5 Reasons Why Events Are Important for Your B2B Marketing Strategy

Events are now integral to marketing whether you’re a small business or big enterprise. Their utility is growing as the level of competition is reaching new height in the market these days. 

Even B2B companies are benefiting a lot from events to create brand awareness and get an edge in the tough marketplace. The use of events can open the window of prospects for any enterprise irrespective of the industry or nature of business. That’s why you should make them key your B2B marketing strategy and ensure better ROI, superior conversions, more leads and more sales for the business.   

Here are some of reasons why events are important for your B2B marketing strategy: 

1. Events can help you cut through the clutter 

The marketplace today resembles a clutter and navigating them is essential for success of your business. Events help businesses cut through the maze and reach to their potential customers easily and set up face-to-face conversations with them. 

Thanks to events, companies are now able to establish more person relationships with their target audience. The power and reach of well-planned events can help your B2B business establish a foothold in the market and take the competition head on there.   

2. Events are a great tool for creating brand awareness  

Your brand is your asset. If your brand presence is strong, it will have a solid effect on the overall business. Whether online or offline, people or potential customers should know about your products, service or vision as only this can help in better conversions, more sales and leads. E

Events are a great tool to maximize your reach, connect with the audience and create desired levels of brand awareness. You can leverage events and give potential customers reasons enough to connect to your business and gain value out of the association.  

3. Events help in sales and lead generation 

Events are not only helpful in connecting with the potential customers but can also help in boosting sales through personalized experience to target audience. A direct conversation with the potential customers means a business can showcase its products and make sure its vision reaches through so that people can see how to get value. 

Even if prospects don’t convert right there at event, you can always have a chance to add them to the database and realize them through the sales process. You can get information from customers and use them in value creation.

4. Events can help you win the trust of people 

Hosting an event gives your business an opportunity to improve the visibility and get seen more often in the market. And when your brand is visible more, people will take notice, and this is how trust is built in the market. With trust comes love and reliability – two major pillars of a solid brand. 

You can also put right staff to ensure flow of information and communication with the visitors at the event. This is how confidence is gained which can eventually put your business on the path of success.    

5. Events will help you network in the market  

Your event will be a great tool to network with the right people and right connections in the market. There will be thought leaders and managers and influencers from the industry with whom you can network and then build a positive base for the business. You can thus benefit from each other’s experiences and information and put your B2B business on the right path of growth and success. 

This is why top companies take help of a reliable event company to achieve all the goals and ambitions of their business easily.

Author Bio:

Sawoni Chowdhury is an aficionado of writing. She is an expert writer and blogger and shares her views and opinions on a range of topics such as Lifestyle, Business, Entertainment and lot more.

What is Capsulotomy (YAG LASER)?

A capsulotomy consists of making an opening in the lens capsule. This procedure is performed either during cataract surgery (anterior caspulotomy) or after it, in case of opacification of the posterior capsule (secondary cataract).

The YAG (Light Amplification by Stimulated Emission of Radiation) laser is a treatment laser that has revolutionized the medical world, including that of ophthalmology. It emits a light source, close to infrared, thin and highly concentrated that can treat many eye conditions.

Since the beginning of the 90s, new laser surgical techniques have appeared. Applied to ophthalmology, they allow visually impaired patients to regain clear vision and forget the constraints of wearing glasses or contact lenses. These techniques are very efficient especially for treatments of myopia, astigmatism, hyperopia and soon presbyopia.

Anterior Capsulotomy - Cataract Surgery

During cataract surgery, the surgeon must make a circular cut of the anterior capsule of the lens, whose diameter is around 5.5 mm. Maneuvers to extract the lens are then performed through this opening. Currently performed manually, the cutting of the anterior lens capsule can be accomplished in an automated way thanks to the femtosecond laser (femtosecond laser capsulotomy).

Posterior YAG Laser Capsulotomy: Secondary Cataract

Secondary cataract is a complication of cataract surgery. It occurs after the surgery, in a very variable time, from a few weeks to several years. It corresponds to the progressive loss of transparency of the lens envelope (capsular bag). This bag is kept during cataract surgery because it is transparent and above all, serves as a natural support for the artificial lens implant intended to replace the removed crystalline lens. This loss of transparency is caused by the proliferation of residual cells of the lens (these cells of "epithelial" nature have remarkable properties). The visual symptoms caused by the loss of transparency of the lens are close to those of the "primitive" cataract. One of the most common complications of cataract surgery is posterior capsular opacification, which occurs in 10 to 50% of cases, on average three to five years after surgery. This complication follows an extracapsular lens extraction surgery. It's an unpredictable complication. However, the use of hydrophobic acrylic intraocular implants seems to reduce the incidence of this complication. Capsular opacification is associated with the proliferation of a postoperative remnant of epithelial cells of the lens, which migrate along the posterior capsule towards the optical axis, between the crystalline implant and the posterior capsule. This results in a decrease in visual acuity. Clinical examination after pupillary dilation reveals Elshnig pearls, which are characteristic of capsular opacification. The rest of the examination must be normal in order to eliminate another cause of visual acuity decline.

The secondary cataract treatment is based on the opening of the posterior YAG laser capsule. This gesture is performed under topical anesthesia (drops), lasts a few minutes and is perfectly painless. Anti-inflammatory and hypotonizing eye drops should be prescribed to prevent complications of capsulotomy (inflammation, eye strain, etc.).

Laser indications in ophthalmology

     Laser surgery (light amplification by stimulated emission of radiation) is intended to correct vision disorders such as:
- myopia: the image is done not on the retina but ahead of it
- the hyperopia: the focus of the image is behind the retina
- astigmatism: abnormal curvature of the cornea hence the difficulty of seeing objects close together or distant
- the technique does not yet complete satisfaction for presbyopia (the lens loses flexibility: mainly due to age)

     The laser can also treat other eye injuries such as:
- certain retinal pathologies: diabetic retinopathy, macular degeneration, thrombosis-related vascular disease, hypertensive retinopathy
- cataract: congenital or acquired opacity of the lens
- glaucoma: ocular hypertension
- peripheral retinal lesions or treatment preventive retinal detachment

THE BEST 4 SEASONS 2019 TYRES FOR SUVS

So is it enough to buy a set of All Seasons tyres to venture everywhere and in any weather condition, not even worrying about the legal obligations for using ad hoc tyres in certain areas and periods of the year?  These tyres are in fact characterized by different performances and the models that can be used without worries even in difficult situations, bear the abbreviation "M + S" which indicates "Mud + Snow".

Tread characteristics

When evaluating the best 4-season tyre it is good to keep in mind that these are models that guarantee superior grip on snow and wet compared to summer tyres but not comparable to that of winter tyres. The dry yield is instead excellent and successful in comparison with summer tyres, with very satisfactory grip and braking times. The flip side of the coin is represented by a higher noise, effect of the rolling of the tread on the asphalt.

Speaking of tread, that of All Seasons tyres is deeper and boasts grooves with a specific shape, designed to adhere best to any road surface and, indeed, on snow and wet. In particular, the presence of lamellas should be noted, whose purpose is to ensure better drainage, expelling water more quickly.

Our ranking

Thanks to a research carried out on the sales and feedback provided by our customers, we have created a ranking of the 5 All Season SUV tyres in the most common sizes for SUVs. 

In first place is one of the most used and most appreciated tyres: Michelin Cross Climate SUV

Michelin Crossclimate SUV

Without a shadow of a doubt we talk about the quality and innovation that Michelin offers us every time it puts its product on the market. In particular, the Cross Climate SUV has been designed to offer driving comfort and excellent grip in all weather conditions. 

Its main feature is a "V" design, similar to winter models, with a claw effect and high-performance slats, ensuring good grip even on snow.

European label Michelin cross climate SUV

Second place for the leading Pirelli model: Scorpion Verde All Season “Green Performance” for Crossover and SUV, which takes full advantage of the latest innovations in terms of structures and tread patterns to ensure savings, respect for the environment, comfort and safety on all road surfaces.

Pirelli Scorpion Green AS

Lateral stability and traction on snow and on wet surfaces ensure All Season performance. In fact the asymmetrical tread is one of the most important advantages of this model, guaranteeing optimal balanced performance thanks to the division of the tread into two parts. It is a tyre that belongs to the premium class, our customers have appreciated comfort and safety during long journeys.

The Scorpion Verde All Season was built with Pirelli's new technologies, in fact the compound was produced to adapt with maximum elasticity to different temperatures. It is available in sizes from 15 to 21 inches.

Bronze medal for the top model of the Vredestein house: Quatrac 5

Vedrestein Quatrac 5

The tread of the Vredestein Quatrac 5   has an asymmetrical design: on the summer side it guarantees excellent road holding, guaranteeing high steering precision and greater lateral grip on dry and wet surfaces; the winter side, thanks to the high blade technology, provides excellent traction on cold and snow-covered surfaces. Low rolling resistance reduces fuel consumption and CO ₂ emissions. 

For the 4th and 5th we find Goodyear with its flagship model Vector 4Seasons SUV G2 and Hankook Kinergy 4S H740

Goodyear's Weather Reactive technology allows the Vector 4 Seasons SUV tyre to adapt to changing temperatures throughout the year. It has a special design, called "SmartTRED", in some areas of the tread to better adapt to the road conditions. It is also equipped with 3D honeycomb-shaped slats to offer excellent traction on both snow and ice. The value for money is excellent.

Goodyear Vector 4 Season SUV G2

1 in 2 drivers drive with inadequate tyres!

In 2017, just under half of Middle East drivers, compared to less than a quarter in Europe, did not choose their tyres according to the season.

Often, we tend to always ride with the same tyres in buses or trucks in winter as in summer, whatever the conditions on the roads. However, for reasons of performance, but especially safety, this practice proves imprudent, and ultimately more expensive.

According to Nokian Tyres Product Manager Martin Drazik, these drivers would be exposed to "unnecessary risks "because, obviously," a real winter bus and truck tyre will never be a reliable summer bus and truck tyre and vice versa. A summer or all-season Truck and bus tryes will never be able to provide you with a comfortable and safe ride in winter conditions like a seasonal bus and truck tyre."

For Middle Eastern consumers for bus and truck tyres, the choice of tyres is based more on the quest for quality and performance.

According to the Nokian Tyres survey, the first choice of tyres for the public is quality, at least in 3 out of 4 cases.

However, confident of the quality of their tyres, drivers often tend to explore the limits, and think of making the most mileage with their tyres, up to wear.

In many cases, as long as the tyres are in good condition, we do not really think about replacing them with forgetfulness or negligence. This explains why in Central Europe, all-season tyres hold the largest share of the bus and truck tyre market. However, consumers rely more on high-end tyres, more reliable, and all in all, more economical in the long run.

More than 2/3 of the subjects of the survey confirm to choose their bus and truck tyre first according to its quality, then of its price, then finally of its energetic impact.

This progressive rush towards the quest for quality is reassuring news, both for the bus and truck tyre world and for road safety.

With aging, the performance of tyres diminishes. At the time of purchase, the tyres should be 1 to 2 years old, which will always be the case with "serious" dealers. You can check the date of manufacture yourself: it is indicated by the last 4 digits of the DOT number on the side of the bus and truck tyre. The first two indicate the production week, the last two the year. In other words, a bus and truck tyre with a DOT number ending in 4017 was produced during the 40th week of 2017.

If you buy "new" tyres but their DOT number indicates that they are over six, do not hesitate to refuse them. As for tyres older than 10 years, they should no longer be used at all for safety reasons.

With a minimum of attention you can keep, for a long time and in good condition, your tyres for the benefit of your safety. But, of course, in case of a glitch on the road, Touring can help you. Better, with its universal wheel "Multi Fit" even if you do not have a spare wheel - which is more and more common on modern cars - our patrol will allow you to leave quickly!

Innovation and sustainability, the new criteria of the new real estate projects

Innovation is a fundamental element that allows the real estate sector to continue growing and expanding horizons. The new profiles of users who want to buy homes lead us to offer new solutions and anticipate the needs of customers, with flexibility as a fundamental business premise.

This is important, since the criteria when buying a home are changing. We must be aware that currently the demands of the users are established according to the trends and social awareness of the moment, so that users seek different solutions to the traditional market. 

One of them is the concern for the energy sustainability of housing, a trend that seeks homes where new technologies play an important role in favor of efficiency. And it is that the new owners, in addition to looking for a controlled supply bill, see in the environmental criteria a desirable requirement when purchasing a home.

According to the European directive, as of 2019 all public buildings of new construction must be of practically zero consumption and, a year later, new buildings of private ownership. This makes users who are going to choose a new home to take into account, not only the laws, but the impact they will generate on the environment with the use of the same at a time when environmental awareness charges more and more important. 

In addition, sustainable housing produces significant savings and is a differentiating element for real estate in Dubai. Today, energy excellence and housing are two sides of the same coin. You can follow the standards and get a right home. But you can also go one step further by offering a 100% sustainable and differential home.

On the other hand, new technologies and, in particular, the development of Internet Of Things (IoT) solutions applied to the real estate sector are another of the elements that define this moment of change in the demand criteria. This trend lies in applying new technologies for the benefit of the user. That is, simplify the conditions of the environment to increase business opportunities in the real estate market, although in Dubai there is still a long way to go. In this sense, IoT devices can be installed in any element of the house to provide the user with information regarding them, for example, with automatic switching on and off of lights or automatic temperature regulation. 

In short, the preferences of the end customer are constantly changing. The factors that concern society in general and, therefore, our end customers, such as sustainability or efficient resource management, are also reflected in their housing purchase criteria. As agents of the real estate sector, we must be able to give consumers a final product according to their new needs and know how to adapt to the frantic pace at which our society advances.

Why Content Marketing is Necessary for Rankings in Google

What does Google need? They disclose to us they need content that is important for their users. At the point when we study their calculations we find that they do to decide search rankings is truly intended to decide whether your content is relevant. That is the entire thing. Also there was a colossal dependence on inbound connections. What's more, that is on the grounds that around then that was the most effortless approach to decide whether a substance piece was pertinent. The thought was, the more connections, the more well known. Be that as it may, at that point humankind entered the image. Also, they stated, Google needs connects? Alright, give them heaps of connections. What's more, for quite a while, that is the way you could get search rankings. Get more connections.

Not any longer. You can't "purchase" your way into the hunt rankings just by getting inbound connections. Since Google has discovered approaches to fuse two things into their recipe: social traffic and communication, and the genuine substance. Believe it or not. They can generally tell if your article was composed by a human or by a machine. What's more, they don't need machine composed substance. What's more, they can tell if your article has spelling blunders. Also, they can tell if your substance has syntactic blunders. What's more, with this advanced programming, they can decide whether your substance is pertinent and that genuine people like it. Thus then they support content that is pertinent and genuine people like it.

So for what reason do I like article promoting to such an extent? This is on the grounds that article showcasing does the majority of that. At the point when you compose an article that is important to peruses, is composed by a human, is syntactically right, has no spelling mistakes, gets a typical measure of social contribution, gets a couple of connections (not zillions) and for the most part fits into an ordinary example of search inclusion, they rank that substance higher. What's more, with article showcasing, you hit those things with simply article advertising.

You should simply compose a couple of articles a day (applicable articles that people need to peruse), put each on an alternate site, and connection to each article from 1-2 different articles. At that point tell your web based life companions, customers, and different sites to investigate your article. Aren't composing content your companions and customers need to peruse? All things considered, that is your litmus test. Google wouldn't like to send their searchers to your articles in the event that you would prefer not to send your companions! What's more, you shouldn't compose it either.

5 Effective Ways to Rank a Website in Google:-

1. Make link building a priority

As one of the top ranking factors for Google, links are critical to improving your search engine ranking.

When it comes to better search engine rankings, you want to attract links from reputable and trustworthy sites, versus sites with a bad reputation. Earning links from top websites requires some outreach.

You need to connect with SEO experts, publishers, bloggers, and more to get your content some press.

Outreach requires time and dedication. Getting your content recognized, however, can have a tremendous impact on your company’s exposure and search engine rankings. It can also help people in your audience discover your business.

2. Compose high rise, SEO-accommodating substance

Substance is the establishment for improving web crawler rankings.

That is the reason substance showcasing is so well known on the grounds that it creates 6x more changes for organizations that utilization it. You can't compose and distribute content, however, and anticipate results. You have to compose substance upgraded for web crawlers and clients.

That means:

• Inquiring about your group of spectators, pertinent themes, and catchphrases
• Fusing your watchwords into your header labels, meta labels, and substance
• Distributing your substance on a responsive and quick site
• Elevating your substance to industry influencers

As indicated by examines, you can likewise improve your internet searcher rankings by concentrating on high rise content. This substance fills in as the total manual for clients. It responds to their underlying inquiry (like how regularly they should clean a pool) and their subsequent inquiries (like which cleaning items to utilize).

Going for a substance length of 1000 to 2000 words can better your web index rankings as well.

Ensure, be that as it may, that ever section and sentence offer an incentive to your perusers.

3. Fabricate a responsive site

Improved web crawler rankings can likewise occur subsequent to propelling a responsive site.

A responsive webpage enables your site to adjust consequently to any client's gadget. Regardless of whether they're seeing your webpage from PC, tablet, or cell phone, they can peruse and explore your site with zero issues.

On the off chance that you don't have a responsive site, you hazard diminished rankings.

Google utilizes versatile benevolence as a positioning element. Truth be told, it currently creeps and files locales (which enables your site to show up in query items) from a portable first point of view. That is the reason responsive structure is so basic to improved pursuit rankings.

4. Boost CTR in list items

You can likewise improve your web index rankings by boosting your active visitor clicking percentage (CTR).

CTR portrays the level of clients that see your site in list items and snap on it. For instance, if 50 individuals see your site in list items, however just 25 individuals click on it, you'd have a CTR of half. By and large, your CTR will be lower than this sum.

Expanding your CTR, be that as it may, can legitimately affect your pursuit positioning.

Studies show a solid connection between's web index rankings and CTR. That is on the grounds that, from an internet searcher's point of view, individuals clicking one site more than others implies that it's more pertinent than the other query items.

You can help your CTR (and improve your internet searcher rankings) a couple of ways:

• Incorporate your center watchword toward the beginning of your title tag
• Include your center and related watchwords to your meta portrayals
• Use outline markup, similar to how-to or evaluations, to your page

In Google Search Console, you can access and screen the CTR of your pages.

5. Use SEO-accommodating recordings and pictures

With regards to online substance, individuals don't need a mass of content. They need pictures, just as recordings, to assist them with finding out about a point, envision an idea, or complete an errand. On the off chance that your substance doesn't include interactive media, it might hurt your rankings in list items.

You can improve web index rankings with SEO-accommodating pictures and video.

For instance, you can transfer pictures that meet the accompanying SEO necessities:

• Highlights an upgraded filename, similar to "pool-cleaning-vacuum" versus "IMG_002"
• Incorporates an upgraded alt tag, similar to "pool cleaning vacuum in pool" versus "purchase our vacuum"
• Keeps up a packed picture size utilizing a device like Squoosh or Kraken
• Your recordings ought to likewise cling to SEO gauges, as with the accompanying tips:
• Utilize organized information
• Incorporate a video transcript
• Set a custom video thumbnail
• Make a title and depiction that draws in clients and incorporates your catchphrase

Did you know that a better search engine ranking will help your business grow and obtain new leads? With these tips, you can improve your web index rankings and give a superior client experience. Hiring a SEO company from Noida, India could be a good decision for quick results.

What to Do When Your Competitor Gets Ugly

It will likely happen someday to all of us and this will be especially true when your product or service becomes popular. One day you will find that a competitor is making fraudulent statements about your product, service or company. So what do you do when this happens?   Above all, don't panic or retaliate. 

Play fair and honestly even though your competitor is not. The fraudulent ugliness you may be encountering from your competitor will certainly create a backlash that will cause them to loose even more business (or customers). Common sense will tell everyone who might read their untruths, that they are in trouble and resorting to using desperate measures to counteract their desperate situation.   

What Could Cause a Company to Lose Business?  

The #1 reason a company loses customers is due to dishonesty. For this very reason you should always be honest with your customers. Never use dishonest or inaccurate marketing materials to promote your business and do not allow anyone else to do so either. If you do, sooner or later your once valued customers will find out they had been deceived. Never overcharge your customers for a product or service, as they will discover this too once they become more familiar with the product/service's concept, and you will lose their business permanently and cause irreversible resentment. 

It costs a business 6X (six times) more to find a new customer than it does to make a sale to an existing customer provided your sales tactics are honest.  

The #2 reason a company may lose business is due to mismanagement. Mismanagement can be in the form of over-spending on expenses, adding too many salaries to the payroll, excess advertising without a good return on investment, over-populating distributors within a region, careless merchant practices, developing too many products or services and spreading your company's objective too thin, growing your business so quickly it becomes out-of-control and obviously disorganized, and not having your company's own objective or future goals but instead "following" your competitors practices, concepts and ideas.   

The #3 reason a company may lose business is lack of knowledgeable, caring support after the sale. Many companies are now outsourcing their tech support to foreign countries and your tech support inquiry may be answered by an individual who has never used the product or service you purchased. 

Yes, it's true! This is a popular technique being used by larger corporations. It may work for a short time for these corporations, but it is becoming a widespread problem. As a small business owner, it could do your business great harm to outsource your tech support or customer service. Always treat your customers with respect and with timely/knowledgeable support from the very people who produced or actively use your product or service.  So in answer to the first question, "What do you do when your competitors get ugly?" Emotional intelligence and good business practices will tell you that the answer is ... "Nothing". 

Sooner or later your competitor(s) will fall over their own feet and their unfair business tactics or unethical marketing techniques will be their own demise. We have seen it countless times in many types of business industries (not just web design). That old silly cliché is true and worthwhile advice even in your business operations: 

"What goes around, comes around."  Common sense generally tells you to be suspicious of an article or review that might proclaim great things about any "one" company. 

This is particularly true when you have seen other companies who offer services that might be better for your needs. After all, there is no "one fit or one answer" for every individual or company's needs. 

What works for you may not work for me or our neighbors. The same common sense should come into play when you read something that discredits an entire industry and labels the products/services of all these companies as "bad". 

The most important software feature

The most important software feature

ERP capabilities

Venture asset arranging (ERP) positions high among the most exhaustive, incredible information the board arrangements accessible. For some organizations, ERP is a perfect answer for information investigation, computerization and full-scale foundation mix. However, with numerous frameworks accessible, each apparently custom fitted to various ventures, choosing the privilege ERP programming arrangement can appear to be overpowering. Be that as it may, don't lose all sense of direction in the ocean of chimes and whistle, there are a couple of center capacities each ERP should offer.

Integration

This ERP usefulness is a significant piece of what makes this arrangement not the same as different sorts of programming. While numerous independent arrangements brag their capacity to coordinate with different frameworks, there's not at all like a suite of uses worked to cooperate. Coordination guarantees the various capacities offered by ERP frameworks cooperate agreeably.

ERP gives a completely coordinated, natural stage through which you can break down, screen and direct most of information driven assignments. Through a solitary database, ERP gathers, stores and breaks down information over all offices. This guarantees consistent correspondence inside your association. Organizations today never again need to work in storehouses, because of ERP. Working from a solitary wellspring of data diminishes the inconsistencies between your groups alongside the related blunders and expenses.

Reconciliation likewise enables your business to work with various segments without a moment's delay. For example, with coordinated client relationship the executives (CRM), clients can access request history and client data in a similar framework. The examination of information gives knowledge into business drifts and can offer forecasts dependent on past practices. This builds effectiveness on a hierarchical scale, guaranteeing smooth tasks and improved efficiency.

Computerization

At the point when somebody asks, "What does ERP do?" the appropriate response will probably consistently incorporate computerization. This ERP ability computerizes normal dreary undertakings including request section, finance, bookkeeping, invoicing, detailing and that's just the beginning. Mechanization chops down the numerous hours your staff would commonly spend on these procedures, enabling them to concentrate on increasingly significant assignments. Enhancing your representatives' time guarantees increasingly compelling workdays.

Computerizing your procedures can likewise lessen human blunder. At the point when your representatives are spending most of their day rehashing a similar errand again and again, will undoubtedly commit an error or two. Mechanization enables information to be sent starting with one piece of the framework then onto the next, with no possibility of mistake. Indeed, even little mistakes can wind up costing your business, so why not dispense with them where conceivable?

Information Analysis

Since an ERP is as of now gathering and preparing information from all your business capacities, it bodes well to benefit from that data through investigation. Put essentially, this ERP capacity discovers patterns and examples in your procedures. This empowers clients to think about the viability of specific errands, notwithstanding giving conjectures to future business choices.

ERP breaks down information identifying with all business tasks, including customer information, creation insights, deals information and significantly more. For example, an ERP can assist you with foreseeing request, make a spending limit and break down your HR capacities. Information examination offers simple access to indispensable business information and gives you the devices you have to follow authoritative profitability and productivity. On the off chance that you need a progressively explicit framework capacities case of information examination, look at a portion of our articles on business insight.