We talk a lot about lead nurturing, but what we’re really doing is people nurturing.

I think even more than us thinking about it, lead nurturing. It's really people nurturing, right? We're trying to get more people into our brand, more people interested in our product and help more people solve those problems that they have. I think a lot of the times when we're thinking about lead nurturing, we forget that there's a human on the other side of the screen. We make it very robotic, very high level, very impersonal. I got a lot of weird lead nurturing emails so far, but I think it's all about making them personal and kind of telling the person on the other side that, hey, we're here, we can help. If you want us to help you, we're here. And here is something in the meantime for you to think about this topic and how you can solve this problem that you have. So to me, it's all about delivering the right content at the right time to the right people and making that in a very human way.