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Hightouch and Narrative Are Finally Giving Companies Their Identity Back

Author: Ciente Editorial Team

Hightouch and Narrative Are Finally Giving Companies Their Identity Back
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Hightouch and Narrative Are Finally Giving Companies Their Identity Back

Hightouch and Narrative Are Finally Giving Companies Their Identity Back

So Hightouch and Narrative are teaming up. And it’s actually interesting. The pitch is: you don’t have to let some vendor lock your customer data away anymore.

You can build your own identity graph, inside Snowflake, using your first-party data and a bunch of third-party sources. Sounds simple, but nobody has really done it like this before.

Tim Mahlman from Narrative says it straight: “The enterprise identity market has been broken by vendors who want to own your data and limit how you use it. We built Composable Identity because enterprises should control their identity graphs in their own infrastructure.” And honestly, that hits.

Kashish Gupta from Hightouch says it’s about real power: “Enterprises own their data, control their identity graph, and can activate audiences how they choose while keeping governance tight.” That part feels like freedom. Not the fake freedom of dashboards and metrics, but actual control.

And for the people on the other side, i.e., the users, this could actually mean something. More relevant messaging, less spam, fewer random ads showing up everywhere. This is personalization that doesn’t feel like you’re being tracked into oblivion.

It’s still early, and there are a million ways this could go wrong, but this is the kind of move that makes you wonder why no one did it sooner. Composable, cloud-native identity graphs might just be the future of data consolidation.

But what does this actually give the companies using it? Well, first, they can take their own data from over 30 third-party sources, such as credit card tokens, demographics, and whatever the organization needs, and build a graph that actually makes sense for their business. Not some generic, one-size-fits-all identity that some vendor decided for them.

Once that graph exists, it doesn’t just sit there. They can push it across 250 plus channels, email, web, mobile, paid media, all the places where reaching the right person matters. Suddenly, campaigns aren’t shots in the dark anymore. They are precise, relevant, and intentional.

And privacy, compliance, those aren’t afterthoughts here. Snowflake’s infrastructure plus Narrative’s automated controls mean governance is built in. Companies can use the data without feeling like they are walking a regulatory tightrope.

Finally, it is flexible. Swap out providers and tweak the graph, if needed, and adjust as the business changes. No need to tear everything down and start from zero. It is composable, adaptable, and made to move as fast as the business does.

Tencent Cloud Partners with TVU Networks for Futuristic Cloud Production Solutions
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Tencent Cloud Partners with TVU Networks for Futuristic Cloud Production Solutions

Tencent Cloud Partners with TVU Networks for Futuristic Cloud Production Solutions

TVU Networks’ transformative partnership with Tencent could revolutionize media workflows across the globe.

With cloud computing gaining increasing ground as a business asset, operational efficiency has become the norm. This vitality and need for cloud computing will no doubt boost the public cloud services market to $1 trillion by 2027.

This informed forecast is actively penetrating media production.

Previously, media production and broadcasting fundamentally relied on on-site hardware for data storage. It was immensely frustrating to manage and expensive to make continuous upgrades.

TVU Networks is opting for a modern solution forward.

The media production organization is partnering with Tencent Cloud to deliver reliability and efficiency. Especially to meet the diverse demands of media production companies.

With data gaining significance in all aspects of the market, there’s a need for a more sophisticated and modern solution. This is where cloud tech steps in. And Tencent’s cloud-based media solution has seamlessly delivered real on-demand capabilities, from real-time conflict reporting to broad coverage.

“TVU’s innovation in microservice-based media workflows has been proven on world stages, including major global sports events, high-stakes elections, and breaking news. Our deep collaboration with Tencent Cloud showcases our ability to customize solutions on Tencent’s infrastructure, enabling global media organizations to run mission-critical production workflows on Tencent Cloud,” adds TVU Networks’ CEO.

It has become the one-stop solution for accessible, agile, and secure data storage solutions across multicloud and hybrid cloud environments. This solution strategically addresses exhaustive demands inherent across every media workflow:

1. Smart editing and content distribution

2. Enterprise-grade security with content protection

3. Ultra-low latency streaming

4. Elastic scalability along with second-level resource scaling

5. Cloud-native optimization

6. AI-backed production with automated subtitles

These are the key technical advantages that Tencent’s solution will afford TVU Networks.

The advancing digital transformation is only a stepping stone. In the long term, it will facilitate strategic resource allocation. And content creation assumes priority, not equipment purchases.

The cloud is becoming imperative for digital ecosystems, even for high-performance tasks. It will foster a more cost-efficient space for media companies, allowing them to collaborate on a global scale.

And build efficient and hitch-free production experiences.

Sales Prospecting vs Lead Generation
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Sales Prospecting vs Lead Generation: The Distinction Everyone Pretends Doesn’t Matter

Sales Prospecting vs Lead Generation: The Distinction Everyone Pretends Doesn’t Matter

Without prospecting, lead gen is throwing darts with a blindfold on. What can hit the right mark? A reiteration of how prospecting differs from lead gen.

As lead generation efforts remain as linear as ever before, content alone isn’t enough. It sparks interest, but it doesn’t pinpoint if the account is the right fit. Here, even a wholehearted faith in tech adoption cannot hit the nail on the head. This solution is only about cutting corners.

The point isn’t getting a waterfall of leads, but a consistently healthy pipeline of high-quality accounts. Establishing this is where the real effort lies. With teams stretched thin in all directions, what can do the trick?

Well-timed and relevant outreach.

Lead generation without prospecting is an empty shell. 80% of buyers still want to hear from you during their decision-making process, irrespective of any self-research. But it’s only effective with the right timing and context.

Those who come out on top understand prospecting is an integral part of lead generation. Not siloed functions. Others? Their knowledge remains false.

Often used synonymously, prospecting and lead generation are two different funnel functions. And their flawless execution rests on underlining the foundational but vital differences between them.

The Need to Outline the Differences Between Lead Generation and Sales Prospecting

Businesses don’t buy, people do.

A glimpse into and a pivot to a very relational facet of B2B buying has altered a few perspectives. SDRs can’t just tout target accounts about how better, faster, and cheaper the solutions are.

Economic buyers don’t trust such selling.

Your buyers are all too aware of how the market works- they’re sellers and creators themselves. You’re presenting your solutions in an age of saturation, where your competitors can pull one over you and maybe do a better job at penetrating the cold exterior of your target accounts.

This is why taking the path to passive reactivity isn’t effective today. Especially in pursuing complex B2B SaaS sales.

When CEOs feel the business isn’t witnessing any activity on the TOFU, they demand more leads.

Where will the high-quality leads come from? Which team takes the brunt?

In the face of very few high-quality leads, marketing turns to quick peaks from performance metrics. And SDRs are expected to dial numbers for broad outreach. Without any substantial sales performance, these efforts are exhaustive. Siloed functions result in disasters-

Leads that end up going nowhere.

This is why lead generation and sales prospecting must work in tandem. The only stumbling block is amalgamating them as one. The more your business reaches into the account, the better it gets.

So, what can you do?

Implement different means that introduce layers to the lead acquisition and sifting process. There must be synchronicity and alignment to drive pipeline growth. To help your team penetrate the diverse sphere of influence, you should strike a strategic balance between lead generation and prospecting-

By primarily underscoring how they differ from one another.

Learning the Basics: Lead Generation v/s Sales Prospecting

Outreach means identifying and engaging the prospective buyers. That’s the most basic understanding. Whether it’s outbound or inbound, your teams are still researching who your promising accounts are and how you can engage them with the goal of converting them.

But at the bottom, it’s all about getting potential customers into the consideration set, helping them discover your brand at the right time- when they have the “need.” There has to be a rhythm and a process to increasing the receptivity of your messages.

But how?

We move beyond the best practices. The run after best practices has induced a sameness across the market, creating copycats after copycats. It isn’t what you wanted.

This is why it’s crucial to underscore why some businesses implement specific practices over others- where does prospecting reap benefits, and does lead generation ever work?

The methodological differences between lead generation and sales prospecting

1. Who’s Guiding the Processes?

Lead gen efforts are broadly marketing-driven. Because it’s about creating interest and awareness, and attracting new customers based on that. This necessitates a slow build-up and strategic storytelling that tells your brand story and establishes your value proposition.

Customers come to you, but only after you lay the road to your brand. And illustrate that you’re the bigger and better player in the market at the moment.

On the other hand, prospecting is a part of lead generation and sales-driven. Accounts passed on from lead generation efforts are assessed actively by SDRs to determine whether they’re the right fit.

So, you’re identifying those who fit your qualification criteria and then contact them to gauge if they truly are the right fit. And if the comms ascertain this, a meeting is scheduled for further negotiation and then conversion.

2. The End Goal

Lead generation is a one-sided effort by a brand to help relevant accounts take notice of what it can offer them. It all revolves around instilling brand awareness. You have to stand out in the crowded market to show the audience that there’s another player in town, and make an impression.

Meanwhile, prospecting creates a more open line of communication. And proves effective only when the target account is receptive to your interaction.

See, the objective is to schedule meetings, and if the person on the other end of the line isn’t open to hearing you out, it’s the end. Here, you find another pathway or try a hand at warm prospecting (warm follow-ups).

Your sales team researches, finds out the right-fit accounts, and then makes contact with them. Unlike lead generation, it’s more direct and proactive. It offers your team control over lead generation, offering a basis for further nurturing.

3. Communication => Qualification

Lead generation is indirect and a one-to-many strategy. You’re not diving into your TAM to churn out leads and call them right away. Instead, it’s about building multiple bridges to your brand- whether it’s content marketing, SEO ads, lead magnets, or event marketing.

As the accounts interact with these channels, it becomes apparent which ones have purchasing propensity. This is what lead generation is pinpointing- right-fit accounts that require a solution like yours. And then creating awareness like, “Hey, we can help you with your problem!”

Lead gen is about making your brand discoverable.

Whereas sales prospecting dives in deep. This one-to-one strategy works wonders for small businesses, startups, and even B2C customers. Could it navigate the complexities of a diverse B2B buying committee?

It could also prove beneficial to build a connection with at least one POC. Digital transformation can transform prospecting. It’s no longer working with blind folds on. SDRs now hold more information on who they’re calling up or sending emails to. This already gives a sense of whether they’re the right fit.

And helps your sales team avoid intrusive contacting, wasting your and the executive’s time. Because today, people are more strategic about who they give their time to. This is why prospecting cannot be dialing numbers; it must be intuitive.

4. The Approach

Modern lead gen techniques aren’t about generating leads. It includes the nurturing process, i.e., you build deeper and more sustainable relationships with your target accounts. This is why an omnichannel strategy has become a modern B2B marketing prerequisite, especially targeting different stakeholders across a single account.

This way, you’re offering them value that directly relates to their pain points and builds trust for the long term.

But prospecting is about initiating contact with an account you deem the right fit. And further conversation decodes its potential as a prospective buyer-

  1. Who are they?
  2. Do they have the need?
  3. Does this POC have the authority to make the decision?
  4. Do they want to take the conversation further?

Because this is a first contact, prospecting comprises engaging with cold or new accounts, ones with the highest potential for conversion. Your SDRs take a step forward, whereas in lead generation, the interested accounts come to you, and you capture interest.

However-

Prospecting and lead gen, although different, don’t operate in silos.

Almost no marketing campaign or strategy has ever had an immediate effect. But that’s what most marketers trail- immediate, tangible outcomes in a bid to justify their marketing and advertising spend. In this hope, they start prioritizing performance metrics over a sweet balance with brand consistency, which can get them a higher ROI.

The quick peaks have made them delirious. This illusion that numbers drive the business had created a disconnect with sales before. SDRs had one concern- they didn’t trust the leads that marketing sent their way. Often, in an urgency to fill the pipeline, the quality turns out disappointing. This led SDRs to conduct their own set of prospecting. Technically, this is what you do if what marketing gives you is junk.

But that’s not the long-term solution.

Your best quality leads should come from marketing, given that inbound is done correctly. And each lead generated should be followed up by focused prospecting. This is vital to the extremely long sales cycle.

At the first interaction, prospecting offers an overview of market challenges and gaps. Talking to different accounts opens avenues that other channels can’t. You can dive into the mindset of your TAM and address pain points from the nucleus.

Prospecting in lead generation is your most valuable battle card.

That’s how an integrated approach should work. Your leads are already aware of the brand and are serious about a purchase. This allows for little disconnect.

The truth is, you cannot take a one-way ticket to mediocre campaigns. That’s not how modern marketing operates.

When a B2B buyer is searching for solutions, there’s only one scenario here. They come across solutions that sound the same, look the same, and messages that feel the same. In this sea, the B2B buyer’s focus then falls onto the brand’s market positioning and pricing points. None of the brands actually end up making a sale or, for that matter, breakout growth.

Falling into old habits always feels a tad less risky, it’s true, but not sustainable.

This is why a holistic approach is the way forward for all of marketing. No function can operate in a silo. And if they do, you know why your sales pipeline is facing a persistent drought. This sales-marketing misalignment is a rupture for businesses.

And the only way forward is ensuring they align and overlap to build seamless campaigns that focus on the facet that matters most: customers.

Podcast Marketing: Expand Your Influence
Blogs

Podcast Marketing: Expand Your Influence

Podcast Marketing: Expand Your Influence

Podcast Marketing might be the new frontier. But only if it has a personality; if it doesn’t – you need to rethink.

image 15

Source: An AI image from Stockcake – https://stockcake.com/i/starry-night-storytelling_1201747_1148984

People love storytelling. Even mundane stories remind us of the little joys of life and to observe the different idiosyncrasies of others.

The podcast is the perfect tool for this. It’s this century’s very own sit-around-the-fire storytelling.

There’s always a charismatic host- the fire. Then the wise guest- the elder. And at last, the listeners – a tribe sitting around the fire listening and gaining years’ worth of experiences or the experiences of a storyteller.

For a brief moment, everyone is back to a time when information was passed on verbally. A bit changed and a bit mystical, but still inspiring, hopeful, and informative. This type of communication gave people the courage and mental tools to act.

That’s why the podcast is a cultural milestone; one that has been used to entertain, to diss, and to pass on crucial information.

And this is how you market yours.

Does your business need a podcast?

This is the question you should be asking first. Creating a podcast is a lot of work, a rewarding one, especially monetarily (for brands but also personally for the creator).

It involves: –

  1. Finding a host whom people want to listen to.
  2. Giving your topic a fresh take that hasn’t been done (to the death) before.
  3. Finding and sourcing guests to feature on the podcast, or if it is an internal podcast, having the right people with shareable knowledge.
  4. Marketing the podcast

If you think the podcast may yield a net positive, then go ahead with it. Podcasts are on the rise, but so are concerns of oversaturation. There are a lot of great shows, and attention is scarce. Either you capture it or you don’t; there isn’t much middle ground.

Even engaging shows experience churn, and the listeners move on to newer things.

In short, do it, but it is an investment- time and money, both.

What do you need to start a podcast?

If you do take on the challenge, this is what you will need: –

  1. A mic or two (please invest in a mic, you don’t need a great one, but a good one, and good mics are cheaper than you may think.)
  2. A camera to record (iPhones aren’t bad; neither are smartphone cams, but the podcast will eat storage, so this is something you have to manage)
  3. A host (someone who knows the topic inside out and can speak on it and ask questions)
  4. Editing software (Da Vinci Resolve’s really good, and its free tier is powerful)
  5. Choose a network to host on and an RSS feed link (Spotify is free and offers the least resistance, but there are more. Buzzsprout is a famous one.)

Podcast Marketing strategy

Okay, there is a vital step that should not be skipped: your podcast must be interesting for it to grab people’s attention.

Or else, it is nothing but a marketing gimmick.

That is one of the only prerequisites that will take you far enough- to have something substantial to talk about or in novel ways. Only then will any strategy work long enough to return an investment.

Your podcast will only generate revenue when: –

  1. Your listeners value it.
  2. Your guests (if any) feel like they want to be on it, i.e., if you have high-quality listeners they care about.

The rest is a matter of discovery.

Podcast Marketing Strategy 1 – Embrace the weird

Okay, CEOs and CMOs, strap in. The first marketing strategy we have here is on the presentation, which will set the stage for everything that follows.

The question for the podcast marketing strategy is this: what are you bringing to the table?

However, this idea may seem a bit difficult to grasp. You have products and services you want to sell. Of course, it would be around the topic. But that’s not what podcast listeners need. Look at the trends, and you will see that a podcast is listened to because it speaks to a tribal nature. OR a storytelling hook.

For example, GE launched The Message, one of the most famous B2B Podcasts.

image 16

And that’s in 2016, when podcasts were new and there was increasing traction for them. GE could have leaned into something else, but they didn’t, and that’s why they became one of the most listened to podcasts ever for a while.

Of course, GE had resources, and they could afford a voice cast and effects. But that wasn’t the reason- it was the premise that improved brand-consumer relationships and integrated GE’s offers into the podcast seamlessly.

This means: –

  1. Thinking of new ways of approaching a topic.
  2. Knowing which guests, if any, need to be on the show.
  3. What questions can you ask that haven’t been asked before?

This is the crux of a successful podcast- to investigate what makes a topic interesting.

Podcast Marketing Strategy 2 – Distribution

You cannot depend on the algorithm to make your show discoverable. You must build a distribution channel, and this is where the leaders of your organization jump in.

While the marketing team runs their campaigns on social and owned media like email and advertising, organizational leaders must use their network to disseminate the podcast to their peers.

This is a step that is often forgotten- independent creators have the mammoth task of building an audience and must share and promote heavily on social. What they won’t do for the same resources as a business.

But you do have resources, and one of the best ones is your teams acting as ambassadors. The marketing team can write and craft the message, but your leaders and employees must promote it.

Without this human touch, the podcast won’t grow much. Because, believe it or not, word-of-mouth is vital for a podcast.

Here’s an example of Steven Bartlett, host and creator of the show Diary of a CEO.

image 17

Steve’s show started off simple, in his bedroom with a duvet over his head. But it exploded and continues to bring in big names. How is this possible? He uses content distribution- he atomizes his content and distributes it on YouTube, LinkedIn, TikTok, Instagram, you name it, the guy created content clips for each channel and became one of the most recognized podcasters.

All because of a single method. Now imagine your leaders doing it- the net gain would be insane. But there has to be a cadence set by marketing teams- it cannot be an assault on everyone in the organizational network.

Podcast Marketing Strategy 3- Meta-Storytelling

Content Atomization is the name of the game in this strategy. We are assuming you have done the basics like: –

  1. Researching your ICP
  2. Having an email list and audience to talk to
  3. Handled the technical stuff and recorded the podcast

And they are looking purely for marketing strategies.

In this stage, all you have to do is create meta-narratives for your podcast. These look like blooper reels or something confrontational or wise that comes from behind the scenes.

Then, using social media, you show the humans behind the production and their stories. Here’s another example by Bartlett: –

image 18

What does this have to do with his show? Absolutely nothing. It’s engagement. But it leads to storytelling and attracting talent. But that’s not one of the main reasons- the main reason behind this is to show how he runs things, and that attracts people.

The meta-narrative here is that the culture is a goldmine, and the guests are attracted to it.

This is the same playbook Alex Hormozi uses; he breaks his content down to sell or attract crowds to his offers. People talk about meta-narratives more than they talk about the podcast itself.

People love talking about each other’s highs, lows, and entertaining aspects. Whether you use social for this, an influencer, or your owned media, your audience needs to care about the people, especially the host, making the show.

A podcast isn’t just content; it’s a fire you build. And like any fire, it needs care, fuel, and people who believe in gathering around it.

Podcast Marketing about treating it like a show, not an afterthought.

Podcast marketing is tricky. However, the thought leadership and brand relationships it builds are undeniable. Listeners and guests come to enjoy the show and the host- this is a given.

But what do many brands do? They run it like an afterthought with little effort and personality. Is that what your audience or you want?

What about your guests? Are they on the show because they want to sound smart or because there’s actual value they want to share? It’s usually the latter, but it ends with the former happening because the host doesn’t infuse it with personality.

It’s difficult for brands to produce these shows- clear ROI is not visible, especially at the beginning, and then topping it off with distribution? That has got to be tough.

That’s why Ciente helps brands market their podcasts and empowers leaders to become living brands through our own TechTalk. But the central focus is to get your voice out there. Or improve your podcast’s visibility.

In the end, Ciente helps you focus on what you do best: create and speak to your audience, while we amplify what’s already there to the right people.

NVIDIA Strikes a $100 Billion Deal with OpenAI to Develop Data Centers
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NVIDIA Strikes a $100 Billion Deal with OpenAI to Develop Data Centers

NVIDIA Strikes a $100 Billion Deal with OpenAI to Develop Data Centers

As OpenAI and NVIDIA land an AI deal, building the requisite infrastructure could be a historical breakthrough.

“There’s no partner but NVIDIA that can do this at this kind of scale, at this kind of speed,” chimes in Sam Altman, OpenAI’s Founder.

OpenAI’s mission has always been to build and deliver general intelligence to both businesses and individuals. A revolution that behaves as a bridge between the AI world and all of humanity. Altman’s vision for AI’s future is an optimistic one- it’ll connect all AI labs to the world, reaching a never-before-seen level of scale.

Cue in: OpenAI has struck a deal with NVIDIA to build and deploy 10 gigawatts, i.e., 3-4 million GPUs worth, of NVIDIA systems. They have signed a letter of intent to concretize this partnership, which will serve as a strategic path to superintelligence. As each gigawatt is deployed, NVIDIA will invest $100 billion into OpenAI.

This objective to build OpenAI’s next-gen infrastructure will also comprise NVIDIA’s Vera Rubin platform. With this alliance, NVIDIA is all geared up to be the AI powerhouse’s preferred networking partner and compute partner.

All the focus is on deployment, data center development, and power capacity. These components will become an integral part of the economy, says Altman. This project will only facilitate increasing AI use while decreasing the cost per unit of intelligence. On the positive side, it is already happening.

This is the need of the hour. The priority can’t just be training; AI companies must also prioritize inference. When there’s not enough computational power, there will always be a need to choose between finding a cancer cure and free education. And when no one wants to take that road, there’s only one solution-

Decoding maximum intellectual capacity- the ever-expanding frontier of AI.

This partnership will prove to be a breakthrough, paving the way forward. Especially to connect intelligence to every use case, device, and application. And Altman believes that NVIDIA is the partner that can deliver this mission.

With the involvement of the leading AI players, this project is the largest AI infrastructure initiative to date. Analysts believe that this alliance could generate revenue equivalent to $500 billion.

OpenAI and NVIDIA, the innovative collaborators, are laying the stepping stone. One that could accelerate the roadmap to a superintelligent future.

MediaTek Launches Improved AI Processor to Compete with Qualcomm
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MediaTek Launches Improved AI Processor to Compete with Qualcomm

MediaTek Launches Improved AI Processor to Compete with Qualcomm

About time the silicon industry starts its competition. From Intel and Nvidia to Apple, Qualcomm, and Mediatek, all are racing to win the AI game. Now, it’s Mediatek’s turn in the spotlight.

MediaTek Inc., sometimes informally abbreviated as MTK, is a Taiwanese fabless semiconductor company that designs and markets a range of semiconductor products, providing chips for wireless communications, high-definition television, handheld mobile devices like smartphones and tablet computers, navigation systems, consumer multimedia products, and digital subscriber line services, as well as optical disc drives.

The organization overtook Qualcomm in 2020 as the leading chipset manufacturer of smartphones. However, Qualcomm’s acquisition of Movian AI (An AI research center from Vietnam) and Alphawave (British Semiconductor Manufacturer) helped position the organization as a force of AI.

And MediTek has taken note of it. The two companies often stand against each other as rivals. And in response, MediaTek has launched the Dimensity 9500, an AI processor chip.

MediTek says this about its chips:” The MediaTek Dimensity 9500 adopts a third-generation All Big Core CPU design, combining a 4.21GHz ultra core, three premium cores, and four performance cores, with four-lane UFS 4.1 storage. This design delivers up to 32% higher single-core and 17% higher multi-core performance compared to the previous generation, while the ultra core achieves up to 55% lower power consumption at peak performance, giving users longer battery life and greater productivity. The 9500 is also up to 30% more power efficient while multitasking in games and social audio call apps.”

Mediatek has essentially created a multi-purpose chip that functions as a CPU and a GPU: it’s powerful enough that the organization says it can handle AAA-type real-time rendering and lighting effects.

And create a smarter smartphone experience.

It will provide: –

  1. Accelerates AI-model efficiency by 40%.
  2. 33% higher peak performance.
  3. 42% Power efficiency and higher interpolation with 120FPS.
  4. 55% less power consumption at peak performance.
  5. Captures RAW- Domain Processing up to 200MP.
  6. 50% lower latency (network) with AI congestion prediction.

Overall, this AI chip is positioned to empower organizations to run AI natively on the device and harness the power of smartphones, something most chip manufacturers are racing to achieve.

But can these chips reach the sophistication of Apple’s M4 and surpass it?

Their designers do think so.