WHY MARKETING AUTOMATION MAY NOT BE WORKING FOR YOU!

 

Why Marketing Automation May Not Be Working For You

Starting from the time someone used Outlook to send out a bunch of emails to group of people simultaneously, marketing automation has come a long way. Studies show that its popularity and significance, especially in CRM-related functions, is showing a healthy and steady growth. Defined as the use of software to automate repetitive emailing tasks and to implement multichannel marketing effectively, marketing automation can be an invaluable investment for any online marketing company.

However, many modern marketers are finding that their investment is not really paying off as much as expected. We have come up with a list of probable reasons why marketing automation (MA) may not be working for you:

1. You don’t need it: Yes, you read it right. You need to analyze your business from deep down and work out if marketing automation is indeed what you need. Very frequently, there are other aspects of marketing that need to be changed to make a transformation in your business. Check out this MarketingGrader report; if you score very high according to this, only then should you worry about automation. Otherwise, focus on transforming (rather than automating) your business to strengthen it.

2. You are only doing email marketing: There is email marketing, and then there’s marketing automation. In the beginning, there was email marketing (v1.0), wherein companies started with one big list and sent one big email to each recipient; everyone got the same email. A lot of companies still stick to this age-old practice. Not surprisingly, they have low engagement and click-through rates.

Then came email v2.0, with sub-lists based on different criteria, enabling programming of event-based multiple emails; people get different emails based on those criteria. Email 2.0 does work better than email 1.0. The engagement is great and the click-through rates improve a lot with better segmentation.

Still, it is not marketing automation; it is just fancier email marketing.

3. You Use Marketing Automation only for some stages: When looking at a buyer’s journey, I like to break the purchase funnel into the following stages:

  1. Stranger to Visitor
  2. Visitor to Lead
  3. Lead to Qualified Lead
  4. Qualified Lead to Customer
  5. Customer to Delighted Customer

It is important to understand that marketing automation primarily works in the ‘Lead to Qualified Lead’ stage of the funnel. In fact, in this stage, it works a lot better than email v1.0. We have customers who just do this type of thing with our product and it improves the ratios in that section of the funnel significantly. However, the Internet presents enormous opportunities in the ‘Stranger to Visitor’ and ‘Visitor to Lead’ stages that you should maximize with the help of marketing automaton. Improving Lead to Qualified Lead has decent leverage to it, but getting those two layers above it right can make a huge difference to the ROI in your business by giving you terrific leverage over a large part of the buyer’s journey.

4. A playbook predicated on purchased lists: The marketing automation playbook for many companies is to buy a list and pump it through the marketing automation system. About two weeks ago, I spoke to a CMO at a VC-backed Silicon Valley security software startup. I asked him about his marketing strategy and playbook. He told me he was going to buy a list of every CIO and Chief Security Officer in the world and send them great emails through marketing automation and have their inside sales reps call them. Wow! They still do that sort of thing? My gut feeling is that this strategy not only won’t work, (CIO’s and Chief Security Officers are already inundated with vendor emails and cold calls), in this particular market, pounding into those folks will end up ruining your brand. Constantly spamming a CIO with unsolicited messages from marketers and sales reps is unlikely to convert her into a customer; in fact, it’s significantly more likely to annoy her.

5. Over-reliance on email as a channel: Email marketing still works, but far too many companies overestimate its power as a marketing channel. Over the last decade, humans have shown a great ability to get unwanted, unsolicited marketing out of their lives (DVR’s, Caller ID, Ad blocker software, etc.) On the email side, spam protection put a pretty big roadblock up. Gmail filters (i.e. Priority Inbox) are new roadblock. I suspect the folks at Google are going to continue working on the problem of unsolicited emails. In fact, I wouldn’t be surprised if the government got behind this as well, giving the current legislation more teeth.

6. Below-potential utilization of MA software: Often marketers buy MA platforms but do not (or cannot) make the best use of them. There are two primary reasons for this: first, many platforms are unable to provide the desired training to subscribers (free of cost) and secondly, marketers do not make the time to learn to use the product in depth, ending up doing just the basic jobs with it.

Access and use the various tools provided by the MA vendor, even if it is not direct one-on-one training. Learn as much as possible from video tutorials, blogs, case studies, and more, from the provider’s website.

Additionally, find ways to devote time and gain knowledge about the automation platform; with a thorough understanding of its capabilities, you can extract the best performance from it, and gain a lasting competitive advantage.

Getting out of the comfort zone might be scary initially, but it can be terrific in terms of output quality and long-term gains.

7. Shortage of content: Content is the fuel for marketing automation. If you do not have quality and customized content, what do you expect to send people? What will generate revenue by engaging people? What will you use for leads or prospect nurturing?

Content, the king of digital marketing, revolves around two key things – persona and needs. Write meaningful posts, send few but quality emails with people-specific content. Apart from hiring qualified bloggers and content creators, marketers themselves should grasp writing skills to improve their ability to pick up the right quantity and quality of content. While using my marketing automation platform, I address this challenge with a monthly editorial calendar. This small planning exercise can help meet your monthly content needs and achieve goals.

8. Complexities of process integration: Marketing and sales are integrated processes that work side by side. In many cases, marketers find themselves unable to integrate their campaigns with the sales efforts. With a marketing automation tool, you might have the key to funnel leads to the sales team, but you also need an intermeshed sales-and-marketing process. The Sirius Decisions study has found that companies with marketing automation adoption without any process in place have negative return on their investment.

9. Budget constraints: Keeping to your business’s budget is a necessary fiscal responsibility, but it shouldn’t keep your company from progressing. The Marketing Automation Report of 2014 states that 56% of B2B companies evaluate marketing automation software based on cost, while 37% say the biggest challenge to implementing marketing automation is budget constraints. While budget and cost are valid concerns, marketing automation has become increasingly cost-effective. Affordable marketing automation software that can be laid on top of an existing website (e.g. SharpSpring) or one that has a holistic approach and includes ecommerce (e.g. Infusionsoft) is now available.

Customized implementation is another way to reduce costs. Marketing automation can be implemented in segmented stages as the budget allows. For instance, maybe you could replace just your general email campaign. The sooner your business can replace your general email campaign with marketing automation, the sooner you can get quantifiable data about your leads. Once the data is received, you can create customized automatic emails for potential customers, which will ultimately translate to a higher conversion rate and ROI.

The vital thing is to get started with marketing automation in baby steps, rather than delay it to encompass the entire process.

10. Lack of trained staff: While marketers agree that marketing automation increases a business’ growth and profit, in order to obtain that increase, a company must have the labor and knowledge to implement and use it. According to the Marketing Automation Report of 2014, 36% of B2B marketers lack informed employees to manage marketing automation, while 23.2% attribute their challenges to the complexity of marketing automation software.

This is not surprising (marketing automation is a fairly new product), and many digital, technical, and Internet marketing firms have noticed the lack of skilled labor in marketing automation and have started filling the gap. They offer services such as implementation, development, training and management. These consulting firms make it their business to know the ins and outs of marketing automation technology. Not understanding the full realm of marketing automation is no longer a reason not to be at the cutting edge of marketing technology.

11. Poor contact database quality: Bad contact database quality can end up costing your company time, and therefore money, by reducing the reliability and efficiency of your email marketing plan. Expectedly, the Marketing Automation Report of 2014 cites that 33% of B2B marketers quote having poor contact database quality as one of their top marketing automation challenges.

The solution to this challenge lies within your understanding of marketing automation and depends on how well you have constructed your buyer personas. If your business hasn’t established what a qualified lead looks like, then your database will have poor quality leads and contacts. To combat this issue, your company might consider hiring a marketing automation consulting firm to help you optimize your software use.

Often, bad contact database quality is due to the quality of lists your business bought or acquired. This, along with data decay, contributes to poor contact quality. (Business records decay at a rate of 2% per month (NetProspex)). Therefore, it is critical to take about fifteen minutes every month to cleanse your contact database list in order to avoid this issue.

To create a truly remarkable business, by definition, your approach to interacting with prospects, customers and leads should be personalized and pleasant, not automated.

That’s how I see marketing automation. As a marketer or a consumer, what’s your experience with marketing automation?

-Originally taken from LinkedIn: Why Marketing Automation May Not Be Working For You.

5 Reasons Why Startups Should Consider Advertising Their Story

Reasons Why Startups Should Consider Advertising Their Story

 

The limited budget of Startups weighs down heavily on their options to advertise their product. The traditional and most popular mediums have been Facebook Ads and Google Adwords which though are cheap but are not that effective in converting prospects into customers, unless you have a well-established brand presence. This is where advertising in disguise of the story of your Startup could be use of your help. Stories are successful in establishing that person connect than most cliché advertisements would fail to.
Here are 5 reasons why you should consider investing in sponsored stories to gain traction:

1. Live an impression – Advertisements are only effective if it can reach out to the masses and increase conversion. It is not that effective in leaving a lasting impression. However, through stories one can aim at deriving longevity and connectivity through it. It is the best form of word of mouth marketing as it is bound to become a talking point of conversations in popular circles. The story of Bansal’s who founded Flipkart are more of a talking point than the inception and growth in sale of the company.

2. Making a memory – The age of smartphones and Internet have left the age of a powerful memory far behind. In the Indian culture, the rishis and saints have succeeded in fostering the human values by spreading them through stories constructed around it. Many FMCG products like Maggi, Dabur have demonstrated the advantages of putting up a story around their product.

3. Spice up the emotions – Our rational thinking and emotional feeling makes it imperial to click the right chords with the two aspects of human behavior while carrying out our promotion activities. Emotions sometimes makes us too impulsive that would make us do things that we otherwise would not. Constructing a story around your product or company would successfully click the right chord with the customer and earn you loyalty. The ambitious ‘Make In India’ campaign is a great opportunity for the startups to draw attention of the customers at their products.

4. People of your story – While most part of your story revolves around the company, a good deal of it is based on the people who made it all possible. When talks about Zomato and Flipkart hover around the tables, a good deal of it is sliced duly to their founders Deepinder Goyal and Binny Bansal respectively. More than the success of the company what catches the attention is the failures and potholes that the people faced before finally achieving the milestone. To kick-start an IPO or the many rejected job offers, both the stories crack the right connect with the people.

5. Preserve the human touch – The ever changing technology and the rapid shifts in customer preferences makes you hail data analytics to sooth your company and steer it into the right direction. Amidst this, it is necessary to deliver a personal touch to the people and the customers at large. Telling a story exactly does that, by bringing out the moments and the ups and downs brings the real life touch to the forefront and engages the audience to be an observer to the ladder that the company has been climbing on.

The presence of the cultural and moral values owe their existence to the stories around them that have safeguarded them since time immemorial. Quite alike in the business sector the potential of stories of startups cannot be ignored and must be sought as an alternative advertising strategy.

The original article was published on Startup Simba.

If you want to submit startup story, PR, guest post, blogs, articles, event announcement, write to anirban.g@startupsimba.com.

digitant-inbound-marketing

Another Reason Why Inbound Marketing is Winning!

Years ago, businesses reached their customers through trade fair, print advertisements, along with other conventional promotion methods. Today, consumers begin their shopping experience by looking on the web, in the search engines, the blogosphere, and social network sites.

Inbound Advertising is advertising focused on being found by customers. This concept is linked to Seth Godin’s idea of permission promotion. Conventional promotion is where firms concentrate on finding clients by marketing, cold calling, eMail blasts, and direct mail. This concept is related to invasion advertising and Godin’s term gap advertising. Outbound Advertising intrudes on the attention of consumers to interrupt them in their alternative activities to advertise some service or merchandise.

Outbound Advertising became less successful in latest years due to the more advanced ways that you’ll find to block most of these advertisements, eg, do not call listings, spam blockers, and TiVo. With Inbound Advertising, on the other hand, rather than interrupting individuals with TV ads, the companies create videos that would-be customers need to see. Content — The most crucial part of the successful Inbound Advertising strategy is making good content which will bring individuals to you. A blog can provide lots of advantages to your organization and virtually all of them relate to Inbound Advertising. By creating great content, you will rise in organic search results page, create linkable content, and educate your audience.

Every one of those results will help you bring in warm leads which have been prequalified via a Google search for relevant conditions or by reading comparable content that links to you. Also to web blogging, there are numerous other types of excellent content to create which will bring interested visitors.
Search engine optimization allows prospective clients and others to find your content easily.
Social Media — Social network amplifies the impact of the content. Whenever your content is dispersed across and mentioned on internet sites, it becomes more reliable and is more prone to draw qualified clients to your site.

By sticking with these Inbound Advertising strategies, you will continually bring in new leads and grow, however, it’s not going to happen overnight. While Inbound Advertising will save you money, it does take an ample dedication and persistence. You cannot be in the top Google results for desired conditions instantly, but by making a long term dedication to Inbound Advertising, you’ll see results. This dedication requires that you create quality content via a Content Management System, communicate with individuals through social network, and try new ideas to bring traffic to your site.

To know more, visit www.digitant.com

EDGE RANK ALGORITHM

Getting visibility in the news feeds of your target audience is one of the most important goals of social media strategy of any brand. It can be especially difficult on a platform like Facebook that has constantly updating algorithm to serve users the most relevant content.

Edge rank was the name given to the Facebook’s news feed algorithm years ago. Edge rank is a widely discussed topic in Facebook. The exact definition and calculation of edge rank is still a mystery. Let us see the overview of edge rank algorithm.

What is an Edge?

Any activity that occurs on Facebook that can create a newsfeed story is an Edge. Whenever a friend of user posts a status update, comments on another user’s status update, tags a photo, joins a page or shares a post it generates an edge.

What is Edge rank?

 

index

Edge rank depends upon three logical factors:

U=Edge Affinity (audience)

W=Edge Weight

D=Time Decay

Edge Affinity: Affinity score is measured by the relationship between the viewer user and the creator of the edge. The more interconnected you are, higher is the affinity score. For example if most of your friends like a similar page, there are more chances that this content will show up in your newsfeed.

Edge Weight: There are two types of edge weight: Posts and Interactions. Edge rank takes the weight of posts into account by determining whether the post is photo, video, photo with link or text only status update. Regarding the weight of interactions measure shares and comments from a user than a simple “Like” and therefore they are heavily weighed and reach more users.

Time Decay: An old story is a dead story. Time decay refers to how long has the edge has been alive. Edge rank is an ongoing score, not a one time thing. The more recent your post, the higher will be your edge rank. When a user logs into Facebook, their news feed is updated with the content that has the highest score at that moment.

How to Improve Order Picking Efficiency

In any warehouse, order picking – the function of retrieving goods/SKUs from their location(s) – is one of the most labour-intensive and costly activities, with about 55% of the operations costs going towards this single activity. Currently, with low growth rates, manufacturing companies are under pressure to reduce operating costs and preserve profit margins. In this scenario, making order picking a cost-effective activity assumes a large role in the economical growth of a company.

Hence, it is crucial to take the holistic view and pay attention to factors affecting it such as warehouse layout, picking methods and zones, warehouse racking, shelving systems.

Let us first take a look at the types of order picking:

Piece Picking: This is the most commonly used picking method wherein one order is picked one line at a time. In this style of picking there are no scheduled orders and they may be picked at any time during the day.

Pros: It is simple and is useful for fast order fulfillment. It can be used for tracking the picker’s accuracy.

Cons: However, this method is not efficient as it involves high travel time for picking.

Zone Picking: In this method, pickers are assigned specific zones in the warehouse and they are responsible for picking all SKU’s from that zone only. Zone picking is ideal for situations wherein numerous orders come in at a time.

Pros: As pickers are assigned discrete zones, there is less interference with other pickers blocking aisles.

Cons: The method is not as efficient for warehouses where customer orders are infrequent or few in numbers.

Wave Picking: This is a combination of zone as well as batch picking. When several pickers move through the zones picking up orders only from those zones, they create a “wave” of simultaneous picking throughout the warehouse. This type of picking is more appropriate for warehouses with a great number of SKUs.

Pros: Since the individual sorting and consolidation is done later down the line, more items of similar size and shape can be picked up in one ‘wave’, enabling a faster process.

Cons: For all the downstream sorting into individual orders, equipment such as tilt-tray sorters may be necessary; this might be expensive, depending on the size and type of operations.

Batch Picking: In this system, multiple orders from the same product location are picked at the same time, minimizing repeat trips to each location. It is best used in situations where there is a dense concentration of SKUs over a large area.

Pros: It is time-saving. Also, as most batch-picked items are usually transported via carts, it is economical.

Cons: For large warehouses, it may result in overcrowding of carts with multiple pickers getting in each others’ zones.

In Europe, Japan and USA, automatic case picking (ACP) is common due to space and labour costs. ACP involves the use of robotics and other automated equipment. In this article, for the sake of clarity, we will focus on manual order picking.

 

How to improve order picking efficiency

The success of manual order picking depends on:

  • Warehouse Storage Layout
  • Existing picking arrangements (pallet racking, shelving, Case flow systems)
  • Available order picking machinery (pick carts, trucks, pallet jacks)

Keeping in mind these constraints, as well as budgetary considerations, we have come up with a list of tips to improve manual order picking efficiency in a warehouse.

  • Devise efficient processes: The first step toward a productive order picking process is making sure that the picking-and-packing process is well documented by way of clear SOPs. Review and fine-tune the documentation periodically to eliminate inconsistencies. SOPs should ensure sufficient verification for each step in the process.
  • Reduce travel time: The time taken by a picker to walk to different storage shelves in the warehouse (the pick line) can greatly influence the order picking efficiency. Reducing the walking distance not only makes the process faster, but also cuts down on errors caused due to fatigue in order pickers.Some of the main things to do to reduce the distance for order picking are:
    1. Picking from both sides of the aisle
    2. Picking multiple orders in a single trip (aka batch picking or cluster picking)
    3. Stocking slow-moving items on inside aisles
    4. Introducing conveyance systems
  • Use appropriate storage systems: Using the right kind of racking for storage of the items in a warehouse affects the efficiency of the picking operations. For example, slow-moving items are better stored in bins on shelves, whereas faster-moving SKUs should be placed in pallet racks.
  • Implement slotting: The system of grouping similar kinds of inventory in a given storage space is called slotting. Items can be slotted together on the basis of size, frequency of picking, seasonality, etc. Surprisingly, studies show incorrect slotting of about half of the SKUs in a typical warehouse, resulting in up to 20% reduction in efficiency of picking. Time and motion experiments have noted that correct slotting can reduce errors the time taken for picking by eliminating the need for searching for the right SKU. With a little effort, proper slotting can be maintained at all times for optimized order picking efficiency.
  • Maximize floor level storage: It is a known fact that order picking at ground level is more productive than that at higher levels. Unfortunately, many warehouses lack the space to store everything at ground level. One way around this problem is to stock fast-moving SKUs at floor level, keeping slow-moving ones at higher levels.
  • Create Hot Zones: Picking from more pick locations at a time, i.e. a higher pick (or hit) density results in higher pick productivity. Therefore, it is a good idea to set up ‘Hot Zones’ consisting of fast-moving items that generate most of the picking activity in the warehouse. Applying the 80/20 rule here can be particularly useful: Store together the 20% of SKUs that comprise 80% of the total number of orders.
  • Reduce changeover time: Operational studies have demonstrated that almost 20% of an order picker’s time is possibly spent changing from one assignment to another during his shift. This unproductive time should be eliminated as much as possible (e.g. by having quick access to unfilled pallets so as to eliminate walking long distances just to pick up pallets).
  • Design ergonomic pick areas: Every pick location that is just a bit out of reach adds a little extra time to the order line. In the long run, this adds up and can lead to up to 5% reduction in order picking productivity and also higher error rates. Having ergonomically well-designed pick areas will thus add to the speed of the picking process.
  • Invest in training: Experts agree that efficient warehouse operations – including order picking – are a function of great team effort. To this end, regular training and quality checks for warehouse operators is a critical activity. Training pickers in using the most suitable and energy-efficient methods of order picking and packing will save crucial time and money. The monetary savings can be routed back to the pickers in the form of incentives for efficiency and speed. In the long run, these initiatives can reap rich dividends.

Conclusion:

Efficiency in order picking is critical to the operations as it determines delivery time as well as order fulfilment accuracy. It also plays a fundamental role in ensuring customer satisfaction and in the smooth running of the supply chain.

Especially, with concepts such as next-day and same-day deliveries becoming more and more common for major e-tailers, the speed and efficiency of order picking has assumed extremely important significance. Every second can mean the difference between a promised delivery on time, or not.

Hence, efficient and streamlined order picking is one of the most important functions in a warehouse and needs to be reviewed and revised periodically for optimum performance.

SILVER LINING is a leading intelligent storage solutions provider. If you would like to create an agile, reliable and efficient warehouse or reengineer your existing warehouse storage, please drop us an email and we will get in touch with you.

You may visit our website www.silverliningstorage.in for more information about the entire range of our products and services.

You may visit our products page for more information about the entire range of products and services.

Thank you for reading our post.

 

 

 

 

 

Whatsapp update

WhatsApp rolls out new Snap chat-like features for Android users.

Face book-owned Whats App is rolling out new features for Android users. The company has brought out the image doodling feature out of beta mode for public release.

The feature enables users to do snap chat-like drawing on photo and videos.

The update also allows Android users to add emojis to express themselves. The users just need to select a brush size or font style by dragging left on the color selector. The new editing tools appear whenever a photo or video is shared (old as well as and new ones).

The feature is expected to be rolled out to Apple iOS users too soon.

The update also brings the ability to send multiple chats at once while sharing or forwarding messages. User’s frequent contacts will appears on the top at the time of forwarding or sharing messages. Users can also slide their finger up or down to zoom in and out while recording videos.
Lastly, the popular instant messenger also gets a new front-facing flash for better selfies in low-light conditions.

 
Recently, Whats App quietly rolled out an update which allows people to tag others in WhatsApp Groups. The new tagging feature means that users may no longer be able to mute notifications in Groups. As in case, a user has been tagged; he or she will still receive the Group’s notification.
To do this, users need to type-in @, following which the names of the group members pop up. They can select the people that have to be tagged. Multiple users can be tagged and all of them are notified. Moreover, the feature also sends notifications to the people who are not in a user’s contact list but are part of a WhatsApp group. The update is available on both Android and iOS, but not on the desktop app.

 
With the update, it seems that WhatsApp has closed all ways to avoid annoying group notifications. The only way out is to either turn off app notifications completely or leave the group.

This New Laptop Will Change Your Workflow

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Somewhere, something incredible is waiting to be known

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Photo by Nadine A. Gardner

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Dare to dream big

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I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.

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Running towards the sunrise.Photo by Nadine A. Gardner

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Perfect opportunity

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Whoa, you love reading! Take a moment to join us on social media.
To find a peace of mind listen to your heart.

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Once in a lifetime

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Our Review of New Fruit Phone Model. Results are Surprising

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Somewhere, something incredible is waiting to be known

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Photo by Nadine A. Gardner

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Dare to dream big

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I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.

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Running towards the sunrise.Photo by Nadine A. Gardner

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Perfect opportunity

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Once in a lifetime

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Bank Investments to Tech Startups Hits Record High

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Somewhere, something incredible is waiting to be known

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Photo by Nadine A. Gardner

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Dare to dream big

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I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.

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Running towards the sunrise.Photo by Nadine A. Gardner

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Perfect opportunity

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Once in a lifetime

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New Generation High Frequency Trading Algorithms Have Arrived

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Somewhere, something incredible is waiting to be known

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Photo by Nadine A. Gardner

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Dare to dream big

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I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.

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Running towards the sunrise.Photo by Nadine A. Gardner

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Perfect opportunity

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Whoa, you love reading! Take a moment to join us on social media.
To find a peace of mind listen to your heart.

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Once in a lifetime

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