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#SMX #32c @PurnaVirji#bingads
By: Purna Virji, Sr. Bing Ads Client Dev & Training Specialist, Microsoft
Get All Up in That...
#SMX #32c @PurnaVirji#bingads
Purna Virji
Sr. Bing Ads Client Dev. & Training Specialist, Microsoft
Industry
columnist
and...
#SMX #32c @PurnaVirji#bingads
Today we’re talking about
Reading Minds vs.
Regular Data
Value of Q-Data Collecting Q-Data R...
#SMX #32c @PurnaVirji#bingads
Mo money, mo problemsNope.
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji#bingads
Mo devices, mo problems
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji#bingads
Infinite Finite
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji#bingads
Reading Minds vs. Regular Data
Satya Nadella
CEO, Microsoft
The true scarce
commodity is
inc...
#SMX #32c @PurnaVirji#bingads
Reading Minds vs. Regular Data
Our remarketing efforts need to resemble
one-on-one conversat...
#SMX #32c @PurnaVirji#bingads
Reading Minds vs. Regular Data
Increase your chances of CRO
success by probing the mind of y...
#SMX #32c @PurnaVirji#bingads
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji#bingads
Qualitative Data is
powerful because…
It answers the why
behind the what.
Reading Minds vs. ...
#SMX #32c @PurnaVirji#bingads
Helping us
achieve our
maximum profit
potential.
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji#bingads
Insights we can get
Reading Minds vs. Regular Data
Purchase
Motivations
Purchase Funnel
Expe...
#SMX #32c @PurnaVirji#bingads
Today we’re talking about
Reading Minds vs.
Regular Data
Value of Q-Data Collecting Q-Data R...
#SMX #32c @PurnaVirji#bingads
1. Purchase motivations
Value of Q-Data
To better frame your purchase triggers,
you’ll want ...
#SMX #32c @PurnaVirji#bingads
Why do your customers
need your product?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Have they tried a similar
product before?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
What are they missing
out by not having it?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
How do they plan to
use your product?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Value of Q-Data
For example
#SMX #32c @PurnaVirji#bingads
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
2. Purchase funnel experience
Value of Q-Data
To learn what it takes to
close the sale, you’...
#SMX #32c @PurnaVirji#bingads
How did they find
out about you?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
What attracted them to
your site?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
What did they like?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
What were they
surprised to
learn?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
If there was one thing
they would change,
what would it be?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Value of Q-Data
For example
#SMX #32c @PurnaVirji#bingads
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
3. Barriers to conversions
To identify reasons
why they don’t convert,
you’ll want to know…
...
#SMX #32c @PurnaVirji#bingads
Why did they decide to
not purchase?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
How trustworthy did they
feel your brand is?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Did they find everything they
were looking for?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Was there any info they could
not connect with?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
After visiting,
what did they do next?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Was there something more you
could have done to persuade
them?
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Value of Q-Data
For example
#SMX #32c @PurnaVirji#bingads
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Use these as the basis to
form additional Qs.
Note:
Value of Q-Data
#SMX #32c @PurnaVirji#bingads
Today we’re talking about
Reading Minds vs.
Regular Data
Value of Q-Data Collecting Q-Data R...
#SMX #32c @PurnaVirji#bingads
Low effort,
DIY
methods
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
1. Be the consumer
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
Go through the full funnel
desktop + mobile
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji#bingads
Read reviews + scope competition
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji#bingads
Record reactions + thoughts
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji#bingads
Identify weak points
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji#bingads
Compare against user data
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji#bingads
Tools:
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budape...
#SMX #32c @PurnaVirji#bingads
Resources
Collecting Q-Data
0-$
#SMX #32c @PurnaVirji#bingads
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
2. Ask the sales reps
Sales team
Collecting Q-Data
Customer service
Reach out to top perform...
#SMX #32c @PurnaVirji#bingads
2. Ask the sales reps
Collecting Q-Data
Feedback on marketing
messaging
#SMX #32c @PurnaVirji#bingads
What gets people excited?
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
What helps them close the sale?
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
Common complaints or
confusion areas?
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
Common objections?
Easiest objections to overcome?
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
Qualify what’s “common”
Get significant numbers
2. Ask the sales reps
Collecting Q-Data
Be c...
#SMX #32c @PurnaVirji#bingads
Resources
2. Ask the sales reps
Collecting Q-Data
0
#SMX #32c @PurnaVirji#bingads
Resource-heavier:
Collecting Q-Data
(and practically
always worth it!)
#SMX #32c @PurnaVirji#bingads
3. Surveys
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
3. Surveys
Why they bought?
Collecting Q-Data
What they like?
Identify
segments to poll
Acti...
#SMX #32c @PurnaVirji#bingads
3. Surveys
Why didn’t they convert?
Collecting Q-Data
What they plan to do
next?
Identify
se...
#SMX #32c @PurnaVirji#bingads
3. Surveys
General feedback
while on the site
Collecting Q-Data
Identify
segments to poll
Si...
#SMX #32c @PurnaVirji#bingads
3. Surveys
Collecting Q-Data
Frame questions
well
No leading or yes/no Qs
Open-ended Qs work...
#SMX #32c @PurnaVirji#bingads
3. Surveys
http://bit.ly/good_Qs
Collecting Q-Data
Great slidedeck from
@StephBeadell
#SMX #32c @PurnaVirji#bingads
Tools I’ve used:
3. Surveys
Collecting Q-Data
SurveyMonkey
4Q
Qualaroo
#SMX #32c @PurnaVirji#bingads
3. Surveys
Collecting Q-Data
$-$$
Resources
#SMX #32c @PurnaVirji#bingads
4. Usability studies
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
4. Usability studies
Identify demos carefully
Collecting Q-Data
Create structured set of que...
#SMX #32c @PurnaVirji#bingads
4. Usability studies
Ask testers to find your product
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
4. Usability studies
Have them walk through full path
+ visit the competition
Collecting Q-D...
#SMX #32c @PurnaVirji#bingads
4. Usability studies
Collecting Q-Data
Gather
reactions
Ad/landing page
Purchase experience
...
#SMX #32c @PurnaVirji#bingads
4. Usability studies
Collecting Q-Data
Excellent user testing
script sample:
From Steve Krug...
#SMX #32c @PurnaVirji#bingads
4. Usability studies
UserTesting.com
Collecting Q-Data
Tool I’ve used:
#SMX #32c @PurnaVirji#bingads
4. Usability studies
Collecting Q-Data
$$-$$$
Resources
#SMX #32c @PurnaVirji#bingads
Now you’re well
equipped
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
Identify standouts
Top objections:
How to address
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
Identify standouts
Top purchase triggers:
How to play them up?
Collecting Q-Data
#SMX #32c @PurnaVirji#bingads
Collecting Q-Data
How much info is
consumed: Ideate layout
Identify standouts
#SMX #32c @PurnaVirji#bingads
Collecting Q-Data
Create
hypotheses
and test
plans
Plan tests
#SMX #32c @PurnaVirji#bingads
Collecting Q-Data
Prioritize testing opportunities:
Test cost and opp. cost
Potential impact...
#SMX #32c @PurnaVirji#bingads
Today we’re talking about
Reading Minds vs.
Regular Data
Value of Q-Data Collecting Q-Data R...
#SMX #32c @PurnaVirji#bingads
As we know
Remarketing
Second chance
Brand familiarity
Shoppers who leave
#SMX #32c @PurnaVirji#bingads
Remarketing
Pssssst!
Launching soon:
Remarketing in
paid search
#SMX #32c @PurnaVirji#bingads
Data collected=
Remarketing list
Remarketing
#SMX #32c @PurnaVirji#bingads
Expand keyword lists
Think purchase
motivations
Remarketing
#SMX #32c @PurnaVirji#bingads
More-targeted ad copy
Think purchase triggers +
barriers
Remarketing
#SMX #32c @PurnaVirji#bingads
Bid like a boss
Think purchase funnel
Remarketing
#SMX #32c @PurnaVirji#bingads
Optimize bids and ads
Adjusting bids Customizing ads
“Have you
tried…”
Increase bids
by 200%...
#SMX #32c @PurnaVirji#bingads
Remarketing
Helps you avoid the Creepiness
FactorSave money and avoid
looking like a stalker.
#SMX #32c @PurnaVirji#bingads
Key Takeaways
1. Understand what you need to understand
Gather your question list.
2. Get th...
#SMX #32c @PurnaVirji#bingads
Hear it here first
http://aka.ms/bingadsblog
Remarketing
Thank You!
@purnavirji
@bingads
#SMX #32c @PurnaVirji#bingads
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Get All Up in That Business: Collecting Qualitative Data for Smarter Remarketing By Purna Virji

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Conversion Optimization For SEM. PRESENTATION: Get All Up in That Business: Collecting Qualitative Data for Smarter Remarketing - Given by Purna Virji, @purnavirji, CEO and Founder - Purview Marketing. #SMX #32C

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Get All Up in That Business: Collecting Qualitative Data for Smarter Remarketing By Purna Virji

  1. 1. #SMX #32c @PurnaVirji#bingads By: Purna Virji, Sr. Bing Ads Client Dev & Training Specialist, Microsoft Get All Up in That Business: Collecting Qualitative Data for Smarter Remarketing
  2. 2. #SMX #32c @PurnaVirji#bingads Purna Virji Sr. Bing Ads Client Dev. & Training Specialist, Microsoft Industry columnist and speaker Self- confessed search nerd Fun fact: Speak 6 languages
  3. 3. #SMX #32c @PurnaVirji#bingads Today we’re talking about Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
  4. 4. #SMX #32c @PurnaVirji#bingads Mo money, mo problemsNope. Reading Minds vs. Regular Data
  5. 5. #SMX #32c @PurnaVirji#bingads Mo devices, mo problems Reading Minds vs. Regular Data
  6. 6. #SMX #32c @PurnaVirji#bingads Infinite Finite Reading Minds vs. Regular Data
  7. 7. #SMX #32c @PurnaVirji#bingads Reading Minds vs. Regular Data Satya Nadella CEO, Microsoft The true scarce commodity is increasingly human attention.
  8. 8. #SMX #32c @PurnaVirji#bingads Reading Minds vs. Regular Data Our remarketing efforts need to resemble one-on-one conversations.
  9. 9. #SMX #32c @PurnaVirji#bingads Reading Minds vs. Regular Data Increase your chances of CRO success by probing the mind of your customer.
  10. 10. #SMX #32c @PurnaVirji#bingads Reading Minds vs. Regular Data
  11. 11. #SMX #32c @PurnaVirji#bingads Qualitative Data is powerful because… It answers the why behind the what. Reading Minds vs. Regular Data
  12. 12. #SMX #32c @PurnaVirji#bingads Helping us achieve our maximum profit potential. Reading Minds vs. Regular Data
  13. 13. #SMX #32c @PurnaVirji#bingads Insights we can get Reading Minds vs. Regular Data Purchase Motivations Purchase Funnel Experience Barriers to Conversion
  14. 14. #SMX #32c @PurnaVirji#bingads Today we’re talking about Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
  15. 15. #SMX #32c @PurnaVirji#bingads 1. Purchase motivations Value of Q-Data To better frame your purchase triggers, you’ll want to know…
  16. 16. #SMX #32c @PurnaVirji#bingads Why do your customers need your product? Value of Q-Data
  17. 17. #SMX #32c @PurnaVirji#bingads Have they tried a similar product before? Value of Q-Data
  18. 18. #SMX #32c @PurnaVirji#bingads What are they missing out by not having it? Value of Q-Data
  19. 19. #SMX #32c @PurnaVirji#bingads How do they plan to use your product? Value of Q-Data
  20. 20. #SMX #32c @PurnaVirji#bingads Value of Q-Data For example
  21. 21. #SMX #32c @PurnaVirji#bingads Value of Q-Data
  22. 22. #SMX #32c @PurnaVirji#bingads 2. Purchase funnel experience Value of Q-Data To learn what it takes to close the sale, you’ll want to know…
  23. 23. #SMX #32c @PurnaVirji#bingads How did they find out about you? Value of Q-Data
  24. 24. #SMX #32c @PurnaVirji#bingads What attracted them to your site? Value of Q-Data
  25. 25. #SMX #32c @PurnaVirji#bingads What did they like? Value of Q-Data
  26. 26. #SMX #32c @PurnaVirji#bingads What were they surprised to learn? Value of Q-Data
  27. 27. #SMX #32c @PurnaVirji#bingads If there was one thing they would change, what would it be? Value of Q-Data
  28. 28. #SMX #32c @PurnaVirji#bingads Value of Q-Data For example
  29. 29. #SMX #32c @PurnaVirji#bingads Value of Q-Data
  30. 30. #SMX #32c @PurnaVirji#bingads 3. Barriers to conversions To identify reasons why they don’t convert, you’ll want to know… Value of Q-Data
  31. 31. #SMX #32c @PurnaVirji#bingads Why did they decide to not purchase? Value of Q-Data
  32. 32. #SMX #32c @PurnaVirji#bingads How trustworthy did they feel your brand is? Value of Q-Data
  33. 33. #SMX #32c @PurnaVirji#bingads Did they find everything they were looking for? Value of Q-Data
  34. 34. #SMX #32c @PurnaVirji#bingads Was there any info they could not connect with? Value of Q-Data
  35. 35. #SMX #32c @PurnaVirji#bingads After visiting, what did they do next? Value of Q-Data
  36. 36. #SMX #32c @PurnaVirji#bingads Was there something more you could have done to persuade them? Value of Q-Data
  37. 37. #SMX #32c @PurnaVirji#bingads Value of Q-Data For example
  38. 38. #SMX #32c @PurnaVirji#bingads Value of Q-Data
  39. 39. #SMX #32c @PurnaVirji#bingads Use these as the basis to form additional Qs. Note: Value of Q-Data
  40. 40. #SMX #32c @PurnaVirji#bingads Today we’re talking about Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
  41. 41. #SMX #32c @PurnaVirji#bingads Low effort, DIY methods Collecting Q-Data
  42. 42. #SMX #32c @PurnaVirji#bingads 1. Be the consumer Collecting Q-Data
  43. 43. #SMX #32c @PurnaVirji#bingads Go through the full funnel desktop + mobile Collecting Q-Data 1. Be the consumer
  44. 44. #SMX #32c @PurnaVirji#bingads Read reviews + scope competition Collecting Q-Data 1. Be the consumer
  45. 45. #SMX #32c @PurnaVirji#bingads Record reactions + thoughts Collecting Q-Data 1. Be the consumer
  46. 46. #SMX #32c @PurnaVirji#bingads Identify weak points Collecting Q-Data 1. Be the consumer
  47. 47. #SMX #32c @PurnaVirji#bingads Compare against user data Collecting Q-Data 1. Be the consumer
  48. 48. #SMX #32c @PurnaVirji#bingads Tools: Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg Collecting Q-Data 1. Be the consumer
  49. 49. #SMX #32c @PurnaVirji#bingads Resources Collecting Q-Data 0-$
  50. 50. #SMX #32c @PurnaVirji#bingads 2. Ask the sales reps Collecting Q-Data
  51. 51. #SMX #32c @PurnaVirji#bingads 2. Ask the sales reps Sales team Collecting Q-Data Customer service Reach out to top performers:
  52. 52. #SMX #32c @PurnaVirji#bingads 2. Ask the sales reps Collecting Q-Data Feedback on marketing messaging
  53. 53. #SMX #32c @PurnaVirji#bingads What gets people excited? 2. Ask the sales reps Collecting Q-Data
  54. 54. #SMX #32c @PurnaVirji#bingads What helps them close the sale? 2. Ask the sales reps Collecting Q-Data
  55. 55. #SMX #32c @PurnaVirji#bingads Common complaints or confusion areas? 2. Ask the sales reps Collecting Q-Data
  56. 56. #SMX #32c @PurnaVirji#bingads Common objections? Easiest objections to overcome? 2. Ask the sales reps Collecting Q-Data
  57. 57. #SMX #32c @PurnaVirji#bingads Qualify what’s “common” Get significant numbers 2. Ask the sales reps Collecting Q-Data Be careful:
  58. 58. #SMX #32c @PurnaVirji#bingads Resources 2. Ask the sales reps Collecting Q-Data 0
  59. 59. #SMX #32c @PurnaVirji#bingads Resource-heavier: Collecting Q-Data (and practically always worth it!)
  60. 60. #SMX #32c @PurnaVirji#bingads 3. Surveys Collecting Q-Data
  61. 61. #SMX #32c @PurnaVirji#bingads 3. Surveys Why they bought? Collecting Q-Data What they like? Identify segments to poll Active customers:
  62. 62. #SMX #32c @PurnaVirji#bingads 3. Surveys Why didn’t they convert? Collecting Q-Data What they plan to do next? Identify segments to poll Visitors who did not convert:
  63. 63. #SMX #32c @PurnaVirji#bingads 3. Surveys General feedback while on the site Collecting Q-Data Identify segments to poll Site visitors:
  64. 64. #SMX #32c @PurnaVirji#bingads 3. Surveys Collecting Q-Data Frame questions well No leading or yes/no Qs Open-ended Qs work best
  65. 65. #SMX #32c @PurnaVirji#bingads 3. Surveys http://bit.ly/good_Qs Collecting Q-Data Great slidedeck from @StephBeadell
  66. 66. #SMX #32c @PurnaVirji#bingads Tools I’ve used: 3. Surveys Collecting Q-Data SurveyMonkey 4Q Qualaroo
  67. 67. #SMX #32c @PurnaVirji#bingads 3. Surveys Collecting Q-Data $-$$ Resources
  68. 68. #SMX #32c @PurnaVirji#bingads 4. Usability studies Collecting Q-Data
  69. 69. #SMX #32c @PurnaVirji#bingads 4. Usability studies Identify demos carefully Collecting Q-Data Create structured set of questions
  70. 70. #SMX #32c @PurnaVirji#bingads 4. Usability studies Ask testers to find your product Collecting Q-Data
  71. 71. #SMX #32c @PurnaVirji#bingads 4. Usability studies Have them walk through full path + visit the competition Collecting Q-Data
  72. 72. #SMX #32c @PurnaVirji#bingads 4. Usability studies Collecting Q-Data Gather reactions Ad/landing page Purchase experience Expectations vs. reality? Competitor experience
  73. 73. #SMX #32c @PurnaVirji#bingads 4. Usability studies Collecting Q-Data Excellent user testing script sample: From Steve Krug http://bit.ly/ux_script
  74. 74. #SMX #32c @PurnaVirji#bingads 4. Usability studies UserTesting.com Collecting Q-Data Tool I’ve used:
  75. 75. #SMX #32c @PurnaVirji#bingads 4. Usability studies Collecting Q-Data $$-$$$ Resources
  76. 76. #SMX #32c @PurnaVirji#bingads Now you’re well equipped Collecting Q-Data
  77. 77. #SMX #32c @PurnaVirji#bingads Identify standouts Top objections: How to address Collecting Q-Data
  78. 78. #SMX #32c @PurnaVirji#bingads Identify standouts Top purchase triggers: How to play them up? Collecting Q-Data
  79. 79. #SMX #32c @PurnaVirji#bingads Collecting Q-Data How much info is consumed: Ideate layout Identify standouts
  80. 80. #SMX #32c @PurnaVirji#bingads Collecting Q-Data Create hypotheses and test plans Plan tests
  81. 81. #SMX #32c @PurnaVirji#bingads Collecting Q-Data Prioritize testing opportunities: Test cost and opp. cost Potential impact Plan tests
  82. 82. #SMX #32c @PurnaVirji#bingads Today we’re talking about Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
  83. 83. #SMX #32c @PurnaVirji#bingads As we know Remarketing Second chance Brand familiarity Shoppers who leave
  84. 84. #SMX #32c @PurnaVirji#bingads Remarketing Pssssst! Launching soon: Remarketing in paid search
  85. 85. #SMX #32c @PurnaVirji#bingads Data collected= Remarketing list Remarketing
  86. 86. #SMX #32c @PurnaVirji#bingads Expand keyword lists Think purchase motivations Remarketing
  87. 87. #SMX #32c @PurnaVirji#bingads More-targeted ad copy Think purchase triggers + barriers Remarketing
  88. 88. #SMX #32c @PurnaVirji#bingads Bid like a boss Think purchase funnel Remarketing
  89. 89. #SMX #32c @PurnaVirji#bingads Optimize bids and ads Adjusting bids Customizing ads “Have you tried…” Increase bids by 200% Remarketing
  90. 90. #SMX #32c @PurnaVirji#bingads Remarketing Helps you avoid the Creepiness FactorSave money and avoid looking like a stalker.
  91. 91. #SMX #32c @PurnaVirji#bingads Key Takeaways 1. Understand what you need to understand Gather your question list. 2. Get the right answers Reps, customers, own research. 3. Create more powerful hypotheses Based on top standouts, e.g., purchase triggers. 4. Implement cross-channel Especially powerful for remarketing! Remarketing
  92. 92. #SMX #32c @PurnaVirji#bingads Hear it here first http://aka.ms/bingadsblog Remarketing
  93. 93. Thank You! @purnavirji @bingads
  94. 94. #SMX #32c @PurnaVirji#bingads THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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