Today’s guest is an Entrepreneur and marketing thought leader. He has a passion for marketing automation but also likes to add some personalization to it. Please welcome to the show, Milton Antony! Milton is the Co-Founder and Chief Strategist at SalesLabX, and he joins the host Casey Cheshire to discuss marketing automation with a touch of personalization. Busted Myths:Open rates and click rates are a big deal.  Takeaways:Having high open rates or click rates is nice, but too many people make it out to be a bigger deal than it really is. Data and Intuition both play a key role in telling you what is going on.Oftentimes our judgment gets clouded by just looking at the data, but as marketers it’s important to make people feel like they are being heard and understood. At the end of the day, the visibility of metrics are important to really judge the efficacy in any system. Your open rate might be good but it doesn’t matter if the conversation rate is terrible.You can gain a strategic advantage if you curate those who are underrepresented. If you can do that, that will help you grow your business exponentially.If you need it, take it. When it comes to helping others and being a giving person, as a leader you should offer your help if someone needs it without looking for something in return.You don’t need to obsess about the lead to opportunity conversion rate, instead take some time to zoom out and understand where that customer is at in their journey. It’s not a data game, it’s a people game.If you want to impact your downstream, consider these four tips; Isolate variables when making changes, practice discipline by pulling on lever at a time, be sure to give the data enough time to reflect the changes you made, and have measurable full-cycle impact.  Quote of the Show:“It's not a data game, it's a people game.”  - Milton Antony Shout Outs:1:01:38 JPay Links:LinkedIn: https://www.linkedin.com/in/milton-antony/SalesLabX Website: https://saleslabx.com/ Ways to Tune In:Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49ddSpotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6KdsamnStitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-showGoogle Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_ShowYouTube: https://youtu.be/DEiGz553XQU  Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/