Being the Answer: Rebuilding B2B Marketing for AI Search | Chyna Murphy, S&P Global

Russ Fordyce (00:00:00): Welcome back to the winner's circle, everybody. I'm here today with the S P team. They are the marketing team behind SP Capital IQ Pro. They have just won a 2026 Sammy Award for their sales and marketing excellence. China and team, welcome to the show and congratulations on the award. Chyna (00:00:16): Thank you, thank you. Russ Fordyce (00:00:18): So before we get into it, give us a little bit of background on S P and the S P Capital I Key Pro. This was a I I guess a new campaign for you guys and a new platform. Chyna (00:00:27): Yes, it certainly was. So first off, my name is China Murphy Whiting. I'm one of our senior marketing managers for the Kinshaw Data and Platforms team, specifically covering SCP Capital IQ Pro. The Capital IQ reinvented wasn't just a campaign, it was a market repositioning effort designed to help our clients understand how dramatically Capital IQ Pro has evolved, especially when it comes to the integration of AI driven workflows. So when we launched this campaign, our goal was simple but ambitious. We wanted to make sure that the markets truly understood that Capital IQ Pro isn't standing still and it's evolving rapidly. And we wanted our marketing efforts to really reflect that same sense of innovation. Russ Fordyce (00:01:07): So this is this is one of those platforms that all the financial guys use to determine whether or not they should buy a stock or flip an investment or do something like that. It's all that information in one terminal, if I'm right. This is this is one of those markets. It's a B2B market's kind of a dull market. You guys seem to make it a little bit more interesting. It's a little bit less conservative than it's than it's been. Wouldn't it become clear for you that this campaign was going to be a little bit different and that that was a good decision or a good drift? Chyna (00:01:35): I think as we continue to see AI become more and more a part of the conversation, we had to shift how we saw everything. This is all new, we can't do things the same way. So I think it was really leaning into the innovation piece that let us know that it was time for something entirely new if we wanted to see some success in the camp in the in the markets. Russ Fordyce (00:01:56): So walk us through a little bit. What guy what did you guys put together that kind of made made a difference in the speed of bee market? Chyna (00:02:03): Yeah, so we tried a a variety of new things and I'm sure we'll we'll dive deeper into this a little bit later, but we really wanted to partner with new channels of activity. So one thing that we hadn't really done before was run some campaigns on Reddit. We know that a lot of the people that use our platforms and even new users like students coming up to universities are engaging a lot with content on there. So why not pilot a new way of reaching audiences that are Denise (00:02:17): Thank Chyna (00:02:32): using our products. Something else that was a bit different for us was leaning more into our search engine optimization and our AEO and GEO. As we see an increasing trend with AI, we needed to find more innovative ways to ensure that our products were coming up in the answers from these large language models. So those are just a few ways that we started to dibble and dabble in in new innovative activities. Denise (00:02:39): Okay. Okay. Russ Fordyce (00:02:53): Yeah, no, Denise, you you've been in this market for a while too. What how do you make sure that the kind of you're leveraging the brand equity of what you've built over, you know, these these years and years with SP and with the capital IQ platform? How do you how do you just extend that brand and make it kind of new again after kind of that legacy brand's been around for so long? Denise (00:03:12): Yeah, mean, know, S&P Global has a legacy brand and, you know, we're fortunate to have that brand backing this campaign. The Capital IQ Pro platform has been around for many years. Also a very strong brand, you know, with a strong following of users. You know, but really, you know, It's all in the headline, I think that's what made this campaign so successful, is that it's really about using our AI tools and technology, all the new capabilities that are now part of Capital IQ Pro, right? We've reinvented the platform. And it's really, I think that's what made us stand out. I don't know. I don't like what I'm saying. Sorry. Russ Fordyce (00:04:12): It's okay. Is there somebody are you who's the brand kind of spokesperson? Is it is it anybody on the team a kind of spokesperson for the brand? Denise (00:04:23): I don't know, Nikki, maybe you could say it better. Nicki (00:04:25): I think we're we're all marketers. We're all we're all marketers and the brand, we we work very closely with our brand team. But you know, we we talked a little bit about this, Russ, right beforehand, but Cap IQ, a lot of people know that that name, right? And we really we we've played around a little bit with it and realized we really need to lean into that because the market knows that name. so when we had these discussions about how do we showcase CapIQ Pro. all the AI enhancements we've made into the platform, everything the company's doing in the background. How do we bring it to life in a new and exciting way? That was at the very core, as China said, right, with the strategy behind the campaign. So we had to both lean into what do people know? And we really wanted to include the CapIQ name in the campaign itself. So right in the in the tagline, CapIQ reinvented, and then also reach audiences through new channels, reach audience and and also think about the next generation. So China mentioned students, like that's not typically. Denise (00:05:19): Thank Denise (00:05:27): Thanks. Nicki (00:05:29): a consumer base that we've we've gone after, right? We're typically very B2B focused, but we we were thinking we really need to start engaging those folks to make sure they have awareness, they understand our brand, and that carries through with them as they're continuing their MBA studies or finance courses. So we really were able to hit the mark across all those different channels through the campaign. Denise (00:05:36): Thank Russ Fordyce (00:05:55): And when you guys put all this together, you've you've got you know, a r a Reddit campaign, you guys put the together like a Times Square Tower, a projection mapped room, all these things that were kind of a little bit unique, a little bit different, a little bit kind of off the beaten path, especially for B2B. somebody had to say yes to that. What what did you guys have to do to kind of get to yes with the bosses and the powers that be? Denise (00:06:20): I think getting to Yes was easy because our stakeholders, senior leadership came to us and said, we need to go big, we need to make it splash. So we had the backing of senior leadership. They wanted to see CAPIQ shining bright in Times Square. So I think from a budget standpoint and just having the support, that was pretty solid from the start. which is fantastic. Russ Fordyce (00:06:52): And it what's interesting to me is you guys put together this campaign. It's as you said, you were trying to get some younger folks in, build on that brand equity. And and you did it across a bunch of different types of segments. You've got kind of banker segments, you've got corporate dev, you've got P and E guys, and then anyone who wants to kind of move quickly, you've got those kind of very, very different kind of personas. How did that actually come into play when you guys were trying to figure out the messaging and all the tactics for this? Chyna (00:07:21): When it comes to that, we like to showcase the platform is something that there's a little bit for everyone. Like you mentioned earlier in our conversation about, you know, it being investment bankers or people on the trading floor that are looking at our platform. And and really it's not just them. So a part of pulling together this messaging in the campaign was ensuring that the markets were aware that we don't only service these segments, that we do have data for. academia. We have data for real estate brokers and people who are trying to make transactions to maybe acquire a new company. There is so much information that is available within Capital IQ Pro. And now with the power of AI, we can really simplify it and and get you the answers that you need no matter where you are. Denise (00:07:50): Okay. Thank you. Denise (00:08:04): Thank Russ Fordyce (00:08:07): Yeah, I I'm I'm still waiting for somebody to put in all the legacy data of the financial markets and start predicting the future. I don't know if that'll work or not. Now, you guys also spent a lot of time in this kind of new world we're in of GEO or AEO. This this this market that now we have to kind of pivot from our search engine optimization and go into generative engine optimization to make sure that, you know, ChatGP, T chat GPT and Gemini and all these things can find us. Denise (00:08:10): Thank you. Chyna (00:08:14): Maybe one day. Denise (00:08:32): Thank Russ Fordyce (00:08:36): How did you make sure that that was kind of part of the plan and what did you do to actually kind of seed that work and to k to kind of make sure that the AIs knew what you were doing? Louise Jeong (00:08:46): I think I can answer for that question, Ross. My name is Luis Chung. I'm a senior marketing manager based in Seoul, Korea, supporting AIPAC Global Regional Campaign for this. And I take a lead role for the GEO and AEO. It actually started my personal learning journey as a really personal curiosity on this GEO and AEO in the very first moment. Denise (00:08:58): Thank you. Thanks. Louise Jeong (00:09:15): But as a marketer, it was really fascinated by how AI tools like were changing so rapidly the way people search and discover information. It impacts in our entire buyer journey in digital worlds. And then we started as a team seeing this real shift in web traffic patterns, and impacting our organic traffic and the customer behavior. So at that point, Denise (00:09:33): And Louise Jeong (00:09:44): it became like less of an experiment and more a real business need. So we felt we needed to understand these changes early as possible and to help our organization adapt quickly. And then we decided to like part of this campaign to start it building this new strategy like GEO and AEO. Denise (00:10:02): Thank you. Russ Fordyce (00:10:07): Well, it's it's interesting. You're pr you're not the only one who's kind of passionate about this and trying to learn all about it, right? It's it's everybody because we're all we're all new to it. It seems like there's a lot of tactics, kind of the old SEO tactics that still work, all the kind of white hack tactics that we did for SEO will still apply to Geo, but there's a lot of new tactics too. How do you explain the difference between optimizing, you know, a results page for some for, you know, search versus, you know, AI? Louise Jeong (00:10:15): Yes. Exactly. Louise Jeong (00:10:35): Hmm, I think the traditional SEO, like search engine optimizations, like focusing on the ranking and results, particularly on focusing on the keywords, but the generative engine optimizations, AO and GEO, AEO focused becoming part of the answer itself, right? So I usually explain it like SEO is about being found, but the GEO is about being referenced. Denise (00:10:37): Okay. Louise Jeong (00:11:04): Or AEO is about being the answer. So I'm I'm still kind of thinking that GEO or AU is a total replacement of the SEO. I think there's still the good search and the optimized content is still the good foundation for the GEO and AEO. But the difference is that we now need to think beyond the keywords or beyond our own web page. People ask AI tools. Denise (00:11:12): Okay. Denise (00:11:25): Thank Denise (00:11:31): Right. Louise Jeong (00:11:34): with full questions, with the full context with the detailed questions. And then AI answers may use information not only from our website, but the various websites, media coverage outlets, expert content in blog, social platform or third party sources like Reddit or Wikipedia page. So the focus is moving from the keyword or the high rank, but to build a consistent Denise (00:11:36): next. Denise (00:11:42): Thank you. Louise Jeong (00:12:03): visibility and the trust across the different surfaces. So I would say that multi-surface visibility or consistency it will be kind of a key aspects to see on this issue and the euro. Denise (00:12:13): Okay. Russ Fordyce (00:12:20): Yeah, and it's I I totally agree with that. I think the consistency is definitely key. Especially, you know, we saw that with search too. The longer you were kind of you had domains and the longer your content was being updated and all of that, you know, the better results you got. You guys also went deliberately deliberately after a younger and kind of that future finance professional audience into, you know, students and short form video and a campus forum. Chyna (00:12:20): It's all very well said. Denise (00:12:24): Thank Russ Fordyce (00:12:44): Was everyone bought into spending money on people who can't buy anything for five years, or did you guys have to argue about that a little bit? Denise (00:12:54): No, I mean, I think we all know that students, they are the future users of CIQ Pro. So they're going to use us in their universities, right? And when they're using us in our universities, they're familiar with us. And when they get that first job, we want them to recommend CIQ Pro over our competitors. So no, I think from senior management down, everyone was on board. you know, just know that it wasn't our only target, right? This is a very cross-segment campaign, but we did dial in a little bit more to the academics than we have in other campaigns. Russ Fordyce (00:13:39): Did you guys figure out kind of the investment level there? Because it is an investment, right? You're you've you've got you've got a this pool of campaign money that you're you're you're you know working with, and you know, you know that a certain portion is gonna presue produce results. You're you've you've measured that, you've got you know the inbound leads coming in, and then you've got this other bucket, and you're how how do you guys kind of figure out like what percentage to kind of give that investment? Chyna (00:14:04): really took looking at past campaigns for the product and seeing what worked, what didn't work, and starting to kind of move money into certain buckets where it made sense. What also was really beneficial is we made use a lot of our in-house talent and in-house expertise. So our team was creating those reels and we were writing those scripts and we were doing a lot of the work ourselves through this experimentation. So it didn't cost as much as you may have thought it would cost because We were using ourselves to to put together the the collateral. Russ Fordyce (00:14:37): Yeah, interesting. Now, kind of going back to the AI, and maybe Louise, you can answer this. When you when you started to kind of run the campaign, you're measuring the results. How did you kind of see that that AI discoverability work was actually landing on your landing pages and following through with leads? Louise Jeong (00:14:56): That's a really interesting question, Ross, because the measurement in the DGO AO is still evolving, personally, I think. It's really important to be honest on that. But for these campaigns, we worked with the enterprise digital team really closely and look at the specific indicators such as AI mention rate, visibility across multiple AI platforms. Denise (00:15:02): it. Denise (00:15:06): Thank you. Thank you. Louise Jeong (00:15:23): And the consistency how capital IQ PRU appeared in AI-generated response compared to our competitor groups. However, I would be careful about treating those metrics as a definitive ranking system. So results can vary different based on the prompts and platforms and timing, or even the region or methodology they use. My view is that the AI visibility is an important leading indicator right now, but not for the final outcome. So ultimately, marketing success is still comes back to business impact. So if more prospects discover our brand throughout the AI tool, we would expect to see the downstream like signals such as increasing the awareness and stronger engagement on our website or pipeline creation, and ultimately. revenue outcome contribution. So rather than replacing these traditional marketing metrics, like replacing it, but the GEO gives our us to additional lens to understand whether we are becoming more discussable, more visual in this AI-driven buyer journey, I would say. Russ Fordyce (00:16:43): Yeah, it well, it's funny because we've always had to go at it a couple of different ways, haven't we? We've always had to kind of look at, you know, the analytics side and go, does that really match up with what we're seeing on kind of the sales side on the front end? And that attribution model has always been kind of a little iffy, you know, to say the least, because we don't know if it's you know the first time or the twentieth time somebody's been back a lot of times. kind of going around the table, is there anything that surprised you when you kind of launched this campaign and got the results back? Is there anything that kind of stood out? Russ Fordyce (00:17:19): No one wants to take that one. Chyna (00:17:21): I'll kick it off and then probably pass it to you, Rosario. But honestly, the the Reddit results did surprise me. For this to be the first time that we've run a campaign on that channel and to get as many impressions and views and click-throughs as we did. I was pretty surprised. Like, you know, when you try a new thing, you never really know how it's going to turn out. So I was pleasantly surprised with that. Rosario Quesada (00:17:45): Yes. So I think I'm I might chime in. I'm Rosario and I manage Latin America marketing for for SMP. So in this occasion I was leading the social media part, which included, you know, Reddit, LinkedIn and also C T V. I would say I was also surprised because in this campaign we experimented with some unconventional marketing channels such as Reddit and they become even more unconventional when you're thinking of the financial market we're in, right? So being there, you know, with our customers were talking about us and maybe new users, maybe students, and they were asking questions and, you know, even if it's in a more informal way, I think that fresh idea, right, put us in in a way that we connected differently with them, and informally but with the goal of you know pushing us closer and being more authentic. And to China's point, yes, we were surprised with the how the video played out and and Reddit and how everyone saw that campaign. I think it was the even though it was a pilot, it was the the best Reddit campaign that we have done here at with the best results at SMP Global. So it I think it was a a good experimentation. Russ Fordyce (00:19:20): Well I I was reading through the judges' notes and feedback about your nomination and about the win. And and one of them actually asked the questions. They wanted to know which tactic actually drove revenue versus attention. Do you have any sense of that of of kind of which was that billboard that kind of got the attention and everything else and which kind of made made them click more? Brought into the site. Chyna (00:19:45): So we had a variety of stuff. in terms of awareness, I think the Times Square ad definitely got us a lot of views. Our our impressions across Reddit, LinkedIn, connected TV ads as well. We had an activation at Wimbledon, where we had like a branded custom coffee cart, and that also got us some views. But in terms of actual revenue and where a lot of the leads were coming in at, it was these were tied to like our thought leadership content. So, for example, our main webinar for the campaign. drew in over a thousand leads and a lot of the closed opportunities that we saw were as a result of that content. We also had some third party partnerships with organizations like Morning Brew where we put out case studies and other pieces of literature for people to learn more about Capital IQ Pro and the AI powered workflows. And it's really those types of content where you're actually talking about why the data and the tools that we have on Pro are relevant to users. Those typically are the ones that draw people into then. Sign an agreement. Russ Fordyce (00:20:45): Yeah, it's 'cause it's a very interesting. You guys really paired kind of enormous reach, that Times Square Tower, with that, you know, very immersive event. I think you had, you know, a couple of dozen people at that event. It feels like those are almost opposite bets, but what's the principle that made kind of both of them right? Nicki (00:21:03): I think I'll just chime in. And I'm Nikki Brooks. I'm in New York and I am part of this wonderful Kensher data and platforms marketing team. but really, I mean, we always think about whenever we do a big what we call a big impact campaign, we think about the full customer journey. So we think about everything from what do we need to do at the brand awareness end where people don't really know us, but we need to start raising their attention, all the way to here's folks who know that CapIQ name. Like, how do we lean in and just kind of re-engage them reinvigorate them about what's new about CapIQ. So you know thinking through the full customer journey through to retention as well, I should say. There are there's also plenty of things that we do to just keep those customers who know us, right, hear what's what's the refresh story for the for the product. So thinking through that whole journey really makes us Help helps us place those bets that you said, Russ. So we have to think about what are the things we're doing from an awareness standpoint through to more of a lead genpoint. To a retention standpoint. And I think even when we do the things that are more on the brand awareness side where you get those, maybe some people call them vanity vanity metrics, but the impressions, right, versus like leads in your system, that's still important to capture as part of the overall story. And we also think about what are ways we can extend the reach. So when we did the giant billboard ad in on the Nasdaq Tower in Times Square, we timed it right around the That we were sponsoring at the Quinnipia Game Forum that was happening in a hotel like right across from there. We sponsored a tour for the students to come. We we did a like a social media takeover. So we had tons of social reach on the giant ad that we had. So we really, you know, try to think about ways we're we're making the best use of the campaign when we're when we're in market. Russ Fordyce (00:22:59): Yeah. And it well, what's interesting to me is you guys combine these kind of very traditional, almost guerrilla marketing tactics of of being very narrow and very focused with these kind of broader tactics. And in this age of AI, it seems like, you know, y China, well, you were talking about it and Louise about AI answers are basically absorbing that traffic that used to be search traffic. And B2B marketers really have to start thinking about that and start building on that new foundation kind of today. What would you kind of recommend, kind of knowing what you know now about these kind of AI generated kind of campaigns, what would you recommend to people as kind of that foundation of B2B marketing? Louise Jeong (00:23:43): I've been China, will you will you go first? Chyna (00:23:44): Great question. Yeah, I'll go first. And I don't wanna step too much on the the AEO GEO, but I think through some of the the ac some of the activities that we were doing to push that. And like one, for example, was building out FAQs on our website, like having sources for these large language models to actually pull from. So we we added all these FAQs, standing up a Wikipedia page is something that was an ongoing effort. But I even think of like our content on YouTube. We noticed that there were other people out there making tutorials about the workflows on our product. We should be the ones who have a say and and how you use our product and what's available to it because we know it best, right? And we learned through a lot of the the research and stuff that Luis was doing what different sources the large language remodels were pulling from. With that, YouTube was one. We know that video content performs really well across social media. So why not? pair all of this these findings that we've had together and create content that captures new audiences like these students with the short form tutorials, but also these tutorials then are being read by the large language models to feed into the search algorithms. So finding overlap where you can and trying to kind of pare down the content that you're pulling together because one piece of content can really solve multiple problems. if you really sit and think on it long enough. so I think that's kind of where my mind goes to to optimize as best as you can by thinking through a, you know, whatever your final goal is. Russ Fordyce (00:25:26): And Louise, maybe you can help us understand that as you guys generated this new the new FAQs and kind of built this foundation, how long did it take until that work started getting into the AI engines? Louise Jeong (00:25:39): it actually takes longer than we expected. It's it definitely takes more than three months because the middle of those processes I do kind of realize that the role of the marketer becomes more important in the AI era because building these brand story that AI trust cannot be done by the single team, right? So it requires input from product experts, product marketing, like a CEO specialist, sometime website contents team and media communications team with the press release and social, even marketing operations. So the the marketers have to connect those teams and bring together their viewpoints and align the message and make sure we keep publishing like useful, credible, consistent content and it takes time. It definitely takes time, like at least three months, six months, and we in in that sense the the marketer is in the central role becomes the person who helps the whole organization tell one clear story does it takes time but it actually worth it to be be central role as a as a marketer. Russ Fordyce (00:26:58): Yeah. Well, what's interesting to me is OpenAI, I think last week, opened up their kind of self service chat GPT ads and it's now that's you know, now we don't have to work as hard to get in there. Do you think that will play a a role in your next campaign? Louise Jeong (00:27:05): Yeah. Louise Jeong (00:27:16): it could be. But it actually like linking to your questions for what's going next and 'cause China has really well well described how we did, but among these what lesson learned from these new journey for us about these AOGU and AI discapability journey, may I add some of the what I actually something really thinking about a lot because the role and where going next for the AI discoverability era. I think we are still in the really experimental stage for all of marketer. I would say if we look back to like past two years from now on, it feels like marketers or the marketing professionals all have been working in the same big laboratory. So we're trying to understand how buyer behavior is changing in this new era. so I don't think we're at the stage where anyone has all the answers yet. We're still learning together as an industry, as a community itself. But I do think what I found is marketers will continue to be a play a critical role. And throughout my career in the back, like marketers has always been. the people who who willing to explore changes and test new ideas and figure out what works and what's not works. So I don't think this moment is not any different. So the tools will change, but the mindset as a marketer remains the same, I believe. So the marketers who stay like curious and keep learning and willing to experiment will be the one helping the entire organizations navigate. what's next and you know, quickly adapt this new change a new changer of the era. Russ Fordyce (00:29:15): Yeah, I I keep seeing lots of information online about how marketing as a whole is gonna change. And you guys have just experienced that yourselves . this kind of restructuring. S P Global kind of split off their market intelligence into kind of two AI focused businesses, this Kenzo Data and Platforms and then Enterprise Solution. Walk us through kind of why that matters for you guys and how kind of how that's gonna help you guys kind of do your job better. Russ Fordyce (00:29:46): Everyone wanna take that one? Chyna (00:29:50): Is that a Denise question? Maybe. Yeah. Russ Fordyce (00:29:52): On the restructuring. Chyna (00:29:57): sorry. Russ Fordyce (00:30:04): There you Denise, you're unmuted. Denise (00:30:05): Sorry. Sorry, can you repeat the question again? Russ Fordyce (00:30:11): Yeah, I was just saying that you've you've refocused kind of the S P global market intelligence business with these kind of two AI focused businesses, the the Kenjo data and platforms and enterprise solutions, as as you kind of move into this new kind of marketing reality, why was it important to kind of do that restructuring? Denise (00:30:30): I mean, so S&P global market intelligence overall, right? We're a very trusted data business. And now, you know, our platforms are AI-led, you know, are investing a lot in agentic software, you know, that really will help us turn intelligence, you know, at the enterprise, you know, at scale. So, you know, I do think that, you know, from... a marketing standpoint, we have a lot to talk about and a lot to offer the market. actually, everything that you just asked us, we're kind of like not really allowed to talk about at this point, because we don't have our, we don't actually have our value props down for either the Kensho data platforms or enterprise solutions business. Russ Fordyce (00:31:14): Okay. Denise (00:31:25): So I don't want to say it. I don't want to misspeak. And that's issue. Russ Fordyce (00:31:28): No, that's fine. That's fine. I thought I'd give you a chance to maybe kind of define kind of the roles a little bit better. Denise (00:31:32): Re-do it. Denise (00:31:37): Yeah. I mean, I think if you want to ask a little bit about like what the team does or how our team fits within the global marketing org, I I can give you an answer to that. Russ Fordyce (00:31:50): Okay. Yeah, we can do that. Is there any any other topics you want to hit before we kind of wrap that we haven't hit already? For anybody. Nicki (00:32:01): Topics topics wise, I think we covered pretty much everything from the campaign. but Denise, I know I didn't do this when I started speaking at first. I forgot to do my intro, so I did it the next time. Have did Okay, okay, I think I think everyone else did. Yeah. Denise (00:32:16): Yeah, I'm gonna intro. Yeah. I think, yeah. Denise (00:32:22): Yeah, okay. All right, so, hi, I lead the global marketing strategy for our Kensho data and platforms business. And our, my team's mess, sorry, let's start over. Hi, I lead the global marketing strategy for Kensho data and platforms business. And my team's mission is all about driving growth. So supporting both pipeline and retention targets. You know, we have a very talented group, very creative group. of 21 marketers spread across the globe. And they're focused on targeting marketing efforts for the buy side, sell side and corporates. We really see ourselves as a true growth engine for the business. And our job is really about shaping how the market sees our value, know, sets us apart from our competition, and why clients can trust us, why they choose us and why they stay with us and why they grow with us. And we're really laser focused on finding the right audiences, launching high impact campaigns and constantly pushing the envelope to test new tactics and new technologies. And that's definitely something that you saw this campaign. Russ Fordyce (00:33:34): Yeah, the results were fantastic. And I imagine, you know, you've got AI in the tool, and AI is driving kind of everything we're doing these days. How is AI and AI tools playing a result in the in the content and the strategy that you guys are? Denise (00:33:49): Yeah, I mean, it's definitely making us more efficient. mean, we build our own sparks, our internal AI sparks to work more efficiently. the team is using AI tools to build out all their campaigns and do just day-to-day tasks. So I think AI has definitely helped us improve efficiencies. And we're learning from each other, right? So it also helps from collaboration standpoint, and just overall, yeah. Russ Fordyce (00:34:29): Well, let me ask one for everybody. It's if there was s something you could do over again and you would lean in harder on, what would you lean in harder to? Russ Fordyce (00:34:39): Let's start with you, Louise. Louise Jeong (00:34:43): Maybe maybe China first. Chyna (00:34:48): Sure. I'll go first. there is anything that we can lean in harder to, I would honestly say video content. I think it is really key in in keeping us front and center in front of our clients, but also prospects. So while trying to balance all the different channels and tactics that we were using for this campaign, we produced videos. we had like a main top line video that we showed everywhere, but then there were also those shorts and workflow tutorials that I mentioned. I think having more of those is going to continue to position us for success as it feeds into the larger, the large language models, but also directly shows our clients and our prospects how they would benefit from our solutions. So I think the more that we can can get that out there, the better we are. Russ Fordyce (00:35:37): Do you think that's because of the the form factor and how easy it is to watch videos, or do you think people are looking for authenticity more now that kind of seems like all of the content is AI driven these days? Chyna (00:35:49): Yeah, I think authenticity certainly plays a part and we don't do everything fully with AI. There are tons of humans still in the loop when it comes to producing our video content, which I think allows it to still have that authentic feel. but since we know that majority of folks are are scrolling on their phones and and watching things and looking at visual content, I think video is just an easy win for all of us. It it's easier to Denise (00:35:49): Thank you. Denise (00:35:58): Thank you. Denise (00:36:08): I'll be taking a few minutes to go through the process. Chyna (00:36:16): show someone how to do something on our product than to try then talk them through it or just show pictures or put it in words. Like case studies, they work absolutely, but as we've seen how impactful webinars are, I think short film video content is also a very strong winner for our our type of work. Denise (00:36:17): Okay. Okay. Russ Fordyce (00:36:37): Anybody else see anything they want to lean into more next time? Spend more budget on? Louise Jeong (00:36:45): Actually, we have one to mention. It's actually an in-person event, the PowerPro workshop series, because we are talking about lots of new tactics and new digital experience that we provide as a marketing campaign. But actually in APAC, we have a multiple series of the workshop in person that mainly on hands-on PowerPro platform, they enhance the experience that I'm sharing. Denise (00:36:54): Okay. Louise Jeong (00:37:15): with the loyal clients in the local. actually regardless of location of the major apexity, but very much of we can witness that very fewer clients were asking whether AI matter, because everyone's know that AI is matter. So the the conversation has largely moved on and they're really do the practical questions And I can feel those consistent emerged throughout of these PowerPro in-person events and the customer interactions and feedback across the APAC. I think yeah, really surprised me most how quickly these conversations matured. Denise (00:37:52): Okay. Russ Fordyce (00:38:06): Do you think do you think you got better results off of the webinar or off of those kind of in-person events or those more intimate? Louise Jeong (00:38:14): Particular for these workshops that we are actually like making synergy that we have showcased the AI and data forum series throughout the APAC and together hosting these PowerPro sessions that providing these clients not only talking about AI workflow, but they actually can experience using these, you know, throughout these capital IQ Pro like interactive sessions, bring their laptop together and and and using the daily task throughout our tools. But I do believe like digital campaigns really key indicator, but still we miss the people. Like we miss the people together and experience. And there is a customer success experts to, you know, guide you to how to use the like more a great function and great ca AI capability within Capital IQ Pro. So I think I think still It it needs to be balance for both. Russ Fordyce (00:39:17): Yeah, it seems like we're we're not fully there yet. We still need this mix. And it's I I feel like that mix is actually going to increase as we get more and more into this kind of automated marketing world. Where, you know, if we can if we can do all this personalization and automation, you know, it's gonna become stale and we're gonna need something like you guys were doing, something to shake us up, something a little bit different. So I appreciate all the work that you guys put into this. And that blended approach really seems to have paid off. So congratulations again on all the hard work and And all the great great results. Chyna (00:39:51): Thank you. Nicki (00:39:52): Thanks, Russ. Thanks for having us. Rosario Quesada (00:39:52): Thank you so much. Louise Jeong (00:39:52): Think of Ross. Russ Fordyce (00:39:55): Well, thanks everybody and we'll look to see your nomination next year. I appreciate the time. Denise (00:39:59): Thank you. Chyna (00:40:00): Thanks again. Nicki (00:40:01): Okay. Louise Jeong (00:40:01): Thank you.