People think that personalization is plugging in the company name or giving a specific information about the job title but when your data first of all your data really needs to be very very well put together and like this living breathing organism i talk about that a lot um because your data needs to be clean and your data needs to be updated every once in a while right um the company size of company X is not the same today as it is a year from now two years from now and so if you're reaching out to people with old data then you're going to be just like really out of context and so this contextual um idea behind personalization is really important and the evolution of that personalization has I think it's still something a lot of people struggle with right um being able to personalize based on this very basic pieces um that we're  still getting from firmographics and demographics it's just not enough anymore you have to put a lot of different pieces together in order to really make an impactful um outreach and so it's a very different piece when you're saying "Hey congrats on getting job X versus I saw that you got job X time ago you had a previous role in X company and now this is these are the things that I know you're you're used to doing based on the description of the previous companies like job title on LinkedIn and so it sounds like this is maybe something that you might need because of X Y and Z so the contextual piece around how we're using the data to be able to segment and to be able to create copy for the outreach is an essential piece that people don't really break through very often.