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These changes that we've been seeing in our business, if I hadn't learnt from all of the Video Agency Day last year, the TwentyThree Summit side of tended, and thought about how the industry was changing, I don't think my business would have survived. Welcome so much to the second edition of Video Agency Day, the first conference in the world dedicated solely to the video agency. As an agency partner, there's a lot of value still to be asking trickier questions and really encouraging people to think of things from an end-to-end, you know, buyer journey perspective. Because there's a lot that your average marketing team doesn't know about video marketing that you will know. Don't underestimate how much people have great ideas without necessarily the most commercial mindset about it. The key for us is realising that video production is marketing, right? It's like speaking the language of marketing people, learning how to talk about marketing effectiveness, moving it beyond simple models to like actual kind of proper, you know, how do we grow brands by having excess share of voice? Okay, that is how marketing agencies talk. And as soon as you start doing that, as soon as you start having those higher level conversations, which go beyond just like a video strategy to like a proper marketing strategy with video at its core, that's where things really change for us. Then only recently we started to add the kind of the strategy piece to that puzzle. Really focusing on these three areas has been quite revolutionary. We flipped that narrative around and said, what is your marketing target? Then work back based on conversion rates. So what's your average deal size, sales cycle length? You work your way all the way back, your actual number that you'll need to get this target is X number of webinars. It's not starting the other way around. We decided to not just build another production studio, but we built a video marketing agency. We are starting to see this light at the end of the tunnel of really movement on becoming the agency for the new world.
