The GTMnow Podcast

GTMnow

The GTMnow Podcast interviews well-known tech executive, VC, and founders - the expert operators in the trenches who have ‘been there, done that’ to build some of the fastest-growing software companies. Every week, a guest joins Sophie Buonassisi to dissect their stories, revealing expert insights around what worked, what didn’t, and how things actually went down.This podcast is produced by GTMnow, the media brand of GTMfund - sharing insight on go-to-market from working with hundreds of portfolio companies backed by over 350 of the best go-to-market executives. GTMfund is an early-stage VC fund focused on investing in the most exciting, up-and-coming B2B SaaS companies across the world. The LP network consists of VP and C-level Sales, Marketing, and Customer Success leaders from companies like DocuSign, Salesforce, LinkedIn, Snowflake, Okta, Zoom, and many more.Visit gtmnow.com for more details and to sign up for our newsletter and other content resources.

  1. GTM 161: How to Build a GTM Roadmap (Lessons from Plaid’s $3M → $300M Scale) | Paul Williamson

    6天前

    GTM 161: How to Build a GTM Roadmap (Lessons from Plaid’s $3M → $300M Scale) | Paul Williamson

    Paul Williamson is a seasoned go-to-market leader and advisor best known for helping Plaid scale from $3M to $300M ARR. As Head of Revenue, he built and evolved Plaid’s go-to-market roadmap across product-market fit, upmarket expansion, and new verticals. With deep experience aligning GTM with product, he now advises founders on sequencing bets, building forward-compatible roadmaps, and scaling revenue organizations with intention. Discussed in this Episode Why GTM roadmaps should be “forward-compatible”Iteration cycles in GTM vs. product roadmapsEarly lessons from Plaid’s rudimentary qualification processRecognizing high-value clients vs. anti-patterns in inbound leadsHow daily standups created fast GTM learning loopsShifting from PLG to sales-led motions with SDRs and routingSequencing GTM expansion: fintech → enterprise FSIs → embedded fintechCompensation design mistakes and their impact on sales behaviorEpisode Highlights 00:00 — Why GTM roadmaps should be built “forward-compatible” 01:53 — How Plaid iterated through 9–10 GTM versions in the first year 05:12 — Plaid’s early qualification process: 4 simple questions 07:28 — Why most inbound leads weren’t equal—and how Plaid spotted patterns 10:01 — Using daily standups twice a day to refine GTM qualification 14:32 — How Plaid’s GTM roadmap evolved from monthly to yearly cycles 20:46 — Moving beyond partnerships to diversify top-of-funnel channels 24:53 — Scaling into enterprise financial institutions with tailored product needs 27:09 — Entering phase three: embedded fintech with customers like Tesla 30:00 — Compensation design mistakes that slowed deals and created risk This episode is brought to you by: Harmonic Harmonic helps you discover the best startups way ahead of the competition. We use it at GTMfund, as do thousands of investors at firms like USV and Insight. GTM teams at companies like Notion and Brex also rely on the platform to stay ahead. Harmonic tracks millions of startups and lets you search using simple filters or natural language to match exactly what you’re looking for. When you find a company that looks interesting, Harmonic pulls everything into one place (founder backgrounds, traction, and market data) so you can quickly evaluate and understand if it’s a fit. At GTMfund, we even have a private Slack channel called #companywatchlist powered entirely by Harmonic. Guest Links LinkedIn:https://www.linkedin.com/in/paulrwilliamsonHost Links LinkedIn:https://www.linkedin.com/in/sophiebuonassisiX (Twitter):https://x.com/sophiebuonaNewsletter:https://thegtmnewsletter.substack.comThe GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.

    39 分钟
  2. GTM 160: The Startup PR Playbook Every Founder Needs: How to Nail Your Launch, Get in the News, and Avoid the Biggest PR Mistakes | Jenny He

    8月26日

    GTM 160: The Startup PR Playbook Every Founder Needs: How to Nail Your Launch, Get in the News, and Avoid the Biggest PR Mistakes | Jenny He

    Jenny He is the Founder and General Partner at Position Ventures, an early-stage venture fund that backs startups with strategic communications from day one. Previously, Jenny led comms at Square and has since helped hundreds of founders land coverage in top outlets like TechCrunch and Forbes. With deep expertise in positioning, storytelling, and PR, she’s on a mission to help startups craft differentiated narratives that drive credibility, legitimacy, and growth. Discussed in This Episode What PR actually is (and isn’t) for startupsThe difference between positioning, storytelling, and PR — and how they stack togetherWhen PR makes sense and when to hold back on announcementsStep-by-step process for landing coverage in top outlets like TechCrunch or ForbesHow to build authentic relationships with reporters before you pitchWhat makes something truly newsworthy: timeliness, impact, relevanceTactical advice for pitching, interviews, and amplifying coverage post-launchHow PR fits into the broader go-to-market motionEpisode Highlights 00:00 — Positioning, storytelling, and PR defined 02:23 — Jenny explains what PR really is and why startups misunderstand it 06:39 — The first step before any PR push: setting clear goals 11:37 — Example of a newsworthy founder story: building an AI radiologist from personal experience 15:17 — The three elements of newsworthiness: timeliness, impact, and relevance 17:42 — Why building warm relationships with reporters is crucial 20:36 — Preparing for the interview itself vs. outreach 22:47 — Amplifying coverage through your network post-publication 25:07 — What PR agencies cost (and why no one can guarantee coverage) 29:18 — Jenny’s #1 book recommendation on positioning Thanks to Our Sponsor – Clarify: Clarify is the autonomous CRM built for founders and early-stage teams who want to build more pipeline, close more deals, and spend way less time on busywork. Clarify automatically enriches your contacts, captures leads from anywhere (even one click from LinkedIn), and keeps your pipeline up to date on its own, so you can focus on winning deals, not updating fields. If you’re looking to simplify your stack and help your team move faster, check out Clarify. Recommended Books Positioning: The Battle for Your Mind by Al Ries & Jack Trout — Jenny’s #1 recommendation for founders learning positioning fundamentals.Referenced Clarify (autonomous CRM): https://clarify.aiTechCrunch: https://techcrunch.comForbes: https://forbes.com New Lantern (portfolio company example): https://newlantern.aiSquare: https://squareup.comGuest Links LinkedIn: https://www.linkedin.com/in/jennyheX (Twitter): https://x.com/jennydhe Website: https://positionventures.comThe GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.

    31 分钟
  3. GTM 159: Scaling ZoomInfo to over $1B ARR, the Upmarket Playbook, and Launching CoPilot to over $100M Revenue in 6 months | James Roth

    8月19日

    GTM 159: Scaling ZoomInfo to over $1B ARR, the Upmarket Playbook, and Launching CoPilot to over $100M Revenue in 6 months | James Roth

    James Roth is the Chief Revenue Officer at ZoomInfo, where he oversees a global revenue engine supporting over 37,000 customers and more than $1 billion in ARR. With a background in scaling hypergrowth teams and building enterprise go-to-market machines, James has helped reposition ZoomInfo from a sales tool to the foundational data layer for modern GTM teams. Under his leadership, ZoomInfo launched Copilot, its flagship AI product, and executed a bold shift upmarket — transitioning from transactional selling to a data-first, enterprise-driven GTM strategy. Discussed in This Episode How ZoomInfo transitioned from transactional selling to enterprise go-to-marketThe "Good Co, Bad Co" framework for segment-specific product retentionWhy ZoomInfo changed its ticker symbol to GTMLaunching Copilot and driving $100M revenue in under 6 monthsHow internal AI usage became the go-to-market motionKey shifts in comp design and team segmentation for scaling upmarketUsing telemetry and real-time signal tracking to measure rep effectivenessLessons in long-term execution vs. short-term growth pressureEpisode Highlights 00:00 — ZoomInfo's evolution from a sales tool to a data-first platform 17:06 — Why data as a service is ZoomInfo’s fastest-growing business 20:43 — How to build and apply the “Good Co, Bad Co” segmentation framework 26:26 — The hard part about going upmarket? Aligning the full funnel org 30:19 — Changing your ticker to GTM: A bold positioning play 34:31 — Copilot’s $100M launch: The power of internal usage 39:53 — Most AI tools show activity shift in modern sales measurement 52:18 — What James wants future CROs to steal: Think long-term, build patiently Thanks to Our Sponsor – UserEvidence: UserEvidence is the Customer Evidence Platform that helps you collect feedback, surface proof points, and turn customer wins into bite-sized assets your sales and marketing teams can actually use. Capture social proof at scale. Arm reps with credible stories. Close more deals with trust. Learn more at: https://userevidence.com/gtmnow Guest Links  LinkedIn: https://www.linkedin.com/in/james-roth-3a913b51/Host Links  LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/X (Twitter): https://x.com/sophiebuonaNewsletter: https://thegtmnewsletter.substack.com/Website: https://gtmnow.comWhere to Find GTMnow • Website: https://gtmnow.com • LinkedIn: https://www.linkedin.com/company/gtmnow/ • X (Twitter): https://x.com/GTMnow_ • YouTube: https://www.youtube.com/@GTM_now • The GTM Podcast: https://gtmnow.com/tag/podcast/ The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.

    47 分钟
  4. GTM 158: From Startup to $4B+ Unicorn: How Vanta Scaled Past $100M ARR and Beat 40+ Competitors | Stevie Case

    8月12日

    GTM 158: From Startup to $4B+ Unicorn: How Vanta Scaled Past $100M ARR and Beat 40+ Competitors | Stevie Case

    Stevie Case is the Chief Revenue Officer at Vanta, the $4B leader in trust management and compliance automation. Since joining in 2021, Stevie has scaled the company from sub-$20M ARR to north of $100M, navigated 40+ copycat competitors, rebuilt both pre- and post-sales engines, and led Vanta’s expansion from SMB into enterprise. A former world’s first female pro gamer turned tech sales leader, Stevie previously held senior roles at Twilio, where she helped grow the enterprise business to a $1B run rate.  Discussed in This Episode How Stevie’s path from pro gamer to CRO shaped her competitive edgeEarly-stage chaos at Vanta and the signs of undeniable product-market fitBattling over 40 copycat competitors with value selling and a “CIA” competitive squadWhy execution, not first-mover advantage, is the only sustainable moatThe challenges and lessons from scaling SMB sales and moving into enterpriseBuilding go-to-market experiments before committing product investmentTransforming post-sales into a growth engine and driving net retention upStevie’s view on AI in revenue operations and personal productivityEpisode Highlights 00:00 — “Every business is subject to the laws of physics and math… Execution is the only moat.” 03:07 — Stevie on becoming the world’s first female pro gamer and how competitiveness fueled her career. 06:25 — The undeniable product-market fit that convinced Stevie to join Vanta. 14:02 — Facing 40+ copycat competitors and learning that flashy marketing can’t beat sustainable growth. 16:23 — Transitioning from transactional selling to deep, value-based discovery using MEDDPICC. 18:30 — Creating Vanta’s “CIA” Competitive Intelligence Agency to win back customers. 26:10 — Launching the experimental enterprise sales team and the patience it took to scale it. 47:08 — Rebuilding post-sales into separate customer success and account management functions. 50:56 — Vanta’s next big GTM bets: platform sales, public sector, and deeper enterprise expansion. 53:27 — How Stevie is using AI in revenue operations and her own work life. Guest Links LinkedIn: https://www.linkedin.com/in/steviecase Thanks to our Sponsor: Qualified Piper is the #1 AI SDR on G2. AI SDR agents are changing the future of sales. And Piper is leading the way. Piper is the top-ranked AI SDR on G2, trusted by hundreds of high-growth GTM teams — including many in the GTMfund community. She works around the clock to follow up with every lead, book meetings, and qualify prospects, all by reading real buying signals. That means your team spends less time chasing and more time closing. Piper isn’t just automating repetitive work — she’s transforming pipeline generation at scale. Discover how AI SDRs like Piper can help you build pipeline faster at qualified.com. The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.

    57 分钟
  5. GTM 157: How ClickUp Scaled 17x and Cut CAC 3× — GTM Systems, Building Incrementally and Going from PLG to SLG | Gaurav Agarwal

    8月5日

    GTM 157: How ClickUp Scaled 17x and Cut CAC 3× — GTM Systems, Building Incrementally and Going from PLG to SLG | Gaurav Agarwal

    Gaurav Agarwal is the COO of ClickUp, where he’s helped scale the company 17x in two years and cut CAC by 3x—all while leading across marketing, product, sales, and services. Formerly in banking and product roles, Gaurav brings a rare systems-oriented mindset to growth. He’s known for connecting the dots across GTM, scaling PLG engines, driving incrementality with rigor, and building cultures of experimentation, ownership, and speed. Discussed in this episode Why growth is more about systems than marketingHow ClickUp scaled 17x while reducing CAC by 3xThe cultural shifts required to align GTM teamsIncrementality testing vs. attribution modelingBuilding a true sales motion on top of PLGInput KPIs as a driver of experimentation speedHow ClickUp is using AI across marketing and salesThe concept of GTM as demand creation vs. harvestingEpisode Highlights 00:00 — Everyone is doing all the work—but you're winning by chance, not by design 02:01 — Gaurav on seeing growth as a systems function, not just marketing 13:33 — Culture alone delivered roughly half of the 3× CAC reduction at ClickUp 15:53 — Gaurav defines incrementality testing vs. flawed attribution models 29:27 — Setting input KPIs so squads deliver a “win every week” keeps momentum high 32:53 — AI is being embedded across PLG + GTM workflows—from content briefs to deal signals Recommended Books Shareholder Letters by Jeff Bezos Referenced ClickUp:https://clickup.com/ • Gong: https://www.gong.io/ • Netflix: https://www.netflix.com/ • Robinhood: https://robinhood.com/Guest Links (Gaurav Agarwal): LinkedIn:https://www.linkedin.com/in/gauravragarwal/Host Speaker Links (Sophie Buonassisi): LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/Newsletter: https://thegtmnewsletter.substack.com/Where to find GTMnow (GTMfund’s media brand): Website: https://gtmnow.com/LinkedIn: https://www.linkedin.com/company/gtmnow/Twitter/X: https://x.com/GTMnow_YouTube: /@gtm_nowThe GTMnow Podcast (on all major directories): https://gtmnow.com/tag/podcast/Thanks to our Sponsor: Qualified Piper is the #1 AI SDR on G2. AI SDR agents are changing the future of sales. And Piper is leading the way. Piper is the top-ranked AI SDR on G2, trusted by hundreds of high-growth GTM teams — including many in the GTMfund community. She works around the clock to follow up with every lead, book meetings, and qualify prospects, all by reading real buying signals. That means your team spends less time chasing and more time closing. Piper isn’t just automating repetitive work — she’s transforming pipeline generation at scale. Discover how AI SDRs like Piper can help you build pipeline faster at qualified.com. The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.

    53 分钟
  6. GTM 156: Revenue Marketing Unpacked: GTM Lessons, AI, and What’s Really Broken in Attribution | John Fernandez

    7月29日

    GTM 156: Revenue Marketing Unpacked: GTM Lessons, AI, and What’s Really Broken in Attribution | John Fernandez

    John Fernandez is SVP at Datasite, with a track record as GTM leader at Glia, ContentWise, and Diligent, having scaled teams through IPOs, acquisitions, and $1.4B in equity events. At Glia, John pioneered revenue marketing’s impact, driving 71% of pipeline and 60% of new business revenue from marketing. Connect with him for real-world GTM lessons, scaling playbooks, and unique frameworks for aligning marketing with revenue. Discussed in this Episode: How to architect a B2B marketing org that is truly accountable for pipeline and revenue, not just “influence”Aligning product, content, and campaign teams to ONE goal: pipeline creation (culture, incentives, and operations)The “Value Chain” framework for mapping marketing’s full-stack impact across the GTM engineJohn’s “4 Whats” Framework for operationalizing measurement: what's working, what's not, what's new, what's nextWhat’s broken about attribution today and why multi-touch measurement is often a red herringThe shift from SEO to GEO: How generative AI is re-writing digital discoverability and B2B content strategyAI in marketing without losing authenticity: human-in-the-loop, voice, and trust factors you need to watchWhy more Martech isn’t the answer (and the tech stack crisis facing GTM teams)Deep problem understanding as a GTM superpower (what chess can teach SaaS leaders about winning)Key moves for founders and GTM leaders facing today’s attention and signal problemGuest Speaker Links (John Fernandez): LinkedIn: https://www.linkedin.com/in/johnfernandez/Datasite: https://www.datasite.com/Host Speaker Links (Sophie Buonassisi): LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/Newsletter: https://substack.com/@sophiebuonassisiWhere to find GTMnow (GTMfund’s media brand): Website: https://gtmnow.com/ LinkedIn: https://www.linkedin.com/company/gtmnow/ Twitter/X: https://x.com/GTMnow_ YouTube: /@gtm_now The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/ The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.

    1 小时 4 分钟
  7. GTM 155: How to Build a GTM Motion from Scratch — Using AI, Community, and Data as a Moat | Erica Anderman

    7月23日

    GTM 155: How to Build a GTM Motion from Scratch — Using AI, Community, and Data as a Moat | Erica Anderman

    Erica Anderman is the co-founder and COO of Foodini, an AI-powered platform solving food allergy and dietary transparency through data infrastructure. With over 15 years of go-to-market experience across foodtech and vertical SaaS, Erica has led revenue at companies like Slice, Seated, and Odeko, and held roles across sales, customer success, partnerships, and RevOps. She began her career in door-to-door restaurant sales and now builds GTM from the ground up, helping 50% of the population with dietary needs find safe, personalized dining experiences. Discussed in this Episode: Transitioning from CRO to founder (and why it’s so humbling)Tactical frameworks for finding product-market fit (especially in early pivots)Building a GTM motion from zero using community and customer obsessionWhat AI actually changes in GTM (hint: it’s not just about productivity)How to treat fundraising like a sales motion (including identifying your ICP)Practical tools Erica is using to build GTM motions faster with fewer resourcesHighlights: 00:45 From Sales to CRO: The Unconventional Path 02:47 Why Being a Generalist Can Make You a Better Leader 05:31 What AI Is Really Doing to GTM Roles 06:33 Scaling Yourself Before You Scale Your Team 08:00 From CRO to Founder: Sales Skills That Transfer to Fundraising 10:10 Fundraising Is Just Another Sales Funnel 14:12 Relationships Compound in GTM and Fundraising 22:33 Finding PMF by Listening Hard 26:04 When Your GTM Motion Becomes Compliance-Driven 27:41 Community as a GTM Lever (Not Just a Buzzword) 38:28 Pre-PMF vs. Post-PMF 42:53 Turning Messy Data into Valuable Content 56:12 Tools Over Headcount: Erica’s Favorite AI Stack Guest Speaker Links (Erica Anderman): LinkedIn: https://www.linkedin.com/in/ericaanderman Foodini: https://foodini.co/ Host Speaker Links (Sophie Buonassisi): LinkedIn: https://www.linkedin.com/insophiebuonassisi Newsletter: https://substack.com/@sophiebuonassisi Thanks to Our Sponsor – UserEvidence: UserEvidence is the Customer Evidence Platform that helps you collect feedback, surface proof points, and turn customer wins into bite-sized assets your sales and marketing teams can actually use. Capture social proof at scale. Arm reps with credible stories. Close more deals with trust. Learn more at: https://userevidence.com/gtmnow Where to Find GTMnow: Website: https://gtmnow.com/ LinkedIn: https://www.linkedin.com/company/gtmnow/ Twitter/X: https://x.com/GTMnow_ YouTube: /@gtm_now The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/ The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.

    1 小时
  8. The Next Digital Revolution: You Optimized for Humans, Now You Have to Optimize for AI | with Mike Walrath (CEO of Yext)

    7月15日 · 附赠内容

    The Next Digital Revolution: You Optimized for Humans, Now You Have to Optimize for AI | with Mike Walrath (CEO of Yext)

    This bonus episode explores one of the most important shifts happening in go-to-market right now: the move from optimizing for humans to optimizing for AI. Mike Walrath, CEO of Yext and former founder of Right Media (acquired by Yahoo for $850M), shares why this change is as big — or bigger — than the first wave of digital transformation. You’ll learn how AI agents are changing how customers discover businesses, why your structured data now matters more than your homepage, and what you can do to stay ahead. This is a clip from the full episode with Mike — a must-watch roadmap for the AI-driven future of marketing. Hit the links to dive into the full conversation. • GTMnow: https://gtmnow.com/gtm-146-future-of-search-ai-digital-presence-mike-walrath/ • Apple: https://podcasts.apple.com/in/podcast/gtm-146-the-future-of-search-ai-and-digital/id1369291464 • Spotify: https://open.spotify.com/episode/2xs4xXGmTTKXHSNUMmYqvy • YouTube: https://www.youtube.com/watch?v=4m1051j_hq4&t=1332s Thanks to our Sponsor: Qualified Piper is the #1 AI SDR on G2. AI SDR agents are changing the future of sales. And Piper is leading the way. Piper is the top-ranked AI SDR on G2, trusted by hundreds of high-growth GTM teams — including many in the GTMfund community. She works around the clock to follow up with every lead, book meetings, and qualify prospects, all by reading real buying signals. That means your team spends less time chasing and more time closing. Piper isn’t just automating repetitive work — she’s transforming pipeline generation at scale. Discover how AI SDRs like Piper can help you build pipeline faster at qualified.com. Visit us: https://gtmnow.com/ Follow us on LinkedIn: https://www.linkedin.com/company/gtmnow/ Follow us on Twitter/X: https://x.com/GTMnow_ The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.

    21 分钟
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关于

The GTMnow Podcast interviews well-known tech executive, VC, and founders - the expert operators in the trenches who have ‘been there, done that’ to build some of the fastest-growing software companies. Every week, a guest joins Sophie Buonassisi to dissect their stories, revealing expert insights around what worked, what didn’t, and how things actually went down.This podcast is produced by GTMnow, the media brand of GTMfund - sharing insight on go-to-market from working with hundreds of portfolio companies backed by over 350 of the best go-to-market executives. GTMfund is an early-stage VC fund focused on investing in the most exciting, up-and-coming B2B SaaS companies across the world. The LP network consists of VP and C-level Sales, Marketing, and Customer Success leaders from companies like DocuSign, Salesforce, LinkedIn, Snowflake, Okta, Zoom, and many more.Visit gtmnow.com for more details and to sign up for our newsletter and other content resources.

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