Veeam MarketReach User Guide. Automate Your Marketing. Grow Your Business.

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1 Veeam MarketReach User Guide Automate Your Marketing. Grow Your Business. March, 2013

2 Contents PART 1. INTRODUCTION 3 What is Veeam MarketReach? 3 PART 2. ENTERING VEEAM MARKETREACH 3 Who can access Veeam MarketReach 3 Entering Veeam MarketReach 5 PART 3. CONTACT LISTS 6 Uploading a contact list 6 Step 1: General 7 Step 2: Permission 8 Step 3: Recipients 9 Step 4: Manage fields 13 Advanced settings 15 List segmentation 17 Managing unsubscribed contacts 20 Suppression list 22 PART 4. LAUNCHING AN CAMPAIGN 23 Step 1: Recipients 24 Step 2: Personalize 25 Step 3: Conformity tests 28 Step 4: Schedule a mailing 30 PART 5. GETTING YOUR LEADS 31 PART 6. TRACKING RESULTS 34 PART 7. CAMPAIGNS 39 What is a Veeam MarketReach campaign? 39 Why do you need campaigns? 39 When should you NOT use campaigns? 40 Creating and using campaigns 40 PART 8. IMPORTANT SETTINGS (CRM integration, posting to social media, time zones) 42 CRM system integration 42 Posting to social media 43 Setting up your social media accounts 44 Post to social media when launching your marketing activities 45 Tracking the results 46 Time zones 47 PART 9. HELP 48 2 VEEAM MARKETREACH USER GUIDE

3 PART 1. INTRODUCTION What is Veeam MarketReach? Veeam MarketReach is a FREE new marketing automation tool available only to Veeam ProPartners that lets you create branded marketing materials quickly and easily. It also allows you to execute and analyze the performance of your internet marketing campaigns no special skills required! With Veeam MarketReach, you can: Send customizable s in a few clicks Build co-branded registration pages no HTML skills required Perform a comprehensive analysis of results real-time tracking As a result, you benefit with: More new leads Loyal customers Quicker sales This means more money! IMPORTANT: Veeam cannot see contacts from your contact lists and will not get leads you have acquired from any kind of your interactions. These leads are ONLY visible to members in your company who have access to Veeam MarketReach (unless you synchronize the leads with your CRM system). PART 2. ENTERING VEEAM MARKETREACH Who can access Veeam MarketReach Veeam MarketReach is available to ProPartner Portal users only. Your company manager (the person that registered your company on the ProPartner Portal) will have access to Veeam MarketReach automatically. To grant access to other registered company members, the company manager should take these steps: 1. Go to the Manage People section of the ProPartner Portal and: a. Go to the Edit profile. b. Scroll down to the bottom of the page and click Manage people button. 3 VEEAM MARKETREACH USER GUIDE

4 2. Write or search for the correct person in the field under Manage people to get access to MarketReach. 3. Click Manage Person under the Action column. 4. Check the box after Veeam MarketReach Allowed and click Apply button. 5. An icon in the Views column on the right side of the user name will now indicate Veeam MarketReach allowed and that the user has access to Veeam MarketReach.. 4 VEEAM MARKETREACH USER GUIDE

5 Entering Veeam MarketReach 1. Login to the Veeam ProPartner portal 2. Go to the Sales & Marketing tab and select Veeam MarketReach 3. You will see an introductory page with helpful guides and materials to learn more about Veeam MarketReach and how to use it. 4. At any time you may click the Start right now! button to go directly to the center. 5 VEEAM MARKETREACH USER GUIDE

6 Questions? Contact the Veeam MarketReach Team. PART 3. CONTACT LISTS Uploading a contact list Before launching your first campaign, you must upload your contact list (the recipients of your communications). You can easily update your contact list at any time, as well as create and maintain several different contact lists. Note: It is highly recommended that you keep just one list and segment it for sending different s to different people. IMPORTANT: Veeam cannot see contacts from your contact lists and cannot get leads that you acquire from any kind of your interactions. To upload a new list: 1. Click the Upload Contacts link on the Get Started navigation panel. You may also click the Contacts tab located in the top menu of the MarketReach window. Both ways are shown below: 6 VEEAM MARKETREACH USER GUIDE

7 2. Type in the name of your new list in the blank field under Your Lists. Click the CREATE button. 3. Follow the user-friendly wizard that will lead you through the following four steps of contact-list creation: Step 1: General a. Select a permission type for the list - Opt-In: This permission type is preferable. It means you are uploading a list you have already been nurturing or one for which you have already established sending permissions. - Confirmed Opt-In: Choosing this permission type means you have a list for which you have not yet sent an . In this case, subscribers will first receive an from you asking them to confirm they agree to receive s from you. b. Default sender - Sender Name: Type the name that will be associated with the list in this field. By default, the recipients from this list will see that the is coming from the name you put in this field. - Sender The you type in this field is associated with the sender name. Whenever you send an to the list, it will say that the is coming from the Sender Name and the Sender that you provide in this step. Both of these fields can be modified for any particular mailing. Note: Make sure you have specified an existing and valid address here. Otherwise, your may be treated as spam. 7 VEEAM MARKETREACH USER GUIDE

8 c. Select the language of your list. Selecting the language can help you define the language used in the sent to this list. The language you select can also help you find the best list in which to send a translated . d. Choose if you want to Import Your List Now or Continue Later, and click Next. If you select Confirmed Opt-In as your permission type, you will be able to import your contacts later on one of the next steps. Step 2: Permission This step allows you to confirm that you have proper permission to communicate with every member in your contact list. IMPORTANT: It is important to make sure every recipient in your list has given you permission to contact them. Without proper permission, you run the risk of being reported as spam, or worse, being sued under anti-spam laws. 8 VEEAM MARKETREACH USER GUIDE

9 Step 3: Recipients Note: This step differs slightly, depending on the permission type being selected in step 1. Click here to jump to the instructions for the Confirmed Opt-In permission type. Import your file with recipients or integrate and pull contacts from the CRM system you use. Examples: You can integrate with SalesForce, SugerCRM, Google Contacts and several other programs. Note: Integration with CRM systems will be covered in more detail later in this guide. 9 VEEAM MARKETREACH USER GUIDE

10 Confirmed Opt-In In the first step of your contact list creation if you have chosen Confirmed Opt-In after confirming you have proper permission to to all members of your future contact list, you will be directed to the list summary page. Unlike Opt-In lists where you are first asked to upload the list itself, with Confirmed Opt-In you can first manage a few settings and then proceed with the list import. For the Confirmed Opt-in, it is highly advised that you personalize the following automatic s that go to the members of such list: 1. The Confirmed Opt-In sent to the members of your list asking them to confirm their subscription (Until this is done, they won t receive your communications) 2. The Welcome that members of your contact list will receive after they confirm their subscription 3. The Goodbye to members of your contact list if they unsubscribe from your communications These s should all be customized for each Confirmed Opt-In list separately. Otherwise, the system will send the default Confirmed Opt-In , Welcome and Goodbye VEEAM MARKETREACH USER GUIDE

11 Click on any of these s to customize: Change the message and the way the templates look using the user-friendly editor: 11 VEEAM MARKETREACH USER GUIDE

12 Scroll down and adjust the text version: Finally, Add members by choosing Add a member or Importing members: 12 VEEAM MARKETREACH USER GUIDE

13 Step 4: Manage fields 1. Manage your fields by naming the columns in your list. You will need to manage your fields in order to personalize your s or segment your list later. After giving a name to a column, you will be able to refer to the column to tell the system where to get certain information. Example: If you want your to be more personal and say Dear [Firstname], then you will need to tell the system which contact list column to take your first name form. To do this: Browse the Column column to find the section with the first name. Select the First Name option from the drop-down menu on the right. 13 VEEAM MARKETREACH USER GUIDE

14 You can name all other columns of your imported contact list in this same way. When you have named all the fields you will need, click Finish. The system will process the list and show you the summary. 2. When you include a [First Name] tag in your template, the system will automatically substitute it with the first name of the customer pulled from the list. By ignoring some fields, you can tell the system that you will not use information contained in certain fields for your s. 3. You may also want to add a timestamp to your contact list. A timestamp will show you the date when a lead was added to the list: Scroll down to the bottom of the page to the add a TIMESTAMP field section Select Create new field from the drop-down menu and name the new time stamp field A column with the date that leads are created will then be added to your list. Note: The only field you MUST mark is the field. Be sure to mark this field when uploading your contact list. 14 VEEAM MARKETREACH USER GUIDE

15 Advanced settings There are a number of advanced settings you may be interested in. These fields are not required, but can help you automate your lead management process, apply additional personalization or provide you with additional information. 1. Timestamp. A timestamp shows you the date a lead is added to the list: Scroll down to the bottom of the page to the Add a TIMESTAMP field section Select Create new field from the drop-down menu and name the new timestamp field The column with the date the lead is created will be added to your list. 15 VEEAM MARKETREACH USER GUIDE

16 2. Invalidity rules. Set up invalidity rules - the rules defining actions and the number of times members of your contact list should repeat these actions to be automatically added to the suppression list. For example, you may create a rule that will send a contact to the suppression list if he or she has returned three full mailbox responds. To manage invalidity rules: a. In the contact list summary, click the Edit rules link in the Invalidity rules section. 16 VEEAM MARKETREACH USER GUIDE

17 b. You can define actions and the number of times they should be repeated to send a user to the suppression list. c. Click Save. List segmentation Managing a contact list is very simple, but there are a few tips such as segmentation that may help you avoid uploading and maintaining several lists in the system. Segmentation allows you to group contacts based on certain criteria and later communicate only to this selected group or to several selected groups. Note: To segment a list by a field, the field must be mapped. 17 VEEAM MARKETREACH USER GUIDE

18 To create a segment: 1. Go to the Contacts tab and select the list you want to segment 2. Click the New Segment link 3. Type the name of the segment in the blank Name field. 4. Select the field and values to be used to build a segment: a. Select Fields under the Select drop-down list to build a segment b. Select Values to build a segment. Note: You can create several rules to build your segment and specify their connection with AND or OR. 18 VEEAM MARKETREACH USER GUIDE

19 5. Click CREATE SEGMENTT To see contacts in the created segment: 1. Go back to List Summary and select this segment in the Displaying Segment drop-down list 19 VEEAM MARKETREACH USER GUIDE

20 2. Scroll down to see all contacts or to export list to an Excel spreadsheet Managing unsubscribed contacts It is easy to manage unsubscribed people with Veeam MarketReach, which automatically pastes the Unsubscribed link to each you send. Moreover, you will know which people unsubscribed from your communications. To see the unsubscribed people: 1. Go to the Contacts tab and open your contact list 20 VEEAM MARKETREACH USER GUIDE

21 2. In the Active tab, you will see all recipients of your 3. In the Unsubscribed tab, you can see everyone who unsubscribes from your future communications by first clicking the unsubscribed link in your s. 4. You can also manually unsubscribe someone, by clicking the icon, located next to each contact. 21 VEEAM MARKETREACH USER GUIDE

22 IMPORTANT: The system doesn t recognize people with the same addresses across different lists. This means if someone unsubscribes from one list, but is included in another list, he or she will still be subscribed to s for this second list. For this reason, it is highly recommended that you maintain only one list and segment it. This is the best way to be sure that unsubscribed people do not receive s from you. Suppression list To manage unsubscribed people globally, you can add them to a suppression list. This means that these people will never receive communications from you, regardless of which list you are using. To add people to a suppression list: 1. Go to Contacts and select the Suppression tab 2. Under Suppression List, click the Add button 3. Type in the you wish to unsubscribe from all future communications and click the ADD TO THE LIST button 22 VEEAM MARKETREACH USER GUIDE

23 You can also import s from a file or suppress a whole domain to ensure someone with a certain address will no longer receive s from you. PART 4. LAUNCHING AN CAMPAIGN Once you have uploaded a contact list, you can start sending s. Your s are free to send, with a limit of 2,500 s, per month. To launch an campaign: Go to the Library tab 23 VEEAM MARKETREACH USER GUIDE

24 Select Create a Syndicated in the drop-down on the right-hand side. Choose from a variety of templates and click the Create New button. The following step-by-step instructions will navigate you through this process: Step 1: Recipients 1. Choose a name for your mailing: Click the Rename button next to the title. 24 VEEAM MARKETREACH USER GUIDE

25 2. Select recipients: Choose a contact list or a segment of the contact list and click NEXT. IMPORTANT: Veeam cannot see contacts from your contact lists and will not get leads you acquire from any of your interactions. These leads are ONLY visible to those members in your company who have access to Veeam MarketReach (unless you synchronize leads with your CRM system). Step 2: Personalize 1. Personalize your to say, for example, Hello Bob, Hi Jane, or any other greeting with a name. To do this you will need to paste the name of the column from which you want to pull the values. The name of the column should be in brackets. However, for the vast majority of templates, this has already been done for you. 25 VEEAM MARKETREACH USER GUIDE

26 2. Add your logo. a. It is important to upload a logo of the correct dimensions. If the logo is too large or small, the system won t automatically maintain the quality when resizing it. The recommended logo sizes are: For square logos: 50 x 50 px For rectangular logos: 50 * 140 px Note: It is highly recommended that you try different dimensions and view it before sending on the preview. Once you have uploaded the correct size logo, the system will remember it and use this logo for future templates, although you can always change it if you want. b. To upload a logo: Click on the Partner Logo field so that the words Partner logo Click to edit pop up. Click on Partner logo, then on the Upload link to select a logo on your computer. After the logo is selected, click SAVE. Your logo should show up exactly the same way it will look in the when it comes to your recipients. 3. Attach a URL to your website to your logo, so that when users click, they will be redirected to your webpage. Navigate to the small icon, until Partner Website is visible. 26 VEEAM MARKETREACH USER GUIDE

27 Click the icon and type in a URL in the text area and click SAVE. Note: You can also manage your logo and the URL in Other personalization at the bottom of the page. Note: Don t forget to click the APPLY button for every change or your changes will not be applied. 4. You will be asked to customize certain parts of the , as well as some settings. Name: Your recipients will see the name you type in the From name field in the ecard they receive from you Your recipients will reply to the address you type in this Sender field when they reply to the you send them. Make sure you have specified an existing and valid address here. Otherwise, your may be treated as spam. Note: Both of the above modifiable fields are initially auto-filled with the values from the selected contact list. Type the subject line of your in the Subject field. 27 VEEAM MARKETREACH USER GUIDE

28 body: Upload your logo and make modifications to the text. IMPORTANT: All areas allowed for customization are highlighted with hash marks. Simply click on the area you would like to modify with your user-friendly pop-up WYSIWYG editor no special knowledge or skills are required for this task. In the same way you customize the registration page, you can also customize both the confirmation and thank-you page that users see after submitting a registration form. Click NEXT after you finish customization Step 3: Conformity tests 1. To see all items you have created in a browser, click on the links located on the right side of the window and: Move from the to the landing page Submit the form See the thank-you page See the confirmation VEEAM MARKETREACH USER GUIDE

29 2. To send a test: Type the address where you would like your test to be sent Click the Add button Pick either Send test with merged HTML and Plain Text formats or Send HTML and Plain Text tests separately Click NEXT 29 VEEAM MARKETREACH USER GUIDE

30 Step 4: Schedule a mailing Check either Send the mailing immediately or Plan the mailing to the following delivery time (for this option, you must type in date and time in below format) IMPORTANT: Make sure you have the correct time zone selected by checking the Settings tab in the People section. Choose how often you would like to get the mailing-status report, which will include a delivery overview with open and unsubscribed rates, as well other helpful performance information Tweet about your mailing or post information to your LinkedIn account by choosing the Send and post to my social networks button. Note: Setting up your social network accounts will be covered in more detail later in this guide. Now your newly-created will appear in the Marketing Activities tab, where you can always see its status and manage it. s may have the below statuses: Delivered your has been successfully sent. Incomplete for some reason your cannot be sent. Click on the to find the reason. Scheduled your still has not been sent. At this point, you can then reschedule, unschedule or make other changes to the mailing before it goes out. 30 VEEAM MARKETREACH USER GUIDE

31 To do this, simply: Go to the Marketing Activities tab above Your Marketing Activities Find the mailing Apply the changes you would like to make by clicking Rename, Unschedule or Duplicate Note: The Veeam Team is continuously uploading new templates to the system. Use these templates to inform your customers about product releases, special offers, new available resources and other Veeam news. PART 5. GETTING YOUR LEADS A lead is defined here as any interaction. This means that if someone has filled out a form on the landing page, registered, opened an or reacted to your in any other way, Veeam MarketReach will automatically detect this person as a lead. IMPORTANT: Veeam cannot see contacts from your contact lists and does not get leads you acquire from any of your interactions. These leads are ONLY visible to those members in your company who have access to Veeam MarketReach (unless you synchronize leads with your CRM system). After a mailing has been sent, you will be able to access your new leads. To get leads: Go to the Contacts tab Open the Leads section 31 VEEAM MARKETREACH USER GUIDE

32 Initially, you will be shown all leads derived from all communications. By applying different filters, you can narrow down a list and see leads from particular campaigns, events, etc. Another way to get leads immediately is to make them ed to you. To do that: Go to the Settings tab and click on the Notifications section Activate the corresponding checkboxes Click SAVE NOTIFICATIONS 32 VEEAM MARKETREACH USER GUIDE

33 All lead actions open, clicking on the link or form submission are assigned point values, which, added together, become the lead s score and are displayed next to the lead name. Scoring is calculated automatically and is based on system settings that cannot be modified. Veeam MarketReach uses the below scoring system: sent = 0 open = 3 click= 10 Registration page viewing = 10 Registration page viewing duration = 5 Registration page click = 15 Form submission = 60 Note: Leads outside of your contact list will not automatically be added to your contact list. You will need to manually add each of these outside leads to your contact list. 33 VEEAM MARKETREACH USER GUIDE

34 PART 6. TRACKING RESULTS After your mailing is sent, you can review the results. Quick analytics and a general understanding of the s performance can be gained on the dashboard. Graphs and charts represent how the results change with time. You also can associate your s with a campaign and then track the results by campaign. Campaigns will be discussed later in this guide. Another way to see results is to select a specific mailing in the Marketing Activities tab. 34 VEEAM MARKETREACH USER GUIDE

35 35 VEEAM MARKETREACH USER GUIDE

36 This will allow you to see the following data: 1. Delivery Overview: How many s were sent, bounced and delivered? By clicking on the More Details link next to Bounced, you will be able to see the bounce reasons and the addresses of all people who failed to receive your communication. 2. Opens: How many s were opened? How many unsubscribes? What are the submission details? Take these steps to see the Opens data: Click on the Who opened link next to Opens by recipient to see who opened your VEEAM MARKETREACH USER GUIDE

37 Click on the Over time link to see the day-by-day performance of your . This may be useful to see if your is continuing to perform well, how soon your recipients are responding to the and, generally, the best days for sending e-blasts. To see who unsubscribed from your communications, click the Who unsubscribed link 37 VEEAM MARKETREACH USER GUIDE

38 Clicking on the Submission Details link will transfer you to the Leads section, where you will be able to see all leads gathered from a selected landing page. IMPORTANT: Veeam cannot see contacts from your contact lists and does not get leads you acquire from any of your interactions. These leads are ONLY visible to those members in your company who have access to Veeam MarketReach (unless you synchronize leads with your CRM system). 3. Bounces By clicking on the More Details link next to Bounced, you will be able to see the bounce reasons and the addresses of all people who failed to receive your communication. 4. Clicks on links will tell you which links people are clicking on. 38 VEEAM MARKETREACH USER GUIDE

39 This information can also be found in a status report that you schedule to be ed to you. (See above in Step 4 of Mailing Set-up) PART 7. CAMPAIGNS What is a Veeam MarketReach campaign? The purpose of a campaign is to create organization within your marketing activities. Why do you need campaigns? Campaigns allow you to: Track a bundle of related marketing activities for an understanding of the overall success of the coordinated effort. Group leads related to the same topic. This can be very useful for your future lead-nurturing activities when you will want to reach only a certain group of people. Understand which types of activities give you better results. 39 VEEAM MARKETREACH USER GUIDE

40 When should you NOT use campaigns? You really shouldn t use campaigns to group marketing activities that only have a certain type of marketing activity in common. For instance, you shouldn t group mailings devoted to different Veeam solutions into one campaign. Instead, you may want to group the same campaign invitations and follow-ups, respectively, for before and after a webinar. Creating and using campaigns To group different marketing activities into one campaign, you should first create a campaign: 1. Go to the Veeam MarketReach dashboard and click Activate a campaign 2. Type in the name of the new campaign and click CREATE Start grouping your marketing activities with the following steps: 1. Go to the Marketing Activities tab 2. Navigate to the activity that you would like to associate with the campaign and click the Add Campaigns link 40 VEEAM MARKETREACH USER GUIDE

41 3. Select campaigns that should be associated with this activity and click the APPLY button You will now be able to see and track the overall performance of your campaigns by scrolling down to the list of your campaigns under CAMPAIGNS on the dashboard. 41 VEEAM MARKETREACH USER GUIDE

42 Clicking on a campaign will shift you to the page with the campaign s graphic and spreadsheet information. You can also drill down to particular activities associated with this campaign. PART 8. IMPORTANT SETTINGS (CRM integration, posting to social media, time zones) CRM system integration Veeam MarketReach lets you synchronize with the CRM system you are using and save time by avoiding multiple-list exchange between two systems. You can also: Export leads from your CRM system right to Veeam MarketReach when creating a contact list. Upload leads from Veeam MarketReach campaigns back to the CRM system to keep all together. IMPORTANT: Veeam cannot see contacts from your contact lists and does not get leads you acquire from any of your interactions. These leads are ONLY visible to those members in your company who have access to Veeam MarketReach (unless you synchronize leads with your CRM system). 42 VEEAM MARKETREACH USER GUIDE

43 Veeam MarketReach supports the following CMR systems: SageCRM, SalesForce, SugarCRM, Zoho CRM, and Saleslink. Each of these systems has some differences when setting up, but for all of them you will have to perform the following steps: 1. Go to the Settings tab, CRM integration section 2. Select the CRM system you are using and click Activate 3. Fill in all the fields. To get more detailed information on setting up a particular CRM system, please, choose: - Highrise - SageCRM (hosted) - SageCRM Premise - Salesforce.com - SugarCRM - Zoho CRM Posting to social media You can raise awareness of marketing activities created with Veeam MarketReach by sharing the information on social networks such as Twitter and LinkedIn. When creating marketing activities, you will be able to send out links through these social accounts. 43 VEEAM MARKETREACH USER GUIDE

44 Setting up your social media accounts To use this feature, please, add the social network accounts you would like to use: 1. Go to the Settings tab and select the Social section 2. Click on the correct social media icon to set up 3. Set up: a. If you wish to set up a LinkedIn account, provide your LinkedIn credentials, choose the Until Revoked setting and click the Ok, I ll Allow It button b. To set up a Twitter account, just provide your credentials and click Sign in. The system will validate your account, which may take a moment to process. Note: If you are using more than one subscription service, set up social accounts for each of these services. Note: When setting up your LinkedIn account: 44 VEEAM MARKETREACH USER GUIDE

45 1. If you are logged into your Veeam MarketReach account at the same time as your LinkedIn account, the authorization screen will look a little different (but function in the same way), like the following: 2. If you have previously authorized an account (for a month, week or day) and you are signed into LinkedIn, you will also see the Revoke Permission button, which will take you to the LinkedIn page where you can manage your options for 3rd party connection to your account. Post to social media when launching your marketing activities Once connected, you will be able to provide a post that will appear on your LinkedIn Home and Activities and Twitter pages at the same time that your message is sent (either scheduled or immediately). To post to social media, just click on the SEND AND POST TO SOCIAL MEDIA during step 4 when you are scheduling your marketing activity. Select the date and time when the post should go live (or choose POST NOW). 45 VEEAM MARKETREACH USER GUIDE

46 This is how your posts will look in LinkedIn and Twitter: Track the results You can always see the reaction to your social media posts. Go to the Analytics tab, click on the Social section and see the results. 46 VEEAM MARKETREACH USER GUIDE

47 Time zones When you schedule an activity to go live at some time in the future, the time zone must be selected in your settings. Choose the correct time zone with the following steps: 1. Go to the Settings tab and click the People section 2. Choose a person to set up a time zone for and click on his or her name 47 VEEAM MARKETREACH USER GUIDE

48 3. On the panel with user details, choose the appropriate time zone and click SAVE PART 9. HELP In this user guide we covered the most important tasks you will be able to perform with Veeam MarketReach. Additional training materials such as the recorded demo of the tool, FAQ and Tips & Tricks are always available on the Veeam MarketReach page of the Veeam ProPartner Portal at php/#hr:veeammarketreach.php. If you need more details on any of the features or have questions, please, feel free to us at 48 VEEAM MARKETREACH USER GUIDE

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