Q&A with Latane Conant, CMO at 6sense

Q&A with Latane Conant
Latane Conant, CMO at 6sense has always been keenly focused on leveraging data to ensure marketing programs result in deals, not just leads.

At 6sense, Latane helps sales and marketing leaders increase revenue by tapping into the power of predictive intelligence to uncover buyers who are ready to buy.

MEDIA 7: As a child, what did you want to be when you grew up?
LATANE CONANT:
The first thing I ever wanted to be was a lifeguard and swim coach. When I was 5 years old, I joined the swim team as one of the youngest swimmers. At 13, I was too young to be a lifeguard so I begged them to create a “JR lifeguard” position. This was essentially deck swabbing and towel service but I didn’t care. So they hired me and called me “young jedi”. The head lifeguard loved to play jokes on me. One time he gave me a ruler and said every deck chair needed to be 10 ¾ inches apart. There were 50+ deck chairs, but I went out and started measuring. Finally, after a few chairs, they called me over the loudspeaker to come back to the office and we all had a big laugh. Another time they took me down to the filter room, which was underground and pretty spooky.

BUT as a young jedi, I had to learn how the system worked. We descended under the deck and I climbed a rickety old ladder to look down into the pump. Another lifeguard in scuba gear was waiting underwater and jumped out of the filter tank and scared the bejesus out of me! Once I calmed down I thought it was pretty hysterical! My role could have been seen as pretty mundane - bathroom cleaning and towel folding - BUT I loved the people I worked with so much. I worshipped the lifeguards and swim coaches!

They kept me on my toes and in stitches all summer, so it’s still one of the best jobs I’ve ever had. I finally graduated to teaching swim lessons, with a focus on kids who did not swim at all and were afraid to go in the pool. Nothing was more rewarding than seeing someone do something they thought they could not, or actually loving something that used to scare them - like put their head underwater, dive off the blocks, or swim the butterfly stroke for a lap.

M7: Latane, you have always thrived on working with wicked smart people. How do you get the best out of them when there is a common notion that it’s difficult to make smart people work together?
LC: 
Talented people want to be able to do great work. Not the average, crank some blogs out or run an event, but truly cool and differentiated things. My job is to be a force field and ensure the team has the opportunity to try different things and do their best work. This means providing focus. A powerful focus tool we use is the V2MOM. V2MOM stands for Vision, Values, Methods, Obstacles, and Metrics. Vision is what you want to achieve. Ideally your vision makes everyone uncomfortably excited. Values are why it matters, what you believe, guiding principles for decision making. Methods are where the rubber meets the road and are the top things you will do to achieve the vision.

Under each method, it's key to detail out obstacles (so you can plan around them) and metrics so you know if the method is on track. What’s nice about the system is that it provides built-in planning and is time bound. So every quarter I get my team together and we revise our V2MOM. This builds consensus around the vision and how we are going to get there. Every method gets assigned an owner, which drives accountability. And we publically track the metrics weekly so everyone knows our progress. The interesting thing about the V2MOM is not what's on the V2mom but what is NOT on the V2MOM. Because the process requires hyper prioritization of what you are going to do in a given time period, it forces focus.

I’m pretty obsessed and love the V2MOM. I am happy to share more on how teams can adopt, implement, and use it.  In fact, maybe in my next life, I will be a V2mom consultant!


"Marketing is harder and harder these days because buyers want to remain anonymous."

M7: How does leveraging smart technologies like AI help marketers have an edge over others and achieve on-time targets?
LC:
We need every advantage we can get in order to be successful and AI provides that advantage. Marketing is harder and harder these days because buyers want to remain anonymous. In fact, 90 percent of B2B buying behavior is digital and anonymous. Buyers also buy in teams, so the buying journey and process is very fragmented across many people. According to Gartner, it’s typical for a buying team to have more than 10 people involved. Adding to that, buyers are resistant. Every member of the B2B buying team requires highly personalized multi-touch and multi-channel engagement to take a meeting.
But our current systems are built for known static data, which only 12% of marketers have confidence in.
Revenue-generating teams should look for platforms that allow them to uncover buyer behavior, particularly the anonymous behavior, so they can stop spending money, time, and energy on the accounts that aren’t even in-market. Instead, through AI and big data, that money, time and energy can be used to uncover their “dark funnel,” or the rich information that is being done on your company and/or solution in the dark. Next, they must prioritize. Look across behavior to determine and group buying teams. Look for changes in behavior over time to fully grasp which accounts are in-market, ready for an upsell, or have potential to churn. AI can deliver these insights with a high degree of accuracy so you can know when accounts are getting ready to open opportunities. Enabling you to focus your time, salespeople and BDRs on the BEST accounts. Once you have uncovered anonymous behavior and prioritized timing, it’s time to engage. Engaging is about orchestrating multi-touch, multi-channel, highly personalized messages at scale. This is where AI really shines. It tells us the best time to use display ads vs. email vs a direct mailer and even triggers actions across channels. It also ensures we are personalizing appropriately so if someone has consumed the demo it offers them another piece of content so they aren’t served the demo AGAIN.  Based on their behavior, buying stage, persona, and company we can dynamically deliver the best experience. Teams that use this approach see unbelievable results and are beating out their competition with 40 percent more opportunities, 5x larger deals, and 1.5x faster cycle times.


"Engaging is about orchestrating multi-touch, multi-channel, highly personalized messages at scale. This is where AI really shines."

M7: How does 6sense’s Account Based Orchestration Platform help revenue teams to compete and win in the age of account-based buying?
LC:
I had my team do some research on the typical results b2b sales and marketing teams see from their efforts. The picture is not pretty. In fact EVERY minute:
- DOZENS of interested buyers will visit your website but only ONE will identify themselves.
- Your most important prospect will receive 2 NEW EMAILS. They will likely delete them both without opening.
- Your sales reps will spend ONE-QUARTER of their time on leads who have no intention to buy.
- Your BDR team will make just over 6 calls. They will book ZERO meetings.

No wonder marketing and sales teams get misaligned. This is not competing or winning.

Account Based Marketing is all the rage - It requires selecting the best accounts to go after, detailed insights into accounts and personas, highly personalized multi-channel engagement, alignment with sales, and the ability to track “real stuff” like increased engagement, pipeline, and revenue. ABM makes a lot of sense vs. traditional tactics that result in millions of unopened emails that get sent each year, thousands of dollars spent on swag at events that don’t lead to an opportunity, etc. However, the dirty little secret is that it’s impossible to scale without GREAT customer insights and orchestration capabilities. This is why you hear a lot about ABM pilots and not about ABM at scale.
6sense brings sales, business development, customer success, and marketing together on one platform that provides an unprecedented level of insights and the ability to take action. 

6sense delivers ABM at scale by providing (at a click in an easy to use UI):
- an understanding of best accounts to go after based on your business objective, technographic, firmographic, and real-time behavioral information.
- insights into the key personas to engage, the topics they care about, and where they are in their buying stage.
- orchestrated engagement across tactics from email, to display ads, to direct mail.
- alerts for sales with relevant details like when to call, what to say, what accounts are doing anonymously/in the “dark funnel”, and what marketing activities are working.
- tracking and metrics around how campaigns perform, if new personas engage, if you influenced opportunities, and if you gained net new opportunities.

This means sales and marketing can get BACK to sales and marketing, aligning on a business objective, messaging, and the experience you want to deliver for prospects - one you can actually be proud of. One without useless forms, spam, and cold calls. And because our platform provides transparency, reduced mundane work, and competitive advantage, prospecting actually becomes fun!

M7: What is the “dark funnel” and how can marketers embrace that?
LC:
So, the dark funnel is all of the data, information, people, and research that is happening right now for our product or solution that we have no insights into. You have to zoom out and think about the complexity of this cycle and how it’s changed. First of all, B2B buyers want to remain anonymous for as long as possible and our trick to making them not anonymous was to have some sort of gated content or to maybe try to run them down at a trade show or scan them but that doesn’t work anymore. All of our systems are set up for contact or a lead which is one person. What we find now is buyers buying in these teams, so you have to be able to understand how one person on the team is interacting with another person, how to put them together and how their collective research and desires come together. And again, all of that’s happening anonymously. So, the dark funnel research just went from one person to ten peoples’ research.

The other challenge is, in order to engage with buyers because they get so much noise and are so inundated, in fact in B2B we send about 300 billion emails a year, there’s only 7.7 billion people in the world and that’s not even B2C, so that doesn’t mean they’re on pottery barn’s list. So, our email motion in being able to break out of the noise is incredibly difficult. Hence, we have to have more touches and more capabilities and all of those emails and things that we’re sending are all in this dark funnel, we don’t truly understand how they’re getting consumed. So what ends up happening is we as marketers have to do a lot of guessing in how we design our programs and how we engage with customers and when you can start to really shine a light on the dark funnel and understand that rich research and the buying team and most importantly understand where they are in their journey, understand the timing. Rather than spamming you can start to really personalize in engagement and experience based on what they care about, who they are and most importantly, where they are in the buying journey.


"6sense brings sales, business development, customer success, and marketing together on one platform that provides an unprecedented level of insights and the ability to take action."

M7: To what extent does having a deep insight into a prospect’s buying journey help marketers in sales conversion and closing deals?
LC: 
Marketing is hard, selling is harder, and being a business development rep is the HARDEST. Business Development Reps and AE’s are expected to make hundreds of calls and send tons of email a week, but how do they know the contacts they are calling on aren’t random? Are they even in-market? How do they know when the best time to call is or what to even discuss without knowing the contacts needs? With outbound efforts, BDR’s and AE’s want opportunities, not just activity, but they don’t have a good way to make the right connections with the right content in order to be successful.

To reduce turnover and give outbound sales teams the best chance of success, we have to give them insights, with a robust group of digital signals to show if an account is actually in-market to buy or beginning the early stages of research. And with potential buyers leaving a digital footprint in the form of intent signals across the internet, both known and anonymous interactions with your website, as well as thousands of other 3rd party sites, we can take the guesswork out of identifying which accounts to target and what topics or competitors those accounts are searching.

Deep insights from 6sense help marketing, sales, and BDRs understand where each account is in their buyer journey and focus efforts on those who are actively in-market or in the early stages of research for our product or service. This lets the sales team know the ideal time to engage and what the account is interested in, taking the conversation from a cold call to a productive, meaningful one, driving higher conversions, win rates, and average deal size.

M7: 6sense recently launched Account-Based External Media Campaigns Analytics. How is it enabling media campaign effectiveness?
LC: 
The days of a four martini lunch and a deal are long gone since buyers don't want to talk to sales until they are 70% through the journey. Because of this shift, B2B digital ad spend is projected to hit $6.08 billion this year. It is an effective way to reach buyers in target accounts if done strategically with insights and proper measurement.

This feature focuses on digital agencies and the brands they work with. They use 6sense and all the rich insights on behavior and keywords in their campaign planning. It enables them to micro-segment and take an audience first approach vs designing a campaign and then finding an audience, flipping the campaign planning process on its head. 6sense also allows agencies to compare campaigns across different channels - tracking reach, engagement, and influence of these campaigns on accounts they are targeting for their customers.
Innovative agencies are partnering with us to deliver for their customers and they are seeing high returns on their investment.

M7: What is your favorite quote?
LC: 
“Anything worth doing is worth overdoing.” - Mick Jagger

ABOUT 6SENSE

6sense’s Account Based Orchestration Platform helps revenue teams compete and win in the age of Account Based Buying by putting the power of AI, big data and machine learning behind every member of the B2B revenue team, empowering them to uncover anonymous buying behavior, prioritize fragmented data to focus on accounts in market, and engage resistant buying teams with personalized, omni-channel, multi-touch campaigns. 6sense helps revenue teams know everything they need to know about their buyers so they can easily do anything they need to do to generate more opportunities, increase deal size, get into opportunities sooner, compete and win more often.

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We are receiving strong interest for recycled magnets from potential customers and for recycling solutions from original equipment manufacturers (“OEMs”), and automotive and recycling companies.” HPMS technology was developed at the University of Birmingham, underpinned by approximately US$100 million of research and development funding, and has major competitive advantages versus other rare earth magnet recycling technologies, which are largely focused on chemical processes but do not solve the challenges of liberating magnets from end-of-life scrap streams –HPMS provides the solution. Maginito Maginito is owned 79.4 per cent by Mkango and 20.6 per cent by CoTec. It is focused on developing green technology opportunities in the rare earths supply chain, encompassing neodymium (NdFeB) magnet recycling as well as innovative rare earth alloy, magnet, and separation technologies. Maginito holds a 100 per cent interest in HyProMag and a 90 per cent direct and indirect interest (assuming conversion of Maginito’s convertible loan) in HyProMag GmbH, focused on short loop rare earth magnet recycling in the UK and Germany, and a 100 per cent interest in Mkango Rare Earths UK Ltd (“Mkango UK”), a company focused on long loop rare earth magnet recycling in the UK via a chemical route. About Mkango Resources Ltd. Mkango's corporate strategy is to develop new sustainable sources of neodymium, praseodymium, dysprosium and terbium to supply accelerating demand from electric vehicles, wind turbines and other clean technologies. In parallel with development of its mining assets, Mkango plans to become a market leader in the production of recycled rare earth magnets and alloys via its interest in Maginito. This integrated Mine, Refine, Recycle strategy differentiates Mkango from its peers, uniquely positioning the Company in the rare earths sector. Mkango is listed on the AIM and the TSX-V. Mkango is developing its flagship Songwe Hill rare earths project (“Songwe”) in Malawi with a Definitive Feasibility Study completed in July 2022 and an Environmental, Social and Health Impact Assessment approved by the Government of Malawi in January 2023. Discussions regarding the Mine Development Agreement (“MDA”) for Songwe Hill are ongoing with the Government of Malawi. In parallel, Mkango and Grupa Azoty PULAWY, Poland's leading chemical manufacturer have agreed to work together towards development of a rare earth separation plant at Pulawy in Poland (the Pulawy Separation Plant) to process the purified mixed rare earth carbonate produced at Songwe Hill. Mkango also has an extensive exploration portfolio in Malawi, including the Mchinji rutile exploration project, the Thambani uranium-tantalum-niobium-zircon project and Chimimbe nickel-cobalt project. About CoTec Holdings Corp. CoTec is a publicly traded investment issuer listed on the Toronto Venture Stock Exchange (“TSX- V”) and the OTCQB and trades under the symbol CTH and CTHCF respectively. CoTec is an environment, social, and governance (“ESG”)-focused company investing in innovative technologies that have the potential to fundamentally change the way metals and minerals can be extracted and processed for the purpose of applying those technologies to undervalued operating assets and recycling opportunities, as it transitions into a mid-tier mineral resource producer. CoTec is committed to supporting the transition to a lower carbon future for the extraction industry, a sector on the cusp of a green revolution as it embraces technology and innovation. It has made four investments to date and is actively pursuing operating opportunities where current technology investments could be deployed.

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Government Finance

Springbrook Software Announces Record Number of Customers Moving to New Cirrus SaaS Based Government Financial ERP Platform in 2023

PR Newswire | January 09, 2024

Springbrook, the country's leading developer of cloud-based government software, closed 2023 with a record number of 68 municipalities selecting Cirrus, the company's flagship financial ERP. Cirrus is a fully integrated, Multi-Tenant, SaasS based platform designed from the ground up specifically for local government agencies. "Cirrus reflects what our customers need and have asked for. We address growing concerns with ransomware attacks by offering the highest level of cybersecurity available. We provide citizens and the next generation of personnel with a seamless, modern, interactive experience. And we know from the pandemic that a changing workforce needs anytime, anywhere browser-based access. Our growth reflects the trend of moving away from home brewed or dated technologies to solutions that are designed for today's challenges," says Robert Bonavito, CEO of Springbrook Software. Springbrook's Cirrus provides a full suite of integrated solutions including finance, payroll, utility billing, advanced budgeting, and human resources. Springbrook also offers the most advanced payment solution available, through Xpress Bill Pay, as well as Tableau, the number one visual analytics tool in use by government agencies. 2023 also marked the roll out of several new technologies including an AI driven ChatBot, Allocation Billing for water utilities with tiered billing structures, and efficient online and mobile Payroll Time Clocks and Time Sheets. About Springbrook Software: Springbrook Software is the country's leading cloud-based finance and administration software provider designing solutions specifically for small to medium sized local government agencies. Nearly 2800 cities, towns and districts from coast to coast use our suite of modern, high-performance solutions to manage their finances, payroll, utility billing and collect citizen payments. Springbrook is headquartered in Portland, Oregon with regional presence in over 40 states, and seven countries internationally.

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Emerging Technology

Thentia now working with AWS to drive innovation in the public sector

PR Newswire | January 20, 2024

Thentia, a leading innovator in regulatory technology, is pleased to announce that it is now working with Amazon Web Services (AWS) to drive continued innovation in the public sector. Thentia is empowering regulators to seamlessly tap into the company's comprehensive regulatory assurance Software-as-a-Service (SaaS) platform, Thentia Cloud, powered by AWS, fortifying the landscape of regulatory oversight. "We are thrilled to be working with AWS as we persist in our commitment to deliver an enhanced experience for government agencies and regulatory entities globally." says Julian Cardarelli, CEO, Thentia. "By leveraging the power of AWS, we solidify our position as a clear leader and a versatile multi-cloud provider in our category, affirming our commitment to ongoing excellence." Cardarelli adds, "With our world-class, fully integrated regulatory assurance platform now accessible on AWS, we strengthen our commitment to empower the public sector with sophisticated tools for unparalleled efficiency in fulfilling their mandate of public protection." Other key benefits of Thentia's relationship with AWS include working with AWS engineers and architects to optimize Thentia Cloud's performance, security, compliance, and reliability. Partnering with AWS also helps ensure that Thentia Cloud remains at the forefront of the latest advances in cloud computing. Designed for regulators by regulators, Thentia Cloud digitizes, streamlines, and consolidates all essential regulatory functions within a single and secure cloud-based environment. The platform is designed to empower regulators with a comprehensive 360-degree view of all licensee activities, giving them a much more modern, streamlined, and efficient way to work and ultimately meet their regulatory obligation to safeguard the public. Trusted by millions of licensed professionals, businesses, and entities globally, Thentia has been recognized by regulators worldwide for its enhanced blend of technological innovation and regulatory proficiency. In addition to AWS, Thentia Cloud is available on other cloud providers including Google Cloud, IBM Cloud, and Microsoft Azure. About Thentia Thoughtfully built for regulators, by regulators, Thentia is driving regulatory transformation for hundreds of regulators and regulatory agencies worldwide with a platform that handles all key department functions including licensing, investigations, enforcement, fitness to practise, quality assurance, scope of practise, continuing education, board management, data analysis, and more. Thentia Cloud empowers regulators to transcend the constraints of legacy processes, custom-built solutions, and a web of disparate applications with a single unified 360-degree platform, setting new standards in efficiency and effectiveness. Thentia Cloud is available on all major cloud providers, including Google Cloud, Amazon Web Services (AWS), IBM Cloud, and Microsoft Azure.

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Emerging Technology

Mkango Subsidiary Maginito and CoTec Form HyProMag USA Joint Venture and Commence Process to Appoint EPCM Provider for the Feasibility Study

GlobeNewswire | January 04, 2024

CoTec Holdings Corp. and Mkango Resources Ltd. are pleased to announce that CoTec and Maginito Limited ("Maginito") have formed a 50/50 joint venture entity which will roll out HyProMag Limited’s (“HyProMag”) Hydrogen Processing of Magnet Scrap (“HPMS”) recycling technology into the United States. The newly formed joint venture company, HyProMag USA, LLC (“HyProMag USA” or the “Joint Venture”), plans to develop a low cost, low carbon, sustainable rare earth magnet recycling and production business underpinned by HPMS. HyProMag has sublicenced the HPMS technology to HyProMag USA. HyProMag is 100 per cent owned by Maginito, which is owned on a 79.4/20.6 per cent basis by Mkango and CoTec, and is commercialising rare earth magnet recycling in the UK, Germany and United States. Revenue from the Joint Venture is targeted for 2025/2026. HyProMag USA will initially focus on completing a bankable feasibility study (“Feasibility Study”) through a hub and spoke model using three HPMS vessels and one magnet manufacturing hub (together the “US Project”). The Joint Venture has recently initiated a “Request for Proposal” process from leading Engineering, Procurement and Construction Management (“EPCM”) providers and has ordered three HPMS reactors to expedite the development of the US Project. Following completion of the Feasibility Study, CoTec and Mkango will make a joint decision as to whether the Joint Venture will proceed with the construction of the US Project. Julian Treger, CoTec CEO commented: “HyProMag is supported by the Minerals Security Partnership1 and we are looking forward to working with leading EPCM providers to design and build these facilities using HyProMag’s considerable experience from the plants being developed in the UK and in Germany. CoTec and Mkango are focused on delivery and will be exploring US Government funding and strategic partnerships for feed supply and rare earth element (“REE”) magnet offtake in the first half of 2024. “We look forward to working and collaborating with local, state and federal stakeholders targeting the completion of the feasibility study”. Will Dawes, Mkango CEO commented: “We see the United States as a core component of our growth strategy and look forward to progressing the US feasibility study over the course of the year, in parallel with further development of operations in the UK, Germany and other jurisdictions. HyProMag’s recycling technology has major competitive advantages versus other recycling technologies and is a key enabler for cost effective and energy efficient separation, recycling and production of rare earth magnets with a significantly reduced carbon footprint. We are receiving strong interest for recycled magnets from potential customers and for recycling solutions from original equipment manufacturers (“OEMs”), and automotive and recycling companies.” HPMS technology was developed at the University of Birmingham, underpinned by approximately US$100 million of research and development funding, and has major competitive advantages versus other rare earth magnet recycling technologies, which are largely focused on chemical processes but do not solve the challenges of liberating magnets from end-of-life scrap streams –HPMS provides the solution. Maginito Maginito is owned 79.4 per cent by Mkango and 20.6 per cent by CoTec. It is focused on developing green technology opportunities in the rare earths supply chain, encompassing neodymium (NdFeB) magnet recycling as well as innovative rare earth alloy, magnet, and separation technologies. Maginito holds a 100 per cent interest in HyProMag and a 90 per cent direct and indirect interest (assuming conversion of Maginito’s convertible loan) in HyProMag GmbH, focused on short loop rare earth magnet recycling in the UK and Germany, and a 100 per cent interest in Mkango Rare Earths UK Ltd (“Mkango UK”), a company focused on long loop rare earth magnet recycling in the UK via a chemical route. About Mkango Resources Ltd. Mkango's corporate strategy is to develop new sustainable sources of neodymium, praseodymium, dysprosium and terbium to supply accelerating demand from electric vehicles, wind turbines and other clean technologies. In parallel with development of its mining assets, Mkango plans to become a market leader in the production of recycled rare earth magnets and alloys via its interest in Maginito. This integrated Mine, Refine, Recycle strategy differentiates Mkango from its peers, uniquely positioning the Company in the rare earths sector. Mkango is listed on the AIM and the TSX-V. Mkango is developing its flagship Songwe Hill rare earths project (“Songwe”) in Malawi with a Definitive Feasibility Study completed in July 2022 and an Environmental, Social and Health Impact Assessment approved by the Government of Malawi in January 2023. Discussions regarding the Mine Development Agreement (“MDA”) for Songwe Hill are ongoing with the Government of Malawi. In parallel, Mkango and Grupa Azoty PULAWY, Poland's leading chemical manufacturer have agreed to work together towards development of a rare earth separation plant at Pulawy in Poland (the Pulawy Separation Plant) to process the purified mixed rare earth carbonate produced at Songwe Hill. Mkango also has an extensive exploration portfolio in Malawi, including the Mchinji rutile exploration project, the Thambani uranium-tantalum-niobium-zircon project and Chimimbe nickel-cobalt project. About CoTec Holdings Corp. CoTec is a publicly traded investment issuer listed on the Toronto Venture Stock Exchange (“TSX- V”) and the OTCQB and trades under the symbol CTH and CTHCF respectively. CoTec is an environment, social, and governance (“ESG”)-focused company investing in innovative technologies that have the potential to fundamentally change the way metals and minerals can be extracted and processed for the purpose of applying those technologies to undervalued operating assets and recycling opportunities, as it transitions into a mid-tier mineral resource producer. CoTec is committed to supporting the transition to a lower carbon future for the extraction industry, a sector on the cusp of a green revolution as it embraces technology and innovation. It has made four investments to date and is actively pursuing operating opportunities where current technology investments could be deployed.

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