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  • Top 20 AI tools for marketing and sales you should use in 2025

    Introduction: The Rise of Artificial Intelligence in Marketing and Sales

    Artificial intelligence (AI) is penetrating all areas of business, and marketing and sales are clear evidence of this. The McKinsey 2023 State of AI report reveals a fascinating trend: companies that effectively implement AI report significant improvements in revenue and operational efficiency. And the numbers speak for themselves, with 20% of respondents attributing at least 5% of their operating profit directly to AI, demonstrating its tangible impact on business performance.

    Generative AI in particular has had a breakthrough year, with businesses leveraging its capabilities for content creation, customer engagement, and lead management. In short, AI is becoming a key tool for businesses looking to succeed in a fiercely competitive environment.

    The question is no longer whether to use AI, but how to use it smartly . Which tools will give you the biggest competitive advantage?

    Let’s take a look at the 20 best AI solutions that can catapult denmark phone number data  your marketing and sales to a whole new level!

     

    AI as a revolution in marketing and sales

    Artificial intelligence is being used in marketing and sales to optimize processes, predict trends, and improve customer engagement. These applications are transforming traditional workflows by bringing efficiency, intelligence, and scalability.

    AI and the revolution in marketing

    1. Intelligent audience segmentation

    AI can analyze customer data in the smallest details and create extremely precise target groups. Instead of blanket campaigns, marketers are now targeting exactly where their potential customers are.

    2. Personalization and content creation

    Forget about mass messages. AI can create content that is precisely tailored so that each customer feels like the communication was prepared just for them.

    3. Real-time ads

    AI algorithms continuously evaluate the performance of advertising campaigns and optimize them immediately. The result? Maximum impact at minimal cost.

    4. Social media under the control of

    AI helps plan posts, predict trends and respond quickly to the new zealand archipelago  customer interactions. No more shooting blindly.

    5. Customer mood in the palm of your hand

    AI tools can measure and evaluate customer mood in real time – so marketers have a perfect overview of how satisfied customers are.

    AI-Powered Sales

    1. Intelligent Opportunity Scoring

    AI helps identify the most promising opportunities, so salespeople can focus exactly where the potential is greatest.

    2. Accurate Sales Forecasts

    By analyzing historical data and current trends, AI can predict future performance with surprising accuracy.

    3. Personalized Communications

    No more cold calling. AI helps craft highly personalized messages that resonate with specific prospects.

    4. Real-time Coaching

    AI provides immediate feedback to salespeople, helping them refine their approach and increase success.

    5. Clear Sales Pipeline Management

    AI simplifies opportunity tracking, highlights critical moments, and provides real-time insights.

     

    Marketing AI tools

    1. SurferSEO
    SurferSEO is a sophisticated tool that helps marketers and thailand data  content creators systematically improve their search engine results. It offers intelligent solutions for anyone who wants to take their content to the next level.

    Key features:
    Content Planner: Helps plan articles around related keywords, improving topic strength.

    Content Editor: Provides real-time SEO optimization assessments, including keyword density, headings, and readability.

    Audit Tool: Analyzes existing content for SEO weaknesses and suggests improvements.

  • Which Plan is Right for You?

    Introduction
    You’ve probably reached a point in your business where spreadsheets are no longer enough and you’re losing track of your customers. So you’ve decided to switch to a dedicated customer relationship management system, also known as a CRM system. There are many such systems on the market, but during your research, you’ve probably come across a few leading players. One of them is undoubtedly HubSpot , one of the leading CRM companies.

    HubSpot is a truly comprehensive platform, and that’s reflected china phone number data  in the pricing, which can seem a little confusing at first glance. So you might be wondering, How much will it all cost? Well, that’s exactly what you’ll find out in this article. We’ll take a look at HubSpot’s plans and pricing to help you figure out which option best suits your needs and budget.

    How does HubSpot work?

    HubSpot’s main strength is its modular approach, which offers specialized tools grouped into so-called “hubs.” Each Hub is designed to address specific business needs, and together they provide a comprehensive solution for managing and automating the entire customer journey.

    What sets HubSpot apart is its flexibility. You can start with a single Hub or combine multiple Hubs to create a more integrated system. The individual modules work seamlessly together and share data, giving you a comprehensive view of your customers and their interactions with your business.

    HubSpot platforms and their pricing
    Now that you know how HubSpot works, let’s take a look at its individual platforms and the costs associated with them. HubSpot offers five main hubs, each focused on specific business needs.

     

    1. Marketing Hub: Lead Generation and Automation
    Marketing Hub is designed to help businesses attract new  marketers use attribution dat customers, nurture leads, and automate marketing processes. It includes tools for email marketing, landing page creation, SEO, and workflows.

    Price list:

    Starter : $20/month for up to 1,000 marketing contacts.
    Professional : $890/month for up to 2,000 marketing contacts ($3,000 implementation fee).
    Enterprise : $3,600/month for up to 10,000 marketing contacts ($7,000 implementation fee).
    Who is it suitable for:

    Starter : For small businesses looking for basic marketing tools.
    Professional : For growing businesses that need advanced automation.
    Enterprise : For large businesses that require customer behavior tracking and custom features.
    Want to better understand the differences between Marketing Hub Professional and Enterprise plans? Check out our detailed comparison and choose the best one for your business!

    2. Sales Hub: Streamlining the sales process

    Sales Hub is focused on helping sales teams close deals more thailand data  efficiently. It includes tools for pipeline management, deal tracking, task scheduling, and reporting. Higher plans offer more automation options.

    Price list:

    Starter : $20/month per user.
    Professional : $100/month per user ($1,500 implementation fee).
    Enterprise : $150/month per user ($3,500 implementation fee).
    Who is it suitable for:

    Starter : For startups that need basic CRM tools.
    Professional : For teams that require sales automation and analytics.
    Enterprise : For large companies managing multiple pipelines.

  • Create an e-shop quickly and easily with Zoho Commerce

    Introduction
    You’ve probably heard of platforms like Shopify or WooCommerce, but did you know that Zoho also has its own eCommerce platform? Zoho Commerce lets you easily create, manage.

    What makes Zoho Commerce different from other platforms?

    Although Zoho Commerce is not among the most well-known  bulgaria phone number data eCommerce platform players, it brings something unique to the market. It is designed to work seamlessly with other Zoho tools, offering a simple yet fully functional solution for businesses that want all their handy tools in one place. Instead of having to use multiple different platforms, Zoho Commerce lets you manage everything within the single Zoho ecosystem.

    Its easy, no-code configuration is ideal for businesses looking to quickly launch their e-commerce store without complex technical requirements.

    1. Website creation without programming

    With Zoho Commerce, creating an e-commerce store is easy and requires no coding skills. Users can choose from customizable templates, allowing them to design a professional-looking e-commerce store without the need for web developers.

    2. Integrated inventory management
    Zoho Commerce seamlessly integrates with Zoho Inventory, making inventory management a breeze. You can track inventory levels in real time, set low-stock alerts, and sync data across the entire system.

    3. Payment processing
    Zoho Commerce supports various payment gateways like PayPal, Stripe, PayU, and more. With this flexibility, you can easily customize your e-commerce store for different regions and provide your customers with a secure and seamless checkout process.

    5. Customer management
    By integrating with Zoho CRM, Zoho Commerce allows you whether the first touch to effectively manage your customer relationships. You can track customer data, view purchase history, and create personalized marketing strategies based on their purchasing behavior.

    These integrations can significantly improve the way you run your business by centralizing processes and automating activities.

    Zoho CRM Integration: Improve Customer Relationships
    Zoho CRM lets you track customer data in real time. Every  thailand data customer interaction—from product browsing to purchase—is automatically recorded, giving you a complete view of their behavior and preferences.

    Practical example: A customer adds an item to their cart but doesn’t complete the purchase. With CRM integration, you can set up an automated email with a reminder and a special offer to motivate them to complete the order.

    Every transaction, including shipping, discounts, and taxes, is recorded automatically, saving time and minimizing the risk of errors.

    Practical example: At the end of the month, Zoho Books creates a detailed financial report including all sales, expenses, and taxes. This eliminates the need for manual accounting and gives you a constant overview of your finances.

    Integrat

  • How to use AI to grow your business

    AI, AI, AI… we hear about artificial intelligence literally everywhere. Entrepreneurs and experts are praising it to the skies, and when you scroll through LinkedIn Therefore,  it seems like every other post is about AI. But often it’s just talk .– Therefore,  predictions, promises and unrealistic ideas – without any concrete results or practical conclusions.

    That’s why we decided to approach this topic differently. Practical usability is what we’ll focus on in this article.  Therefore, We’ll look at how AI can actually be used, what it can really help us with, and where its limits lie. No empty promises . Therefore, Just concrete tips and tools to help you use AI in your business.

    Content creation: easier than ever

    According to recent surveys, 43% of marketers consider content creation to be the most common area where they use AI . Whether it’s copywriting, design.Therefore, or even video content creation, AI is helping companies create better content while focusing on strategic goals.

    Content creation is the foundation of a modern marketing  belgium phone number data strategy, but let’s face it – it can be a daunting task.  Therefore, The process often takes up more time and resources than most businesses can afford. But AI is making content creation faster, more efficient, and more accessible than ever before. How exactly? Let’s take a look.

    Automation that saves time
    AI is great at handling repetitive and time-consuming tasks that can slow down your workflow. Writing blog drafts, generating email campaigns, or creating social media captions? AI can create a solid starting point in seconds. But it’s important to remember that while AI helps with volume and efficiency, the output often needs fine-tuning to match your tone and brand.

    Tools we recommend:
    HubSpot AI Content Writer: Generates search engine optimized content, perfect for quick ideation.

    Jasper: Great for creating long and short texts.

    Copy.ai: Ideal for short, concise texts, such as headlines or email introductions.

    Coming up with new ideas

    Everyone has experienced it at some point – sitting in front of a  each of these receives blank page, waiting for inspiration. In this case, AI becomes a great partner, offering you ideas or new directions that you would not have thought of on your own. It will not create a revolutionary campaign on its own, but it will definitely help to jumpstart the creative process.

    Tools we recommend:
    Hubspot’s Blog Ideas Generator: Quickly suggests relevant topics based on your target audience.

    ChatGPT: A flexible brainstorming tool to help you come up with new ideas or perspectives.

    Ideamap AI: A great helper for organizing ideas into clear and understandable concepts.

    Therefore, While shortcomings still exist, the technology is developing rapidly and will continue to improve.

     

    MidJourney difference in one year. Source

    Tools we recommend:
    MidJourney: Excellent for creating detailed and artistic visuals, ideal for creative and conceptual projects.

    Canva AI: Makes it easy to create graphics with automated layout, visual, and branding designs.

    DALL-E: Generates creative and realistic images based on detailed specifications, with quality depending on specific inputs.


    >>>>Customer support: faster, smarter, and more personal
    Customer support has always been about finding a balance between thailand data  efficiency and empathy. With the advent of AI, businesses have a powerful tool at their disposal that allows them to handle common tasks faster and easier. However, it’s important to remember that AI is not a replacement for human contact. It’s there to support your team, not replace it entirely.

    Quick answers to everyday questions
    We all know it – waiting for an answer to a simple question like “Where is my order?” AI tools like chatbots and virtual assistants handle these queries instantly, saving time and increasing customer satisfaction.

    Smart routing for faster assistance
    AI can analyze customer messages, identify the issue, and route it to the right person or team. Need to resolve a billing issue? The system will ensure that your request reaches the finance team, not the general inquiries.

    Support that never sleeps
    Your customers are busy and their issues are not limited to business hours. Therefore,  AI tools provide 24/7 support, ensuring help is available at any time .Whether it’s midnight or Sunday morning.

    Proactive problem solving
    One of the best features is the ability to identify patterns and anticipate problems.

  • What are they and how can they improve your strategy?

    Introduction

    You may have heard of CRM systems – most businesses rely on them to manage customer relationships and track sales. But what about CDP? Have you heard of this term before? While CRM and CDP may seem to have similar uses, they actually serve different purposes. CDP solves one of the biggest challenges businesses face today: how to group fragmented customer data into useful, actionable information.

    In this article, we’ll explain what a CDP is, how it differs from CRM systems, and introduce some of the best solutions available today.

    What is the Customer Data Platform?

    A Customer Data Platform, or CDP, is a tool designed to manage and analyze customer data, which is often scattered across multiple channels and systems. Unlike traditional tools, a CDP can unify this data and create a comprehensive, holistic view of each customer. This means your marketing, sales, and customer service teams can work with one reliable source of information, making it easier to deliver personalized services and experiences.

    So what makes a CDP so unique? These platforms collect data from multiple sources, such as websites, social media, email campaigns, or even point-of-sale systems, and integrate it into one place. CDPs also enable real-time segmentation, predictive analytics, and automated actions, meaning you can act on the insights you gain immediately.

    For example, imagine you know that a customer viewed a austria phone number data  specific product on your website, clicked on an email offer, and recently visited your brick-and-mortar store. A CDP can link this information together to create a complete customer profile. This allows you to send a personalized message or recommendation exactly when it makes the most sense.

    CDPs, on the other hand, automatically collect data from various sources, such as websites, mobile apps, social media, and point-of-sale systems. This makes CDPs indispensable for marketing teams who need to analyze trends, segment audiences, and deliver personalized campaigns across multiple channels.

    The main difference between these tools lies in their focus do you have an sme  and scope. CRM is ideal for tracking and improving individual customer relationships, especially in the context of sales and customer support. In contrast, CDP excels at organizing and analyzing larger volumes of data, allowing you to discover behavioral patterns and implement effective marketing strategies.

    Both tools have their own unique benefits and can complement each other. Basic CDP components

    A CDP consists of several key parts that together enable businesses to better understand their customers, provide personalized experiences, and make smarter decisions.

    1. Data collection and storage

    This phase forms the foundation of any CDP. Customer data is thailand data securely collected and stored using automated connectors and APIs that pull it from multiple sources. With data governance and privacy measures in place, this process ensures that all data is compliant and ready for further use.

    2. Customer identification and unified profiles

    This is where all the information comes together. A CDP collects data from multiple sources and combines it into one comprehensive profile of each customer. This process, known as identity resolution, uses advanced matching methods to connect data from multiple channels. The result is a unified customer profile that shows you not only who your customers are, but also how they behave, why they interact with your brand, or why they don’t.

    3. Data enrichment and modeling

    Once created, customer profiles can be further enhanced by adding additional layers of information. The CDP can integrate external data sources or use internal analytics to fill in missing information and provide broader context. Profiles can include behavioral patterns, demographics, or purchasing preferences. This makes it easy to create customer segments, such as the most loyal shoppers or those who need additional motivation to return.

  • Best low-code platforms 2025: The big guide

    Low-code platforms have changed the way organizations approach software development. By dramatically simplifying the application creation process, they enable businesses of all sizes to accelerate their digital transformation while keeping costs under control. The biggest advantage is that teams can build smart solutions without the need for advanced programming skills.

    In this comprehensive guide, we explore the best low-code platforms for 2025, their unique capabilities, and their use across industries. Whether you’re a startup looking for affordable development tools or a large enterprise requiring robust and scalable solutions, you’ll find options tailored to your exact needs. 

    Let’s take a look at how these innovative platforms are reshaping the future of enterprise applications! 

     

    What are Low-Code platforms and why are they so important in 2025? 

     

    Low-code platforms are tools that simplify application afghanistan phone number data  development through visual interfaces, such as drag-and-drop builders and pre-built templates. They allow both developers and regular users to create applications without significant programming knowledge. They are completely changing the way companies develop software – everything is faster, cheaper and more accessible.

     

    Why are low-lode platforms so popular in 2025? 

    Interest in low-code platforms is skyrocketing thanks to:

    1.  Faster development: Applications are created up to 10x faster.
    2.  Saves money: Not as many developers are needed.
    3.  Support for citizen developers (non-technical creators): Even people without technical knowledge can create applications.
    4.  Scalability: Suitable for both simple tools and complex corporate solutions.

    Main functions:

    • Visual development: Drag-and-drop tools for easy  best github copilot alternatives in 2025  application creation.
    • Pre-built templates: Get started quickly with templates for common application types.
    • Connectivity options: Easily connect to existing tools and APIs.
    • AI engagement: Automation and advanced features powered by artificial intelligence.

    Advantages:

    • Speed: Faster application delivery means faster response to market demands.
    • Collaboration: IT and business teams can easily work together.
    • Flexibility: Applications can be easily adapted to changing needs.
    • Accessibility: Opens the door to innovation by allowing even people without technical knowledge to participate and contribute.

     

    Best low-code platforms 2025

     

      • Overview : OutSystems leads the market with its enterprise features, robust developer tools, and scalability.
      • Key features :
        • Generating applications with the help of AI.
        • Advanced process automation.
        • Built-in security and compliance tools.
      • Best for : Businesses requiring complex and scalable applications.
      • What makes it stand out : It offers unparalleled flexibility for building enterprise applications while maintaining a simple user experience.

     

    Mendix

    • Overview : A top choice for team collaboration and  thailand data multi-cloud support, Mendix excels in team-based application development.
    • Key features :
      • Visual modeling tools.
      • Deployment options in different clouds.
      • AI assistance in application creation.
    • Best for : Large companies and collaborative projects.
    • What it excels at : Offers powerful features for team development and supports rapid innovation
    • Overview : Part of the Microsoft ecosystem, Power Apps integrates seamlessly with tools like Office 365 and Teams.
    • Key features :
      • Drag-and-drop development.
      • Pre-built templates for quick deployment.
      • Strong integration with Microsoft products.
    • Best for : Businesses that already use Microsoft tools.
    • What makes it stand out : ideal for organizations that frequently use the Microsoft.
    • Key features :
      • Workflow and process automation.
      • Artificial intelligence and machine learning features.
      • High safety standards.
    • Best for : Workflow-intensive industries like finance and healthcare.
    • What it excels at : Combines automation with a low-code approach for advanced process management. 

  • Do you have an sme

    we want you to save valuable time and resources by. Approaching each of the main marketing channels in the best possible way.

    If we look at 4 of the most popular marketing. Channels in terms of time/result ratio. The picture we get is as follows.

    how to do ppc in smes: marketing channels and small businesses

     

    Since there is an incredibly wide range of targeting options provided by google ads, it’s easy to choose the wrong strategy and end up watching your budget go down venezuela phone number list the drain (but this can be avoided).

    Let’s discover some tricks that will help you plan a smart and well-thought-out ppc campaign with the help of semrush.

    Tips for doing ppc correctly if you are an sme

    start with the right keywords
    tools to use: keyword magic tool, ppc keyword tool

    once you’ve decided how much you have available to spend on ppc, it’s time to dive into the keyword research process.

    If your campaign budget is limited, you can set the back up important data frequently maximum cost per click (cpc) you are willing to pay.

     

    Below are some examples of how to use the tools to find the right keywords

    Let’s say you’re promoting an online store vietnam data that sells organic foods.

    We will use this example term as a seed keyword for the research.

  • Each of these receives

     

    30% credit and 10% is divided among the others.

    Attribution marketing w-shaped model
    5.- full route or z-shaped
    this model represents marketing beyond opportunity.

    Instead of just three key points as the w model provides, this model adds one more stage: closing the sale.

    One of the benefits of the full-path attribution model is that it gives equal weight to initial marketing activities and subsequent follow-ups of the sales opportunity.

    Each touchpoint receives 22.5% credit and 10% is split equally among the remaining touchpoints.

    algorithmic attribution

    it refers to the creation of a personalized and unique model for each business.

    It is one of the most advanced ways to collect and infer attribution data.

    By analyzing existing customer data, you can determine which channels had the greatest impact.

    This is a difficult and time-consuming model to build but it certainly provides the most accurate representation of the impact of marketing actions on the customer journey and final conversion.

    How to choose the right attribution model for my france phone number list business?
    Marketers must take into account different variables when choosing the attribution model they trust, since as we have seen, very different campaign and action perspectives can be obtained depending on the model.

    Some tips to guide you in making the right choice

    consider as a starting point the time it takes for a user to convert
    single-touch models do not take into account the entire purchase cycle, as the longer the conversion takes, the more complex it will be, including multiple visits or even comparison with competitors.

    Consider the number of active channels in your sales cycle
    including online and offline aspects if necessary.

    The fewer channels involved, the simpler the model you can use.

    Long purchasing processes require algorithmic or w-shaped models.

    Establish what you are trying to measure
    there are those who focus on conversion at first contact and those who seek to attract as many potential customers as possible.

    It is precisely these objectives that will guide you in defining the correct model.

    your business will likely need

    to use multiple attribution models to fully understand the impact of your efforts, strategies, and channels.

    Buy, measure and optimize – there is no one-size-fits-all answer, but the more you test, the closer you will get to the right attribution model.

    Conclusions
    attribution models allow us to measure the vietnam data profitability and impact of the different marketing channels that are part of our strategy.

    It can be simple or extremely complex, from considering a single touchpoint for conversion to considering every single one.

    Attribution marketing is an analysis method back up important data frequently necessary to optimize spending; its measurement directly impacts roi.

  • Whether the first touch

    The intermediate stages can be just as important as. The first and last, all of them contributing equally to the purchase.

    However, giving each impact the same percentage of credit is almost unrealistic for conversion. Since we know that there are points that affect conversions more than others.

    Attribution marketing – linear model

    deterioration of time
    the time decay model gives more credit to touchpoints closer to the conversion.

    It is based on the premise that the closer the purchase, the more influence it has had.

    Should that blog really get more credit than the demo?

    Probably not.

    unlike the linear attribution model, the u-shaped or denmark phone number list position-based model tracks all touchpoints, but instead of giving equal weight to all of them, it emphasizes two key touchpoints: the first contact and the conversion to a lead.

    40% of the credit is allocated to the first touch and 40% to lead back up important data frequently creation, dividing the remaining 20% ​​among the contacts that occurred intermediately.

    Attribution marketing – u-shaped model

    it is similar to the previous model but includes vietnam data an additional touchpoint: opportunity creation.

    The greatest value is attributed to the three main stages of the buyer journey: visit, prospect and sales opportunity.re conversions?

  • Multi-source or multi-touch

    Luckily, attribution models have evolved and emerged to determine exactly what is happening, although depending on the attribution model you choose, even using the same base data, the results will be completely different.

    We can establish two main attribution models:

    single point of contact.

    Attribution of a point of contact
    these models assign all credit to a single touchpoint, either the first or the last.

    1.- first point of contact
    the first touch attribution model assumes that canada phone number list the consumer converted after the first ad they viewed.

    Give full attribution to the first point of contact, regardless of what happened next.

    100% of the success is attributed

    this type of attribution gives full attribution credit vietnam data to the last touchpoint the consumer interacted with before converting.

    It doesn’t take into account previous interactions you’ve gone through previously, so you miss key insights from other marketing channels.

    This model is the most popular

    and the one that comes by default in the google analytics account.

    Attribution marketing – last point of touch
    if conversion is the main objective of our campaigns, then back up important data frequently the last touchpoint model is the easiest to use.

  • Marketers use attribution dat

    Know how customers engage, what search terms they perform, contact time, how long it takes them to make a purchase or the time they view products.

    It’s information that allows attribution marketing to tell us what’s working and what’s not.

    With this data we can direct our marketing budget to the most profitable media and channels and reduce spending on the least effective ones.

    2.- know your customers improved personalization

    behind the attribution data are people.

    a to understand customers’ preferred messages and channels by analyzing data in an individual way and gaining a long-term, holistic view for effective targeting throughout the buyer journey .

    Keyword magic tool

    attribution marketing allows professionals to brazil phone number list better understand which products or services meet consumer needs.

    That’s why attribution marketing reduces the need back up important data frequently to guess what might be happening by providing clear metrics and data.

    It allows us to understand the consumer

    how they behave and the different phases they go through before conversion.

    At first glance it seems simple, but do you think a vietnam data customer goes directly to a website to make a purchase?

    This rarely happens.

  • The new zealand archipelago

    Sem strategies for e-commerce – ford display ad
    and so as not to end with winter, but with spring, let’s see how american airlines promotes its flights to new zealand during this season.

    is known for being scenically splendid during the spring months, and although the image in the advertisement does not quite do justice to what the airline’s passengers will find upon arrival at their destination, we can clearly identify that it is spring.

    american airlines image ad

    conclusion
    to sum up, we can say that it is always the season, we are always in a season and this is a great opportunity to make our brand known to our target market.

    To this we add the offline channels

    The problem arises precisely when determining which marketing channels or media have had the greatest impact during the purchasing decision process.

    Attribution marketing involves determining the results of belgium phone number list a conversion by considering the different marketing channels the customer has interacted with and which ones have influenced sales.

    Initial attribution models did not consider all touchpoints as decisive for conversion.

    The most advanced models understand the back up important data frequently interactions between different marketing channels and between devices as the key to a faithful attribution system.

    Attribution in marketing is crucial

    attribution marketing is the science of evaluating vietnam data a set of data from online and offline campaigns to determine the effectiveness of each one on the conversion path.