Value-First Revenue Architecture - Jan 29, 2026

[00:04] **Introduction** Pedro Miquellasso: Good afternoon, LinkedIn friends, Hubspot Nation. Welcome to another episode of Let's Unbox Hubspot. We're here talking about intent data, intent signals, uh, with Justin. How you doing, man?

[00:23] **Intent Data: A Change in Perspective** Justin: I'm great. I'm great. How are you? Pedro Miquellasso: I'm doing well, doing well. Um, you know, uh, at the beginning of last year, uh, I never would have imagined that I would care about intent data at this point in time as much as I do. Um, and I have some thoughts, but I would love for you to kind of, um, you know, uh, if I could put you on the spot, why do you think that is? Pedro Miquellasso: I could say it just like that. Justin: Uh, why why do I think that uh, you didn't care about intent as much as you do now? Pedro Miquellasso: Or maybe easier to say like, why do I probably care about it? Uh, more now than I than I may have planned to.

[01:35] **Hubspot's Native Intent Features** Justin: Oh, okay. Probably for a couple reasons. Uh, one, maybe the more obvious one. Uh, you know, you're a Hubspot dude, through and through. Uh, and what our team has been working on since, uh, a couple inbounds ago was just baking this stuff in uh natively within Hubspot, uh, making it super easy, accessible, affordable, uh, for customers to start incorporating intent into their sales and marketing motions, uh, without having to leave. Um, and have it flow through to all the places that they needed to flow through for it to be actionable, right? Um, and so I hope that's that's reason one. Uh, because if so, then maybe I'm kind of doing my job.

[02:35] **The Importance of Prioritizing Leads** Justin: And then uh, secondarily, uh, you know, if you're in the marketing world, sales world, go to market world, um, it's all about signal nowadays. It's about how do you prioritize, who you go after, uh, who your reps talk to first, uh, who do you put into what sort of ad campaigns. Uh, and a lot of the times that comes down to the types of signals that you can extract, right? Um, and so if you care about, you know, efficiency, eliminating waste, uh, and how you're going about your your business, then intent is one of the ways you can do it, right? So, Pedro Miquellasso: Yeah. Nah, I think uh you nailed it. Um, definitely the reason I wasn't uh, you know, uh and sometimes I even talked down about it, uh, because, you know, companies they would just go look for this magic kind of being was intent data. Like, if we just pay a bunch of money for that from this other place, uh, we're going to bring that in and all of a sudden we're just going to have all the leads and all the, you know, actionable data. Meanwhile, they have this gold mine of data that they're already sitting on from current customers and all this activity that they weren't using, right? Um, but now, like you say, like this has come in and it's baked in and it's it's now part of that data set where you have access to just so much insight now, uh, that we're going to look at. But so that definitely that baked in part, like everybody, like how can we help people understand that this data is just sit like in the portal, like waiting. And but then number two is everybody like a lot of people are resonating with not necessarily a new topic, but unified customer view as like a an outcome that everybody agrees is good for the business, no matter which team you're on, leadership, any customer facing team.

[04:53] **A True Unified Customer View in Hubspot** Pedro Miquellasso: And really this leverage like intent signals and signal recognition and the importance of that and all customer events, that whole infrastructure of Hubspot, it's really hard to get that like anywhere else right next to like the revenue data. So like for the first time, instead of having to send it out to like data lakes or whatever and like transform, right? We can actually get like a true unified customer view in Hubspot now. And that's what has me like super, super excited. Justin: Yeah. Yeah, like it's interesting because, um, so I actually came over to Hubspot via the Clearbit acquisition. So I was at Clearbit for a bunch of years, um, and I was on, you know, a team that worked on Clearbit Reveal, which was the old reverse IP technology that that Clearbit had. Uh, and we built the weekly visitor report, like some cool stuff out there that was all centered around, uh, website based intent, right? Um, and when we got acquired, uh, and I was told to essentially rebuild everything from scratch, uh, within Hubspot. Uh, I mean, A, I was scared, but B, uh, I was super excited because, you know, one of the trickiest things with being someone like a Clearbit is that you know eventually you got to plug into a Hubspot, right? Like that's where customers or whether it's a Hubspot or a Salesforce, whatever, they want to bring that intent technology like into their CRM, like into their engagement platforms, etc. And we said, hey, we get to build it in here and that gives us a pretty neat advantage in the sense that like let's build it so that it just flows nicely everywhere, uh, and it works nicely everywhere. Uh, and you talk about like reporting all like, you know, intent signals is, you know, what we just launched recently last September, uh, you know, now it all of the signals that are detected by us, they just flow natively into like the custom report builder, for example. Uh, it's just nice stuff. You don't got to pay extra for it. Uh, it just works, right? And and that's what we're aiming for, keep it simple, you know what I mean? So, Pedro Miquellasso: Yeah. And that's what's been fun to like interact with a little bit. So not I'll be honest, not a true unboxing. I have started playing with it. Uh, because I'll be honest, like as we go through it, this is this is probably one of the I think this is the lowest risk, uh, you know, time to value places where you can use your your Breeze credits. Justin: Yeah, right. Yeah. Yeah, absolutely like because right? Like so many people have just 3,000 or 5,000 credits. And like a lot of the other ways we have to use credits in Hubspot, like it comes from agent or prospecting agent or data agent, like there's some work you have to put in if you actually want those things to like create value for you. Whereas that was my first I think that's why I came over first. It was like, hey, let's we we had had a show about, you know, different ways to use credits. And uh, and I'll I'll share screen now because like and even as I was preparing for this, um, uh, I have cloud project, you know, that I go to for like I'm doing this unboxing, he does a bunch of research and it's first pass was like, yeah, intent data, like website visits, like the usual stuff. And I was like, no man, like I want to talk about intent signals. Pedro Miquellasso: That's the stuff that's like the kind of data that like they want people want, they don't really know how to get it. And unless you like kind of craft this this uh uh like a strategy around it, right? Um, I think it's it's uh it's like this it's like what, that's what I like doing is like helping people understand like, oh, you have this this other thing available now, right? If we look at just the product launch, right? It doesn't have to be an interaction, you know, with your brand, with your asset, with your company. And that can be like you mentioned, um, enabling people to be more efficient, right? with their outreach. I think we're in a place and this is the kind of stuff that Hubspot enables it and especially when we get to like group marketing and that whole strategy, like can we put our teams in just the most agile position so that when we see a product launch, like we can react like very quickly, right? Justin: That that's exactly it. Um, like I've a bunch of thoughts, but you know, I I'll start with that last point of, you know, how to be quick, right? So usually it's a game of like, you know, speed, right? Speed to lead. Um, and so uh, one of the cool things about signals, right? And and for folks that are watching that aren't super familiar with how it actually works, when we detect a signal for a company, like for example, this TE uh connectivity company, that product launch signal actually manifests itself as a unified event. And so I know you've had some previous uh unboxing talking about events and like whatever. And events are really cool because they represent moments in time. And we are able to uh define via these event properties here, you know, pretty rich metadata uh for that actual signal and then all of these data points because of unified events are unlocked as primitives elsewhere in Hubspot. So then when you think about, hey, I want to make sure that the minute a product launch is detected for one of these companies that I'm tracking for signals, I want my rep to know. Uh that is so easy to set up in a workflow where you can just set up a workflow trigger as like a product launch as an event trigger. Uh you can even do any filtering on any of these metadata uh data points you see here, and then the action is just like let the account owner know. And that's just like the most basic automation. You could set up there's a ton of things you can do. Uh, and that was our vision, right? Like our vision was, yes, having the signals is is important, but that's just one piece of the pie. Like what you really want is to be able to take action uh in a way that jives with your go to market uh, you know, your sales motions, like your marketing motions. Like that's where the magic happens, right? So Pedro Miquellasso: Yeah. And I think this is like turning into like an unboxing of strategy based on based on having access to this. Because it's like so interesting. I'm curious like are you seeing customers like because that's a significant adjustment to go from like all of the traditional like best practice like it's all being proactive, being proactive, being proactive. Like now that signals like this are coming in, are you seeing teams be able to adjust to be like and kind of trust that we know this data is going to come in. So can we create the space for our teams to react to it because uh like a hypothetical example like to bring up. Like if you're like an SDR or you know, or sales and you got this prospecting list like blocked these two hours of the day to like just email and call and right? Meanwhile, there's intent data or like signals over here, whether it's whether it's from this, um, you know, area of Hubspot, whether it's social, right? That says, like if we are Johnny on the spot with those signals like that creates really great relationships and that stuff closes, you know, faster, let's say. Are we able to to like break down those those blocks of time where we're supposed to be doing outreach, outreach, outreach, where a signal happens and we can, you know, shift gears and go respond quickly. Like are you seeing teams like kind of see the the value and and in shifting a little bit there? Justin: I think so, right? Like from the customers that I've spoken to and and that we've kind of walked through the product with, um, in the early days and even till, you know, as recent as this week, right? Um, what customers want to do and this is like doesn't matter if their sales team is two people or 10,000 people, right? They just want to use this as a way to help cherry pick, uh, and augment, you know, their BDRs or SDRs, uh, queue, right? for the day, for the week, for the month. Um, and because this is a unified event and because it's it's a primitive and plus you can like put this stuff into segments or however they're using, however they're uh in hub spot they're creating their prioritization lists for their sales teams, like they just fold it into their process, right? Uh and we've actually seen a lot of more sophisticated customers be like, oh cool, like we're already getting signals from like over here and over there, let us fold yours in too and that just gives them more confidence that they should go after company A versus company B first, right? Um, so so I would argue that like yes, it like that's actually where a lot of our customer's minds go first and like our our primary users uh are more so like um on the marketing side where, you know, they're serving a sales org, uh or like a marketing like or an operations team where they're also serving like marketing and sales orgs, right? And that's where their mind goes. They're like, oh cool, you know, more ways for me to use this data or complement data that I'm already getting from other places, right?

[14:33] **Navigating Intent Signals in Hubspot** Pedro Miquellasso: Right. Yeah. Um, some really powerful stuff. And like the way that this is laid out, I think I'm going to go like we'll go through the unboxing process. Uh, so we do some of that that we promised. Uh, uh, so go over here, we're in marketing. Uh, and the marketing nav, go to buyer intent. And uh, we got visitors here. This is the part where I'm not sure if it's going to work super well because I'm in a demo account, doesn't have a website. Um, Justin: No worries. Pedro Miquellasso: But uh, yeah, we don't really want to worry about visitors right now anyways. Um, as I I love this transition. So like as we do that the morning show, like there was a moment in time where research was was introduced and it was like for me, I was like, all right, finally like it's not all about buyer intent. Like people are sending signals everywhere. It doesn't mean they're buyers, but if they're doing research, right? We might want to know about that. Um, can you talk to like how you guys think about I guess the different types of intent here? Justin: Yeah. Uh, so we launched, like I said, two year or two inbounds ago and we only had visitor intent. Uh, and the way that we've historically um thought about visitor intent is that that's like it doesn't get any hotter than that. So you you literally have a company that's on your website could be checking out your pricing page, uh, and we can show you real quick if they're already in your CRM or not, do they represent new pipeline or not and you should probably go after them as soon as you can, right? Um, they're they're aware of you and and they're considering you. Um, but, you know, what we did uh as like our second signal was launch research intent and like the the reason why we did this was because we know that there's this whole other uh, you know, venn on like the venn diagram or a circle in your venn diagram of like very hot to like starting to research topics that makes sense to your business. Like there's this whole universe of companies that don't know who you are yet, but they should because they are interested in what you are selling or they're researching the problems that you're looking to solve with your product, right? And so this whole exercise was helping our customers expand the number of potential accounts that they could pursue, right? And when I was spoken to customers, it's very straightforward. It's like, yeah, like go after the folks that visit your your website first. Uh, and then once you're done there, you feel good about that, then start to go after the folks that are researching topics you hear about. Um, give them different types of content around outreach, like maybe it's more of your educational stuff, uh, etcetera, etcetera. educate them on who you are, right? Bring them into your funnel, right? And that's great because, you know, we can't always be banging on the doors of folks that are ready to buy because that's just not the reality. Like folks are kind of slowly coming in and working their way down that buyer journey, you know what I mean? So,

[18:28] **Giving Teams Permission to Engage with Research Intel** Pedro Miquellasso: Yeah. Now definitely. Um, yeah, having that in here like just giving teams permission to be like, look, there's 95% of the audience that's not in by mode, right? Like figure how do we how do we talk to them? How do we build a relationship with them? Uh, this is like huge in terms of helping reveal like, you know, who that is. Um, Justin: Yeah. And and you know, we know that a lot of Hubspot customers aren't like giant enterprise companies, right? So they're not getting, you know, a million visitors a month, right? And so, you know, that's the real limitation of visitors is you're limited by the number of visitors you have, right? Whereas for research you are not, right? Uh, there could be hundreds of thousands of companies that are interested in, you know, a topic that's relevant to your business and all of a sudden you have access uh and you can start to introduce yourself and we feel like that's really cool value as well uh for our customers. Pedro Miquellasso: Yeah, for sure. That was like definitely something fun and immediately like thought of as as super valuable, um, as I came over here the first time and that of course, like I love it when there's like soft nudges from Hubspot. to like, yeah, you probably want to do this stuff. like this other stuff before, you know, you dive in and like target markets. Like I hadn't hadn't seen like this this mechanism. Um, and so once I got to it, it was like, all right, uh, you know, pretty cool. So we'll just go to manage markets here. Um, uh, that brings us into the markets beta and we're going to create new market. Let's say, um Industrial uh add industries. And if I actually did industrial like for real, this would take a while. Uh but I just do like wood and chemical and let's see here. All right. Keywords, like all this stuff that we can configure. Um, which I think is important and like uh while it's only 10 credits a pop per month, right? Is that correct, correct? Justin: So, so yes, there there's two ways to to spend credits in in buyer intent. Uh, one is via intent signals, which you showed, you know, and that that's actually it's um, it's a recurring monitoring fee, right? So let's say you're tracking one company for signals, then that's like 10 credits per month essentially for that company. Uh, or if let's say you're in like the visitors tab, the research tab, doesn't matter, uh, and and your use case is actually finding net new accounts to pursue, right? We charge 10 credits per company that you discover and then add to Hubspot, right? But that's like a one-time cost. Um, and and like we kind of did it that way because they're kind of separate use cases. One is like, oh, I want to expand the number of accounts I'm pursuing, so let me add. And then signals is more like, I know who my high value accounts are. Now let's track them. Make sure that the minute a signal that I care about is detected, I do X action, right? And go after them if that makes sense. Pedro Miquellasso: That does. Uh and I I didn't realize how granular this was over here. Um, this is uh folks, I don't know. Like how many people actually know this stuff exists, man? Justin: Uh, unfortunately, it's a bit of a tricky spot about Hubspot, as you know. Uh it it there's a lot of a lot of cool bells and whistles, but uh some of it can be hidden. So, Pedro Miquellasso: Yeah. Um, so like this is the kind of stuff like we people are doing outside on LinkedIn and just paying for all this other stuff where I mean, um, yeah, the ability to like do just this research inside like right next to the other data that you have. Um, so powerful. Uh, I am going to undo this one. Just like do like all research like that's where like the unification of all this stuff just can be so powerful. Um, I did want that does remind me like you mentioned, you mentioned a few words that I'd love for you to define. One is unified event and the other one is um uh primitive. Can you can you just explain those real quick? Pedro Miquellasso: I'm just throwing out some weird terms. So, uh, unified event essentially it's just an it's an event. Um, and so as as hopefully um, you know, uh what it essentially means is, okay, we'll say it this way. I think what most customers are most familiar with in Hubspot uh are properties and property values, right? So I have a property Y, uh, and then it has a value X. So let's say like, you know, country is a property value is Canada, right? Uh, and a lot of customers are very familiar with using properties and property values to define segments, uh, workflow triggers, uh, reporting, all that good stuff. But there's a whole other new world of events, uh, and events, uh, also act as something that you can use to do the exact same things like to define your segments, uh trigger workflows, but uh instead of it being just one value that changes uh over time, they're essentially like time stamped uh, you know, uh events or I guess events or events. They're they're time stamped and every single time that is triggered, it's printed uh and and there's a log of them. And so like the best example is if you think about like a company record, contact record, whatever, you go to the activity log, right? Uh, and you see like call logged, email sent, etcetera, etcetera. Those are all events. Uh, and so like we wanted to plug our signals into that system, um, because of the fact that we can provide much richer metadata with our signal because if you can imagine, if it was just a property, we can't shove in all that information into a property value, it becomes tough, right? Um, and and so we made that decision. And by primitive, essentially what I mean is just like um something that you can use as like, like I said, like a trigger, a criteria, like scoring is another example. You can pull signal data as scoring criteria, right? So oh, when I text the signal, add 10 points, uh or whatever. Um, and I think that's what really unlocks like the multitude of like tailored use cases for our customers is to unlock it in that way. Pedro Miquellasso: Right. Okay. That makes sense. Thank you for that clarification. Um, I have uh in in the configuration here. Um, by the way, at the front of this, when you first click into this, uh there's a great eight minute video uh from from Justin. I recommend you check it out. Um, let's click set up automation here. So see you. Um, so we got to make a view. Let's see if this we'll just do that. No. Okay, so we're going to come back to see you. Let's go back here, Industrial AI. That's right. I was going to make target markets in my target market. Nobody found here. Interesting. Yep, I didn't pick an obvious one here. So I think this is uh this is where I I do it this way. like this is often real life Hubspot. Um we just picking data and trying to make things work together. So I'm going to go and easily edit target market. Um I also like this is kind of a learning activity to understand like how these things work. So in theory, if I saw um uh was it mechanical or industrial engineering was on the list, if I just save market and I come back here, now I'll do a refresh and see in my target markets, uh I should see like this this should stay but that's in India. Dang it. work. All right, well, I know that this these kinds of companies are on this list. So we're going to try it again. No. All right. Going back here and let's reduce I'm sweating bullets over here, but this is a very uh oh, I got Hubspot here. Look at all these variables uh I'm applying. Like yeah, let's that's okay. a little bit. Um this is not unlike, I promise people, this is not unlike how it actually happens uh in practice like, you know, you you companies decide on the ICP, you know, that they want and they spend a lot of time um setting up all these things. Like that's always the place that like if you haven't set up process and strategy and you just dive in, it can be so easy to spend a lot of time on these things. Um, uh, and then uh, you know, not execute the best. And then all of a sudden, you know, people often point at the two or the data is not good or things like that. I um I like to help people with the data model so that we understand um that when we set it up like this that we should see these things over here. And that brought us down to four. Uh, we got nice target market tag over here. Uh, we got a nice link to LinkedIn. Right? Um got view activity. Right again, like I love what you guys are doing with this um these side cards now. Like just this kind of activity again putting it all together um is just so helpful. Uh, and if I want to do this. So uh, so if I understand correctly, this is going to be 10 credits when I click this button. That's right. Right? Okay. So let's track. And you got some to view, so we'll start tracking. Uh, 10 credits company per usage period. start tracking. Set up automated tracking when a company becomes a target account. Sure. All right. more warnings. Start tracking when a company enters a chosen life cycle stage. Yep, that makes sense. All required fields must be completed before turning on. So, if I edit this, that opens up life cycle stages. Uh, we're going to say research and influencer. Actually, all these. Um, if you're not you probably haven't seen these stages before. This is what I refer to as the value path. I've decided to stop explaining MQL and SQL and all the other acronyms that we try to use and just use plain language. Uh, and it's working out. Seems to understand these words and the AI too, by the way. it. That's a lot easier. Um, all right, so we got that. Turn that on. And then start tracking when a company enters any chosen segment. Um, are you seeing like uh any kind of like usage in terms of um, you know, which which of these are you working more well are working well for people versus? Yeah, uh, actually, so these sorts of one click uh rule based automations, we just went live with them pretty recently, maybe a couple weeks ago. Uh, and and yeah, like actually the target accounts one is the most popular. Um, and and which is totally cool. But you know, we wanted to make sure that we included all three to provide like the flexibility if folks don't use that target account property, right? And they use another way. Um, to identify their high value accounts. But I I will say that that yeah, like we're pleasantly surprised with how quickly a lot of customers have started to turn these on because ultimately, uh the vibe is I don't want to track everyone, but I want to really, really make sure I track the folks that I care about like right away. And that hopefully is kind of what helps them do that. So, Pedro Miquellasso: Yeah, for sure. This is that's helpful when we're having this conversation about unified customer view and uh there's another one unified business context view where it's like this market data and like strategy and like like look, like we can bring all that here, right? Like there's a place for that in Hubspot now and it actually creates a lot of it too. Um, but it can be easy to run into especially with the sales team like, oh it sounds like I'm going to have to put in all this data now. And that's where we can design um like the target account situation. Like if you use that like religiously and set up all of this automation around it, even now to like automatically track uh you know, these signals um which is super cool, especially like uh like segments. Um so working with the marketing team, folks, maybe they can help you out here. That's why we want you both in the same room, right? These conversations are so much easier. We build the build these views for you, no problem if we just talk to each other. Justin: Yeah, like a really cool use case and that's like not that hard to set up is, you know, the classic uh PB and J combination of like, hey, if you have, you know, accounts that your reps are are chasing down um because a signal has been detected, you probably also want some some marketing air cover, right? Uh, and by air cover, I mean just like ads and like whatever. And so like, you know, all you have to do is uh make sure that you have an automation or a segment that, you know, is triggered or criteriad based on a signal, right? Uh, and then that same segment could be plugged into an ad audience, right? Uh, and so this it's the same accounts. This is a like classic kind of ABM theory here. Like you have this set of target accounts, this target account list or whatever, reps are going after them on the ground, marketing is hitting them with ads, uh, and this is all possible now like natively within Hubspot, so it's pretty neat. Pedro Miquellasso: Yeah. No, that's Oh man, so much value here. Uh, Uh, just got to ask for it, honestly. Uh, you got to want it. You got to know it's know it's available, but also like like know what you're like that it is valuable for you instead of just going to pull another list. Um, from wherever. Yeah. And that's strategy wise like marketing can help you understand like why why, also what? Like so why you care, but also like what content we have available to like react to that thing. So it's not just like, hey, congrats on getting the new job, right? Instead, it's like, hey, awesome, like hope the new position's going well for you, like here's our C suite, like, you know, design content basically. Uh, just talk about like there's no like don't be called. Like there's no reason to be called anymore. No, but I I I like, no, I agree and and I think back to something you said in the beginning like about how, you know, it's not um like intent's not a or signals, it's not a magic bullet, right? Like many other things, um like a marketing team has to consider, uh, it's just one thing that helps uh in terms of yeah, like your personalization, your prioritization, etcetera. Like you do still need to make sure that once you have access to signals like this, uh, yeah, what are you going to do with it? How are you going to personalize? Do you have a sales team that's like big enough, has enough capacity to like pursue these accounts, etcetera. So there's a lot of questions that need to be answered, but it's always nicer to be asking those types of questions to have like, you know, to be put in a position to try and answer those questions and that's what signals helps you do. You're like, oh, so I got these. Like what do I do with them? How do we use them? Like that's a great spot to be in. Um, you know what I mean? So. Pedro Miquellasso: Yeah. And again, that's why I highlight, like that's one of the powers of of deciding as a team or as a company like unified customer view like at all costs and like when you just document what you want to see, and often this is just people sitting down like, oh, yeah, I saw this thing on LinkedIn and they commented, like it'd be cool. Like if we could see that, right? And that's okay and like, we document it. We might be 10% of the way there, we might be 50% of the way there. But if we can decide and then understand what that gap is, that's where stuff like this. It's like, oh, maybe um, you know, this person posting some leadership content, like fills a gap that uh, you know, lets us know that uh gives us the like first step is getting signals and then recognizing. That's why signal recognition is like a superpower right now if you can set that up. Well, are there any like um like these new ones that dropped, executive hiring and growth metrics. Um, two questions, like any of these that you're like more excited about um is let's let's start there. Like any of these signals that uh you're just like, yes, we finally finally got this one. It's going to be super valuable. Justin: You mean of the new or just in general of all of them? Pedro Miquellasso: Let's say, let's say in general. Justin: Okay. Uh, so I think that um for customers that want to go after companies that are growing, which is like a lot of customers, right? They're like, okay, well, they're growing, so that probably means they've more budget, more money, they can bring on, you know, a new vendor, new technology, whatever, right? That's why growth metrics, uh, geographic expansion, funding, like they all kind of fall into that bucket of like, hey, there's positive signals that this company like they're they're doing well, right? Uh, they're looking to expand. Um, and they're probably going to look to bring on partners to help them continue to grow, right? And so I I I get really excited uh about those. Um, but stuff like product launch uh is where it gets really interesting because if you care more so about personalization, right? Like opening the right conversations with that initial outreach, it's stuff like that where it really it's it's like a it's like a knockout uppercut there uh because it's getting served to your reps on a platter, golden platter, just popping in. Um, you can even uh put it into an email for them. Um, because it's an event data. You can just pull all the meta like right in as like tokens into like a tem like it's it's all there for you to do, you know. And so I I I would say those like emerging acquisitions too. Like it's all about growth, right? Um, so yeah. Pedro Miquellasso: Yeah. And I noticed uh like in this case, growth metrics, look over here. Um see. Here's like Parker Hanifin. Um So probably it doesn't have to be all like sunshine and rainbows, uh in this Iraq. Don't know enough to understand like is 5% good or not. Certainly