Burning Questions About Tech Marketing

As the first quarter of 2026 hits its stride, marketing leaders are facing a new kind of pressure. The traditional marketing playbooks are being rewritten by the shift from keyword-based SEO to AI-driven search. Are you prepared for the April 1st Board Meeting question: How is AI search actually impacting our bottom line? On this episode of FiredUp!, we dive into the mailbag to answer the burning questions from our community of startup marketers. We tackle the anxiety surrounding board expectations, the shifting dynamics of marketing budget allocation, and why your "Share of Voice" might look different in a world of LLM citations. This week, episode 128 of the FiredUp! podcast is about your burning questions about tech marketing! 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! Podcast, the Firebrand team shares the importance of finding ways to measure your AI visibility and actionable steps you can take right now to be prepared for questions you might get asked at your Q1 board meeting. 

Morgan and Nicole discuss:

• Own the AI Citation Metric: Boards are moving beyond simple traffic numbers. You must be able to demonstrate whether your brand is being cited by AI agents as a top solution. Start tracking your AI Share of Voice to prove your brand's authority in generative search results.
• The 60/40 Budget Reality: While the classic split between brand awareness and demand generation remains a benchmark, the AI era rewards those who build a deep lake of content. High-quality, original content is the fuel that allows AI crawlers to recommend your brand to prospects mid-funnel.
• Focus on the Returning Visitor: In a buyer journey that now averages over 200 days and 70+ touches, one-and-done traffic is a vanity metric. Success is measured by how many people return to your site directly after their initial discovery phase in an LLM.
• Human Authenticity Wins on LinkedIn: Executive presence is more critical than ever, but beware of the automated reply trap. Using generic AI-generated comments to boost impressions will ultimately erode trust. Real engagement requires a human pulse and a fragrant, unique point of view.

The marketing landscape is changing fast, but the fundamental need for human connection and authoritative expertise remains constant. Don't let the technical shifts of 2026 distract you from the power of a well-told story and a clear point of view.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

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Chapters

• 0:00 Burning Questions About Tech Marketing
• 1:04 The Question Your Board Will Ask on April 1st
• 5:30 Brand vs. Demand: Solving the Budget Allocation Puzzle
• 11:15 Beyond MQLs: Measuring the 211-Day Buyer Journey
• 16:40 Why Direct Traffic is Your Secret AI Search Metric
• 22:10 Executive Visibility: Avoiding the LinkedIn "AI Trap"
• 28:50 Content Differentiation: How to Stand Out in the "Slop"
• 31:28 Final Takeaways for your Q1 Strategy

Transcript

Morgan McLintic: 0:00

Here we are halfway through q1 and we've had a lot of questions from our clients and our audience already about strategy and execution in 2026 so today we're going to dive in and answer some of your burning questions. Hello everyone. Welcome to fired up the podcast for marketers working in early and late stage startups. Hello everyone. Welcome to fired up. My name is Morgan mcclintic, and today I am joined by Nicole Pytel.

Nicole Pytel: 0:32

How are you I am great, Morgan. How are you doing? I'm

Morgan McLintic: 0:35

pretty good. I'm pretty good. And today we're going to dive into the mailbag and look at some of the questions that have been cropping up. Because if we're getting asked them, you're probably thinking them too. And so the first one here is, what question is the board going to ask me on April the first that they weren't asking two years ago. There's lots of board meetings around this time, so our marketing friends are wondering what questions they're going to get asked.

Nicole Pytel: 1:04

The board meeting is always a source of anxiety. What are you going to be asked? It's going to be one or two things, both based on AI search. You're either going to be asked, What are we doing about AI search, and are we as visible as our competitors? Or they're going to ask, why has traffic to our website plummeted? Which is AI search is full. So both go back to AI search, but I think that's two questions you were not getting back in 2024 Yeah, absolutely.

Morgan McLintic: 1:33

I mean, anyone in SEO is pretty familiar with the questions that come from the board around about that time that, hey, I typed in our category and our brand didn't come up. Why is that? And so SEOs are used to answering that, but now it's, you know, look, I'm typing it into chat GPT, and we're not coming up. What are we going to do? And someone's phone is going to ring about that. And so, yeah, this is the time for geo generative engine optimization. So very much going to be on the minds of the board today, because this really is changing B to B buyer behavior. So it's a good question,

Nicole Pytel: 2:12

very good question, and it leads into the next one, which we've gotten from a bunch of people. Hey, I can't get budget for geo. How do I make the case for this to my boss, to my CEO, to the board, Morgan, you wrote a blog post about, you know, it being go time for geo very recently. So I feel like you've got a good answer to this one.

Morgan McLintic: 2:34

It's a good question, but it's a challenge, because AI search is a new channel and geo is a new discipline. Budgets are under pressure, so in order to fund this, you've got to move budget from somewhere else. I would start by finding out where you are today, and the cheapest way to do that is just by looking on GA four and seeing how much AI search traffic you're getting and what that traffic is doing that's going to be free. It's an easy report to pull out. Now, these are just the people who are clicking on the citations and coming to your website, so it's a small fraction of the overall sort of visibility within AI search, but that will give you a pretty good indication of the growing importance of this channel, and we've seen across our clients, probably since June last year, maybe a bit before steady increase in AI traffic. There was a little dip maybe in November for some brands, but it's picking up already December and January of this year. So you'll see that if you've got HubSpot, they have a new report as well that show AI traffic sources in their sort of traffic report. So you're going to have that data pretty easily, and that's going to give you an indication then you could get a dedicated search into your own AI visibility. And so these tools, they suggested synthetic prompts and then poll all the main models, and will bring back an idea of your visibility compared to your main competitors. Look. There's lots of challenges with AI visibility measurement, but this will give you a snapshot. If you do it a few times, you'll see a little trend, which would be good. So there you're starting to see, all right, how are we doing compared to the competition? Where are the opportunities? And you're starting then to see what kind of things should I be doing? And I think that will help you make an argument. We can see the traffic that we've currently got. We know what it's doing. It's probably a landing mid funnel, they're highly engaged. If I look more deeply into where we're coming up, we're not coming up in the right places, then, of course, talk to your sales team. They're the people you know who are hands on with the customers, and they'll know where they've found your brand initially and just anecdotally. For us, I hear a lot. I found you on AI search, so that's going to give you some good signal about taking this channel seriously and talk to your SEO team. It is an extension of SEO, but you can't just redirect them, just onto geo tactics. Hey guys, just start adding FAQs to all of our core pages or whatever you've got, this is in addition. So it's got to be additive, and they've got to work with the PR team and the content team and the affiliate team the web team. This is going to take some coordination and some real effort if you want to move the needle here. But I would say it's still early days, and whilst marketing types like us are very excited about it, it's not too late. Fight for that budget, and it's going to make a difference to you in 2026 because the good thing about AI search is, whatever you do now, you can see the results pretty quickly. It's not like SEO, you're going to get the feedback very soon.

Nicole Pytel: 5:56

Yeah, you made two really great points there. One is seeing results right away, we've done work for clients, and within a couple of weeks, if that long, we're seeing boosts in geo. And also the part about it not being the same as SEO like it. SEO isn't going to do double duty here. There's a lot of overlap between the two, but geo has its own nuances and its own things that need to be addressed. So just because you have a line item for SEO doesn't mean it's covering Geo. So two great points in there,

Morgan McLintic: 6:28

and I would just say, just on the budget, the tools themselves, the AI visibility tools, they do cost like they're new, and they're fairly expensive compared to the zero cost of GA four and search console that you're currently paying right they poll all the different llms, and they have to pay the tokens. And so it does add up, and I've seen a few brands get a bit of sticker shock over the 500 to one and a half $1,000 a month that you can spend on these tools. Just be prepared, because these are new, and it's going to need some budget, because you keep need to keep polling them, and that keeps it like racks the prices up at the moment. Okay, next on the list here is all that the CEO hasn't made LinkedIn a priority in 2026 and how big of a problem is that? What do you think? Nicole, yeah,

Nicole Pytel: 7:23

is it a problem? I don't know if it's a five alarm fire type of problem. It's something that your CEO should be doing now. There could be a lot of reasons why the CEO hasn't made it a priority yet. Maybe your CEO is very busy doing CEO things and he doesn't have time for LinkedIn. Maybe your CEO just doesn't like writing up posts and commenting and getting out there. Some CEOs are a little bit shy when it comes to that, or some just don't have the time to put pen to paper, so to speak, and get on LinkedIn. Now I know Morgan, you guys are seeing a ton of this on the PR side. This concept of this executive visibility has to extend to LinkedIn, because personal profiles get so much more reach than the company profile does. You've got marketers that are working so hard on the company page, but the employee's personal profile is probably going to get five times as much reach just because it's a person, not a thing. So I think that the CEO has to get involved somehow, even if it's just working with a ghost writer and being interviewed once a month and doing a brain dump that can be used to create a few posts, maybe a few videos in there. I mean, videotape the interview, do that, and that kind of gives the CEO like a presence without having to invest all that time. Morgan, what are you seeing, really, on the PR side of things?

Morgan McLintic: 8:56

Yeah, I would say that this isn't necessarily a massive problem, but you have to have someone do it, if it's not the CEO, because, hey, they're busy, or it's this, it's not their persona. Have one of your senior execs, and here's a way to think about who that should be, who on your exec team matches the persona of the people that you're trying to reach. So if you're trying to reach CFOs, maybe it should be your CFO if you're trying to reach CMOS. What about your cmo and promoting that person? For example, you see Ahrefs and SEMrush using their CMOS on LinkedIn to promote to other CMOs and marketing people because they already know the vernacular and they probably already have a pretty relevant audience. So it doesn't have to be the CEO, although that person obviously has the authority to speak and perhaps as the is the guardian of the vision, but certainly it should be someone out there, because we're definitely seeing this as a huge. End. And as I've said before on this show, every startup scale up I speak to is wanting to do something with their senior execs on LinkedIn this year. And if you don't do it, you're going to fall behind. It is just becoming more competitive, though, so it's getting harder. And of course, standard warning, don't use AI for this, because that might seem expedient, you're really playing with someone's personal brand here, with some of your most important direct connections, and AI posts and AI comments are just not gonna cut through on this channel. Next question, if AI search is reducing website traffic, which it is, it is what replaces that traffic as a primary growth signal. So there's a

Nicole Pytel: 10:48

few things to look at, you know, and at firebrand, we've kind of come up with this. How do we measure awareness? Because just because traffic may be going down doesn't mean other channels aren't showing growth. So you know, looking at your share of voice, or looking at social media, what's going on over there, looking at sentiment, looking at organic search impressions or paid branded impressions, you know, things like that. There are things that you can look at that show that you're Top of Mind with people, even if they're not landing on your website. And I think one other thing you need to look at, not necessarily from an awareness perspective, but in terms of pipeline growth that I look at a lot, is returning visitors to the website. And what are they doing? What percentage of your traffic are they what are they reading? Where are they spending their time? How much time are they spending? Because let's be real, if your sales cycle is six months long, people need to come back. If you're in serious contention for landing a deal, people are going to come back and they're going to look for the case studies, the thought leadership, all the things that they need to take back to their buying committee to really make the case for you as a vendor. So if you have a very, very small percentage of returning visitors coming back, or they're not spending very much time, or they're not looking at the things we would want them to look at as if they were kind of moving through the funnel, although the funnel is all kinds of directions these days, but you know, it's an important metric. So there's kind of that awareness side, and then there's this, are we in consideration with other folks? So I think there's two sides to that. What do you think? Morgan, yeah,

Morgan McLintic: 12:38

no, I love the returning visitors metric. It's a tough one to look at, right? Because there's a smaller number, and you're going to want to make sure that they're going through some kind of journey, or at least pick out from that. Okay, so they're here. Are they really spending a lot of time? And that makes you ask the sort of tough questions about All right, are people just coming once and then drifting off? Do they understand our positioning on our messaging? Are we really going deep enough into this problem? Are we answering all their questions? Do we have their questions answered in all the right kind of formats? And maybe they need more video, maybe they're too long or too detailed, maybe they need to come from different voice, so you it really forces you to expand the content on your website so that you can actually help people answer the questions that they've got. And absolutely, you're not going to be buying a subscription to an enterprise SaaS tool or any kind of product unless you've been to the site multiple times and really spent time on it. And if you look at your returning visitors and it's not showing that, that's a real warning sign. So yeah, I like this one. Our next question here is, how do you justify spending on brand awareness instead of demand gen? And this is a just an age old question, but I think today it's probably more poignant than ever. What do you think

Nicole Pytel: 14:03

it is? The oldest question, one like we just mentioned, there are ways to measure brand awareness. I think a lot of times people are afraid to spend on awareness because they feel like they're just throwing money into the ether, and they really don't know if it's working. You know, the metrics we just talked about that will show you if it's working. So you've got something to take back to your CEO or to the board of, hey, all these charts are up and to the right. That means more people know who we are. I think that's one thing. I think also everybody's so wrapped up in this 5% of your target audience that's in market right now, awareness is all about those 95% of people too. Because just because they're not buying today doesn't mean they're not going to be buying a week from now, a month from now, a quarter from now, and so when they are ready to buy, you want your. Brand to be the first thing that they think of. It's no different than B to C environment. I'm not in the market for car insurance. Oh, there's that cute little gecko. You just think of those things. And that's what needs to be done on the B to B side as well. You people have to know who you are before you could even be in contention for becoming a customer,

Morgan McLintic: 15:23

that's right, and we've said that from buyer shortlists, and they're normally three on the shortlist, and 90% end up closing on one of those three, initial three on the shortlist. So you better get on that B to B buyer shortlist. This is an age old challenge, but the more you spend on brand awareness, the more effective your demand gen is going to be. The stronger your brand is, the less you can spend on just conversion. And your cost per lead is going to go down. Your cost per whole acquisition is going to drastically reduce, because people are more confident in your brand and they know what they're getting when they go into the buyer process, and it shows confidence that your company is going to be around for a long term, to invest in a brand and to sort of build it up. And the brand is valuable. It's a valuable asset, and it will increase the enterprise value if the company gets support. So I know it's hard to measure, but I think for bold marketers, this is where they're going, and the demand gen tactics are becoming more expensive and more competitive, and so we are seeing a sort of shift towards awareness and brand. And I think for 2026 this is the place to bet your chips. But it does take a bold market to move the budget here, because you're not going to see the impact for quarters potentially, and then some of it's all going to come pouring in. So you're going to make it through that gap. Speaking of which, if they want to increase their awareness before q1 ends, press the succeed button.

Nicole Pytel: 17:01

Yeah. What are we gonna do in the next six weeks? You better be willing to pay for it, whether it's ads, a really creative campaign with really cool creative a really cool tagline, a really cool concept, can generate a lot of awareness very quickly, assuming you've got the budget you put behind it on paid PR is another way to do it. Morgan, Lord knows, you know about that they do on the PR side.

Morgan McLintic: 17:26

Strategically, there's not a lot you can do in a sort of short term, because even a creative campaign, a good creative campaign, is going to take some time to conceive and to really align. And you can just push something out there. Maybe you're you'll get lightning in a bottle and it'll be great, or maybe you'll post something viral and it'll get loads of views. But that's not a strategy. That's just luck. Awareness is built over time in a controlled way. I don't know. There's a huge amount of you can do beyond spending, as you say, spending a lot of money on advertising in terms of PR, if you need to boost the numbers for the end of the quarter, you need news, and there's time to put out news. And I'm just said in the last show, in fact, I think news is one of the go to PR strategies for this year. It used to be the companies put out far too much news and spend almost all of their PR resource and time on just writing press releases and pushing those out, and no one would ever cover them. Now, I think there's so much competition, then there are far fewer media who are going to cover your news, and even if they want to cover it, they might be busy. You've got to create lots of hooks to get attention with the media, and for them to write a few articles for each announcement, because you're not going to get the 20 articles that you used to get from a press release. So you've got to create smaller moments. They still need to meet that sort of critical ledge of being actual news. They don't have to be a press release, although I do think that shows some sort of messaging discipline, coming up with, what do we actually want to say? You'd be surprised at how many companies when you actually write it down and you're like, actually, that's not what do we want to say? Here it is a forcing function. And so I think that shows some maturity, but I'm big on news, and so if you need to get more awareness before the end of q1 you got to find something and get it out there on the PR side. I think that will probably move the needle a little bit. Okay, so Nicole, here's a tricky one. I think a lot of marketers struggle with this one. What are some of the signs that the problem isn't demand, but it's actually our positioning. This is a great

Nicole Pytel: 19:47

question, and there are a few signs. I think one sign earlier in the journey is very short website sessions, because you. You've been there, Morgan, I've been there. We've all been there. You land on somebody's website and you just don't know what they do. Maybe I need this product. I don't really know what it does. And I'm not going to sit here and rack my brain and try and figure it out because they haven't explained it very well. I'm just going to go find another option that chat GPT told me about. So I think that's one. I think another one happens a lot later in the journey, when sales is having conversations. If they're having to do a lot of Prospect education and they're losing a lot of deals in the process, your positioning isn't working. People think it's one thing. They're having a conversation. They're being told, Oh no, wait, it's this thing over here. And they're like, nevermind, I don't need that. So I think there's stuff on both ends of the journey that really show like it's not. People may love it, people may crave it, but if they don't know what it is, then they're not going to do anything.

Morgan McLintic: 21:02

You nailed it. Anything to add to that, I do think leads bouncing out of the sales funnel at that first meeting, where they come in excited with a problem, and the sales team have the conversation, and it turns out that you can't solve the problem, and so marketing's generating leads that the sales team can't convert. There's a misalignment between the demand and the actual sort of proposition there, and you've got your positioning a little bit wrong. I mean, it could also show later in the deal flow as well. Maybe you're positioned as the premium product with the premium pricing. But when you get into POC, they just realize, look, it doesn't do all the things that I thought it could do, and then they fall out down there. That's also a positioning problem, but I think you're going to find it. It's cheaper to find it at that initial bounce from the website, and it gets more expensive the further down the funnel you get, because you've invested more in those leads. But yeah, keep an eye on those metrics. Speaking of metrics, what's the most overrated metric in B to B marketing right now,

Nicole Pytel: 22:17

I've got a caveat here, so I'm going to start the caveat without the right guardrails in place, the most overrated metric is MQLs by a long shot, because, and don't come at me with torches and pitchforks. Guys like, hear me out. I got a caveat. It all depends on the definition that you have set as an organization, marketing and sales, what does a good lead look like? Because if marketing thinks a good lead is one thing, and sales thinks a good lead is something totally different, all of those marketing qualified leads you're generating are useless. That's one thing. The other guardrail is, how are you actually determining that this is an MQL? Because if I come onto your website and I download a research report, I'm not an MQL. I just want the information that you guys have got that doesn't make me a marketing qualified lead. If every content download turns somebody into an MQL and I've had clients who do it that way. They're not MQLs. They're potentially interested leads, but they're not MQL so you've got to have those guardrails in place, otherwise marketing is just an MQL heaven, but there's no revenue to show for it. Morgan, what do you think,

Morgan McLintic: 23:40

yeah, I think the MQL issue is just is still there. You'd have hoped that it would have got better by now, and the sort of auto mqling of leads is just a problem. People have got their individual KPIs to meet. And so you've got a conflict between the personal objective and the corporate objective if they're not properly aligned, and that is a challenge. I think, on the PR side, the metric that I continually see is Share of Voice in the media, and here's why I think it needs so many caveats, because you're normally comparing a brand with other big, established vendors who have spent years of investment in PR, building relationships with the media, and so you're comparing your investment, which might only be a few years, with a brand that's been investing in this For perhaps decades. Number two, sometimes you're competing with public companies, and so you know, necessarily, they have a lot of other companies. You have to filter out all of the public company stuff, which takes a lot of time. You also don't know what their spend and their resources are, a company could just outbid you because they've outspent. To you, does that mean that your PR program is not effective? No, it doesn't. You could be small and mighty and punching above your weight and still not gaining market share or beating your competitors because they are just outspending you. And so that's a sort of a fool's errand. There's also, even within a fairly similar, competitive set in terms of resources and size, etc. Sometimes a company has funding in a quarter, or changes their CEO, or does something very big, but rare, and that's going to drive a lot of coverage in that quarter compared to your quarter, which might have been quite normal, and some of the media might be more important to you compared to others. So you end up building a sort of framework where you're prioritizing the media, and you're taking out public market stuff, and you're trying to normalize things over a longer period of time, and you're trying to take out all the reprints and the press releases. So there's a lot of work that goes into this process, and I'm not saying it's not valuable, but it isn't always that actionable, because it needs so much explanation, and you can bend it to say almost whatever you want. So I do think it's worth doing. In fact, we just built a tool to help automate some of this using AI because of that very fact, but I do think it is overrated and a bit of a vanity metric for a lot of companies. When it comes to PR Share of Voice isn't going anywhere. It just needs a lot of explanation. All right. Oh, here's a whole podcast in itself, Nicole, but if everyone is AI enhanced, where does differentiation come from?

Nicole Pytel: 26:48

That's a good question. I think it depends on what you're using AI to enhance. If you are using AI to write your entire website copy all by itself, you're probably not going to look all that good. But if you're using AI to help with data analysis at the end of every month or every quarter every year, and then you're using kind of those insights to make smarter decisions and things like that. I think the thing is, everybody's using AI, but not everybody's using it the exact same way. I think the AI slop is the big 800 pound gorilla of this non differentiation. And there's so many stats out there about buyers. Think that brands all sound the same. Everybody sounds the same. And if they all have robots writing their copy, then they're really going to sound the same. So I think it depends on what your AI strategy is, and not losing yourself in efficiency, like you're so excited to be efficient that you're not really human anymore, or different or unique. What do you think on this? Morgan? Because you're right. This be an episode all in itself.

Morgan McLintic: 28:04

No, I know I'm laughing because literally on LinkedIn today, I saw some guy post. Here are the 10 prompts that I use to improve my resume so that you can close my next job. And all the responses are all variants on, I think this is a great way to get your resume viewed by recruiters. And they were so it was an AI post with AI comments, and you just thought, what am I even reading here? And these are people on the job hunt, so good luck to them. But it was a real uncanny kind of Valley post. But here's a framework I'm thinking about the other day, when to use AI and how to use it if you think about producing a piece of content, do you just need to show up here, or do you need to stand out? Am I just doing this because I need to get it done like it's a blog post and it's not highly opinionated. It's helping buyers through the journey. I want it to show up in AI search. This isn't trying to be a thought leadership thing. This is in buyer enablement, let's say material. Now I think in that instance, it is fine to use AI quite a lot to lean on it, because it's not trying to be a differentiated asset. It is trying to answer the questions you need to check it and make sure it's right. But this isn't going to define the brand or make you, make you different. This is a show up piece of content. We've just got to show up. We've got to have it. It's going to be available. Or is it a standout piece of content? And a standout piece of content could be the post from your CEO on LinkedIn. It could certainly be a press release. And here, I would suggest very cautious use of AI, not necessarily zero, but the end result cannot smell of AI copy, because you're trying to stand out and. How do you stand out? You stand out with your vocabulary and the tone and the pace and the sense of humor and your vision and the overall content. You can easily feel if it's got that sort of smoothness of AI. And so if you feel like your reader, if they found out it was written by AI, is going to suddenly be disappointed and distrust you and in that kind of standout way, then don't use it. But I don't think in my former example where, hey, this is just, how do I do this blog post, does your buyer care? They don't care. They just want to know how to use the product. I want screenshots, and I need to just know how to do this pro answer this problem, or whether this tool answers, they just need the answer. They don't care where it came from. And I don't know a new heuristic for thinking about AI and when to use it, but I think it's showing some promise. Agreed.

Nicole Pytel: 30:53

And I love those LinkedIn replies, those AI generated ones. They're fantastic.

Morgan McLintic: 30:59

Yeah, I wonder, I want you they are hilarious, and I wonder why people are still using it. It's 2026, we've seen this guys, and it was fun. Okay, maybe actually, there is a little sort of buzz around, because you now get the impressions for your comments. So maybe you are feeling like, Oh, I'm getting impressions. You're not standing out here. You are just cover you're covering more ground, but you're not covering it in anything fragrant.

Nicole Pytel: 31:28

I got to tell you all attention is not good attention. Let's put it that way.

Morgan McLintic: 31:32

That's right. So I think most of our audience will not be doing that, but there are still some of them out there, even here. All right, so that's all the things we had in our mailbag today. Nicole, thanks for going through that. Really, these questions come up, and they're very good questions, and we thought we'd take the time to walk through them. I appreciate you doing that. Hope that was useful for you all, and we will see you again this time next week. You.