also integrates with HubSpot’s CRM.

Pricing: There are free and paid tiers. The paid tier ranges from $45 to $3,600 per month.

ProProfs Quiz Maker

ProProfs Quiz Maker

Image Source

Quiz marketing can help capture leads from websites and social platforms. You can customize quizzes and optimize them for social sharing.

The platform also contains lead forms and reports to analyze results. ProProfs Quiz Maker also integrates with HubSpot.

Pricing: ProProfs Quiz Maker offers a free tier. The paid tier ranges from $20 to $200 per month.

Stay Competitive by Harnessing Social Media for Leads

Social media has taken the world by storm. It is ever-changing and multifaceted, which can make navigating how to generate leads a challenge.

Now that you’ve learned more about lead generation across these platforms, HubSpot’s guide below can help demystify the additional complexities of social media and make the most of it.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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