Imagine having the power to predict which leads are most likely to convert into customers, allowing you to focus your sales and marketing efforts on the most promising opportunities. This is exactly what AI-powered lead scoring can do for your B2B marketing strategy. With the ability to analyze vast amounts of data and identify patterns, AI lead scoring models can help you qualify leads more accurately and efficiently, resulting in significant improvements in conversion rates. In fact, according to recent research, companies that use AI-powered lead scoring models see an average increase of 25% in conversion rates.

The implementation of AI-powered lead scoring models is becoming increasingly important in today’s fast-paced business landscape. Personalization and customization are key to making these models effective, as they can be tailored to fit different product lines and business needs. For instance, large enterprises can benefit from custom scoring algorithms and full integration suites, such as those offered by Salesforce. As we’ll explore in this guide, the benefits of AI-powered lead scoring extend far beyond just conversion rates, and can have a significant impact on the overall success of your B2B marketing strategy.

Why AI-Powered Lead Scoring Matters

So, why is AI-powered lead scoring such a crucial component of modern sales and marketing strategies? The answer lies in its ability to help businesses streamline their sales process, reduce waste, and increase revenue. By providing a more accurate and efficient way to qualify leads, AI-powered lead scoring models can help businesses make the most of their marketing efforts and improve their overall bottom line. Some key statistics that highlight the importance of AI-powered lead scoring include:

  • 79% of companies that use AI-powered lead scoring models see an increase in sales productivity
  • 74% of companies that use AI-powered lead scoring models see an increase in sales revenue
  • 61% of companies that use AI-powered lead scoring models see a decrease in sales cycle length

In this ultimate guide to implementing AI-powered lead scoring in B2B marketing, we’ll take a closer look at the benefits and challenges of using these models, as well as provide a step-by-step guide to implementing them in your business. We’ll cover topics such as how to choose the right AI-powered lead scoring model, how to customize and integrate the model with your existing sales and marketing processes, and how to measure and optimize the performance of the model over time. By the end of this guide, you’ll have a comprehensive understanding of how to use AI-powered lead scoring to take your B2B marketing strategy to the next level.

Introduction to AI Lead Scoring

AI-powered lead scoring has become a crucial component of modern sales and marketing strategies, offering significant improvements in lead qualification and conversion rates. According to a study by Marketo, companies that use lead scoring experience a 77% increase in lead generation and a 79% reduction in sales cycle time. This is because AI-powered lead scoring models can analyze vast amounts of data, including demographic information, behavior, and firmographic data, to identify high-quality leads and prioritize them for sales teams.

In recent years, there has been a significant shift towards using AI-powered lead scoring models, with 75% of marketers using some form of lead scoring, according to a survey by HubSpot. This is because traditional lead scoring methods, which rely on manual rules and scoring systems, are often limited and ineffective. AI-powered lead scoring models, on the other hand, can analyze complex data sets and identify patterns that may not be apparent through traditional methods.

Key Benefits of AI Lead Scoring

The key benefits of AI lead scoring include improved lead qualification, increased conversion rates, and enhanced sales productivity. By using AI-powered lead scoring models, companies can identify high-quality leads and prioritize them for sales teams, resulting in increased conversion rates and revenue growth. Additionally, AI-powered lead scoring models can help sales teams to focus on the most promising leads, reducing the time and effort spent on unqualified leads.

Some of the key statistics and trends in AI lead scoring include:

  • 77% of companies that use lead scoring experience an increase in lead generation (Marketo)
  • 79% of companies that use lead scoring experience a reduction in sales cycle time (Marketo)
  • 75% of marketers use some form of lead scoring (HubSpot)
  • Companies that use AI-powered lead scoring experience a 25% increase in conversion rates (Forrester)

Real-World Implementation Examples

There are many examples of companies that have successfully implemented AI-powered lead scoring models. For instance, Salesforce has implemented an AI-powered lead scoring model that uses machine learning algorithms to analyze customer data and identify high-quality leads. Similarly, Marketo has developed an AI-powered lead scoring platform that uses predictive analytics to identify and prioritize high-quality leads.

In addition to these examples, there are many other companies that have successfully implemented AI-powered lead scoring models, including HubSpot and Pardot. These companies have experienced significant improvements in lead qualification and conversion rates, and have been able to increase revenue growth and sales productivity.

The following table compares the features and pricing of some of the top AI-powered lead scoring platforms:

Platform Features Pricing
Marketo Predictive analytics, machine learning algorithms, lead scoring and prioritization $895 – $1,995 per month
HubSpot Lead scoring and prioritization, predictive analytics, machine learning algorithms $800 – $2,000 per month
Salesforce Predictive analytics, machine learning algorithms, lead scoring and prioritization $1,250 – $3,000 per month

In conclusion, AI-powered lead scoring models have become a crucial component of modern sales and marketing strategies, offering significant improvements in lead qualification and conversion rates. By using AI-powered lead scoring models, companies can identify high-quality leads and prioritize them for sales teams, resulting in increased conversion rates and revenue growth. As the technology continues to evolve, we can expect to see even more innovative solutions and applications of AI-powered lead scoring in the future.

How AI Lead Scoring Works

AI lead scoring works by analyzing a prospect’s behavior, demographic data, and firmographic data to assign a score that indicates the likelihood of them becoming a customer. This score is calculated using complex algorithms and machine learning models that take into account various factors, such as the prospect’s interaction with a company’s website, social media, and email campaigns. For instance, a company like HubSpot uses AI-powered lead scoring to help businesses identify and prioritize high-quality leads.

According to a study by MarketingProfs, companies that use lead scoring see a 77% increase in lead generation ROI. Another study by Forrester found that companies that use AI-powered lead scoring see a 25% increase in conversion rates. These statistics demonstrate the effectiveness of AI lead scoring in improving lead qualification and conversion rates.

Key Components of AI Lead Scoring Models

AI lead scoring models typically consist of several key components, including data collection, data analysis, and scoring algorithms. The data collection component involves gathering data from various sources, such as social media, email campaigns, and website interactions. The data analysis component involves analyzing the collected data to identify patterns and trends. The scoring algorithms component involves using machine learning models to assign a score to each prospect based on their behavior and demographic data.

For example, Salesforce uses a combination of machine learning algorithms and data analysis to assign a score to each prospect. The company’s AI-powered lead scoring model takes into account factors such as the prospect’s job title, company size, and industry, as well as their behavior, such as email opens and clicks. This allows sales teams to prioritize high-quality leads and increase conversion rates.

Other companies, such as Marketo and Pardot, also use AI-powered lead scoring to help businesses identify and prioritize high-quality leads. These companies offer a range of tools and features, including customizable scoring algorithms, data analysis, and reporting.

How AI Lead Scoring Models are Customized and Integrated

AI lead scoring models can be highly customized to fit different product lines and business needs. For instance, Salesforce allows for custom scoring algorithms and full integration suites, which are particularly beneficial for large enterprises. This allows companies to tailor their lead scoring model to their specific needs and goals.

According to a study by Gartner, 75% of companies use some form of customization in their lead scoring models. This can include customizing the scoring algorithm, adding or removing factors, and integrating with other systems, such as CRM or marketing automation platforms.

The following are some benefits of customizing and integrating AI lead scoring models:

  • Improved accuracy: Customizing the scoring algorithm can improve the accuracy of lead scores, allowing sales teams to prioritize high-quality leads more effectively.
  • Increased flexibility: Integrating AI lead scoring models with other systems, such as CRM or marketing automation platforms, can increase flexibility and allow companies to tailor their lead scoring model to their specific needs and goals.
  • Enhanced reporting: Customizing and integrating AI lead scoring models can also provide enhanced reporting and analytics capabilities, allowing companies to track and measure the effectiveness of their lead scoring model.

In terms of real-world implementation examples, companies such as IBM and Microsoft have successfully implemented AI-powered lead scoring models to improve their sales and marketing efforts. For instance, IBM uses AI-powered lead scoring to identify and prioritize high-quality leads, resulting in a 25% increase in conversion rates.

The following table compares some of the key features of AI lead scoring models offered by different companies:

Company Key Features Pricing
HubSpot AI-powered lead scoring, customizable scoring algorithms, integration with CRM and marketing automation platforms $800/month
Marketo AI-powered lead scoring, customizable scoring algorithms, integration with CRM and marketing automation platforms $1,000/month
Pardot AI-powered lead scoring, customizable scoring algorithms, integration with CRM and marketing automation platforms $1,200/month

In conclusion, AI lead scoring models are a powerful tool for businesses looking to improve their sales and marketing efforts. By analyzing a prospect’s behavior, demographic data, and firmographic data, AI lead scoring models can assign a score that indicates the likelihood of them becoming a customer. Companies such as HubSpot, Marketo, and Pardot offer AI-powered lead scoring models that can be customized and integrated with other systems to meet the specific needs and goals of each business.

Benefits and ROI of AI-Powered Lead Scoring

When it comes to implementing AI-powered lead scoring in B2B marketing, one of the most important considerations is the potential return on investment (ROI). By leveraging AI-driven lead scoring models, businesses can significantly improve their lead qualification and conversion rates, ultimately driving revenue growth and increasing efficiency in their sales and marketing efforts.

According to a study by Marketo, companies that use AI-powered lead scoring experience a 25% increase in conversion rates and a 15% decrease in customer acquisition costs. Additionally, a survey by Salesforce found that 71% of businesses believe that AI-powered lead scoring is crucial for their sales and marketing strategies.

Key Benefits of AI-Powered Lead Scoring

The benefits of AI-powered lead scoring are numerous and well-documented. Some of the most significant advantages include:

  • Improved lead qualification: AI-powered lead scoring models can analyze large amounts of data to identify high-quality leads that are more likely to convert.
  • Increased efficiency: By automating the lead scoring process, businesses can free up more time for their sales and marketing teams to focus on high-value activities.
  • Enhanced personalization: AI-powered lead scoring models can help businesses tailor their marketing efforts to specific segments and individuals, increasing the effectiveness of their campaigns.
  • Better data insights: AI-powered lead scoring models can provide businesses with detailed insights into their customers’ behavior and preferences, helping them to refine their sales and marketing strategies.

For example, HubSpot uses AI-powered lead scoring to help its customers qualify and prioritize their leads. By analyzing data from a variety of sources, including social media, email, and website interactions, HubSpot’s AI-powered lead scoring model can identify high-quality leads and provide businesses with actionable insights to improve their sales and marketing efforts.

Case Studies and Real-World Implementations

There are many examples of businesses that have successfully implemented AI-powered lead scoring models to drive revenue growth and improve efficiency. For instance, Accenture used AI-powered lead scoring to increase its conversion rates by 30% and reduce its customer acquisition costs by 20%. Similarly, Microsoft used AI-powered lead scoring to improve its lead qualification rates by 25% and increase its sales productivity by 15%.

The following table highlights some of the key benefits and results of AI-powered lead scoring implementations:

Company Benefits Results
Accenture Improved lead qualification, increased efficiency 30% increase in conversion rates, 20% reduction in customer acquisition costs
Microsoft Improved lead qualification, increased sales productivity 25% improvement in lead qualification rates, 15% increase in sales productivity
HubSpot Improved lead qualification, enhanced personalization 20% increase in conversion rates, 15% increase in customer engagement

As these examples demonstrate, AI-powered lead scoring can have a significant impact on a business’s bottom line. By improving lead qualification, increasing efficiency, and enhancing personalization, AI-powered lead scoring models can help businesses drive revenue growth and stay ahead of the competition.

According to a report by Forrester, the market for AI-powered lead scoring is expected to grow by 20% annually over the next five years, reaching $1.5 billion by 2025. As the demand for AI-powered lead scoring continues to grow, businesses that adopt these models will be well-positioned to drive revenue growth and stay ahead of the competition.

Top Tools and Software for AI Lead Scoring

When it comes to implementing AI-powered lead scoring in your B2B marketing strategy, choosing the right tool is crucial. With numerous options available in the market, it can be overwhelming to decide which one best fits your business needs. In this section, we will explore the top tools and software for AI lead scoring, their key features, pricing, and what they are best suited for.

According to a study by Marketo, companies that use AI-powered lead scoring experience a 25% increase in conversion rates and a 15% decrease in customer acquisition costs. Let’s dive into some of the most popular tools used by businesses today.

Comparison of Top AI Lead Scoring Tools

Tool Key Features Pricing Best For Rating
HubSpot Lead scoring, contact management, sales automation $800/month (Enterprise plan) Large businesses and enterprises 4.5/5
Salesforce Custom scoring algorithms, integration suites, AI-powered insights $1,250/month (Enterprise plan) Large enterprises and complex sales processes 4.8/5
Pipedrive Sales pipeline management, lead scoring, CRM integration $59/month (Professional plan) Small to medium-sized businesses 4.2/5

Now, let’s take a closer look at each of these tools and what they have to offer.

1. HubSpot

HubSpot is a popular marketing, sales, and customer service platform that offers AI-powered lead scoring. Its key features include lead scoring, contact management, and sales automation. With a rating of 4.5/5, HubSpot is best suited for large businesses and enterprises.

Key Features:

  • Lead scoring and grading
  • Contact management and segmentation
  • Sales automation and workflow management
  • Integration with CRM and other marketing tools

Pros:

  • Comprehensive platform with a wide range of features
  • Easy to use and navigate, even for non-technical users
  • Excellent customer support and training resources

Cons:

  • Can be expensive, especially for large teams or enterprises
  • Steep learning curve for advanced features and customization
  • Some users find the interface to be cluttered and overwhelming

Best For:

Large businesses and enterprises that need a comprehensive platform for marketing, sales, and customer service.

Pricing:

HubSpot offers a range of pricing plans, including the Enterprise plan, which starts at $800/month.

2. Salesforce

Salesforce is a cloud-based CRM platform that offers custom scoring algorithms and integration suites for AI-powered lead scoring. With a rating of 4.8/5, Salesforce is best suited for large enterprises and complex sales processes.

Key Features:

  • Custom scoring algorithms for lead qualification
  • Integration suites for connecting with other marketing and sales tools
  • AI-powered insights for sales and marketing optimization
  • Advanced security and compliance features for large enterprises

Pros:

  • Highly customizable and scalable for large enterprises
  • Advanced security and compliance features for sensitive data
  • Integrates well with other Salesforce products and third-party tools

Cons:

  • Can be complex and overwhelming for non-technical users
  • Expensive, especially for large teams or enterprises
  • Some users find the interface to be outdated and in need of modernization

Best For:

Large enterprises and complex sales processes that require custom scoring algorithms and advanced integration suites.

Pricing:

Salesforce offers a range of pricing plans, including the Enterprise plan, which starts at $1,250/month.

3. Pipedrive

Pipedrive is a sales pipeline management platform that offers lead scoring and CRM integration. With a rating of 4.2/5, Pipedrive is best suited for small to medium-sized businesses.

Key Features:

Implementing AI-Powered Lead Scoring in Your Business

Implementing AI-powered lead scoring in your business can be a complex process, but with the right tools and strategies, you can significantly improve your lead qualification and conversion rates. According to a study by Marketo, companies that use AI-powered lead scoring models experience a 25% increase in conversion rates and a 30% decrease in customer acquisition costs. To get started, you need to understand your business needs and goals, and then choose a lead scoring model that aligns with those objectives.

Choosing the Right Lead Scoring Model

There are several lead scoring models available, each with its own strengths and weaknesses. For example, predictive lead scoring uses machine learning algorithms to analyze historical data and predict the likelihood of a lead converting into a customer. On the other hand, behavioral lead scoring focuses on a lead’s behavior and interactions with your brand, such as email opens, website visits, and social media engagement. According to a study by Forrester, 75% of companies use a combination of predictive and behavioral lead scoring models to get the best results.

Some popular lead scoring models include:

  • HubSpot’s lead scoring model, which uses a combination of demographic and behavioral data to score leads
  • Salesforce’s Einstein Lead Scoring, which uses AI-powered algorithms to analyze customer data and behavior
  • HubSpot’s predictive lead scoring model, which uses machine learning to predict the likelihood of a lead converting into a customer

Customization and Integration

Once you have chosen a lead scoring model, you need to customize it to fit your business needs. For example, you can use custom scoring algorithms to assign different weights to different demographic and behavioral characteristics. You can also integrate your lead scoring model with your existing marketing and sales systems, such as Salesforce and Marketo. According to a study by Gartner, companies that integrate their lead scoring models with their marketing and sales systems experience a 20% increase in revenue and a 15% decrease in customer acquisition costs.

Some key considerations when customizing and integrating your lead scoring model include:

  1. Data quality: ensuring that your data is accurate, complete, and up-to-date
  2. System integration: integrating your lead scoring model with your existing marketing and sales systems
  3. Customization: customizing your lead scoring model to fit your business needs and goals

Here is a comparison of some popular lead scoring models:

Lead Scoring Model Description Pricing
HubSpot’s Lead Scoring A combination of demographic and behavioral data to score leads $50-$500 per month
Salesforce’s Einstein Lead Scoring AI-powered algorithms to analyze customer data and behavior $1,000-$5,000 per month
Marketo’s Lead Scoring A combination of predictive and behavioral lead scoring models $1,000-$5,000 per month

In conclusion, implementing AI-powered lead scoring in your business can be a complex process, but with the right tools and strategies, you can significantly improve your lead qualification and conversion rates. By choosing the right lead scoring model, customizing it to fit your business needs, and integrating it with your existing marketing and sales systems, you can experience significant improvements in revenue and customer acquisition costs.

Case Studies and Success Stories

AI-powered lead scoring has been a game-changer for many companies, helping them to improve their sales and marketing strategies. In this section, we will look at some real-world case studies and success stories of companies that have implemented AI-powered lead scoring. Building on the tools discussed earlier, such as Salesforce and HubSpot, we will explore how these companies have customized and integrated AI lead scoring models to fit their specific business needs.

One such company is LinkedIn, which used AI-powered lead scoring to improve its sales and marketing efforts. According to a case study by Salesforce, LinkedIn was able to increase its lead conversion rate by 50% and reduce its sales cycle by 30% after implementing an AI-powered lead scoring model. The model used data from various sources, including LinkedIn’s own platform, to score leads based on their behavior, demographics, and other factors.

Real-World Implementation Examples

Another company that has seen success with AI-powered lead scoring is Marketo. Marketo used an AI-powered lead scoring model to score leads based on their behavior, such as email opens and clicks, as well as demographic data. According to a case study by Marketo, the company was able to increase its lead conversion rate by 25% and reduce its sales cycle by 20% after implementing the AI-powered lead scoring model.

The following are some key statistics and trends related to AI-powered lead scoring:

  • 75% of companies that use AI-powered lead scoring report an increase in lead conversion rates (Source: Gartner)
  • 60% of companies that use AI-powered lead scoring report a reduction in sales cycle time (Source: Forrester)
  • 50% of companies that use AI-powered lead scoring report an increase in sales revenue (Source: Salesforce)

In addition to these statistics, a study by McKinsey found that companies that use AI-powered lead scoring are more likely to see an increase in sales revenue and a reduction in sales cycle time. The study also found that companies that use AI-powered lead scoring are more likely to have a higher return on investment (ROI) than those that do not use AI-powered lead scoring.

Customization and Integration

One of the key benefits of AI-powered lead scoring is the ability to customize and integrate the model with other sales and marketing tools. For example, Salesforce allows for custom scoring algorithms and full integration suites, which are particularly beneficial for large enterprises. According to a case study by Salesforce, one company was able to increase its lead conversion rate by 30% and reduce its sales cycle by 25% after customizing and integrating its AI-powered lead scoring model with its Salesforce platform.

The following table shows a comparison of different AI-powered lead scoring models and their features:

Model Features Pricing
Salesforce Custom scoring algorithms, full integration suites $1,000 – $5,000 per month
Marketo Behavior-based scoring, demographic data $1,000 – $3,000 per month
HubSpot Custom scoring algorithms, integration with CRM $800 – $2,000 per month

In conclusion, AI-powered lead scoring has been a game-changer for many companies, helping them to improve their sales and marketing strategies. By customizing and integrating AI-powered lead scoring models with other sales and marketing tools, companies can see significant improvements in lead conversion rates, sales cycle time, and sales revenue. As the use of AI-powered lead scoring continues to grow, we can expect to see even more innovative and effective uses of this technology in the future.

Future Trends and Predictions in AI Lead Scoring

As we continue to explore the world of AI-powered lead scoring, it’s essential to look at the future trends and predictions that will shape the industry. Building on the tools discussed earlier, such as Salesforce and HubSpot, we can expect to see even more advanced features and capabilities in the coming years. According to a report by MarketsandMarkets, the lead scoring market is expected to grow from $2.7 billion in 2020 to $5.5 billion by 2025, at a Compound Annual Growth Rate (CAGR) of 13.1% during the forecast period.

This growth is driven by the increasing adoption of AI and machine learning technologies in sales and marketing, as well as the need for more accurate and efficient lead qualification and conversion. As AI lead scoring models become more sophisticated, we can expect to see significant improvements in lead qualification and conversion rates. For example, a study by Forrester found that companies that use AI-powered lead scoring experience a 25% increase in conversion rates compared to those that do not.

Customization and Integration

AI lead scoring models can be highly customized to fit different product lines and business needs. For instance, Salesforce allows for custom scoring algorithms and full integration suites, which are particularly beneficial for large enterprises. This level of customization enables businesses to tailor their lead scoring models to their specific needs, resulting in more accurate and effective lead qualification and conversion. According to a report by Salesforce, 75% of businesses that use custom scoring algorithms experience a significant increase in lead conversion rates.

Another key trend in AI-powered lead scoring is the integration with other sales and marketing tools. For example, HubSpot’s lead scoring tool can be integrated with its CRM and marketing automation platforms, providing a seamless and comprehensive sales and marketing experience. This level of integration enables businesses to streamline their sales and marketing processes, resulting in increased efficiency and productivity. According to a study by HubSpot, businesses that integrate their lead scoring models with their CRM and marketing automation platforms experience a 30% increase in sales productivity.

Here are some key statistics and trends in AI-powered lead scoring:

  • 80% of businesses that use AI-powered lead scoring experience a significant increase in lead conversion rates (Source: Marketo)
  • 75% of businesses that use custom scoring algorithms experience a significant increase in lead conversion rates (Source: Salesforce)
  • 60% of businesses that integrate their lead scoring models with their CRM and marketing automation platforms experience a significant increase in sales productivity (Source: HubSpot)

In terms of real-world implementation examples, companies like IBM and Microsoft are already using AI-powered lead scoring to improve their sales and marketing efforts. For example, IBM uses a custom lead scoring model that takes into account a range of factors, including demographic data, behavioral data, and firmographic data. This model has enabled IBM to increase its lead conversion rates by 25% and improve its sales productivity by 30%.

Here is a comparison of some of the key features and benefits of AI-powered lead scoring models:

Feature Benefit Example
Custom scoring algorithms Increased accuracy and effectiveness Salesforce
Integration with CRM and marketing automation platforms Streamlined sales and marketing processes HubSpot
Real-time data and analytics Improved sales and marketing decision-making Marketo

In conclusion, AI-powered lead scoring is a rapidly evolving field that is expected to continue to grow and mature in the coming years. As businesses look to improve their sales and marketing efforts, they will increasingly turn to AI-powered lead scoring models to provide more accurate and effective lead qualification and conversion. By understanding the key trends and predictions in AI-powered lead scoring, businesses can stay ahead of the curve and achieve their sales and marketing goals.

Conclusion

In conclusion, implementing AI-powered lead scoring in B2B marketing can be a game-changer for businesses looking to improve their sales and marketing strategies. As we’ve discussed throughout this guide, AI lead scoring models offer significant improvements in lead qualification and conversion rates, with research data showing that companies using AI-powered lead scoring models see an average increase of 25% in conversion rates.

Key Takeaways and Insights

Some key takeaways from this guide include the importance of customization and integration in AI lead scoring models. For instance, Salesforce allows for custom scoring algorithms and full integration suites, which are particularly beneficial for large enterprises. Additionally, AI lead scoring models can be highly customized to fit different product lines and business needs.

According to recent trends and insights from research data, AI-powered lead scoring models are becoming increasingly popular, with 85% of marketers planning to implement AI-powered lead scoring models in the next two years. This is likely due to the numerous benefits of AI-powered lead scoring, including improved lead qualification, increased conversion rates, and enhanced customer experiences.

Actionable Next Steps

  1. Start by assessing your current sales and marketing strategies to identify areas where AI-powered lead scoring models can be implemented.
  2. Research and compare different AI lead scoring tools and software, such as those offered by SuperAGI, to find the best fit for your business needs.
  3. Begin implementing AI-powered lead scoring models and track their effectiveness using key performance indicators (KPIs) such as conversion rates and customer satisfaction.

By following these steps and staying up-to-date with the latest trends and insights in AI-powered lead scoring, you can stay ahead of the competition and drive business growth. So why not take the first step today and discover the power of AI-powered lead scoring for yourself? Visit SuperAGI to learn more and get started.