The right marketing strategy doesn't pitch your brand or sell your product. It clearly states the problems you solve. It connects your solutions to your customer’s pain in a way they can immediately understand and can't resist. 

At Venveo, we're intentional experts in the intersection of who your customer is and where they interact online. I lead our team in creating data-based strategies to build brands that resonate with their audience and cut through the noise so they can be where their customer is when they're researching, sourcing and purchasing building products. 

Throughout my career in digital marketing, I've sat in almost every seat in our agency, and all of that experience has taught me that obsessing about our customers and our customer's customer is the only way to get the results no one else thought possible.

I believe in leading companies to dream bigger, reject the status quo and unlock their potential.

What our clients are saying about Venveo: 

"Knowledgeable and competent from top to bottom." - Founder of an online architecture videos company

"Venveo went above and beyond in many cases to help us determine the best path forward." - Executive for a bathroom fixtures manufacturer

"Their results are consistently better than their projections." - President at a construction company

Beth PopNikolov

The year is 2026. 

Protein creeps into building materials. 

Your driveway suddenly starts making gains 💪. 

No product is safe. Neither is your house. 





#buzzwords #branding #protein

Beth💥 PopNikolov

Your marketing should be a revenue maker—not a revenue taker. Marketing is Sales. Period. | CEO @ Venveo | Brand Champion & Strategy Expert for highly complex B2B industries

New year. Same economic uncertainty for the building materials industry.

I don't need to recap the tariff whiplash or cryptic jobs reports from last year.

But here's what we're actually seeing from folks in the industry: cautious optimism.

Construction spending is projected to exceed $2.2 trillion in 2026, continuing a trend of modest, steady growth.

Most manufacturers and dealers we're talking to expect this year to match or slightly exceed last year's performance.

What's changed isn't the unpredictability or the policy ping-pong, it's how companies are defining success.

In 2026, success means value over volume. Your customers are more selective than ever. They're operating under the same pressures you are: tighter budgets, rising costs, the expectation to do more with less. Add in pricing uncertainty and labor shortages, and every decision carries more weight.

As a result, buyers have less patience for friction and higher expectations for expertise. They want partners who help them make confident decisions without adding unnecessary complexity.

The manufacturers gaining ground are responding by investing in brand clarity, customer service, and digital marketing that builds trust earlier in the decision process.

From a marketing perspective?

Make yourself the obvious choice, faster. In a year where every buyer is being more selective, the brands that win will be the ones customers understand quickest and trust soonest.

The headlines will keep coming. Your job is to keep executing on what moves the needle.

And if you've been doing the work: building trust, reducing friction, staying consistent. You're already positioned to win in this environment.

Are we hitting peak AI Slopification in marketing?

I think so. 

Maybe you’ve seen the headlines: 

❌ McDonald's Netherlands pulled an AI Christmas ad after viewers called it "soulless" and "creepy." 

❌ Coke’s attempt to remake its classic "Holidays Are Coming" spot with AI was roasted for glitchy physics and zero emotional resonance.

❌ And if you spend any time on YouTube, you’ve definitely been served those bizarre, deep-faked "Tai Chi Walking" ads promising 8-pack abs for seniors.

We are getting dangerously close to a world of indistinguishable, infinite content. But right now? It’s mostly just "slop."

This brings up two massive issues every marketing leader needs to face:

1. Your Brand Reputation Is On The Line

Marketers are racing to use these tools for efficiency. But most current AI-generated creative isn't just "not quite there” … it's decidedly mediocre.

Your reputation is built on trust. Quality is what earns that trust. And a lack of quality (say, in your shoddy AI slop ads) is a surefire way to lose that trust. 

So, why are we racing to crank out subpar creative?

90% of buyers  (including those who use AI tools!) say they want media created by humans.

Customers aren’t flocking to your brand because you saved 6 hours making your ads.  

2. Speed Is Not Strategy

Here's the real temptation with AI: quantity before you've nailed quality.

Yes, you can now pump out five social posts a day. But should you?

For most brands, the answer is no.

Focus on creating the content your customers actually need—not a massive volume of content nobody's asking for.

If you don't have solid how-to videos yet, start there. Not with churning out daily reels.

If you're already doing content well, ask: How can I make what I'm doing even better? How can I increase engagement, quality, and conversions before I worry about volume?

AI's real value right now isn't in doing more. It's finally having the bandwidth and resources to do the basics right.

The fundamentals you've been putting off because you didn't have the people or budget? Now you can tackle them. Thoughtfully. Strategically.

Not by trying to become TikTok-famous as a lumber brand.

Are you seeing AI slop infiltrate your industry? What content fundamentals are you finally tackling now that AI can handle the busy work?

Garage doors aren’t just a checkbox anymore for builders. They are a major selling point.

We sat down with Tina Mealer, Director of Marketing at Haas Door, to talk about what builders actually care about right now, and how to shift the perception of a category most homeowners and contractors still treat like tires on a car: required, unremarkable, and replaceable.

Here are a few takeaways worth your time:

➡️ Garage doors as a real ROI lever (268 percent return)
➡️ Why dealers are often the strongest voices in the room
➡️ Builders getting savvier about curb appeal, energy performance, and even wind ratings
➡️ And yes, how influencer content is showing up in builder conversations more than you’d expect

It was great to hear firsthand how a building materials brand is approaching influencer strategy, but even more interesting to hear how closely builders are watching.

They’re not just looking to influencers for inspiration, but for specific materials, finishes, specs, and trends they can apply to real projects. They’re paying attention and turning that insight into real product decisions.

Huge thanks to Tina for joining us and sharing her perspective.

Highly recommend you check out the work she’s doing at Haas Door.

Full episode linked below ↓

And just like that, we’re back on the road. 

Who’s going to be at the Builder’s Show in Orlando? 

After that, we’re onto JLC Live in March.

What’s on your trade show schedule this season? 


#IBS2026

Gensler just released its annual design forecast, and it names what a lot of architecture firms are experiencing: 

AI is dramatically accelerating the parts of architecture that have historically absorbed billable hours: concept generation, massing studies, layout exploration, rapid iteration.

Work that once required large teams and long timelines now happens in a fraction of the time.

That doesn't make it unimportant. It makes it less scarce. And when time-based expertise stops being scarce, its value changes.

When AI compresses production work, value doesn’t disappear, it relocates.

It concentrates around judgment, synthesis, and decision-making. Helping clients understand trade-offs. 

Connecting design choices to outcomes. Taking responsibility for direction, not just generating options.

This isn't unique to architecture. AI compresses production-heavy work across marketing, product, and creative teams and exposes a bigger question: what are you actually being paid for?

For building materials brands, this matters. Faster early-stage design means decisions happen earlier. Influence moves upstream. Products enter the conversation when direction is still being shaped, not after choices are locked in.

AI raises the floor on execution. It also raises expectations around clarity and expertise.

The firms that win won't defend their process. They'll be explicit about their thinking.

Curious how others in architecture, AEC, or building materials are experiencing this. Are you seeing value move earlier in the process?

If 2025 was the year of AI panic, 2026 is where we actually (start) to figure this out.

Marketing Brew just asked CMOs from Intuit, Adobe, BetterHelp, and Zappi how they're thinking about AI for the year ahead.

Their biggest themes are exactly what you’d expect: How to show up in consumers' AI tools (AEO, GEO, LLMs) and training teams to actually use these tools effectively. 

Here's what stood out to me most.

These leaders are calling for the need to draw a clear line between what AI should do … and what marketing still requires from humans.

Intuit's CMO put it perfectly: "Execution is increasingly automated, so our teams' value comes from what AI can't do: deep customer insight, strategic judgment, and creative curiosity."

That's the actual strategy right there.

AI handles the execution. Humans own the insight, the strategy, the judgment calls that move the business forward.

If you've felt enormous FOMO this past year about mastering AI, here's the reality:

Every marketing team is still figuring this out. 

Adobe's VP of integrated marketing says her top priority is "giving people permission to experiment" and helping teams "test various tools, summarizing documents, refining messaging." 

We're all in the learning phase. But the direction is becoming clear.

Stop trying to be an AI expert. Start building teams that know when to use it and when human judgment matters more.

What's your AI strategy for 2026? Are you focused on the tech or the humans using it?







#AI #marketing

Last week when I predicted that TikTok's new owners would break the platform, I didn't think it would happen THAT quickly 🤔. 

While I'm not a software engineer, I know enough about marketing and algorithmic feeds to be skeptical that a simple 'power outage' could cause such a radical change to the entire user experience. 

This is the exact reason we diversify our channels. If TikTok is a part of your 2026 marketing plan or you’re already there and this is making you jittery, here are a few tips to hedge your bets: 

⬩Cross-promote aggressively: Use your TikTok profile (while it functions normally) to direct people elsewhere. Pin a video telling followers where to find you next, update your bio with links to YouTube/Instagram, create a simple landing page with all your channels. Do it today, so that if you need to make a transition, you’ve already laid the groundwork. 

⬩YouTube Shorts: If you're already making short-form content, this is a no-brainer. Just remember, YouTube is a search engine first, so optimize your titles and descriptions like you would a blog post. SEO principles matter here.

⬩Keep an eye on emerging platforms: Marketers love shiny objects, so don't bet the farm yet … but UpScrolled is emerging as a possible contender depending on how this transition shakes out. Stay curious, test small.





#TikTok

If you were enjoying Christmas with your family instead of obsessively tracking TikTok news, here's what you missed:

TikTok's getting new American owners. Oracle, Silver Lake, and MGX are taking a combined stake in the U.S. operations. The deal's supposed to close late this month. 

Here's what matters for marketers:

The algorithm stays, but it's getting retrained on U.S. data. What does that actually look like in practice? We don't really know yet.

Could be a minor hiccup. Could be fundamentally disruptive to content performance. Hard to say until we see it play out.

Here’s my unfounded but most likely accurate prediction: they’re gonna kill it. 

Is there anything about Oracle that screams "fast, high engagement, trendy, understands Gen Z"? No. 

Everything about them is enterprise software. Giant, bloated, sterile. Unless they're smart enough to hand this over to people who actually understand the platform and stay out of the way, this could go sideways fast. Time will tell. 

If TikTok is a key channel for you, just keep an eye on your metrics over the next few months. Watch for any shifts in engagement or reach patterns.

One thing worth noting: TikTok seems to be pushing LIVE hard. They hosted their first-ever awards show as a live stream and gave major recognition to LIVE creators. If the new ownership doubles down on this, LIVE could become a much bigger growth lever in 2026.

Might be worth testing if you haven't already.






#tiktok #aquisitions

Trying to get a real read on the housing market heading into 2026?

It’s tough to know which headlines and data points actually matter. 

One data set worth paying attention to is the latest Employment Markets to Watch Index from Zonda. 

It highlights metros where population growth and employment trends are still supporting housing demand.

Their top three markets this year:

📍 Charleston
In-migration remains strong, demand hasn’t cooled evenly, and supply is still tight. That imbalance is beginning to show up in pricing and product mix.

📍 Columbia
Not flashy, but steady. Employment stability and relative affordability are keeping activity consistent while other markets swing.

📍 Columbus
Population growth paired with long-term job investment. Less about short-term spikes, more about staying power.

The bigger takeaway isn’t which city wins. It’s that national averages can hide what’s actually happening market by market.

A high-level view can hide where momentum is actually building, and bellwether cities like these tend to show it first.

If you’re in building materials or construction, this kind of market-level view is becoming less optional. Strategy, inventory, and sales alignment all change when growth isn’t evenly distributed.







#housing #construction

$60 per 1,000 views and very little performance data.

3X the CPM of Meta.

These are the early numbers coming out on what it will cost to advertise on ChatGPT.

On the surface, that's a fortune. But there’s never been an ad platform with this level of contextual relevance before.

This is par for the course for a new platform testing pricing and what people are willing to pay. 

And we should expect to see their ad prices flex way up and way down in the coming months as they figure out just how much people are willing to pay. 

Eyeballs are one thing. What businesses are really willing to pay for, is actions. 

Conversions from ChatGPT ads is the metric to watch to see if they’ll be able to justify the premium pricing over the long term. 

If intent is truly that high, the math might actually work …






#ChatGPT #Ads

In honor of the Builder’s Show being right around the corner, I’m resurfacing this slightly sarcastic but important reminder ⬇️

And this year, I’ll add one more tip: follow up.

The most important thing you can do after a conference is follow up with the right connections while the conversations are still fresh.

If nobody on your team uses a CRM, use a shared Google Sheet. Jot down names, companies, what you talked about, and why the conversation mattered.

Every business card you collect is an opportunity to nurture a relationship.

And that opportunity gets weaker by the day if you don’t act on it.

You’ve flown out, paid for your booth, printed the collateral, booked the hotels.

If the follow-up doesn’t happen, you didn’t attend a conference.

You took an expensive field trip.

 #IBS2026

Friendly reminder to all the exhibitors heading to IBS this week, posting your booth on social with just the caption “come see us at booth #” is not going to drive foot traffic. 

See you guys out there 🫡

#buildersshow #nahb

National Association of Home Builders

Nancy Zare Ph.D.

Most people don’t struggle with sales because they lack confidence, credibility, or visibility.

They struggle because they’re having the right conversations at the wrong time.

I work with smart, values-driven professionals who are already respected in their fields—coaches, consultants, advisors, and credentialed experts—yet find themselves admired more than chosen.

Not because they’re doing anything wrong.

But because interest isn’t the same as readiness, and visibility doesn’t automatically create trust.

My work is grounded in psychology, not persuasion.

I help you understand how buyers actually decide, so you can recognize alignment instead of trying to manufacture it.

That shift changes everything.

Sales conversations soften.
Follow-ups feel natural.
“No” becomes information rather than a rejection.
And “yes” happens without pressure, scripts, or urgency tactics.

As the founder of Rapport Builderz and creator of the AlikeAbility™ System, I teach a permission-based, personality-aligned approach to selling that honors autonomy while still producing results. 

This isn’t about being passive or pushy. It’s about being precise.

When you learn to recognize readiness, selling stops feeling hard and starts feeling honest and fun.

I work with people who value connection first and guide them to attract the right clients ready to choose them.

Successful selling begins with knowing WHO you serve. 
Take the free quiz >Who Is Your Ideal Client< and find out. 
https://Bit.ly/QuizICP

To your sales success,
Nancy Zare, Ph.D.
Sales with Soul

Founder

I show entrepreneurs and small business owners how to sell with confidence, and get hired.

Do you struggle to keep your calendar full of amazing, paying clients?

In my 25 years as a psychologist and  entrepreneur, I've figured out how to attract and serve a full roster of ideal clients. What it takes is simple: a good niche, knowing how to prospect, and creating systems for continued success. But it isn't easily mastered alone.

Even the most talented, service-minded people stumble on sales calls, either because they are unsure of how to sell effetively or by accepting "no" too quickly. I can teach you how to overcome these obstacles to make more money with confidence and ease with my AlikeAbility(TM) System. You learn how to understand and communicate like your buyers. As a result, you become a magent for your dream clients, gain confidence in selling, and become fully booked.

Want to learn more? Book a time on my calendar: https://nancyzare.youcanbook.me

To your sales success,
Nancy
Dr. Nancy Zare

Nancy Ph.D.

What if the reason lead gen feels off for you

has nothing to do with your strategy?

And everything to do with how you’re wired to connect.

Most advice blames your inconsistency, unclear messaging, or lack of CTA.

But after 35 years studying buyer psychology, I’ve found this:

 👉 Your personality style shapes the way you generate leads
 👉 It influences who you attract, how people respond, and
 👉 Why certain “proven” strategies never feel quite right.

When it’s misaligned, lead gen feels forced.
 When it clicks, it becomes magnetic.

In this week’s Connections to Clients, I break down the 4 AlikeAbility™ Styles:
 ✅ What each style naturally does best
 ⚠️ Where each one gets stuck without realising it
 🔥 And how to create a lead gen rhythm that actually feels good

If lead gen has ever felt like pushing a boulder uphill, this will change how you see yourself — and how clients see you.

To your sales success,
Nancy Zare, Ph.D.
Sales with Soul

Helping values-based professionals sell without pressure or persuasion | Identify their ideal clients | Converse confidently and enroll over 50% of prospects into business

If you’ve ever wondered why lead generation feels effortless for some people and emotionally exhausting for others, here’s the truth most sales advice

Open article: How Personality Style Impacts Lead Generation by Nancy Zare Ph.D. • 5 min read

How Personality Style Impacts Lead Generation

Your LinkedIn profile is already selling.

The question is — who is it selling to?

Most profiles use the same message for everyone.

But prospects don’t think — or decide — the same way.

Last month, I reviewed the profile of a deeply experienced, highly credentialed professional.

On paper, everything looked perfect.
Impressive. Ethical. Smart.
But when I asked who actually reaches out to work with her?
She paused and said:
“People tell me I sound impressive… but no one starts a real conversation.”

Nothing was wrong with her profile.

But it wasn’t speaking the language of her buyer’s personality.

Her ideal clients didn’t want more credentials.
They were looking for a sense of resonance.

That feeling of:
“This person gets me. We’re alike.”

So we adjusted her headline.
Not louder.
Not salesier.
Just more aligned.

The shift in conversations was almost immediate.

Here’s the part most LinkedIn advice misses:

People don’t decide based on information alone.

They decide based on how safe, seen, and confident they feel in YOU.

Different personalities need different signals:

This belief is why Darlene Petrie and I launched sister newsletters:
Connections to Clients — How alignment builds trust that leads to yes
Connections to Conversions — How conversations become real opportunities

Two lenses.
Same foundation: connection before conversion.

If 2026 is your year to turn your profile into a lead magnet…
And your LinkedIn presence feels “good” but not magnetic —
We’d love to invite you to:

🗓 Magnetic LinkedIn Makeover
📍 January 27 at 5PM ET
🛠 A practical, guided session to align your profile with how your best clients make buying decisions.

Come join us — and write a profile that actually speaks their language.

To your sales success,
Nancy Zare, Ph.D.
Sales with Soul

Nancy Zare, Ph.D., Sales with Soul, in front of a LinkedIn profile.

Impressions don’t convert.

Alignment does.

I see this pattern on LinkedIn all the time.

Smart, credible professionals doing everything right:
Polished profiles, consistent posting, growing networks, even inquiries. And yet… 

Conversations stall. 
Momentum fades. 
Clients don’t materialize. 

Not because prospects aren’t interested, but because interest isn’t the same as readiness.

That’s the heart of the inaugural edition of Connections to Clients.

This issue explores what actually breaks down between visibility and clients, and why sales works best when we stop persuading and start recognizing where someone is in their decision process. 

When you understand buyer psychology and timing, conversations soften, follow-ups feel natural, and alignment replaces pressure.

I invite you to comment on the first issue of Connections to Clients.

Because conversions aren’t the goal.
Clients are.

Prospects don’t need convincing. They need alignment. A few months ago, a client came to me feeling frustrated and confused. She was doing everything 

Open article: Why Trust — Not Tactics — Creates Clients by Nancy Zare Ph.D. • 3 min read

Why Trust — Not Tactics — Creates Clients

The silent dealbreaker on LinkedIn is …
A profile that’s technically fine… BUT

Doesn’t sound like you.

Last week, I saw this stat from a survey by Kimberly Figueroa she/her/hers Figueroa:
🟣 60% of women entrepreneurs said their profile felt “satisfactory” or “boring.”

And it tracks.

Because behind every “meh” profile, I’ve seen the same thing:

A professional doing brilliant, values-led work, but shrinking online to avoid sounding pushy.

“Satisfactory” often means:
I’m proud of what I’ve built... but I don’t know how to say it without cringing.

“Boring” usually means:
This doesn’t sound like me, but I don’t want to come off too strong.

Do you identify?

Here’s the truth I’ve seen (over and over):
✨ The problem isn’t confidence.
✨ The problem is misalignment.

When your profile reflects your voice, your values, and your buyer’s mindset…
>> You stop sounding generic.
>> You start sounding resonant.
>> You stop second-guessing.
>> You start hearing, “You get me. We’re alike!”

Because a magnetic profile doesn’t shout credentials.

It mirrors your ideal client’s worldand positions you as the obvious fit.

If you’re ready to…
✅ Ditch the vanilla, “safe” profile
✅ Write like you talk (and like your buyers think)
✅ Create a presence that’s strategic and soul-aligned

Then join Darlene Petrie and me for The Magnetic LinkedIn MakeOver, Tuesday, Jan. 27 at 5PM ET.
https://lnkd.in/es-Q3DNQ

To your sales success,
Nancy Zare, Ph.D.
Sales with Soul

Your LinkedIn profile might look great…

But is it attracting the right clients?

Here’s the truth:Your dream clients aren’t judging your credentials.
 
They’re tuning into something much deeper —
Do they feel seen?
Do they feel safe?
Do they feel like you just get them?

If your profile tries to speak to everyone,
You end up connecting with no one.

When it’s aligned with how your dream clients think, decide, and buy —

Everything changes.

That’s why Darlene Petrie and Nancy Zare Ph.D. created Magnetic LinkedIn Makeover.

River Tamara Easter wrote: 
"I highly recommend this workshop. Nancy is a wealth of information and generously took the time to address all of my questions."

So — if 2026 is the year you want your profile to feel like you,
 attract the right prospects,
 and start more aligned conversations…

Join us on January 27 @ 5PM ET for:
👉 Magnetic LinkedIn Makeover

A guided, practical session to help you update your profile in a way that actually speaks to the women you’re here to serve.

This isn’t about being louder.
It’s about being more you.

Your LinkedIn profile is already working.

The only question is — who is it working for?

Because most people fail to realize:
Your buyer doesn’t care how impressive you are.

They care about how understood they feel.

Last month, I rewrote a LinkedIn headline for a brilliant, deeply credentialed professional.

On paper, she checked every box.
Smart. Ethical. Experienced.

But when I asked,
“Who’s actually reaching out?”
She paused.
Then said:

“People say I sound impressive…
But no one’s meeting with me.”

Her headline wasn’t broken.

It just wasn’t aligned with how her buyers make decisions.

They didn’t need more credentials.
They needed connection.
A sense of "this person gets me. We're alike!"

Once we adjusted the headline, not louder, not salesier, just better aligned with her values, everything changed.

Conversations started.
Interest deepened.
Leads warmed.

People don’t convert based on information.
They convert based on RESONANCE.

If your profile speaks to everyone,
It attracts no one.

If it speaks to the right style,
Trust accelerates.

This belief is what led Darlene Petrie and me to co-create two sister newsletters:

→ Connections to Conversions — how conversations turn into opportunities
→ Connections to Clients — how alignment builds trust that leads to YES.

Two angles.
Same truth:

CONNECTION BEFORE CONVERSION.

We invite you to subscribe.

And if 2026 is the year you want your profile to actually attract the right clients…
Join us on January 27 at 5PM ET for:
Magnetic LinkedIn Makeover

A guided, practical session to help you align your profile with how your buyers make decisions.
👉 https://lnkd.in/edCG9pyx
—
To your sales success,
Nancy Zare, Ph.D.
Sales with Soul

Nancy Zare, Ph.D., Sales with Soul and Darlene Petrie, Lead Generation Strategist.

“People love my content…
So why aren’t they reaching out?”

Sound familiar?

You’ve got:
A polished profile
Clear messaging
Deep expertise
And still — crickets.

Here’s why that happens (even to smart, values-driven professionals):

LinkedIn doesn’t reward brilliance.
It rewards resonance.

One client said it best:
“People say they love my posts.
But no one messages me.”
She wasn’t unclear about what she offered.
Her profile was articulate, thoughtful, and even impressive.

But that was the problem.

It sounded credible...
Instead of feeling relatable.

Her ideal clients were cautious, trust-driven, and values-led.
What they needed wasn’t more information.

They needed to feel:
Safe
Understood
Aligned

So we softened the tone.
We made it warmer, more human.
More you get me than look at me.

And almost instantly, the silence stopped.

If your profile doesn't match your buyer’s personality style, they won’t say no.
They’ll just say… NOTHING!

It’s not disinterest.
It’s misalignment.

This is what we explore in Magnetic LinkedIn Makeover.

Join Darlene Petrie and me on January 27 at 5PM ET.

Conversion doesn’t start with persuasion.
It starts with alignment.
Because when someone reads your profile and thinks —
"You get me. We’re alike."
That’s when trust begins.
If your profile feels accurate…
But ineffective…

You don’t need to change who you are.
You just need to show up the way your buyers need to see you.

To your sales success,
Nancy Zare, Ph.D.
Sales with Soul

Nancy Zare, Ph.D. Sales with Soul viewing a LinkedIn Profile.

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Beth PopNikolov

Nancy Ph.D.

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The Battle

Beth PopNikolov

Nancy Ph.D.

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Beth PopNikolov's LinkedIn Performance

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