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From an ROI standpoint (hard dollars), I believe a gifting campaign is as good as it gets. The downside is it's also the most operationally complex (lots of labor). Here's how I'd break it down: Investment: A worthwhile gift is likely a minimum of $100. Let's just use that #. And we'll target an audience of 100. So $10k spend on the gifts themselves. Add in handwritten notes ($500 at $5 each) and delivery ($1000 at $10 each) and we're at roughly 11.5k for the campaign. If the gift is good, you'll generate a bunch of meetings with the top 100 prospects in the world for your company. If the gift is great, you'll also get brand awareness through things like recipients posting on social media. There aren't (m)any marketing campaigns I can think of that drive that impact for 11 grand. Operations: to do this well, it's a fair amount of work. You have to come up with the gift, pick your audience, enrich with shipping addresses, order the gifts and handwritten notes to your office, repackage the gift and handwritten note for delivery, and ship them. You then need to follow up on delivery day to ensure receipt and eventually ask for the meeting. I love this type of marketing. There's a framework I like to use that half of marketing spend should directly benefit the target. Most marketing spend goes to 3rd party advertisers (Google, X, Meta, OOH providers, etc). It sounds obvious, but marketing spend that benefits the target (gifts, events like our Monaco Invitational, etc) is far better ROI. It's just more work to do it. So most companies index on the lazy approach and spend most of their marketing budget on paid online ads.

Some more detail on the ROIC Intelligence App I built yesterday and mentioned on today's earnings call. I took the PDF that Brian Nowak at Morgan Stanley put together for Hyperscale ROIC this week and used Copilot code (coming in our new superapp) with a single prompt + skill (/drill-me) to create the plan, then used autopilot in auto to create the full app (with history, lookups, scenarios, what-ifs, etc). And /rubber-duck to test. And the best part is that all the artifacts are in my enterprise environment. My app is in Copilot, my code is in GitHub Enterprise; all my data pipelines/lake/semantic models are in Fabric. And everything is under Agent 365 IT/Sec/FinOps control! So this is not about Tokenmaxxing or vibe coding. Every step of the way the rails are engineered to create value, making everything a long-term reusable asset, with governance/security, and cost controls. This is the full system to drive business value. Disclosures: This is all pulled from public sources, and for illustrative purposes only...not financial advice! :) Here is the app and architecture...