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Marketing Research Chart: 84% of marketers consider blogs at least somewhat effective for inbound marketing - Sherpa

Marketing Research Chart: 84% of marketers consider blogs at least somewhat effective for inbound marketing - Sherpa | The Marketing Technology Alert | Scoop.it

Q: Please indicate the LEVEL OF EFFECTIVENESS (in terms of achieving objectives) of using social media platforms in your inbound marketing efforts.


iNeoMarketing's insight:

The only surprising part of this chart is the SlideShare info. We have reservations about that metric, but in agreement on the others.


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Manosam's curator insight, June 6, 2013 5:13 AM

The recent study by MarketingSherpa shows that 32% of the marketers consider Blogs are 'Very effective' and 52% of them think it is 'Somewhat effective' for Inbound Marketing. Overall it seems Blog plays an important component of Inbound Marketing. 

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The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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When the Best is Not the Best, and the Top 13 Marketing Technology Articles Curated Tuesday, 9/2/14

When the Best is Not the Best, and the Top 13 Marketing Technology Articles Curated Tuesday, 9/2/14 | The Marketing Technology Alert | Scoop.it

“10 Things to Consider”

“The Types of Content that Get the Best ROI”

“3 Strategies That Will Help Your Business Prosper”

“7 Marketing Cheat Sheets You’ll Use Again and Again”

And so on and so forth.

 

These are article titles from today alone, and suggest the best of X is right in the article. Heed the advice, move forward, and become a better B2B Marketer.

 

Or not.

 

The point is that the “best” might not be the best for you. It’s rare that we come across an article whose methodology is so quantifiably sound that it truly is a “best of.” The articles we read are subjective, based on the SME’s experiences.

 

So what to do?

 

Take these articles as a starting point. The author has done a bit of legwork on collecting the sample of whatever, and has done a bit of evaluation to come up with a ranking. Now move forward with your own process: review the sample, find others, come up with a methodology, and…

 

TEST!

 

Testing is the only way to determine if there’s a fit between your needs and the suggested course of action. And here’s the important point to remember: technology allows you a means to quickly and easily test (at least quicker and easier than pre-tech days).

 

Evaluate the options. Find other options. Test. That’s when the Best Of is truly the Best Of.

 

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Expert Lead Nurturing Tactics That Will Work For You Too - GetResponse Blog http://sco.lt/8tSTS5 

The Case For Embracing B2B Social Marketing - Marketing Land http://sco.lt/5VKuPp 

What is Growth Hacking? Does it Really Differ from Traditional Marketing? - Marketing Technology Blog http://sco.lt/4ycdft 

Twitter rolls out analytics tools for everyone - VentureBeat http://sco.lt/9CPCNt 

B2B marketers are using a lot more video and reporting increasing ROI - The Hub http://sco.lt/8K3I1Z 

Google Kills Authorship, Photos and All - HubSpot http://sco.lt/6dWVNJ 

7 Marketing Cheat Sheets You'll Use Again and Again - Kapost Content Marketeer http://sco.lt/6811w9 

The Future of Content Marketing: 10 Things to Consider Today - CMI http://sco.lt/4wDK7N 

3 Powerful Content Creation Strategies for Social Media Marketers - #infographic - Digital Information World http://sco.lt/5mRW3F 

The Types of Content that Gets the Best ROI - Socially Stacked http://sco.lt/6SjkQr 

The Content Grid v2 - PaperShare http://sco.lt/8J3h4L 

 

See ALL Top Curated Marketing Technology Articles here.

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A Predictive Analytics Primer - HBR

A Predictive Analytics Primer - HBR | The Marketing Technology Alert | Scoop.it

Digest...


By understanding a few basics, you will feel more comfortable working with and communicating with others in your organization about the results and recommendations from predictive analytics.  

 

The Data:  Lack of good data is the most common barrier to organizations seeking to employ predictive analytics. All in all, it’s a fairly tough job to create a single customer data warehouse with unique customer IDs on everyone, and all past purchases customers have made through all channels. If you’ve already done that, you’ve got an incredible asset for predictive customer analytics.

 

The Statistics:  Regression analysis in its various forms is the primary tool that organizations use for predictive analytics. The analyst performs a regression analysis to see just how correlated each variable is; this usually requires some iteration to find the right combination of variables and the best model.

 

The Assumptions:  The big assumption in predictive analytics is that the future will continue to be like the past. What makes assumptions invalid? The most common reason is time. If your model was created several years ago, it may no longer accurately predict current behavior. The greater the elapsed time, the more likely customer behavior has changed. Another reason a predictive model’s assumptions may no longer be valid is if the analyst didn’t include a key variable in the model, and that variable has changed substantially over time.

 

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iNeoMarketing's insight:

Regression Analysis is not that hard, but having the right data in place? That will take some work. But once you have that data, apply it to your 3rd party data provider to help your outbound efforts.


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The 5 Biggest Changes in 5 Years of Inbound Marketing - Buffer

The 5 Biggest Changes in 5 Years of Inbound Marketing - Buffer | The Marketing Technology Alert | Scoop.it

Digest...


1. Facebook is bigger, but trickier for marketers


2. Marketers grapple with Google+

If a cat has nine lives, Google+ has had ten. Truly, it’s hard to think of a social network whose death has been more exaggerated or whose success has been more prematurely lauded. Regardless of Google+’s overall adoption as a social network, I wouldn’t ignore it. Why? Hint: It has something to do with the characters before the “+”.

 

3. SEO continues to evolve

Marketers watch Google’s search algorithm like the rest of us watch the weather. The latest algorithm change, Hummingbird, is most well-known for having infused higher importance on comprehensive questions and associated context (versus solving for individual words), while the roll-out of “in-depth articles” has created a brand new category of content results that goes well beyond click-bait.

 

4. Talent is getting harder and harder to find

Everybody is shifting more resources to inbound marketing, so demand has been skyrocketing. But supply is not growing fast enough.

 

5. Visual content continues to grow in popularity

Marketers have always known that a picture is worth a thousand words, but now there are social networks predicated solely on this notion. The visual trend is impossible to ignore.

 

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iNeoMarketing's insight:

Replace #1 with LinkedIn, and LinkedIn is not getting trickier, but far more useful for the B2B marketer.

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Accenture Interactive 2014 CMO Insights Survey

Accenture Interactive 2014 CMO Insights Survey | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

ACTION ITEM: find about 15-20 minutes and go through this wonderful workbook. Excellent material.

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Differences between CRM and social CRM - Econsultancy

Differences between CRM and social CRM - Econsultancy | The Marketing Technology Alert | Scoop.it

 

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Video Content Marketers Enthusiastic About Channels Effectiveness - Marketing Charts

Video Content Marketers Enthusiastic About Channels Effectiveness - Marketing Charts | The Marketing Technology Alert | Scoop.it

Virtually all video content marketers believe that the channel is becoming a more important form of marketing and sales content, and 7 in 10 feel that it is better than other content types at producing desired results or conversions, per results from a study [download page] conducted by Demand Metric and sponsored by Vidyard. Survey respondents – half of whom are B2B-focused – are investing more in video content and claiming better results.


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iNeoMarketing's insight:

I'll just keep scooping video-based posts until you cry uncle.

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The Social Media Etiquette Guide for Business [infographic] - OMI

The Social Media Etiquette Guide for Business [infographic] - OMI | The Marketing Technology Alert | Scoop.it

 

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Marketing Foundations Analysis Tool - David Raab and SAP

Marketing Foundations Analysis Tool - David Raab and SAP | The Marketing Technology Alert | Scoop.it

Description...


Complete the following 10 min survey and receive a personalized analysis of your organization's current marketing technology foundation. We will also provide recommendations on strategies to improve your marketing systems, based on thought leader, David Raab. In addition, you'll be able to compare your results against those from peer companies. Once you've completed the survey, you’ll be able to email the analysis and receive additional information.

The Marketing Foundations Analysis Tool is especially useful for marketing professionals with a solid understanding of their organization's current marketing systems and shared processes.

 

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iNeoMarketing's insight:

This is very cool. Use it to benchmark.

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5 Content Marketing Keys To The Customer Kingdom - MarketingThink by Gerry Moran

5 Content Marketing Keys To The Customer Kingdom - MarketingThink by Gerry Moran | The Marketing Technology Alert | Scoop.it

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The Case For Embracing B2B Social Marketing - Marketing Land

The Case For Embracing B2B Social Marketing - Marketing Land | The Marketing Technology Alert | Scoop.it

Digest...


• Social Media Is A Data Goldmine.  68 percent of B2B marketers use social media to gain market insights (PDF), according to a Social Media Examiner study from 2012. 

• Your Competitors Are Doing It In Some Capacity. The same Social Media Examiner report found 83 percent of B2B marketers use social media to increase brand visibility.

• Your Buyers Are On There. According to InsideView, B2B marketers that use blogs generate 67 percent more leads, and those who use Twitter generate twice as many leads as those who don’t.

• You Need To Stay Relevant.

• You Want To Be Interesting. According to Forrester Research, today’s B2B buyers complete the majority of their journey before they reach out to your sales team — social media is your chance to make your brand stand out with compelling content that lingers in a lead’s mind.

• You’d Like To Build Credibility. According to a 2013 Forrester Report, 74% of business decision-makers in North America and Europe say they use LinkedIn for business purposes, or for both business and personal purposes. Be sure your social pages are designed to let buyers move forward at any time by providing links to your sales and support teams.

 

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iNeoMarketing's insight:

Should you need additional justification...

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Twitter rolls out analytics tools for everyone - VentureBeat

Twitter rolls out analytics tools for everyone - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Twitter’s activity dashboard, a tool that gives select Twitter users insight into their feeds and followers, is rolling out to all users now.

 

The newly available dashboard gives users access to tons of stats about tweet impressions, engagement, retweets, and replies. The analytics tool also gives you fresh insight into who your followers are, where they’re located, and the types of people and organizations they follow.

 

Twitter refreshed its dashboard back in July. Before that it mostly monitored retweets and favorites. Now with the new dashboard, users can see how many people have viewed a tweet, how many people have clicked a link or hashtag you tweeted, and a breakdown of your followers by various criteria.

 

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iNeoMarketing's insight:

If you need help finding it, contact me.

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Google Kills Authorship, Photos and All - HubSpot

Google Kills Authorship, Photos and All - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


Google Authorship is over. According to a Google+ post yesterday by Google Webmaster Tools' John Mueller, Google is removing authorship results from search and won't be tracking the rel=author tag data anymore (it'll be treated like any other type of markup on your website, and "won't cause problems," according to Mueller). In Mueller's post, he says the reason Google Authorship is getting the boot is because of users. Apparently it wasn't that helpful for users, and even ended up distracting them. And according to their tests, "removing Authorship generally does not seem to reduce traffic to sites. Nor does it increase clicks on ads."

 

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iNeoMarketing's insight:

On the upside, it's one less thing about which to worry. But this doesn't mean we're at the end of Google+.


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The Future of Content Marketing: 10 Things to Consider Today - CMI

 

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iNeoMarketing's insight:

Must review! Love #5.

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Is Predictive the New New Thing in Marketing Technology? | Lattice Engines

Is Predictive the New New Thing in Marketing Technology? | Lattice Engines | The Marketing Technology Alert | Scoop.it

Digest...


Though it may feel foreign to marketers, predictive analytics can uncover fresh insights about your prospects and customers. It can also accurately predict buyer intent, in turn helping you better understand how customers will respond to messages, offers and interactions in ways that were previously not possible. By leveraging data science to make sense of all the data available, the savviest companies are marketing and selling more intelligently. Predictive analytics is emerging as central to the modern marketing organization.

 

While the concept of predictive marketing is now emerging as the next frontier, the truth is that the technology has been around for some time. Lattice entered the space back in 2006 and with the market now catching up, some of the best names in venture capital are jumping in and investing in the opportunity.

 

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iNeoMarketing's insight:

Lattice's complete positioning is around predictive, and it's starting to take significant root.


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How to Use Social Media to Drive Traffic for B2B Companies - KISSmetrics

How to Use Social Media to Drive Traffic for B2B Companies - KISSmetrics | The Marketing Technology Alert | Scoop.it

Digest...


1. Figure out an unboring angle.

2. Feature a real person.

3. Hire someone good.

4. Back your social media with your content marketing.

5. Use LinkedIn

 

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iNeoMarketing's insight:

Please click through for the details behind #3: without a doubt, this is the biggest obstacle facing marketers today, and it will absolutely peak in 2015-16.

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9 Blogging Tools Every Blogger Should Be Using | Social Media Examiner

9 Blogging Tools Every Blogger Should Be Using | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


#1: BuzzSumo

Use BuzzSumo for content brainstorming or to plan blogger email outreach and social media marketing campaigns.

 

#2: Stay Focusd

The free StayFocusd app (available on Chrome only) is a must-have for any online blogger or marketer.

Stay Focusd lets you block out websites of your choice.

 

#3: Add From Server

Enter Add From Server, which lets you simply import any files you’ve uploaded into the WordPress media library.

 

#4: Easy Tweet Embed

With Easy Tweet Embed, blog owners can easily create multiple pre-populated tweets in their blog post. The pre-populated tweets make it easier for readers to retweet the posts.

 

#5: Easy Pricing Tables

Easy Pricing Tables is an incredibly simple and effective solution if you want to sell memberships for premium content on your blog,

 

#6: Internet Archive

Are you audio blogging or podcasting? If the sizes of your audio files exceed what you can store on Podomatic or Soundcloud without paying an additional monthly fee, I recommend Internet Archive.

 

#7: Namechk

Before you launch any online presence for your business, make sure all social media accounts related to your name are available. That’s where Namechk.com comes in.

 

#8: Easelly

Easel.ly has a lot of templates you can start with and each one is simple to modify. Just drag and drop the elements, add your text, and change the colors.

 

#9: Markdown Quicktags

Do you write blog posts outside of WordPress? To move your posts into WordPress with automatic formatting, learn how to write posts using multi-markdown symbols and install the Markdown Quicktags plugin.

 

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iNeoMarketing's insight:

Click through for details to each tool. #2 is a stretch, but I'm considering switching over from Firefox to use this tool.

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The top five ad exchanges every marketer should be using - Marketing Pilgrim

The top five ad exchanges every marketer should be using - Marketing Pilgrim | The Marketing Technology Alert | Scoop.it

Digest...


DoubleClick Ad Exchange (Google)

Microsoft Media Network (Microsoft)

Marketplace by Adtech (AOL)

OpenX

AppNexus

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iNeoMarketing's insight:

Click through for a quick overview of each. Now I don't think you SHOULD be using them, but if you do (as a result of your testing and modeling), please do so in conjunction with Retargeting.

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How to Hack a Custom Twitter Background [Quick Tip] - HubSpot

How to Hack a Custom Twitter Background [Quick Tip] - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


1) Make sure your image is big enough.

So instead of aiming for a specific dimension, make sure the image is big enough to accommodate larger screen sizes, while keeping the file size under 2 MB.

For what it's worth, Netflix used an image that was 2200 pixels x 1200 pixels, and it looked great on both a 13" monitor and a 24" monitor -- these dimensions are probably good jumping-off points for the rest of us. Ultimately, the key to a successful custom Twitter background isn't the total size -- it's where you position the objects within the image. 

 

2) Make sure the objects in your background aren't going be blocked by the tweet itself. 

To make sure that the objects in your background aren't being covered by the tweet, place them toward the left and/or right of the screen. If you want to make sure that you're not going too far left or too far right, remember that the tweet area is constant -- it occupies the middle 640 pixels. As long as your design appears more than 320 pixels to the right or left of the middle of the browser, your background should be in good shape.

 

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iNeoMarketing's insight:

Be prepared to iterate to get it right


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How To Grow With Inbound Marketing - HubSpot

 

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Promoted Tweet Best Practices - Marketing Technology Blog

Promoted Tweet Best Practices - Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
How to Drive Business with Twitter and Promoted Tweets by Douglas Karr on Marketing Technology Blog
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B2B Marketers still struggle with lead nurturing - Biznology

B2B Marketers still struggle with lead nurturing - Biznology | The Marketing Technology Alert | Scoop.it

Digest...


A new study from Bizo and Oracle Marketing Cloud suggests that business marketers are still struggling to get the most value from lead nurturing programs. This is disappointing, since the value of lead nurturing was clearly demonstrated years ago, when James Obermayer coined the Rule of 45, which says 45% of business inquirers will eventually buy in that category, so if you don’t stay in touch, you’ll likely lose the sale to your competition. 35% of responders said nurturing is essential to their business.  The majority (53%) said “it’s somewhat important; we have a few nurturing campaigns running.”

 

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iNeoMarketing's insight:

And the author, Ruth Stevens, offers some recommendations on how marketers can improve their lead nurturing efforts. Click through for the recommendations.

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Expert Lead Nurturing Tactics That Will Work For You Too - GetResponse Blog

Expert Lead Nurturing Tactics That Will Work For You Too - GetResponse Blog | The Marketing Technology Alert | Scoop.it

Digest...


Takeaway 1: Get in touch with them right away and start off with a higher email frequency. The email frequency, the number of emails and timing of those emails you send in the first period will really depend on your business and the behaviour you expect from your subscribers. Lead nurturing campaigns in general are front loaded. More emails are sent during the first week or two after the capture / subscription. The fresh subscribers still have your product and service top of mind and are generally more interested in learning more at the start of the relationship.

 

Takeaway 2: Ask the right qualification questions at sign up. Good questions can be “Are you a current customer” and “I am considering this product within X period”. This is still something that is often overlooked, with the consequence that everybody is treated the same, and for instance current customers getting offers for product the already have.

 

Takeaway 3: Look outside your regular email types and see if you can engage through personal type emails, e.g., surveys, polls, or other service requests.

 

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iNeoMarketing's insight:

A bit of a bombastic headline, but decent tips nevertheless.

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What is Growth Hacking? Does it Really Differ from Traditional Marketing? - Marketing Technology Blog

What is Growth Hacking? Does it Really Differ from Traditional Marketing? - Marketing Technology Blog | The Marketing Technology Alert | Scoop.it

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B2B marketers are using a lot more video and reporting increasing ROI - The Hub

B2B marketers are using a lot more video and reporting increasing ROI - The Hub | The Marketing Technology Alert | Scoop.it

Digest...


The survey highlighted some interesting facts about the use and impact of B2B video marketing:

 

- Despite the lowered costs, smaller companies make less videos: 36% of large companies (over 500 million in annual revenue) are producing more than 100 marketing videos annually, compared to just 4% for small companies (less than $25 million annual revenue)  and just 5% for medium companies ($26 -$500 million) that are producing videos at this same pace.

 

- Video converts customers better than other content: Most marketers (68%) agreed that video was better than other forms of content when it comes to getting customers to convert. That confidence decreased slightly when it came to ROI, with only 48% saying that returns through video were getting better. 25% said it was mostly the same, while 26% said they had no idea if it was working, which is a telling stat.

 

- Metrics are getting more advanced: Even though they're making more videos, most companies (48%) are using basic metrics such as views or shares.

 

Check out the rest of the survey results and more insights at Vidyard (registration required).

 

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iNeoMarketing's insight:

Suggestion: start small, start minimal, then work your way towards replicating a successful format.

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7 Marketing Cheat Sheets You'll Use Again and Again - Kapost Content Marketeer

7 Marketing Cheat Sheets You'll Use Again and Again - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it

Digest...


SEO Cheat Sheet: Best Practices for On-Page Optimization

3 Proven Templates to Guide Your Content Production

140 Call-to-Action Buttons

The Ultimate Blog Marketing Checklist

Visual Cheat Sheet for Editing to Help You Move Faster

Setting the Stage for Content Marketing

 

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iNeoMarketing's insight:

Click through for details on each. And search The Marketing Technology Alert under the Cheat Sheet filter.

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