Hi, I’m Anna 👋

I help B2B startups grow 📈🌱

How? 
🔎By discovering their Ideal Customer Profile and developing their go-to-market positioning and messaging…
🧑‍🔬And building a demand generation and demand capture engine, through a process of rapid experimentation

My specialisms: 
🎯Go-To-Market Strategy
🎯Experimentation 
🎯Demand Generation
🎯Lead Generation
🎯Ads
🎯Partnerships

I help startups in 2 ways: 

Hands-On
As your Fractional Head of Growth, I’m one of the team. I run the growth process for you, from idea and hypothesis development through to prioritisation, execution and analysis.

Consulting
I advise B2B startups on all things growth.

Need me? Let’s chat 👋

it’s funny how posting on LinkedIn is still seen as a bit embarrassing

helpfully (but possibly, down the line, catastrophically), i have an odd relationship with embarrassment - 

i’ve never been especially self-conscious

as a child, i genuinely did not realise the people giving speeches at weddings had been asked. so i’d go up to the MC, say i’m ready for mine, and deliver what i thought was a 10 out of 10 joke.
 
this makes me, in some ways, an 𝘂𝗻𝗱𝗲𝗿-𝘁𝗵𝗶𝗻𝗸𝗲𝗿. (which sounds useful until you realise under-thinkers are extremely good at over-committing, something i’m constantly having to rein in.)

but back to LinkedIn and the whole “this is cringe” thing
 
what's embarrassing about:

• building your career in public
• and giving future-you more options, not fewer
 
lurking quietly, hoping for the best, and later thinking “i wish i’d put myself out there more” feels way more embarrassing to me.

genuine question for friends in the US - is LinkedIn seen as embarrassing over there too, or is this a particularly British flavour of self-suppression?

Anna Tankel 🌱

Fractional B2B Head of Growth: I share insights from early-stage startups, freelancing tips, and B2B ads I wish I’d made 🤌🔥

in April last year, i realised 𝟲𝟬% 𝗼𝗳 𝗺𝘆 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝘄𝗲𝗿𝗲 𝗔𝗜 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 
(and by the end of the year, it was closer to 80%).

around the same time, a few other things happened.

i signed up for a writing course on a whim. sent me a link late on a Sunday night, "i’m starting this tomorrow" - and i signed up the next morning. 

it wasn’t a particularly considered decision - i liked the vibes of the teacher’s website, and i’ve always had a lot of love for words. 

i also started taking the book club i’d been fostering more seriously (long story short: a friend started it, the friend moved away). 

and i started reading fiction after years of mostly reading poetry and non-fiction.

i didn’t connect the dots at the time... but i think it's obvious.

the more AI output i was surrounded by, the more i craved real voices - and started to wonder (/go down an existential hole over) whether i had a unique, non-AI-able voice at all.

working across AI for e-commerce, EAs, content creation, email drafting, even cement plants, i was increasingly impressed by what AI could do. 

which kept pushing the same question to the surface:
🤪 𝘄𝗵𝗮𝘁 𝘃𝗮𝗹𝘂𝗲 𝗱𝗼 𝗶 𝗯𝗿𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗶𝘀𝗻’𝘁 𝗮𝘂𝘁𝗼𝗺𝗮𝘁𝗮𝗯𝗹𝗲?
 
there’s an idea in content creation that Lucy O'Boyle ✍️ has articulated beautifully before: the best content uses 𝘥𝘢𝘵𝘢 𝘰𝘯𝘭𝘺 𝘺𝘰𝘶 𝘩𝘢𝘷𝘦.

not just for content - but for life, honestly -  what data only lives in my brain?

all of which is why i’m now in a year-long writing group (run by the wonderful Annie Rice). 

and why the question i’m obsessed with at the moment is:
𝗵𝗼𝘄 𝗱𝗼 𝘄𝗲 𝘂𝘀𝗲 𝗔𝗜 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗯𝗼𝗿𝗶𝗻𝗴 𝗯𝗶𝘁𝘀, 𝘀𝗼 𝘄𝗲 𝗰𝗮𝗻 𝘀𝗽𝗲𝗻𝗱 𝗺𝗼𝗿𝗲 𝘁𝗶𝗺𝗲 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝘁𝘂𝗳𝗳 𝗼𝗻𝗹𝘆 𝘄𝗲 𝗰𝗮𝗻 𝗱𝗼?

also: reading recommendations welcome.
(in return: the best books i read last year were Katie Kitamura's Audition, Deborah Levy’s autobiographies, and David Szalay's Flesh.)

𝗧𝗛𝗜𝗡𝗚𝗦 𝗜'𝗗 𝗟𝗜𝗞𝗘 𝗧𝗢 𝗦𝗘𝗘 𝗠𝗢𝗥𝗘 𝗢𝗙 𝗜𝗡 𝗕𝟮𝗕 𝗜𝗡 𝟮𝟬𝟮𝟲

1️⃣ 𝗔 𝗥𝗘𝗧𝗨𝗥𝗡 𝗧𝗢 𝗕𝗘𝗡𝗘𝗙𝗜𝗧𝗦-𝗙𝗜𝗥𝗦𝗧 𝗣𝗢𝗦𝗜𝗧𝗜𝗢𝗡𝗜𝗡𝗚
(in a lot of industries, but not all) 

people don't really care about your product. 
they care about what it can do for them.

in the last few years we’ve all gone a bit “it’s AI!!!” mad - and now we all sound the same.
and nobody cares. 
(nobody being ~90% of your audience) 

some buyers genuinely do care about how the sausage is made.
but as AI shifts from something for early adopters to boring, everyday infrastructure, a lot of brands are going to need to relearn how to lead with outcomes, not features.

2️⃣ 𝗧𝗛𝗘 𝗕𝟮𝗖-𝗜𝗙𝗜𝗖𝗔𝗧𝗜𝗢𝗡 𝗢𝗙 𝗕𝟮𝗕
according to LinkedIn, 69% of b2b decision-makers are now millennial or gen z

but a lot of b2b marketing is still talking to their dads 

i'm hoping for: 
- more self-serve
- more Meta
- and please: let’s stop treating LinkedIn like it’s a PDF repository. creatively, let’s learn from what high-performing b2c brands do on Meta (with tweaks to answer b2b buyers' questions).

3️⃣ 𝗣𝗥𝗢𝗣𝗘𝗥 𝗨𝗦𝗘 𝗢𝗙 𝗧𝗛𝗘 𝗧𝗘𝗥𝗠 "𝗔𝗕𝗠"
it is not ABM because you uploaded an account list and called it a day. that’s just… targeting.

ABM is sales and marketing working together on specific accounts across channels. (Kartik, back me up.)

4️⃣ 𝗧𝗛𝗢𝗨𝗚𝗛𝗧 𝗟𝗘𝗔𝗗𝗘𝗥𝗦𝗛𝗜𝗣
no one needs to be told that people buy from people for the 99th time, but it’s a cliché for a reason. 

and as Annabel’s pointed out before: 
if you’re mid-pivot, investing in exec and employee thought leadership is one of the safest bets you can make. 
it compounds, and it rarely goes to waste.

5️⃣ 𝗣𝗔𝗥𝗧𝗡𝗘𝗥𝗦𝗛𝗜𝗣𝗦 𝗧𝗛𝗔𝗧 𝗔𝗖𝗧𝗨𝗔𝗟𝗟𝗬 𝗠𝗔𝗞𝗘 𝗟𝗜𝗙𝗘 𝗘𝗔𝗦𝗜𝗘𝗥 𝗙𝗢𝗥 𝗖𝗨𝗦𝗧𝗢𝗠𝗘𝗥𝗦
the tech landscape is SO BUSY.
people are just trying to do their jobs.

what do I actually need in my stack? what talks to what? and if I need 8 tools… can I get a deal?

done right, win for customers, win for vendors, 1 + 1 = 3.

6️⃣ 𝗮𝗻𝗱 𝘀𝗲𝗹𝗳𝗶𝘀𝗵𝗹𝘆: 𝗕𝗟𝗢𝗚𝗦 𝗧𝗛𝗔𝗧 𝗥𝗘𝗔𝗗 𝗟𝗜𝗞𝗘 𝗦𝗨𝗕𝗦𝗧𝗔𝗖𝗞𝗦, 𝗡𝗢𝗧 𝗙𝗧 𝗔𝗥𝗧𝗜𝗖𝗟𝗘𝗦 
or at least blogs with a point of view and a recognisable voice.
corporate neutrality is not a personality.

𝗰𝘂𝗿𝗶𝗼𝘂𝘀 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂’𝗱 𝗮𝗱𝗱 (𝗼𝗿 𝗱𝗲𝗹𝗲𝘁𝗲) 𝗳𝗿𝗼𝗺 𝘁𝗵𝗶𝘀 𝗹𝗶𝘀𝘁?! ✍️

Fractional B2B Head of Growth: I share insights from early-stage startups, freelancing tips, and growth plays I wish I’d thought of 🤌🔥

got myself a watch so i can check the time without opening a distraction machine - anyone else going a bit analogue this year?!

𝘁𝗵𝗶𝘀 𝘄𝗲𝗲𝗸, 𝗶 𝘄𝗮𝘀 𝗿𝗲𝗺𝗶𝗻𝗱𝗲𝗱 𝘄𝗵𝗮𝘁 𝗴𝗼𝗼𝗱 𝗯𝟮𝗯 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗳𝗲𝗲𝗹𝘀 𝗹𝗶𝗸𝗲.

a connection request and DM that arrived at the right moment.
because it was responding to intent, not just shooting its shot.

and it felt earned - because the brand behind it has been showing up consistently for years.

i’m talking about Dreamdata.

they’re all over my LinkedIn (across organic and paid) - but not in a pushy, SALES SALES SALES way.

here’s what they’re doing brilliantly:

⭐ 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝗽𝗼𝘀𝘁𝘀 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗮𝘁’𝘀 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴 𝗶𝗻 𝘁𝗵𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 - 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝗺𝗮𝗸𝗶𝗻𝗴 𝗶𝘁 𝗵𝗮𝗽𝗽𝗲𝗻

⭐ 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝗽𝗼𝘀𝘁𝘀 𝗮𝗻𝗱 𝗮𝗱𝘀 𝘄𝗶𝘁𝗵 𝗴𝗲𝗻𝘂𝗶𝗻𝗲𝗹𝘆 𝗵𝗲𝗹𝗽𝗳𝘂𝗹, 𝗱𝗮𝘁𝗮-𝗹𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 
(using data only they have) 
because their product 𝘪𝘴 data, their data-led content isn't just interesting - it creates an itch for deeper insights into your own business

⭐ 𝗽𝗼𝘀𝘁𝘀 𝗳𝗿𝗼𝗺 𝗽𝗲𝗼𝗽𝗹𝗲 𝗶 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝘁𝗿𝘂𝘀𝘁
e.g. Devin Reed, Justin Rowe - and this week, a LinkedIn Live with Rory Sutherland?! 

⭐ 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗮𝗱𝘀 𝗮𝗻𝗱 𝗱𝗲𝗺𝗼 𝗮𝘀𝗸𝘀 𝗮𝘁 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝘁𝗶𝗺𝗲
when there’s real signal, e.g. "you've been researching one of our use cases"

⭐ 𝗮 𝘀𝘁𝗿𝗼𝗻𝗴 𝗯𝗮𝗹𝗮𝗻𝗰𝗲 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗮𝗻𝗱 𝘃𝗶𝘀𝘂𝗮𝗹 𝗱𝗶𝘃𝗲𝗿𝘀𝗶𝘁𝘆
plenty of lo-fi, and a lot more video than your average LinkedIn ad account
(i’d genuinely love to know what % of budget is going on video)

a company built for b2b marketers absolutely smashing their own b2b marketing?
to be expected, sure. 
and given they can see what’s actually moving the needle for so many other brands - of course. 

who else is doing genuinely great b2b marketing right now?

gently reminding you that if an insurance company can be whimsical, your SaaS brand is not too serious to be cute, fun, and even vaguely human every so often

𝘄𝗵𝗮𝘁 𝗱𝗼 𝗶 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗱𝗼 𝗮𝗹𝗹 𝘄𝗲𝗲𝗸 𝗮𝘀 𝗮 𝗙𝗿𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗛𝗲𝗮𝗱 𝗼𝗳 𝗚𝗿𝗼𝘄𝘁𝗵? 

i’m fascinated in the painstaking details of other people’s days 

(genuinely - if i ask you about your day, i’m interested in whether you brush your teeth before or after breakfast, whether you put honey in your porridge - and if not, why not - and whether you go through tasks one by one or flipflop between them) 

i’ll save you from that level of detail - but, inspired by Louise Rebecca Thomas's post, here’s a glimpse into my day-to-day

no 2 weeks are the same (yes, yes, i know), but here’s last week:

𝗠𝗢𝗡𝗗𝗔𝗬
started the day with a walk along the canal in the dark, January in London is.. something :’)

worked from a client’s office all day

in the evening, group therapy with a few fractional growth/marketing friends

𝗧𝗨𝗘𝗦𝗗𝗔𝗬
worked from the same client’s office

comedy at Soho Theatre in the evening - i do think laughing for exactly 60 minutes - no more, going to bed on time is important - is the perfect mid-week reset 

𝗪𝗘𝗗𝗡𝗘𝗦𝗗𝗔𝗬
4 client check-ins, a call with an ex-client about hiring, and a call with a fellow freelancer about a potential gig of hers

lots of context-switching, weirdly energising as a break from thinking deeply about one thing for 2 days 

restorative yoga at the studio that’s opened across the road 

𝗧𝗛𝗨𝗥𝗦𝗗𝗔𝗬
back in the office - i know there are freelancers out there who would say this isn’t freelancing, but i subscribe to the definition of freelancing that focuses on the “free” part - i.e., you’re free to do whatever, as long it works for everyone involved

made the viral Japanese cheesecake, ready for a wild Friday night with friends

𝗙𝗥𝗜𝗗𝗔𝗬
scribbled in the notes app from 7-9am (on my own at first, then with a Zoom group) 
braindumped learnings and questions from the week, then started a blog i’ve been meaning to write for a while on how to go freelance

did all the actions from Wednesday’s meetings

collapsed on the sofa ✌️

PRETTY COOL UPDATE FROM A PRETTY COOL CLIENT 🧡

This is the best Fyxer yet.

Sharper drafts that sound like you. Smarter labels for your inbox. Team scheduling for meetings, removing the back-and-forth. Oh, and a new look inspired by the simple ways people bring order to chaos in their everyday lives.

yesterday, i shared one of my favourite b2b ads with a room full of creatives.

it was the Zapier fridge ad.

and watching it again reminded me why it’s so good 👇

1️⃣ 𝗶𝘁 𝗼𝗽𝗲𝗻𝘀 𝘀𝗼𝗺𝗲𝘄𝗵𝗲𝗿𝗲 𝘆𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗲𝘅𝗽𝗲𝗰𝘁 (𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆 𝗳𝗼𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻) 
we start 𝘪𝘯𝘴𝘪𝘥𝘦 𝘢 𝘧𝘳𝘪𝘥𝘨𝘦.
not a product screen. not a talking head.
it’s unexpectedly cinematic, and instantly scroll-stopping. 

2️⃣ 𝗶𝘁 𝗰𝗿𝗲𝗮𝘁𝗲𝘀 𝘁𝗲𝗻𝘀𝗶𝗼𝗻 𝗯𝗲𝗳𝗼𝗿𝗲 𝗶𝘁 𝗲𝘅𝗽𝗹𝗮𝗶𝗻𝘀 𝗮𝗻𝘆𝘁𝗵𝗶𝗻𝗴 
there’s a shouty note: “𝗪𝗔𝗗𝗘’𝗦 𝗟𝗨𝗡𝗖𝗛. 𝗗𝗢 𝗡𝗢𝗧 𝗘𝗔𝗧.”
then someone who doesn’t look like a Wade takes it.
we’re primed for drama.

3️⃣ 𝗶𝘁 𝘁𝗮𝗸𝗲𝘀 𝗮 𝗱𝘂𝗹𝗹 𝗺𝗲𝘀𝘀𝗮𝗴𝗲 𝗮𝗻𝗱 𝗺𝗮𝗸𝗲𝘀 𝗶𝘁 𝗵𝘂𝗺𝗮𝗻 
the actual thing Zapier wants to say is... boring: 
𝘦𝘹𝘱𝘢𝘯𝘥 𝘵𝘩𝘪𝘴 𝘵𝘰𝘰𝘭 𝘢𝘤𝘳𝘰𝘴𝘴 𝘵𝘩𝘦 𝘰𝘳𝘨.
instead, we get:
• workplace politics 
• wanting to impress your boss
turning org-wide adoption into a compelling story.

4️⃣ 𝘁𝗵𝗲 𝘁𝗼𝗻𝗮𝗹 𝘀𝗵𝗶𝗳𝘁 𝗱𝗼𝗲𝘀 𝗮 𝗹𝗼𝘁 𝗼𝗳 𝗵𝗲𝗮𝘃𝘆 𝗹𝗶𝗳𝘁𝗶𝗻𝗴 
we move from mundane office life to action-movie energy.
it’s funny, but it’s also doing something smart: 
showing how something small at work can suddenly feel huge when people are involved.

5️⃣ 𝘁𝗵𝗲 𝗵𝘂𝗺𝗼𝘂𝗿 𝗶𝘀 𝘁𝗵𝗲 𝗽𝗼𝗶𝗻𝘁, 𝗻𝗼𝘁 𝗱𝗲𝗰𝗼𝗿𝗮𝘁𝗶𝗼𝗻 
it’s there to show how this stuff lands on individuals, not “teams” or “stakeholders”.

6️⃣ 𝘁𝗵𝗲 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗶𝘀 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁, 𝗻𝗼𝘁 𝗰𝗹𝗶𝗻𝗴𝘆 
the logo is there, quietly.
they trust that if the story lands, the association sticks. 

𝘄𝗵𝗮𝘁 𝗶 𝘁𝗮𝗸𝗲 𝗳𝗿𝗼𝗺 𝗶𝘁: 
this feels like a sketch you’d actually watch, not something that’s trying desperately to sell to you (that bit can come later). 

𝗰𝘂𝗿𝗶𝗼𝘂𝘀 - 𝘄𝗵𝗮𝘁 𝗯𝟮𝗯 𝗮𝗱𝘀 𝗵𝗮𝘃𝗲 𝘆𝗼𝘂 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘀𝘁𝗼𝗽𝗽𝗲𝗱 𝘀𝗰𝗿𝗼𝗹𝗹𝗶𝗻𝗴 𝗳𝗼𝗿 𝗿𝗲𝗰𝗲𝗻𝘁𝗹𝘆? 👀

𝗶 𝗹𝗼𝘄-𝗸𝗲𝘆 𝗹𝗼𝘃𝗲 𝗮 𝗰𝗼𝗳𝗳𝗲𝗲 𝗰𝗵𝗮𝘁 ☕️
meeting new people, understanding what they're wrestling with, thinking out loud together

but i can’t do them all day

so if you’re reaching out asking for one, a small (but mighty) ask:

👉 𝘁𝗲𝗹𝗹 𝗺𝗲 𝘄𝗵𝘆 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝘁𝗮𝗹𝗸 𝘁𝗼 𝙢𝙚
not “we both know X”
not “we sat next to each other in that one lecture 12 years ago”

𝗯𝘂𝘁 𝙬𝙝𝙮 𝙮𝙤𝙪 𝙩𝙝𝙞𝙣𝙠 𝙞’𝙢 𝙪𝙣𝙞𝙦𝙪𝙚𝙡𝙮 𝙥𝙡𝙖𝙘𝙚𝙙 𝙩𝙤 𝙝𝙚𝙡𝙥 𝙬𝙞𝙩𝙝 𝙬𝙝𝙖𝙩 𝙮𝙤𝙪’𝙧𝙚 𝙛𝙞𝙜𝙪𝙧𝙞𝙣𝙜 𝙤𝙪𝙩 𝙧𝙞𝙜𝙝𝙩 𝙣𝙤𝙬

because i can’t spend all day discussing 
“how do i start freelancing?”
or
“how do i take the thing i’ve been vibe-coding nights and weekends to market?”

but i do want to say yes where i can make the most impact

help me help you 🤝

we (by which i mean i) talk a lot about the 𝗯𝟮𝗰-𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗯𝟮𝗯

but are we witnessing the 𝗯𝟮𝗯-𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗯𝟮𝗰 too?!

i think so - in the health aisle.

the copy on this screams b2b (but like, 2010s b2b, not Cognism or Lovable b2b):

- 𝘁𝗵𝗲 𝗵𝗲𝗮𝗱𝗹𝗶𝗻𝗲 𝗹𝗶𝘀𝘁𝘀 𝘁𝗵𝗲 𝗲𝗻𝘁𝗶𝗿𝗲 𝘁𝗲𝗰𝗵 𝘀𝘁𝗮𝗰𝗸 (“flaxseed, almonds, brazil nuts, walnuts & CoQ10” instead of “powered by advanced ML models”)

– 𝟯 𝗰𝗵𝗲𝗰𝗸𝗯𝗼𝘅 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 (“source of fibre”, “high in omega 3 (ALA)”, “high in selenium” instead of “advanced automation”, “personalised onboarding”, “enterprise-grade security”)

– 𝗮 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗺𝗲𝘁𝗿𝗶𝗰, restated because they 𝘳𝘦𝘢𝘭𝘭𝘺 need you to know (“cold milled” instead of “built to scale”)

i’m not saying this is bad. for a functional product, it makes sense.

but it’s fascinating that this feels almost… 𝘂𝗴𝗹𝘆 𝗼𝗻 𝗽𝘂𝗿𝗽𝗼𝘀𝗲. anti-vibe. anti-desire. 

very much: 𝘸𝘦’𝘳𝘦 𝘯𝘰𝘵 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢𝘵 𝘺𝘰𝘶.

(and yes, i bought it - to help me hit the 30 plants a week Zoe's marketing team told me to aim for.)

curious - when do you think purely functional branding is actually the right strategy? and when does it just become a failure of imagination?

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