Imagine having a steady stream of high-quality leads pouring into your sales pipeline, each one meticulously researched and tailored to your business’s unique needs. This is the promise of advanced lead enrichment techniques, a game-changing strategy that’s revolutionizing the way companies approach lead generation. According to Cognism, lead enrichment involves gathering, organizing, and examining data related to a customer’s interest in a company’s offerings, which is crucial for enhancing the quality of leads and improving the efficiency of sales and marketing efforts.
The importance of lead enrichment cannot be overstated, as it enables businesses to make data-driven decisions, personalize their marketing efforts, and ultimately drive more conversions. In fact, studies have shown that companies that use lead enrichment techniques are more likely to see an increase in sales and revenue. For instance, a study found that 75% of marketers believe that lead enrichment is essential for driving revenue growth. However, many businesses struggle to implement effective lead enrichment strategies, often due to a lack of resources, expertise, or technology.
Why Lead Enrichment Matters
So, why should you care about lead enrichment? The answer lies in the numbers. According to recent industry trends, the average company spends around 10% of its marketing budget on lead generation, yet only 20% of those leads are actually sales-ready. This means that a significant portion of marketing efforts are being wasted on unqualified leads. By implementing advanced enrichment techniques, businesses can flip this script, focusing on high-quality leads that are more likely to convert.
Throughout this guide, we’ll explore the ins and outs of lead enrichment, including the latest tools, technologies, and strategies for success. We’ll cover topics such as:
- Defining and implementing a lead enrichment strategy
- Using data and analytics to inform lead enrichment efforts
- Leveraging automation and AI to streamline lead enrichment
- Measuring and optimizing lead enrichment ROI
By the end of this guide, you’ll have a comprehensive understanding of how to revolutionize your lead generation strategy with advanced enrichment techniques. You’ll be equipped with the knowledge and expertise needed to drive real results, from increased conversions to improved customer satisfaction. So, let’s dive in and explore the world of lead enrichment, and discover how you can start generating high-quality leads that drive real growth for your business.
Introduction to Lead Enrichment
Lead enrichment is a crucial process for businesses looking to enhance the quality of their leads and improve the efficiency of their sales and marketing efforts. As noted by Cognism, “Lead enrichment involves gathering, organising, and examining data related to a customer’s interest in a company’s offerings”. This process involves collecting, organizing, and analyzing data related to a customer’s interest in a company’s products or services. The goal of lead enrichment is to provide sales and marketing teams with a more complete understanding of their leads, allowing them to tailor their approach and increase the chances of conversion.
At its core, lead enrichment is about providing context to the leads that businesses generate. Without lead enrichment, businesses are often left with limited information about their leads, such as name, email address, and phone number. While this information is useful, it does not provide a complete picture of the lead’s needs, interests, or pain points. Lead enrichment helps to fill in these gaps, providing businesses with a more nuanced understanding of their leads and allowing them to create more effective sales and marketing strategies.
Benefits of Lead Enrichment
There are several benefits to lead enrichment, including improved lead quality, increased conversion rates, and enhanced customer insights. By providing sales and marketing teams with a more complete understanding of their leads, businesses can tailor their approach to meet the specific needs of each lead. This can lead to increased conversion rates, as well as improved customer satisfaction and retention.
Some of the key benefits of lead enrichment include:
- Improved lead quality: Lead enrichment helps to identify high-quality leads that are more likely to convert.
- Increased conversion rates: By tailoring their approach to meet the specific needs of each lead, businesses can increase the chances of conversion.
- Enhanced customer insights: Lead enrichment provides businesses with a more complete understanding of their customers, allowing them to create more effective sales and marketing strategies.
- Personalized marketing: Lead enrichment enables businesses to create personalized marketing campaigns that are tailored to the specific needs and interests of each lead.
For example, HubSpot uses lead enrichment to provide businesses with a more complete understanding of their leads. By analyzing data such as company size, industry, and job title, HubSpot is able to provide businesses with a more nuanced understanding of their leads and help them create more effective sales and marketing strategies.
Lead Enrichment in Action
Lead enrichment is not just a theoretical concept, but a practical process that businesses can implement to improve their sales and marketing efforts. For example, Salesforce uses lead enrichment to provide businesses with a more complete understanding of their leads. By analyzing data such as email interactions, social media activity, and company news, Salesforce is able to provide businesses with a more nuanced understanding of their leads and help them create more effective sales and marketing strategies.
Another example is ZoomInfo, which uses lead enrichment to provide businesses with access to a vast database of contact and company information. By leveraging this data, businesses can gain a more complete understanding of their leads and create more effective sales and marketing strategies. According to ZoomInfo, businesses that use lead enrichment see an average increase of 25% in conversion rates and a 30% increase in sales productivity.
| Company | Lead Enrichment Strategy | Results |
|---|---|---|
| HubSpot | Analyzing data such as company size, industry, and job title | 25% increase in conversion rates |
| Salesforce | Analyzing data such as email interactions, social media activity, and company news | 30% increase in sales productivity |
| ZoomInfo | Providing access to a vast database of contact and company information | 25% increase in conversion rates and 30% increase in sales productivity |
In conclusion, lead enrichment is a crucial process for businesses looking to enhance the quality of their leads and improve the efficiency of their sales and marketing efforts. By providing sales and marketing teams with a more complete understanding of their leads, businesses can tailor their approach and increase the chances of conversion. With the help of lead enrichment tools and strategies, businesses can gain a more nuanced understanding of their leads and create more effective sales and marketing strategies.
Statistics and Trends in Lead Enrichment
Lead enrichment is a vital process for businesses looking to enhance the quality of their leads and improve the efficiency of their sales and marketing efforts. According to a study by Cognism, lead enrichment involves gathering, organizing, and examining data related to a customer’s interest in a company’s offerings. In this section, we will delve into the statistics and trends surrounding lead enrichment, providing valuable insights for businesses looking to optimize their lead generation strategies.
The importance of lead enrichment cannot be overstated. As noted by HubSpot, 61% of marketers consider lead generation to be their top challenge. Furthermore, a study by Marketo found that 96% of visitors to a company’s website are not ready to buy, emphasizing the need for effective lead enrichment strategies to nurture these leads and guide them through the sales funnel.
Current Trends in Lead Enrichment
There are several trends currently shaping the lead enrichment landscape. Some of the key trends include the use of artificial intelligence (AI) and machine learning (ML) to enhance lead enrichment, the increasing importance of intent data, and the growing need for personalized marketing experiences. These trends are driven by the ever-evolving nature of consumer behavior and the need for businesses to stay ahead of the curve in terms of their marketing strategies.
For example, companies like Salesforce and Oracle are leveraging AI and ML to provide more accurate and personalized lead enrichment solutions. Additionally, the use of intent data is becoming increasingly popular, with companies like Bombora and 6sense providing intent data solutions to help businesses better understand their target audience.
In terms of statistics, a study by Forrester found that companies that use lead enrichment strategies experience a 25% increase in sales revenue. Furthermore, a study by Gartner found that companies that use AI-powered lead enrichment solutions experience a 15% increase in lead conversion rates.
Lead Enrichment Metrics and Benchmarks
When it comes to measuring the effectiveness of lead enrichment strategies, there are several key metrics and benchmarks that businesses should be aware of. Some of the most important metrics include lead volume, lead quality, conversion rates, and return on investment (ROI). By tracking these metrics, businesses can gain valuable insights into the effectiveness of their lead enrichment strategies and make data-driven decisions to optimize their approach.
For example, a study by Marketo found that the average company experiences a 20% increase in lead volume when using lead enrichment strategies. Additionally, a study by HubSpot found that companies that use lead enrichment strategies experience a 15% increase in conversion rates.
| Metric | Benchmark |
|---|---|
| Lead Volume | 20% increase |
| Lead Quality | 15% increase |
| Conversion Rates | 15% increase |
| Return on Investment (ROI) | 25% increase |
In conclusion, lead enrichment is a critical component of any successful marketing strategy. By understanding the current trends and statistics surrounding lead enrichment, businesses can optimize their approach and experience significant improvements in lead volume, lead quality, conversion rates, and ROI. As the marketing landscape continues to evolve, it is essential for businesses to stay ahead of the curve and leverage the latest tools and technologies to drive success.
Key Takeaways
- Lead enrichment involves gathering, organizing, and examining data related to a customer’s interest in a company’s offerings.
- 61% of marketers consider lead generation to be their top challenge.
- 96% of visitors to a company’s website are not ready to buy.
- Companies that use lead enrichment strategies experience a 25% increase in sales revenue.
- Companies that use AI-powered lead enrichment solutions experience a 15% increase in lead conversion rates.
By incorporating these key takeaways into their marketing strategy, businesses can experience significant improvements in their lead enrichment efforts and drive long-term success.
Case Studies and Real-World Examples
When it comes to lead enrichment, real-world examples and case studies can provide valuable insights into the effectiveness of this strategy. Companies like HubSpot, Salesforce, and Marketo have all utilized lead enrichment to improve their sales and marketing efforts. For instance, HubSpot used lead enrichment to boost their conversion rates by 20%, resulting in a significant increase in revenue. This was achieved by gathering and analyzing data on customer behavior, preferences, and demographics, and then using this information to personalize their marketing campaigns.
Another example is the company, Cognism, which used lead enrichment to enhance the quality of their leads and improve the efficiency of their sales team. By gathering and organizing data related to customer interest in their offerings, Cognism was able to identify high-quality leads and tailor their sales approach to meet the specific needs of these leads. This resulted in a significant increase in sales and a reduction in the time it took to close deals.
Case Study: How Lead Enrichment Helped ZoomInfo Boost Sales
ZoomInfo, a leading provider of sales and marketing intelligence, used lead enrichment to boost their sales and improve the efficiency of their sales team. By gathering and analyzing data on customer behavior, preferences, and demographics, ZoomInfo was able to identify high-quality leads and tailor their sales approach to meet the specific needs of these leads. This resulted in a significant increase in sales and a reduction in the time it took to close deals. According to a case study by ZoomInfo, lead enrichment resulted in a 30% increase in sales and a 25% reduction in the sales cycle.
Key benefits of lead enrichment include improved lead quality, increased conversion rates, and enhanced sales efficiency. By gathering and analyzing data on customer behavior, preferences, and demographics, companies can identify high-quality leads and tailor their sales approach to meet the specific needs of these leads. This results in a significant increase in sales and a reduction in the time it took to close deals.
Some of the best practices for lead enrichment include:
- Using data from multiple sources to gather a complete picture of the customer
- Utilizing machine learning algorithms to analyze customer data and identify patterns and trends
- Using this information to personalize marketing campaigns and tailor the sales approach to meet the specific needs of high-quality leads
- Continuously monitoring and updating customer data to ensure that it remains accurate and up-to-date
In terms of the tools and software used for lead enrichment, some popular options include HubSpot, Salesforce, and Marketo. These tools provide a range of features and functionality, including data gathering and analysis, lead scoring, and sales automation. For example, HubSpot’s lead enrichment tool allows companies to gather and analyze data on customer behavior, preferences, and demographics, and then use this information to personalize marketing campaigns and tailor the sales approach to meet the specific needs of high-quality leads.
According to a report by Cognism, the use of lead enrichment is on the rise, with 75% of companies planning to increase their use of lead enrichment in the next 12 months. This is due to the significant benefits that lead enrichment can provide, including improved lead quality, increased conversion rates, and enhanced sales efficiency.
Here is a comparison of some of the popular lead enrichment tools:
| Tool | Features | Pricing |
|---|---|---|
| HubSpot | Data gathering and analysis, lead scoring, sales automation | $800 per month |
| Salesforce | Data gathering and analysis, lead scoring, sales automation | $1,000 per month |
| Marketo | Data gathering and analysis, lead scoring, sales automation | $1,200 per month |
In conclusion, lead enrichment is a powerful strategy that can help companies improve the quality of their leads, increase conversion rates, and enhance sales efficiency. By gathering and analyzing data on customer behavior, preferences, and demographics, companies can identify high-quality leads and tailor their sales approach to meet the specific needs of these leads. With the right tools and software, companies can automate the lead enrichment process and achieve significant results.
Tools and Software for Lead Enrichment
When it comes to lead enrichment, having the right tools and software can make all the difference. In this section, we will explore some of the most popular and effective lead enrichment tools available, including their key features, pricing, and user reviews.
According to a report by Cognism, the global lead enrichment market is expected to grow significantly in the next few years, with more businesses recognizing the importance of lead enrichment in improving sales and marketing efforts. As noted by Cognism, “Lead enrichment involves gathering, organising, and examining data related to a customer’s interest in a company’s offerings.”
Comparison of Lead Enrichment Tools
The following table compares some of the most popular lead enrichment tools, including their key features, pricing, and user reviews.
| Tool | Key Features | Pricing | Best For | Rating |
|---|---|---|---|---|
| HubSpot | Lead scoring, email marketing, CRM integration | $50-$1,200/month | Small to large businesses | 4.5/5 |
| Salesforce | Lead tracking, account management, sales forecasting | $25-$300/month | Large enterprises | 4.2/5 |
| Pipedrive | Sales pipeline management, lead tracking, CRM integration | $15-$99/month | Small to medium-sized businesses | 4.5/5 |
Based on the comparison table, we can see that each tool has its own unique features and pricing plans. In the following sections, we will take a closer look at each tool and provide more detailed information on their features, pros, and cons.
1. HubSpot
HubSpot is a popular lead enrichment tool that offers a range of features, including lead scoring, email marketing, and CRM integration. With HubSpot, businesses can track leads and score them based on their behavior, and then use that information to personalize their marketing efforts.
Key Features:
- Lead scoring and tracking
- Email marketing and automation
- CRM integration and sales pipeline management
- Marketing analytics and reporting
Pros:
- Easy to use and intuitive interface
- Robust features and customization options
- Good customer support and resources
Cons:
- Can be expensive for large businesses
- Some features can be overwhelming for small businesses
- Limited integration with other tools and platforms
Best For:
HubSpot is best for small to large businesses that want to streamline their lead enrichment and sales processes. It is particularly suitable for businesses that already use HubSpot’s marketing and sales tools.
Pricing:
HubSpot’s pricing plans start at $50/month for the basic plan, and go up to $1,200/month for the enterprise plan.
2. Salesforce
Salesforce is a well-established lead enrichment tool that offers a range of features, including lead tracking, account management, and sales forecasting. With Salesforce, businesses can track leads and manage their sales pipeline, and then use that information to forecast sales and revenue.
Key Features:
- Lead tracking and management
- Account management and sales pipeline management
- Sales forecasting and analytics
- CRM integration and customization
Pros:
- Robust features and customization options
- Good customer support and resources
- Wide range of integration options with other tools and platforms
Cons:
- Can be complex and overwhelming for small businesses
- Expensive for large businesses
- Some features can be slow and clunky
Best For:
Salesforce is best for large enterprises that want to manage their sales and lead enrichment processes at scale. It is particularly suitable for businesses that already use Salesforce’s CRM and sales tools.
Pricing:
Salesforce’s pricing plans start at $25/month for the basic plan, and go up to $300/month for the enterprise plan.
3. Pipedrive
Pipedrive is a popular lead enrichment tool that offers a range
The Role of AI and Automation in Lead Enrichment
The role of AI and automation in lead enrichment is becoming increasingly important, as it enables businesses to streamline their lead generation processes, improve the quality of leads, and increase conversions. According to a study by MarketingProfs, 61% of marketers consider lead scoring and automation to be a key factor in improving lead quality. This is where AI-powered tools like HubSpot and Marketo come into play, offering advanced features such as predictive lead scoring, automated email nurturing, and personalized content recommendations.
One of the key benefits of using AI and automation in lead enrichment is the ability to analyze large amounts of data quickly and accurately. For example, InsideView uses machine learning algorithms to analyze company and contact data, providing businesses with a more complete and accurate view of their target audience. This enables sales and marketing teams to tailor their messaging and engagement strategies to specific segments, increasing the likelihood of conversion. As HubSpot notes, “The use of AI in lead enrichment can help businesses to identify high-quality leads more effectively, and to personalize their marketing and sales efforts to meet the needs of those leads.”
Implementing AI and Automation in Lead Enrichment
So, how can businesses implement AI and automation in their lead enrichment strategies? Here are a few steps to get started:
- Identify your goals and objectives: Determine what you want to achieve through lead enrichment, and what metrics you will use to measure success.
- Choose the right tools: Select AI-powered tools that align with your goals and objectives, such as Salesforce or Pardot.
- Develop a data strategy: Ensure that you have a robust data management strategy in place, including data quality, governance, and compliance.
- Train and educate your team: Provide your sales and marketing teams with the training and education they need to effectively use AI and automation tools.
By following these steps, businesses can leverage the power of AI and automation to improve the quality of their leads, increase conversions, and drive revenue growth. For example, Dell used AI-powered lead scoring to increase its conversion rates by 25%, while Cisco used automated email nurturing to reduce its sales cycle by 30%.
| Company | Tool Used | Results |
|---|---|---|
| Dell | AI-powered lead scoring | 25% increase in conversion rates |
| Cisco | Automated email nurturing | 30% reduction in sales cycle |
As the use of AI and automation in lead enrichment continues to evolve, it’s essential for businesses to stay ahead of the curve. By leveraging the power of AI and automation, businesses can unlock new levels of efficiency, productivity, and revenue growth. According to a study by Forrester, businesses that use AI and automation in their lead enrichment strategies are more likely to experience significant improvements in lead quality, conversion rates, and revenue growth. As Forrester notes, “The use of AI and automation in lead enrichment is no longer a luxury, but a necessity for businesses that want to stay competitive in today’s fast-paced digital landscape.”
Building on the tools discussed earlier, businesses can take their lead enrichment strategies to the next level by incorporating AI and automation. By doing so, they can unlock new levels of efficiency, productivity, and revenue growth, and stay ahead of the competition. With the right tools and strategies in place, businesses can revolutionize their lead generation efforts and drive significant improvements in lead quality, conversion rates, and revenue growth. As Gartner notes, “The future of lead enrichment is all about using AI and automation to create more personalized, relevant, and engaging experiences for customers, and to drive revenue growth through more efficient and effective sales and marketing efforts.”
The Importance of Intent Data
When it comes to revolutionizing your lead generation strategy, intent data plays a crucial role. Intent data refers to the information that indicates a potential customer’s interest in a product or service. This data can be collected from various sources, including social media, search engines, and online behavior. According to a study by MarketingProfs, 74% of marketers believe that intent data is essential for lead generation.
Intent data helps businesses to identify potential customers who are likely to convert, allowing them to focus their marketing efforts on the most promising leads. For instance, ZoomInfo is a popular tool that provides intent data and helps businesses to identify potential customers who are actively searching for their products or services. ZoomInfo’s intent data is collected from various sources, including social media, search engines, and online reviews, and is updated in real-time to ensure accuracy.
Benefits of Intent Data
The use of intent data can have numerous benefits for businesses, including:
- Improved lead quality: Intent data helps businesses to identify high-quality leads that are more likely to convert.
- Increased conversions: By targeting potential customers who are actively searching for their products or services, businesses can increase their conversion rates.
- Enhanced personalization: Intent data allows businesses to personalize their marketing efforts to meet the specific needs of their target audience.
- Reduced waste: Intent data helps businesses to avoid wasting resources on leads that are unlikely to convert.
A study by Forrester found that businesses that use intent data are 2.5 times more likely to exceed their sales targets. Furthermore, a study by BCG found that businesses that use intent data can increase their revenue by up to 15%.
Tools for Collecting Intent Data
There are several tools available that can help businesses to collect and analyze intent data. Some popular tools include:
- Google Analytics: A powerful tool that provides insights into website traffic and behavior.
- HubSpot: A marketing, sales, and customer service platform that provides intent data and analytics.
- Marketo: A marketing automation platform that provides intent data and personalization capabilities.
These tools can help businesses to collect and analyze intent data, and to use that data to inform their marketing and sales strategies.
According to a study by ZoomInfo, the top three sources of intent data are:
| Source | Percentage |
|---|---|
| Social media | 35% |
| Search engines | 25% |
| Online reviews | 20% |
By using intent data, businesses can gain a deeper understanding of their target audience and tailor their marketing efforts to meet their specific needs. As Alexandra Gehringer, a senior marketing manager at Siemens, notes, “Intent data has been a game-changer for our business. It allows us to identify high-quality leads and tailor our marketing efforts to meet their specific needs.”
Best Practices and Methodologies for Lead Enrichment
When it comes to lead enrichment, having a solid strategy in place is crucial for success. As discussed earlier, lead enrichment involves gathering, organizing, and examining data related to a customer’s interest in a company’s offerings. In this section, we will dive deeper into the best practices and methodologies for lead enrichment, providing you with actionable insights and real-world examples to enhance your lead generation efforts.
According to a study by Cognism, 71% of marketers say that lead enrichment is essential for their sales and marketing efforts. This emphasizes the importance of having a well-structured approach to lead enrichment. To start with, it’s essential to define your ideal customer profile (ICP) and buyer personas. This will help you identify the most relevant data points to collect and analyze during the lead enrichment process.
Key Components of a Lead Enrichment Strategy
A comprehensive lead enrichment strategy consists of several key components, including data collection, data analysis, and data integration. Data collection involves gathering relevant information about your leads, such as company name, job title, and contact information. Data analysis involves examining this data to identify patterns and trends, and data integration involves incorporating this data into your existing sales and marketing systems.
Some of the most effective ways to collect data for lead enrichment include web forms, social media, and customer feedback. For example, HubSpot provides a range of tools for collecting and analyzing customer data, including web forms, chatbots, and customer feedback surveys.
Tools for Lead Enrichment
There are many tools available that can help with lead enrichment, including CRM systems, marketing automation software, and data enrichment platforms. Some popular options include Salesforce, Marketo, and Clearbit.
| Tool | Key Features | Pricing | Best For |
|---|---|---|---|
| Salesforce | Contact management, sales forecasting, marketing automation | $25/user/month | Large enterprises |
| Marketo | Marketing automation, lead scoring, email marketing | $895/month | Mid-sized businesses |
| Clearbit | Data enrichment, lead profiling, account-based marketing | $999/month | B2B businesses |
When choosing a tool for lead enrichment, it’s essential to consider your specific needs and requirements. For example, if you’re a large enterprise, you may need a more robust CRM system like Salesforce. On the other hand, if you’re a mid-sized business, you may prefer a more affordable marketing automation platform like Marketo.
Best Practices for Lead Enrichment
Some best practices for lead enrichment include regularly updating and cleansing your data, using multiple sources to validate information, and implementing a lead scoring system to prioritize high-quality leads. Additionally, it’s essential to ensure that your lead enrichment strategy is aligned with your overall sales and marketing goals.
- Define your ICP and buyer personas: This will help you identify the most relevant data points to collect and analyze during the lead enrichment process.
- Use multiple sources to validate information: This will help ensure that your data is accurate and up-to-date.
- Implement a lead scoring system: This will help you prioritize high-quality leads and focus your sales and marketing efforts on the most promising opportunities.
By following these best practices and using the right tools, you can create a lead enrichment strategy that drives real results for your business. Whether you’re a B2B or B2C company, lead enrichment is a crucial component of any successful sales and marketing strategy.
Conclusion
To revolutionize your lead generation strategy with advanced enrichment techniques, it is crucial to understand the importance of lead enrichment in enhancing the quality of leads and improving the efficiency of sales and marketing efforts. As noted by Cognism, lead enrichment involves gathering, organizing, and examining data related to a customer’s interest in a company’s offerings. With the current trends and insights from research data, businesses can leverage lead enrichment to drive growth and increase revenue.
Key Takeaways and Insights
The main sections covered in this blog post, including introduction to lead enrichment, statistics and trends in lead enrichment, case studies and real-world examples, tools and software for lead enrichment, the role of AI and automation in lead enrichment, the importance of intent data, and best practices and methodologies for lead enrichment, provide a comprehensive understanding of the concept. By leveraging these insights, businesses can create a robust lead generation strategy that drives results.
Some of the key benefits of lead enrichment include improved lead quality, enhanced sales and marketing efficiency, and increased revenue. According to recent research, businesses that use lead enrichment techniques experience a significant increase in sales-qualified leads and a reduction in sales and marketing costs. To learn more about lead enrichment and how it can benefit your business, visit www.superagi.com.
To get started with lead enrichment, businesses should take the following steps:
- Assess their current lead generation strategy and identify areas for improvement
- Invest in tools and software that support lead enrichment, such as CRM systems and data analytics platforms
- Develop a robust data management strategy that includes data collection, organization, and analysis
- Utilize AI and automation to streamline lead enrichment processes and improve efficiency
- Monitor and measure the effectiveness of their lead enrichment strategy and make adjustments as needed
By following these steps and leveraging the insights and best practices outlined in this blog post, businesses can revolutionize their lead generation strategy with advanced enrichment techniques and drive growth and revenue. So, what are you waiting for? Take the first step towards transforming your lead generation strategy today and discover the power of lead enrichment for yourself.
