It’s time to step up and address one of the great myths pervading the social web — that an essential best practice is decentralizing social media marketing and pushing it down to employees at every level of the company.  It’s that everybody COULD be a marketing voice for your company depending on context. 

We feel that those companies that recognize and address this fundamental Frugalnomics market shift with the right sales effectiveness enablement investments, particurly value selling initiatives, will have significant more success than those focused on sales efficiency. Content Marketing and the Forgotten Sales Professi.

'With the influx in popularity of sites like Pinterest , Instagram and marketing materials like infographics , poppin’ pictures are a must – Plus, it’s been proven that images invoke more engagement (up to 20x more!) Spicing up your images or photos could do wonders for your email or social media marketing. on social.

Reduced time in marketing/sales funnel as prospects quickly can be served up relevant products and even shopping carts of peer recommended products within seconds. Expect that lifestyle marketing efforts will be the first foothold for these industries –but not their core activity website. Or do I interpret this wrong?

As you know, I am a content marketer for high tech companies with a focus on BI. attend conferences to stay current on technology and the software/hardware market. I skipped last week’s post since I was at the TDWI conference for business intelligence last week. It was a successful conference on a number of levels. What about you?

Strategies to Turn Your Boring ABOUT US Page into an Engaging Marketing Machine by @DannyIny. Contently’s Code of Ethics for Journalism and Content Marketing – by @gocontently. Must-See Content Marketing Resources – by @juntajoe. Looking for great content marketing examples and resources? Welcome August!

B2B Content Marketing Myths – by @wittlake. have a feeling that you have been hearing all of these sentiments about B2B marketing. Six Steps to Keep Your Content Marketing Squeaky Clean – via @marketo. Video: A Key Component of Your Integrated Marketing Efforts by @ShellyKramer. How's your summer going?

Some of you may be wondering about the author of this popular B2B marketing blog. Interviewed on the popular radio show, Intrepid Radio “ with sales and marketing leader  Jeff Ogden “. Invited to appear on popular B2B marketing show for the  Sales Lead Management Association. Listed as a marketing expert at  Focus.

The problem is, most marketers regard Google+ as a social platform that isn't delivering significant social media marketing results. Well-run marketing meetings include a presentation or slide deck of some sort with key metrics, goals, and progress toward those goals to share with the team. Google+ is chock full of hidden gems.

Jeff Ogden is President of the B2B demand generation and global marketing company, Find New Customers  who helps companies craft world class demand generation programs. At Find New Customers , we reserve Sundays for learning. Our goal is to empower YOU to come away with new insights and ideas – in just 20 minutes or less.

agreed – it is an important marketing issue and no trade secrets were divulged. Here’s the marketing take-way: Err on the side of letting comments through on your blog – even negative comments. One of my blog posts, 5 Marketing Lessons from “Breaking Bad.” We apologize for the error.).

Many of you may know that the lead generation company Find New Customers has a content calendar calling for the release of 6 “cheat sheets&# on B2B marketing topics in 2011. Earlier we released 7 Keys to B2B Lead Scoring Success and 7 Keys to B2B Marketing Success.  Lead Generation Company | 7 Keys to Lead Scoring Success.

As for calls, call-tracking offerings measure calls generated via mobile landing pages and other forms of mobile marketing. Marketers traditionally seek to gather as much information as possible and then either call the prospect or, at the very least, get the prospect into a nurture email list of some sort. The goals are different.

d be very interested to hear your views on what new skills and expertise (if any) marketing leaders need to succeed in today’s rapidly changing business, technology, and media environments. The fact is that marketing has for too long been characterized as a cost center rather than being what it truly is: an essential investment in growth.

You have a demand generation program in place; email marketing, teleprospecting, social networking sites, etc…The C-level employees in your organization want to discuss why they haven’t seen an increase in closed business and immediately target their demand generation program as the root of the issue. Your Product.

recently listened to the course How to Blog Effectively to Business by Ann Handley and Mack Collier, which is part of Inbound Marketing University (note: registration is required). Most marketers I talked to wanted to include posts from others inside (and sometimes outside) the company. What should I write about?

Leaders (and our definition of a Puzzle Marketer) have the ability and the marketing know-how to put all of the pieces together and solve any objective. You have many choices of how you can spend your time during the day. Not only getting things done, but getting things done that in some cases no one has even thought of yet.

Most sales organizations don’t have the good fortune of plentiful deals ripe for the pickin’ So Marketers set to work finding and delivering the fruit to them. In the beginning, Marketing is able to harvest and deliver crate after crate of ripe juicy fruit. Marketing has to act fast. Wahoo! Time is of the essence.

Find New Customers is changing the way companies bring products to market – Product Launch Services.

I’ve been speaking at a number of conferences recently where marketers and sales people are quite interested in adopting a demand generation discipline within their organization. Frequently, a marketing manager or director will ask me the steps necessary to start developing a lead nurturing program. The answer is simple as A,B,C.

Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning. As a general rule, I think it makes sense to use both ebooks and white papers in the marketing mix. I have been thinking a lot about ebooks lately.

Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning. As a general rule, I think it makes sense to use both ebooks and white papers in the marketing mix. I have been thinking a lot about ebooks lately.

If you're a marketer who buys databases for your company's lead generation initiatives, you'll be interested in this recent study: B2B Response Databases: A Comparative Analysis. " In the past, response databases lacked market coverage.   What are response databases? It's interesting  

From our social media ROI studies, analyzing the investment, popularity, practices and results of social media marketing for the Fortune 500, and select small / medium companies, a key indicator to social media ROI success was level of engagement. the quantified return on investment (ROI) from social marketing efforts.

" Similar to blogging, podcasting is a medium that B2B marketers remain on the fence about. If you plan on entering the world of podcasting or want to make yours better, you can read what I've learned in my MarketingProfs article, " Lessons Learned from Podcasting." Are they worth the time investment?

Moving from Transactional to Conversational Email Marketing is free at Find New Customers [link] #email.

Like any form of marketing, calls-to-action matter in social media. Free Download: Twitter for Marketing and PR. Want to learn more about using Twitter for Marketing and PR? Download the free webinar for tips and tricks to drive inbound marketing using Twitter. Ways to Not Get ReTweeted. Talk About Yourself. Dumb it Down.

Like any form of marketing, calls-to-action matter in social media. Free Download: Twitter for Marketing and PR. Want to learn more about using Twitter for Marketing and PR? Download the free webinar for tips and tricks to drive inbound marketing using Twitter. Ways to Not Get ReTweeted. Talk About Yourself. Dumb it Down.

And with so many different social media channels available to marketers, it's difficult to make your content truly stand out. So the question is, as a marketer, how do you cut through the clutter and direct the attention of prospects and customers to your social media content and messages? Do something different. Utilize Twitter lists.

If targeting the interest graph is a key piece of your strategic marketing (and it should be) then it seems to make more sense to include Google+ in your interactive marketing plans.  It’s key to know where your customers and prospects are spending their time online.  What do you think? See the entire article and list of tips here.

Source Testimonial: "HARO is a primary tool in the arsenal of solutions offered in my sales and marketing services business. HARO (Help a Reporter Out) is a site that allows thought-leaders to share their expertise with reporters and potentially reap some PR rewards. Answering those queries can lead to national media exposure.

Not only does this create a useful framework, it allows you to see how the content supports your social marketing objectives. Valuable content, either interesting or helpful, keeps readers/viewers coming back. Organizations that provide that type of useful information don't typically come up with it on the fly.

From the Content Marketing Institute, guidelines for getting started. A conversation calendar makes the process of developing social media content more efficient and keeps your posts updated on a regular basis. First, develop a social media content strategy. Who are you trying to reach and why? What information do they want? Be consistent.

For crying out loud, I am employed by a Sales and Marketing Firm that specializes in prospecting! Change your event attendance tactic- Don’t waste your time going to events that target sales and marketing people in your industry, unless you want to network with a bunch of other sales people just like you. My name is Maegan Kopka.

This week EMC unveiled its new VNX Product Line targeted to the SMB market. In the past EMC addressed the SMB market in partnership with Dell. Jeremy talks about how EMC as a brand and the VNX product line is a good combination for the SMB market. EMC Launches New Product Line for SMBs. Video Interview. Video Timeline. Tweet.

Looking for the simple guide to B2B Marketing? My thanks to our fans, but no 60 seconds this week. We’re with a new client, Aprimo , and unable to post this week. assure you that “60 Seconds with the Fearless Competitor&# will return next week. Companies today need a Chief Content Officer. Download How to Find New Customers.

1: New website : AllThingsCK.com = All Things Marketing Innovation. Marketers, make the most of your innovation moment—my eBook shows you how. I am so pleased to introduce my new websites (destktop & mobile), new eBooks and new services. So, what all is new? In a word: EVERYTHING! For a longer overview, just keep reading.

Marketing ourselves as the professionals we are in the industry of Teleprospecting. Currently, we work with over 30 Technology Companies assisting them with high net worth pipeline opportunities, data cleansing, lead generation and market research. A year in sales prospecting is much like New England weather.

Below is a guest post by Aubree Parsons , a bright and energetic writer/journalist focused on many topics including marketing. Such has been the plight of businesses, great and small, around the world until direct-response marketing changed everything. The bad news is, the increased traffic will also increase prices.

It seems a foregone conclusionamong digital marketers: proposed Do-Not-Track legislation will kill online advertising. Prominent marketers have called for a “fight [against the] anti-tracking forces.” How could it not, with restricted access to consumer data, plus regulatory oversight of online ad-tracking efforts?

They strive to stand where the influencers are so they are recognized for their work, develop a reputation, and get word-of-mouth marketing. For example, I can send a tweet about an article I wrote on the housing market and a local reporter/news station can see it, pick it up and run with it. Absolutely. It’s very fluid.

If a yes was received, then all the surrounding firms in the customers geographic area were called on as well as all related companies within that customers general line of business or vertical market were contacted. 'Exceeding your Summer Quotas. Now is the time to act.  Drop those lines. Second: Develop a plan of attack. 

Rick Short, marketing director at Indium, talks about it as a mathematical issues in this Hubspot interview. One example can be found here: [link] Full Disclosure: I am the Marketing Communications Director @ Indium Corporation [link] 10 B2B Social Media Case Studies and Examples | Social Media B2B [.] What don’t we see a lot of?

About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter Want to Engage Senior Executives? B2Bbloggers.com is an online magazine for B2B marketers. Think Mobile. Agree? Disagree?

Many of you probably joined Twitter to market a business. While marketing may be your primary focus, the Twitter also emphasizes an element of personal branding you shouldn't neglect. Have you optimized both your business and personal Twitter presence to enable people to learn more about you and your business? Your Twitter Background.

This month our fan of the month is none other than marketing expert Paige O’Neil of Aprimo. Paige is Vice President of Marketing at  Aprimo , based on her Linkedin profile. Critical change agent; proficient at introducing marketing initiatives that create new categories, differentiate from competitors, and increase sales.

This month our fan of the month is none other than marketing expert Paige O’Neil of Aprimo. Paige is Vice President of Marketing at Aprimo , based on her Linkedin profile. Critical change agent; proficient at introducing marketing initiatives that create new categories, differentiate from competitors, and increase sales.

mail marketing and paid search traffic were much more meaningful sales  drivers, she said. Retailers of every size are pressured to invest in making money off social  network sites like Facebook  and Twitter. As businesses navigate the social landscape, it’s important to know what social  media   does and doesn’t do for sales.

While the much-maligned early leader in the market, Klout, has scooped up a lot of headlines over the past few years, there’s a better approach. Measuring social influence online is becoming a more sophisticatd, refined and granular process. And it doesn’t involve a humble-brag-centered public score. Hey, I’m a journalist.

How it works: A web merchandiser, working with a marketing manager creates a social message calendar. Marketing does a lot of the front-end work of both what and where to post. Each rep is also provided a personal page that can leverage marketing-supplied messages and also post personal messages relevant to the customers they follow.

There are several content marketing tools enabling you to build editorial plans for your overall content marketing strategy, with a focus on collaboration and team work. However, not everyone uses – or even needs – such a content marketing platform. Example editorial plan for a marketing blog by Lee Odden.

Well we think it's time to look into the question further; it's time to host an official marketing debate about whether Twitter is a dying social network. Predictions were put on the HubSpot marketing white board at the end of 2011!). Every so often, someone will pose a question about whether or not Twitter is dying. but they're not.

My business partner and I have been building a marketing services and teleprospecting business for the past eleven years. As I look back, I see several things which have contributed to our success. As a business leader I see my job as that of a coach. Trying to do it all just does not scale, nor is it likely to produce the best result.

But the big-picture takeaway, to me anyway, was that Google, across almost every part of its business, is trying to create a world where websites know more and more about us and where marketers can deliver better, more tailored information and content. This is all of special relevance for marketers.

Yes, as an inbound marketer, your blog content has to be amazing. clear, lead-focused blog design will help turbo-charge the results of your inbound marketing content. Post Previews - Marketers must think like publishers. However, even the best content can be hampered by bad design. So what does a great business blog look like?

'In order to better understand customer’s challenges, SAVO Group developed a comprehensive Maturity Benchmark framework to analyze current Sales, Marketing and Operations practices, uncover and prioritize key issues, and make consultative improvement recommendations. If you are there, please stop by and say hello!

It’s actually the main brand name of Marie Forleo’s program targeted at female entrepreneurs and geared toward encouraging marketing, online marketing, and connecting with customers in creative, non-conventional ways. Marketing Data: 100 AWESOME Marketing Stats, Charts, & Graphs. Benefit others.

Curated content about sales and marketing. Yesterday Google announced the ability to create company pages on their Google+ social platform. Google+ hasn’t proven itself to be a primary social network yet but the integration possibilities and what it can do for search results has some potential. Industry news. How to’s. Sales 2.0

We love when our customers get really into their marketing, and Sunrise Signs is certainly showing an interest in the new Facebook cover photo capabilities with this fantastic one that showcases exactly what its product does -- without words. Sometimes the best thing you can do in marketing is just make people smile. 1) Sunrise Signs.

I ‘m delighted to feature today a guest post from Gregory Pouy, one of France’s top marketing bloggers. Gregory Pouy is a marketing professional who blogs at Greg from Paris. This is his first post on an English-speaking blog and I’m pleased to bring his views to the {grow} community: I’m a social media guy. 

We’re honored that BuyerZone.com selected us as the  #1 B2B marketing blog of 2012. I’m amazed at the number of poor Linkedin profiles out there. That includes very senior executives. Why is it that independent experts (like Jeff Ogden of the sales lead generation company Find New Customers ) have the best profiles?

Even now, CSO Insights found that most companies froze or reduced their marketing budgets, but almost all B2B sellers increased quotas. Powerful market, competitive and economic forces have fundamentally changed how customers buy and deploy technology.  That man would have no chance at all. Of course you wouldn’t.

Over the past year, some of the most powerful marketing lessons I’ve learned haven’t come from a book, a guru or a webinar. Word of mouth remains one of the MOST powerful ways to market. Knock on wood, it’s worked pretty well so far… How has your marketing strategy evolved? A heaping spoonful of sugar!

Monday to Friday, Jeff Ogden is the President of the B2B demand generation company  Find New Customers  and host of the awesome marketing show, Mad Marketing TV. Here at Find New Customers , Sundays are for learning. It is our tradition. Most days we read papers on our iPad2.) watched it and found it fascinating and bet you will too.

Sorting through the Options It's not hard to see why some marketers feel overwhelmed by all the syndication options out there. Recently on ClickDocuments, I contributed suggestions for choosing a white paper syndication partner. Here I expand a bit on that post. Not familiar with white paper syndication?

Advertisers can also come up with ways to provide facts, trivia, and behind the scenes information in a way that engages users while marketing their products. Once again, technology is disrupting advertising and marketing. Neicole   Crepeau  is the Senior Marketing Manager at  Vizit Corporation , and blogs at  Coherent Social Media.

Gym memberships are purchased, the new diet is set, cigarette sales plummet, “I promise to be nicer to my mother in law” means something and sales and marketing (smarketing) is ready to work together to produce the biggest numbers ever. Set the meeting on a day and time that both the sales and marketing teams can make it.

Then one day a member of our marketing team decided to take matters into his own hands. He just started calling editors of major marketing publications and blogs. I want to tell you a story. This story is about LogMyCalls ' PR efforts. In December 2011, LogMyCalls entered Beta. The PR firm we hired came highly recommended. We newsjack.

Social business significantly improves the marketing of an organization or business. All the involved parties work together to come up with effectual and creative marketing strategies. Social business is a buzzword which is not really clear to most individuals. These are all the parties involved in the running of a business.

Include your logo : Strengthen your brand by unifying your profile with your other marketing tools, including by using your logo front and center. Share your URL everywhere: Once you’ve established a custom URL, use it on all your marketing materials, from brochures to emails to your website. Enjoy, Jeremy. What do you think?

If you own a small business and you aren’t using social media by now, you are giving yourself a massive disadvantage in the market. About the Author : Dane Cross is a blogger and online marketer who writes extensively about trade show marketing. Many old forms of communication are becoming obsolete.

see Sales and Marketing battles, Marketing and Engineering battles, Sales and Finance battles - everyone blaming others for all the issues, taking little responsibility themselves.  Sales and Marketing. Countered by: “Marketing didn't give us the tools and evidence we need to sell solutions. Enough already.

Last year, Edelman published its study and infographic of Asia’s key digital and social media markets. A lot has been happening in the world of social media, and I do mean the world. But what abo0ut Sina Weibo ? Orkut ? Renren ? Are these networks a part of your strategy? Do you know who they reach and what they do? Europe. Latin America.

company fluent in inbound marketing will be able to use many tools to answer and address its audience's concerns or questions. After all, even traditional marketing campaigns were executed using multiple channels. Marketing Takeaways. The same should hold true for your own business. Respond to Customers, Whether Good or Bad.

When Starbucks marketers began to realize that many of their customers were accessing their website via mobile devices, they wasted no time in developing a responsive site. Responsive web design (RWD) is more than just a web design trend, it’s become a web design requirement. Here are 10 great example of RWD from across the web. Starbucks.

Ilya has spent the past decade as VP of marketing for some of Boston's coolest software companies. According to marketing strategist David Meerman Scott, ' newsjacking ' is "the process by which you inject your ideas or angles into breaking news, in real time, in order to generate media coverage for yourself or your business." ).

'When it comes to the role of business blogging in inbound marketing, there''s no question that it fits quite nicely into the ''Attract'' stage of the methodology. But there''s another part of the inbound marketing methodology where blogging also fits -- and doesn''t get enough credit. Talk about low-hanging marketing fruit !

Phillip Lin, Director of Marketing, shares insights into why and how the site was launched, and suggestions for other companies considering a similar initiative. How does your past experience in Product Marketing inform your approach as Director of Marketing? How frequently does FireEye conduct Voice of the Customer research?

The quality of your marketing ideas and c#ntent do. Because if they’re searching for it and they work in marketing they are misguided. Or worse, there’s someone who looks like he or she used to be a legitimate marketer. Most of these people are shysters preying on people’s insecurity about their marketing c#ntent and its ROI.

An impressive percentage of marketing budgets is spent to drive traffic , acquire new customers and increase market share. It’s often the part of the marketing budget where businesses waste most money. Low marketing optimization budgets prove it, as do limited customer loyalty efforts. Of course, there is a cost involved.

For some it may mean getting their first CRM system, creating a sales process, grading leads, getting a marketing automation system, getting 100% follow-up by the sales channel, or proving the ROI. The farmer trudged across the farm yard late one night and entered the barn. Poisonous snakes. Rattlers. He was encircled, they were everywhere.

An Important Content Strategy Lesson for Marketers. As people's consumption habits change, marketers must be nimble enough to change along with them. This means marketers today must be able to satisfy consumers' need for multimedia, digital content. Marketing Data: 100 AWESOME Marketing Stats, Charts, & Graphs.

The word gets tossed around constantly in the digital marketing world, but what does real relevancy look like? It involves understanding your followers and target markets. What are you hoping to achieve and how will you measure your success? negative, positive or indifferent)? • Be relevant. Be fearless. • Passion.

Kadient quickly realized that they had been optimizing against terms such as “sales effectiveness”, which reflected their solution, but the broader market was seeking help with “sales coaching”. We all put a lot of effort into our search strategies, and spend a lot of effort carefully optimizing around key words or phrases.

By continually engaging audiences with emails and custom landing pages, typically via marketing automation, you can lead score the conversions until the leads are sales-ready. From a marketing standpoint, you can now measure goals by: Traffic source. 'Conversions and Website Goals; A Primer.  . What is a Conversion. What is a Goal.

The notion goes beyond the last decade of CRM-focused tactics and demands that marketers not only engage their customers, but understand how to measure that engagement. Everyone's talking about customer engagement.  And for good reason.  And, translate it into real value.  It's been 'sit back and watch my great ad.' so stay engaged

” These phrases also emphasize the marketing power of learning opportunities. Some terrific blogs to examine for best practices include Duct Tape in the sphere of marketing, River Pools and Spas in the construction industry and Lauren’s Hope in the eCommerce industry. How do you drive traffic to your blog?

And I know more B2B Marketers who maybe have a Facebook page but are not on Twitter, do not blog and who question social media’s importance in the world of B2B Marketing, in Marketing in general. As marketers, I think it is our duty to connect with an audience, discover a brand voice and create content that people want.

When executed correctly, a social media marketing campaign can bring traffic to your website and generate new leads for your sales team. Social media guru Chris Brogan explains how to demonstrate the value of social media marketing. Social media is the hottest way businesses are reaching out to potential customers. Have fun with it!

The idea of raising this psychological switching cost is at the very heart of most marketing efforts! There are going to be a gajillion articles about Google +, the new “Facebook killer.&#. haven’t seen the platform yet. haven’t tested it. But I can predict it’s not going to kill Facebook. Here’s why.

I wrote a post late last year entitled, Numbers That Make Marketers Tremble , but Fatemeh shared an unbelievable stat from David Siegel, Futurist:  "Human beings generate 200 exabytes of information each year."  Is central to strategic planning and drives core business and financial decisions (not just marketing). Exabytes.as

Marketing Needs to Evolve and Adapt to the Empowered Customer. key area of interest to us, and hopefully to our readers and customers, is the evolution and transformation of marketing and sales. This video is about how marketing organizations can evolve to meet the needs of the “empowered customer”. Video Timeline. Mi6 Thoughts.

Marketing Needs to Evolve and Adapt to the Empowered Customer. key area of interest to us, and hopefully to our readers and customers, is the evolution and transformation of marketing and sales. This video is about how marketing organizations can evolve to meet the needs of the “empowered customer”. Video Timeline. Mi6 Thoughts.

Beyond Data: InsideView Brings Intelligence to Marketing, Sales, Service, and Operations. What made 100,000+ sales people more productive is now available to service, marketing, operations and partner channels: the intelligence needed for meaningful one-to-one relationships.,” said Umberto Milletti, CEO of InsideView.

Among B2B marketers surveyed, LinkedIn and Facebook are the social sites  most successful at generating revenue opportunities: 44% have generated leads via LinkedIn, and 23% have won sales via the  platform. 39% have generated leads via Facebook, and 19% have won sales. 30% have generated leads via Twitter, and 14% have won sales.

About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter Peeling Away The Layers August 5th, 2010 | By Jeremy Victor By nature, I am an analytical person. haven’t changed. million views).

Advanced Search has two features that help identify information on competitors, influencers and market data: people and places. Utilize LinkedIn to save time and improve the quality of opportunities in your market by receiving real-time access to data. Real Time Marketing Group has some interesting stats regarding social media.

Many business bloggers have learned that their blog is one of their most crucial inbound marketing assets. Writers and contributors should know how your blog fits into your business' overarching inbound marketing strategy. Have you crafted specific marketing personas that describe your business' ideal customer(s)?

In my 20 years of marketing, sales and Telemarketing experience I have created many “Tele Web” programs, and here are the top reasons they succeed. Download 7 Tips For Successful Lead Follow-up About the author: Robert Krekstein is a results-driven executive with 18 years of experience in both marketing and selling. He

” As marketers, more than ever, we are fighting a battle of credibility with customers. As marketers we are the trustees of how and what gets communicated to the customer. Unfortunately, marketers tend to stymie the true agents of trust—employees—in favor of controlling the message. But why?