Aleric Heck, founder and CEO of Adoutreach is spending a whopping $250k per month in ads and getting back $700k/month in revenue.
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Here are some questions that the video had covered:
How does Adoutreach work… 00:15
Who is your ideal avatar that you work with… 01:26
How many people are on your team… 2:36
How big is your audience size… 03:51
How long have you been in the business… 06:57
What was the biggest needle mover for you that took your business to the next level… 07:28
How to plan YouTube marketing for coaching funnel… 08:26
What’s the cost to run YouTube ads for coaching funnel… 10:45
How does targeting works on Facebook Ads and YouTube Ads… 12:05
What CRM are you using… 20:01
What does your sales process look like… 20:17
In the last 12 months, how much revenue have you guys generated for Adoutreach… 21:55
What are you spending in ads… 22:30
What’s your favorite software tool that you use in your business… 24:31
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What’s going on everybody today, we have Aleric Heck from Adoutreach all the way from Cambridge Massachusetts. What is it that you actually do and how do you generate revenue for Adoutreach?
Totally. So what we do is we help our clients learn how to leverage YouTube video ads to get consistent leads and sales. We obviously have a lot of clients who are learning this for their own business. We also have, you know, agencies, people who are learning how to implement this, you know, in other businesses as well, which might be relevant to your listeners. And so essentially what we’re doing is we’re finding a way to help these businesses. Use YouTube ads, get consistent leads and sales kind of break that inconsistency rollercoaster effect you get on. I’m sure people are familiar with.
And would you say, so is what you sell purely education? Is that what it is? There’s no services or anything like that?
Actually, it’s actually a hybrid model. So essentially it is a done with you program. So we have all the training elements and then we’re also helping our clients set this up hands on and so gotcha. Client directly or an agency showing them how to do it. It’s basically that hybrid approach to really absorb it
Narrowly for YouTube ads though. Right? Exactly. For YouTube. You’re an expert in YouTube. Yeah, exactly. All right. Awesome. And if you can take all your entire audience and just take the bucket of all the people, that’ll probably be in there, all your avatars, who do you think your number one person is? Is it an agency owner? Is it a real estate agent? Like who is your ideal avatar that you work with?
Mostly it’s going to actually be in the click funnels kind of coaching course consulting space. And then those are kind of typically the, the average clients that we work with. And of course, we also have clients who are in some of those more local businesses and then also,
Well, so you’re saying, so obviously click funnels, community, very familiar with them. So all of the coaches in the space, we’re trying to drive traffic right now that are doing it with Facebook ads, trying to get another traffic source, which is YouTube ads. They would come to you and you would actually help them one either teach them how to do it or too dumb for you jump into their ad account and walk them through the whole process. Right?
Yeah. So exactly. So it’s a done with you process or diving in helping them set it up and then teaching them or their team, you know, how that works longterm as well. And, you know, seeing some of these, you know, coaches and experts advertising on YouTube and we’ve, we’ve helped hundreds of clients, you know, set up their YouTube ads. So it’s a good chance that, you know, many of those ads that you’re seeing are people we’ve helped.
I love it. I’m going to get into some YouTube metrics here shortly because we obviously do some, we have a coaching program as well. We’ll dive into that. And here in a couple of seconds, how many, how many people do you have in your team? And what’s a quick breakdown of them?
Absolutely, absolutely. So we’re actually getting close to 30, so we have a little over 25 right now. We have four positions that we’re hiring for. We have obviously, you know, a client success team where we have, you know, several people in there are wide variety of people in there that help with the ads themselves that help with, you know, we’ve got copywriters. So you have multiple copywriters on our team that help our clients script out exactly what to say and do in the video. Because as you know, the script is just so important. And then we out, you know, business coaches that can kind of help with the offer side of things, especially if you have consultants or coaches, right. They really need to know what offer to sell and how to package it. And then of course we have our ads coaches and you know, our head of client success and they kind of go in and they basically help with the advertising.
Are all, are all these people in house or do you have a remote team as well? So
It’s mostly a remote team. But they are, you know, full time team members on the, on the the client success side. And of course we have independent contractors as well for our sales team and things like that
Makes sense. And how many active clients do you have in your program right now?
Absolutely. So we actually have over over 220 last time that I checked here maybe, maybe several weeks ago. And so, yeah, so over 200 clients active. Yep.
Loving. And if, if, if you wanted to send a message out to the world, how big is your audience? How many people you’re going to hit? How many you take your email list, your chat bot, subscribers, whatever it is that you want to take, if you want to send a message to more, how many people are you going to hit?
Absolutely. So it would be over 50,000. And obviously the goal that I have is to, to build that up to, you know, you know, over a hundred thousand, the next, you know, several months here, honestly, we have some, some faster, fast growth that we’re building, but over 50,000 people, we can hit just like that between our email lists, you know, bought lists. And then also all the people that have liked all of our you know, different content and pages and all that.
What what’s, what out of all of that, what’s the biggest lesson you have? Would it be email?
So it would be email, but I’d actually say one of the things, a lot of people don’t look at it like this, and this is, I love the high level marketing discussion, right mindset. I really think that the best, one of the biggest lists we have is our retargeting list that we can then run. And so that’s actually over 50,000 people. So we have, you know, maybe around 30,000 people active on our email list you know, which is, which is good because a lot of those are, are, you know, high level people. We service, you know, coaches, consultants, course grades. We’re very much B2B. So this isn’t like how to make money online. This is like, you’ve already made money now how to really build a business and have YouTube ads, you know, bring in leads and sales. And so, yeah, but I would say that the best list and a lot of people overlook, this is your retargeting list, because then you can come up with new angles, new videos, especially with YouTube retargeting ads, just so powerful.
Makes sense. Do you have a value ladder approach? Are you getting somebody in it like a low ticket offer, getting them into your world and then bringing them up to your higher level? What does that look like if you do,
They have a really, really content first approach. So we’re not taking the value ladder where we don’t actually have front end you know, kind of cheap products than building people up. Cause I’m a huge believer that, you know, you should sell a package, that’s going to get somebody, the result they’re looking for. And so we typically have more of the high ticket model for ourselves, but that’s because we know that when we go in, you have the trainings, but then we’re also, hands-on going to help the clients and help them hit their, their goals and get their, get the result they’re looking for. But leading up to that, we actually have a huge value component as well. So whether it’s on our YouTube channel, Facebook group, email list, we’re constantly giving out doing free trainings. And so I would rather just get people into my world, you know, and getting these, these free trainings of value until they’re ready.
And then, and then what’s the first product that you sell them or you make an offer on.
So it’s going to be, it’s going to be our main program. It’s basically going to be, you know, YouTube ads to get leads and sales or YouTube ads workshop is what we call it. Cause that, that hybrid between training and then also yeah,
In one product for the most part, one product, one main product that you sell and how much is that product?
Yeah. So it’s basically in that you know, that, that kind of $10,000 range, but we also have, you know, we have a higher tier programs and then we also have other programs that you know, might be more for local businesses, but the people that are going to be coming in for our core core demographic is probably going to be there. And then we also have, you know, a mastermind on the end and we also have some VIP clients as I’m sure you know about, right. The people that are going to have a little bit more TLC, but that’s kind of the, the general areas. That’s the standard, you know, high ticket,
If you could strip everything, first of all, how long have you been in business doing this?
Yeah, so I’ve been, I’ve been doing, so I’ve been doing YouTube ads for over six years. I’ve been on YouTube for over 11 years. I actually built a YouTube channel over 450,000 subscribers. That’s kind of where I got my start and then, you know, went over here. But yeah, so, and then, and then this business, as it exists today for years, so YouTube had six years.
And if you could take the last four years with your company at outreach, what is the number one needle mover for you? What was the one thing that you did where I was like, wow, okay. This is really throttling the business. This is amazing. What was that one thing?
Absolutely. I would say the biggest thing is figuring out how I could create how I could actually create a program. That’s going to provide the best results, but also allow myself to scale and scale those results. And that’s where we came up with the done with you hybrid model. And it’s crazy. Not only have we been able to scale more, but we’ve been actually able to get better results for our clients because you know, obviously a lot of people listening, they’re familiar with the agency model and, you know, we used to be that years and years ago back like four years ago. But you know, the problem there is really hard to scale your own talent. And so I know that my talent is so valuable and I want to touch with myself and the, my core team members as many client accounts as possible. And so what we have is trainings to kind of do the, the, the, the fundamentals, the rudimentary things. And then we build on to that by actually having us hands-on at those big inflection points where, all right, let’s get your ads set up. Like let’s, those elements are optimized scale.
So let’s have some fun with this. Let’s talk about let’s talk about a coaching funnel. Okay. me as a coach, let’s use my our program. So we have a program that’s called dash elite. It’s a coaching program for agencies that brings them into our world and indoctrinates them on three major things are education our education, our software and our white label fulfillment services, right? So they pay us X amount of dollars, right. To join our program, we have a six or 12 month program. I have a funnel built on click funnels, a landing page, bringing them maybe to a, let’s say a quick little webinar, like the VSL style, and then an application on the backend where they’re applying for our program standard coach funnel, right? If I’m driving YouTube traffic to the front end of that funnel one, who would you recommend what audiences? Cause it seems like our audience probably might be very similar. What, what’s the sexiest number one audience, aside from lookalike audiences, what’s the best audience that you’ve seen work. And how much does it cost you to get leads to come into the front end, to just enter the VSL or enter the webinar? What’s a cost per lead on YouTube.
Absolutely. So those are the great questions I want to dive in. And you might not be able to see it if you’re watching this on video or you might be listening to it, but I have in the background three D YouTube ads targeting, and that is the secret. Most people they’ll either just say, okay, I’m going to run to this one audience. And, but the problem is the algorithm tries to fill in the rest of the things or they just pick placements. But the problem is there’s not a scalable, right? Because you know, you, you need to be able to scale those campaigns if you’re just picking specific videos, can’t scale that up. Correct. So what we do is we take the, the layered component between those audiences that you find and then layer it with keywords channel placements the specific targeting of the videos.
And so for you, what I’d recommend, because I know we’re keeping this, this high, what I would recommend is build an audience around ClickFunnels, which is what we’ve done. There’s something called a custom URL affinity audience. I call it our industry secret because it’s so valuable. You could put click funnels.com into an audience, and it’ll find people who’ve been on that site. And on similar sites before you layer that with people who are watching business-based or advertising or marketing based videos, there you go. And then you layer that with top 30% income earners. So, you know, they can afford the program, boom, boom, boom. That’s how you reach the high ticket buyers.
So, so I love that because you know, our past experiences were we’re big, obviously into Facebook, we run a lot of Facebook ads getting somebody into the top end of the funnel to just watch our webinars five bucks on average five, eight, 10 bucks, it’s going to float around there. Some audiences might be a little lower than as you scale up, you’ll start hitting a little higher costs. What does that cost look like on YouTube? Or are you seeing like a major difference between Facebook and YouTube ads? And if so, like what does that look like?
That’s a great question. So typically we are going to see it around that area. So we have clients that are sub $10, you know, maybe five, eight, $10. And then we have some clients that are in that 10, $15 range, but they’re also targeting more specifically people who have that intent and people who are also in top income bracket. So with our coaches that we have, as you know, on, on Facebook, they, they got rid of the household income. So now it’s only zip code. And so you’re reaching, but not all of those leads that you’re getting for five, $8 are all the same. So you could easily get five, $8 leads using YouTube. But typically a lot of our clients, they opt to go for top 30%. They might pay $12 a leap, but they’re going to get somebody who’s actually has the intent because they’re on YouTube. And then they also are layering that with the fact that they’re top income bracket, they’re more likely to buy. And then those leads are going to actually produce more revenue.
So basically the, the, I think the end result of what you’re saying is you get a higher end lead. Even if you’re paying the same, the lead is more qualified. One thing that I heard of also on YouTube is if you’re physically and we talked about intent now, right? Facebook, I’m scrolling through to see what my friends ate for dinner yesterday or what they did. Right? And then you’re hitting me with an ad. You get me excited with this big call to action or this big wow factor in your content. I click over, I see your copy and your landing page. I opt in right on YouTube. It’s a little bit different YouTube. I’m physically looking for something specific. I’m looking most of the time, how to videos, right? A lot of times on YouTube, I’m like how to run YouTube ads. Let’s use you as an example, right?
And then you show up and you’re like, this is how you run YouTube ads. I can teach you exactly how to do. We have a whole course whole program. We do it together. Right? And then you’re getting that person that already had the mindset and already had the intent to learn that. And you’re giving them this little olive branch and say, Hey, come learn it with me. I’ll show you exactly how to do it. Right. You’re basically picking them right off the pile. So does that make sense? That make clear sense, is that pretty much
A hundred percent? And I’ll give you one high-level example. I’ve had people tell me who are running mostly Facebook ads. That webinars are dead. They’re all switching over to VSLs. But if you’re being honest with yourself, if you could get somebody to watch a 10 minute VSL or an hour long webinar, and let’s just say, they sit through the whole thing. If they show up, obviously that’s not exactly the case, but if you’re able to do that, you’d much rather have somebody watch an hour of your content than 10 minutes.
It doesn’t mean exactly.
And so you’re you have that indoctrination. So what we have found is on YouTube, running YouTube ads to webinar, our average show up rate is between 50 and 60%. The actual stats from my main webinar, I’m running YouTube basket leads and sales. And the average watch time an hour and eight minute webinar is 52 minutes. So it’s one of those things where we’re getting 50 to 60% show up. We’re getting people watching the entire thing. They’re staying almost a whole hour on average. And so that’s, what’s happening on YouTube. Those numbers, you don’t get on Facebook,
Dive a little bit deeper into that. So let’s just say through your funnel that you’re running, I’m assuming similar concept, click funnels, a landing page, driving traffic from YouTube. Got that. What’s the first page that they see, is it just as, as a sales page or an opt-in page that says, Hey, come watch this free training.
Yeah. They’re going to see it. Exactly. They’re going to see the webinar page. And so we have two webinars now. So one is more recent. Last couple months. One is our main YouTube ads to get leads and sales. That’s the one I quoted the stats earlier. And then we also have YouTube ads for coaches, consultants, course creators how to build an infinite pipeline of new clients. And that’s kind of catering. Remember you asked, like, who’s our core clientele. We actually created a new webinar specifically for that. Let’s go to one that you have a lot of data with.
Yeah. So people come in from YouTube, they put in their name, their name. Are you getting phone numbers or no,
We are. That is, but what we do, the trick of that we have is we don’t have it required, but we do have it on the field. So we’re actually seeing 75 to 80% of people are filling out phone numbers. And we did, we only saw, and he wasn’t around half a percent to a percent decrease in the number of people filling out because you can fill it out without the phone number. Some people might not realize that and they might leave, but are those really the leads you want anyways? But we were getting about 20% that don’t fill it in, but the other 80%.
Yeah. And then you’re obviously sending them SMS reminders and stuff like that,
Calling them too. So we actually have eight people on our team. You know, we’ve got, we’ve had specialists well at any given time, six to eight people on our team that are doing outbound dials to our title, entire phone, phone number list. Now they do other things too. Like, you know, they’ll, they’ll do triage calls,
But is that based on what happened if they watch a webinar, didn’t watch the webinars. So that phone call is going to be different. I’m assuming every time they’re not just opting in and then they get a phone call one minute later, right. They’re giving them the time to go through and watch the webinar. Right.
And, and provide them with more, more value too. So if you sign up, it’s not going to be like, Oh, book a call, book a call it, you know, if you see the web, you saw the webinar, great. You know, what other trainers can we get for you? And then basically going to nurture that person until they’re ready to book a call and having that personal touch, I think is just it’s game changing.
I love that. Don’t do that. So, so I opt in. What’s the next page I see. Are you, are you using, are you just flat out? And I asked this a lot on a lot of these podcasts that I do. Are you flat out dropping a video on a click funnels landing page? Or are you using like go-to webinar or webinar fuel or any of these others?
Yeah. So we’re using ever webinar. I just I’ve been using it for a long time. I absolutely love it now. Here’s the thing. I actually, I don’t really like Kartra, to be honest, that’s why I use ClickFunnels. I love ClickFunnels ever webinar is a really good software. And I think that, you know, I’ve done a lot of split. I’ve done split testing with just landing people on a page. And that’s kind of the VSL. If we have a VSL that like, is it technically can work, but we’ve almost retired. It, we’re just running a little bit of middle of funnel to it. And it just doesn’t work as well as the webinar that feels natural. Even if people know, like they know the game, they’re like, you know, online business owners, it just, there’s eight experience with showing up to an ever webinar. Exactly, exactly. Exactly. You have it going and people can watch it. And
Two questions. Do you see that by people going so you can easily just put a video on the page and have that video autoplay or have the person press play and, and avoid all of the mishaps or the tech issues that can happen to them now, going over it and maybe downloading an app or whatever they got to do to watch the physical webinar. What’s your idea behind that? Or, you know, are you, are you like, I’d rather just have people go in and go the evergreen or every webinar route and download the app and go through the whole thing like that.
Yes. So I would rather have them do that because that’s also going to qualify the lead level a little bit better. And I also know that my specialist are calling everybody and the people that didn’t show up to the webinar, we’ll get them a replay link that just has the video on the page. Right. And so it’s, it’s basically, if that’s, if the person’s like, listen, I don’t time to show up to the webinar. All right. No problem. Here’s the replay link under, so
Are you, are you targeting only us? Are you going
Worldwide? So we’re, we’re doing predominantly us and we’re we’re but we’re also doing worldwide. So we’re doing UK, Australia, Canada, and we actually just started running a few tests into into kind of the, you know, European, certain or European countries with English, English speaking obviously counts. And so we’re, we’re still seeing how that does, but yeah, you asked is obviously
I’m going to, I’m going to die just because we’re short on time, but I I’m, I’m interested in this. So I want to dive even deeper. I’m going to cut out some of the questions that I have, but because I think these are more important for the viewers. Let’s, let’s keep diving in, right? So a hundred people come, they register, let’s just say five to 10 bucks a pop, not a problem. We get it right out of the hundred people. What’s a show up rate on a webinar. How many people have shown up?
Yep. So it’s, it’s over 50%. It it’s on average, it was 55%. It’s closer to like 50, 53, 54% now. So and that’s top of the hour. So that’s, that’s the thing that’s with YouTube. You have that intent where you’re getting, but let’s just say it’s, let’s just say, you know, let’s just even say 50%, right. So if 50 people show up and then what we’ll typically see is we’re going to see about half of those people are a little bit more it’s it’s it’s it’s about 30% of the overall, so it’s a little bit more than half. So it’s actually more about like 60% of that 50% are going to stay through the offer, which is at that point. And then that basically, and then certain people. So the whole webinar’s an hour and eight minutes long, but we have the offer come in at 45 minutes. The average time
You got some time, which is pretty, that’s pretty serious. So a hundred people come in, let me just make sure I get the, the viewers and the audience are understanding this hundred people come into the top of your funnel. Okay. Let’s just say that 50, 60% of them show, let’s say 50 people actually show up to the webinar out of those 50 people that show up to the webinar about 30 of them will make it to actually get, to even hear the offer out of the 30 people that hear the offer. What are you converting? Is that offer, are you pushing them to schedule a call with you or
To book a call? And right now it’s it’s between 13 and 14%.
Yeah. Good for you. Okay. All right. Well, Hey, you’re doing something right, man. Now all these people that are coming in booking a call, what CRM are you using?
Yeah, so we are, we’ve actually just switched over. So now we’re, we’re using a close we were still using pipe drive, but we kind of out obviously outgrew pipe drive at a certain point. And so we’re managing our clients on pipe drive now, and we’re using clothes for sale.
Got you. So let’s say lead comes in books, a call. What is your sales process look like? Is this like a 15 minute discovery call, then a 30 minute call? How does that walk me through that process really quick.
They’re going to book a call. They’re going to fill out an application. And then based on that application, they’re either going to go to one of our senior advisors right off the bat. If they immediately qualify, if we’re unsure now, if it’s not a good fit, we’ll let them know that that’s a minority. Like usually they’re going to be the qualify or we’re unsure if we’re unsure, we’ll send them to those apprehensions.
Please ask this, I’m sorry to cut you off. But I ask this because it was related to what you had said, what makes them unqualified? What’s that one question where you’re like, Oh, this guy makes like a thousand bucks a month. He can’t afford it. Right.
I think that the, the two big things is honestly, the biggest thing is his mindset and you know, what their goals are and what their, their businesses, that they’re actually going to be able to, to do this. And so, because you all know, if you have the mindset, you can, you can find the money to invest in a program. That’s going to transform your business, transform your life. And so it’s less about that. Now we do take that into account. When we’re adding on mindset, people are just giving like one or two word answers to some of the questions we have, and they’re not making that much money in their business. We know that we want to see what’s going on, versus somebody that’s giving these, these full answers has an exact, you know, here’s why I want to do this. Here’s what I’m doing. Here’s where I’m at right now. But I want to be at this big goal. Maybe, you know, maybe they’re where they’re at right now. Isn’t as, as much, but like, it’s, Hey, we want to look at the mindset because we know that this is the type of person that we can get into the program and they’re gonna make it happen.
Okay. Fair enough. Fair enough. All right. Wrap up with some final questions in the last 12 months. How much revenue you guys have, how much revenue have you generated for ad outreach?
Yeah, absolutely. So that’s, that’s a great question. I haven’t looked at the necessarily the 12 month metric recently. I can tell you where we’re at in terms of monthly. Yeah. Monthly right now or where we’re at this, this, this year. So this year we’re over we’re, we’re just about four 4 million. So far this year, now we did 700. So, and we’ve been on a fast growth trajectory too. So last month we did 762,000 at the time of filming this. So this is September. So in August we did 762,000. And our goal by the end of the year is to be at a million dollar revenue months.
Good for you. And then what are you spending in ads right now? I know you’re a big ads guy. What are you spending in ads? And what’s the breakdown what’s going to YouTube. What’s going to Facebook.
That, that is, that is a great question. That’s a great question. So what we’re spending right now is, and we’ve just recently scaled this up, so I’ll give you actually what we’ve been spending in the past, but closer to like two 200 to 25 we’re going up to two 50 to make that push for a million a month. And yeah,
I’m happy. You’re saying that though, because most people will, will look at the number like 700 K. Okay. Well, that’s crazy. Right. But if you actually peel the onion back, it’s 700 is really great, but there’s also expenses. What most people don’t understand there is ad spend. Like, and that’s the first question you asked specially when, you know, somebody’s doing a lot of this revenue, purely a lot based off of ads, right. Which is what you should be doing when you’re scaling up. Right. You hit a large audience, but 200, 225 grand to make 700 K dude. That’s great. Right. Yeah. So, and that’s, what’s the quick split by that what’s going to Facebook. What’s going to YouTube on that.
Absolutely. So that’s a great question. So it’s majority YouTube. It is about it’s about 75% YouTube right now. And then about 25% Facebook, we ticked up Facebook just a little bit as we’ve been scaling. But historically is around 80 and 20% split between YouTube. And it makes sense.
I was hoping you would be say YouTube is more,
I know exactly YouTube is a lot more so exactly though, we’re doing, we’re doing it. You know, in the past it’s been about 80%, so we’re about 75% on YouTube. And then, and then, and I actually, honestly, if I was to, you know, what actually it’s going to be about like, cause we’re doing some retargeting on LinkedIn and stuff like that too. So really if we’re, if we’re breaking down kind of the numbers it’s going to be about 70 to 75% on YouTube. And then it’s going to be about like 5% on LinkedIn and ad roll in some of the, and we’re doing a little bit on Twitter. It’s kind of funny, but like, like some of these, those other kind of ancillary retargeting, so we want to be omnipresent. And then and then it would be like 20% on on Facebook.
Fair enough. Last question I have for you before we wrap this whole thing up. What is a favorite, what’s your favorite software tool you use in your business today?
Oh, absolutely. That, that’s a, that’s a great question. I mean, besides, I guess, you know ClickFunnels is kind of the, the, you know, the, the obvious, obvious answer. You know, honestly, I mean, I really do like you know, I mean, basically I can say a lot about a lot of different, a lot of different things I really do. Like so yeah, so click funnels is the obvious answer. But I, I really like to use a loom. And I’m sure you use this. Exactly, exactly. So it took me a second to figure it out, but I would say, I mean, I really like I really like using that because it’s just so easy just to turn it on, you can record a quick message. It integrates seamlessly into Slack. So you get the video previews. And we’ve, we’ve really boosted our productivity by using that. And the pro tip I’ll give everybody, who’s get the loom desktop pro and you’ve got more than that full HD we’ll have as the HD versus not. If you get the desktop version, you can,
Hey guys, you heard it. First ladies and gentlemen, auric, heck from ad outreach all the way out of Cambridge, Massachusetts. Thank you so much for jumping on and dropping massive value bombs here on the marketer’s mindset podcast. We look forward to having you on here in the near future. Awesome. Thanks so much for having me on that one.