GTM AI Index
September 2026 Edition · The permanent record of this edition. The unqualified address always carries the latest edition.
Index › Marketing › ABM › Small business › September 2026 Edition

Account-based marketing platforms for small business buyers

Asked as “account-based marketing platform”, and as “ABM platform”, on behalf of a small B2B company. 61 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing
HubSpot ABM
Contested
21% of first choices, contested.
ShowinginAll 73 categories in the September 2026 Edition →

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.
Small businessHubSpot ABM21%ContestedThis pageMid-marketAdRoll ABM56%Clear leaderStanding →EnterpriseDemandbase47%Clear leaderStanding →

01The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01HubSpot ABM21%17%42accepted challenger
02AdRoll ABM20%15%55accepted challenger
03Apollo.io16%0%30accepted challenger
04ZenABM13%0%32accepted challenger
05HubSpot Marketing Hub7%0%12accepted challenger
06Factors.ai2%0%11accepted challenger
Show the seven products at 0%, ordered by negative rate
13Demandbase0%88%52criticized challenger
126sense0%85%53criticized challenger
10Bombora0%70%10criticized challenger
11Terminus0%62%32criticized challenger
09ZoomInfo0%50%10criticized challenger
08Foundry ABM0%30%10criticized challenger
07Clay0%0%11accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its vendor page.
Head to head
AdRoll ABM vs HubSpot ABMAdRoll ABM vs TerminusHubSpot ABM vs Terminus

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
10
11
12
13
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative40%
Key
01HubSpot ABM21%
02AdRoll ABM20%
03Apollo.io16%
04ZenABM13%
05HubSpot Marketing Hub7%
06Factors.ai2%
07Clay0%
08Foundry ABM0%
09ZoomInfo0%
10Bombora0%
11Terminus0%
126sense0%
13Demandbase0%

02What they warned about

One of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, GPT-5.4 mini, Perplexity Sonar, Grok 4.1 Fast, Mistral Small, DeepSeek V4 Flash, Llama 4 Maverick, Qwen 3.7 Flash, Kimi K2, GLM 4.7 FlashX and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Demandbase
88%
46 of 52 labels negative · 12 of 12 models · 25 hard negative
“Platforms like 6sense or Demandbase identify buying signals at scale and automate orchestration, but small businesses cannot afford that stack.” Claude Haiku 4.5, negative prompt
6sense
85%
45 of 53 labels negative · 11 of 12 models · 24 hard negative
“6sense, which doesn't publish pricing but has median annual deals around $63,199, and similar platforms are generally not suitable for small teams.” Claude Haiku 4.5, negative prompt
Terminus
62%
20 of 32 labels negative · 9 of 12 models · 10 hard negative
“you should avoid traditional, heavy-enterprise Account-Based Marketing (ABM) platforms** like *6sense*, *Demandbase*, or *Terminus*” Gemini 3.5 Flash, budget prompt
Bombora
70%
7 of 10 labels negative · 7 of 12 models · 5 hard negative
“The high implementation costs make it less accessible to small companies with limited budgets” MiniMax M2.5, negative prompt

03What they cite

Citations exist only for the models that return a source list: four of the twelve in this edition, and all six flagship models on the expanded tier.

Sites the answers cite

19 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 6 of those lists are Google grounding redirects that name no site and are left out of the counts. 166 links across 74 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

demandbase.com
vendor site · Demandbase10 answers · 10 citations · 3 models
gartner.com
vendor site · Gartner7 answers · 7 citations · 2 models
abmatic.ai
6 answers · 13 citations · 2 models
zenabm.com
vendor site · ZenABM5 answers · 6 citations · 1 model
ventureharbour.com
5 answers · 5 citations · 2 models
ziellab.com
5 answers · 5 citations · 1 model
g2.com
4 answers · 5 citations · 2 models
pipeline.zoominfo.com
vendor site · ZoomInfo4 answers · 5 citations · 2 models
cleverly.co
4 answers · 4 citations · 1 model
factors.ai
vendor site · Factors.ai4 answers · 4 citations · 2 models
warmly.ai
vendor site · Warmly4 answers · 4 citations · 2 models
influ2.com
vendor site · Influ23 answers · 5 citations · 1 model

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

demandbase.com/blog/account-based-marketing-solutions
8 answers · 2 models
gartner.com/reviews/market/account-based-marketing-platforms
7 answers · 2 models
ventureharbour.com/account-based-marketing-tools
5 answers · 2 models
ziellab.com/post/top-12-account-based-marketing-platforms-for-b2b-sales-tea…
5 answers · 1 model
cleverly.co/blog/account-based-marketing-tools
4 answers · 1 model
warmly.ai/p/blog/account-based-marketing-software
4 answers · 2 models
factors.ai/blog/top-abm-tools
3 answers · 1 model
guideflow.com/blog/best-account-based-marketing-software-tools
3 answers · 2 models
influ2.com/blog/abm-platforms
3 answers · 1 model
nrich.io/blog/top-account-based-marketing-software-based-on-your-needs
3 answers · 1 model

04How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ModelDirect“What is the best account-based marketing platform for a small B2B company?”Paraphrase“Which ABM platform would you recommend to a small business that sells to other businesses?”Comparative“What are the top account-based marketing platforms for a small team and how do they differ?”Budget-constrained“What is the best account-based marketing platform for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating an account-based marketing platform. What should we look at?”Negative“Which account-based marketing platforms should a small business avoid or be cautious about?”
Claude Haiku 4.5no first choiceHubSpot ABMChanged
Four alternativesAdRoll ABM, Apollo.io, Demandbase, Terminus
Common Room, Dealfront, RB2B, Warmly
Five alternativesAbmatic AI, AdRoll ABM, HubSpot Breeze Intelligence, Mutiny, ZoomInfo
against: Demandbase, HubSpot Breeze IntelligenceApollo.io
Two alternativesDealfront, Leadiro
no first choiceagainst: 6sense, Bombora, Demandbase, HubSpot ABM
GPT-5.4 miniAdRoll ABM, Primeragainst: 6sense, DemandbaseHubSpot ABMChanged
Two alternativesPropensity, ZenABM
against: 6sense, DemandbaseHubSpot ABM
Two alternativesAdRoll ABM, Propensity ABM
against: 6sense, DemandbaseHubSpot Marketing Hub
One alternativeAdRoll ABM
against: 6sense, Demandbaseno first choiceagainst: 6sense, AdRoll ABM, Bombora, Demandbase, Terminus
Gemini 3.5 FlashHubSpot ABM
Five alternativesAdRoll ABM, Apollo.io, Dealfront, Factors.ai, LinkedIn Sales Navigator
against: 6sense, DemandbaseHubSpot ABMHeld
Three alternativesAdRoll ABM, Apollo.io, Propensity
against: 6sense, Demandbase, TerminusHubSpot ABM, Propensity
Three alternativesAdRoll ABM, Apollo.io, ZenABM
against: 6sense, DemandbaseApollo.io
Four alternativesClay, Factors.ai, HubSpot ABM, ZenABM
against: 6sense, Demandbase, TerminusFactors.ai, RB2B
Three alternativesAdRoll ABM, HubSpot Marketing Hub, Warmly
against: 6sense, Demandbase, Koalaagainst: 6sense, Demandbase, Terminus
Perplexity SonarAdRoll ABM, HubSpot ABM
One alternativeZenABM
against: 6sense, DemandbaseAdRoll ABM, HubSpot Sales HubChanged
One alternativeUserled
against: 6sense, DemandbaseAdRoll ABM, HubSpot ABM
Three alternativesAbmatic AI, LinkedIn Sales Navigator, Userled
against: 6sense, DemandbaseHubSpot ABM
Two alternativesAdRoll ABM, Cleverly
no first choiceagainst: 6sense, ABM by DemandScience, Demandbase, Terminus, ZoomInfo Marketing
Grok 4.1 FastHubSpot Marketing/Sales Hub
Two alternativesAdRoll ABM, ZenABM
Apollo.io, HubSpot Marketing HubChanged
One alternativeZenABM
against: 6sense, AdRoll ABM, Demandbase, N.RichHubSpot Sales/Marketing Hub
Four alternativesAdRoll ABM, ZenABM, Zoho CRM, ZoomInfo Marketing/Lite
against: 6sense, Demandbase, TerminusApollo.io
One alternativeZenABM
against: 6sense, AdRoll ABM, Demandbase, HubSpot ABMHubSpot ABM
Four alternatives6sense, Demandbase, Terminus, ZoomInfo Marketing
against: 6sense, AdRoll ABM, Adobe Marketo Engage, Bombora, Demandbase, Foundry Intent, HubSpot ABM, Influ2, Metadata.io, Terminus, ZoomInfo Marketing
Mistral SmallAdRoll ABM
Two alternativesHubSpot ABM, ZenABM
against: 6sense, Demandbase, TerminusHubSpot ABMChanged
Five alternativesAbmatic AI, AdRoll ABM, Apollo.io, LinkedIn Sales Navigator, Terminus
AdRoll ABM
Four alternativesFoundry ABM, HubSpot Marketing Hub, Mutiny, ZenABM
against: 6sense, DemandbaseApollo.io, MarketBetter
Four alternativesHubSpot Marketing Hub, RB2B, Warmly, ZenABM
against: 6sense, AdRoll ABM, DemandbaseAdRoll ABM
Six alternatives6sense, Demandbase, Foundry ABM, HubSpot ABM, Terminus, ZoomInfo Marketing
against: 6sense, Adobe Marketo Engage, Bombora, Demandbase, HubSpot ABM, Madison Logic, Metadata.io, ZoomInfo
DeepSeek V4 FlashAdRoll ABM
Four alternativesFactors.ai, HubSpot ABM, Recotap, ZenABM
against: 6sense, Demandbase, TerminusApollo.ioChanged
Three alternativesAdRoll ABM, LinkedIn Sales Navigator, N.Rich
against: 6sense, Demandbase, HubSpot ABM, TerminusAdRoll ABM
Five alternativesFoundry ABM, HubSpot ABM, N.Rich, Warmly, ZenABM
against: 6sense, DemandbaseAdRoll ABM, ZenABM
Three alternativesApollo.io, Factors.ai, LinkedIn Sales Navigator
against: 6sense, Demandbase, Foundry ABM, TerminusHubSpot ABM, Salesforce Marketing Cloud Account Engagement
Three alternativesAdRoll ABM, Google Ads, LinkedIn Sales Navigator
against: 6sense, Abmatic AI, Demandbase, Terminusagainst: 6sense, AdRoll ABM, Adobe Marketo Engage, Bombora, Dealfront, Demandbase, HubSpot ABM, ZoomInfo
Llama 4 MaverickHubSpot ABM
Two alternativesAdRoll ABM, ZenABM
no first choiceChangedno first choiceAdRoll ABM, HubSpot ABM, ZenABMAdRoll ABM, N.Rich
Two alternativesHubSpot Marketing Hub, Prospeo
against: Demandbaseagainst: Madison Logic
Qwen 3.7 FlashHubSpot ABM
Three alternativesAdRoll ABM, Lusha, ZenABM
against: 6sense, DemandbaseApollo.ioChanged
Two alternativesClay, HubSpot ABM
against: 6sense, TerminusHubSpot ABM
Four alternativesAdRoll ABM, Apollo.io, LinkedIn Sales Navigator, ZenABM
against: 6sense, DemandbaseApollo.io
Five alternativesHubSpot CRM, LinkedIn Sales Navigator, RB2B, Snov.io, Warmly
against: 6sense, Demandbase, TerminusUserled, ZenABM
Seven alternativesApollo.io, Cargo, Factors.ai, HockeyStack, HubSpot ABM, Salesforce Marketing Cloud Account Engagement, ZoomInfo
against: 6sense, Demandbase, Jabmo, Madison Logic, Terminus
Kimi K2ZenABM
Three alternativesAdRoll ABM, Factors.ai, RB2B
against: 6sense, Demandbase, TerminusPropensityChanged
Two alternativesAdRoll ABM, HubSpot ABM
against: 6sense, Demandbase, TerminusZenABM
Six alternativesAdRoll ABM, Apollo.io, Factors.ai, HubSpot Marketing Hub, N.Rich, Terminus
Apollo.io, ZenABM
Six alternativesHubSpot CRM, Instantly, LinkedIn Campaign Manager, LinkedIn Sales Navigator Core, Smartlead, Tomba
against: 6sense, AdRoll ABM, Demandbase, TerminusAbmatic AI, AdRoll ABM
Three alternativesClay, HubSpot ABM, Terminus/ABX
against: 6sense, Demandbaseagainst: 6sense, AdRoll ABM, Demandbase, Terminus
GLM 4.7 FlashXAdRoll ABM, HubSpot Marketing Hub
Two alternativesAbmatic AI, DemandScience
against: 6sense, DemandbaseHubSpot Marketing HubChanged
One alternativeAdRoll ABM
AdRoll ABM, HubSpot ABM
Three alternativesAbmatic AI, Apollo.io, ZenABM
against: 6sense, DemandbaseHubSpot CRM, ZenABM
Three alternativesAdRoll ABM, Apollo.io, N.Rich
Abmatic AI, AdRoll ABMagainst: 6sense, ActiveCampaign, Bombora, Datanyze, Demandbase, Foundry ABM, HubSpot ABM, Metadata.io, Terminus, ZoomInfo
MiniMax M2.5HubSpot ABM, ZenABM
Five alternativesAdRoll ABM, Apollo.io, Clay, HeyReach/Smartlead, Terminus
Apollo.io, WarmlyChanged
Two alternativesHubSpot Marketing Hub, Propensity
against: 6sense, Demandbase, ZoomInfoAdRoll ABM, HubSpot ABM, ZenABMZenABM
Three alternativesApollo.io, HubSpot CRM, LinkedIn Campaign Manager
no first choiceagainst: 6sense, Adobe Marketo Engage, Bombora, Demandbase, Foundry ABM, ZoomInfo
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

05The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:39no04 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:43yes35 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:28yes1724 s
Direct recommendationPerplexity Sonarsonar2026-09-15 01:42yes206 s
Direct recommendationGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-14 23:45yes09 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 00:21yes07 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 03:08yes033 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:58yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:49yes045 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:32yes032 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:03yes020 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:57yes017 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:53no04 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:11yes24 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 01:52yes2022 s
ParaphrasePerplexity Sonarsonar2026-09-15 00:49yes205 s
ParaphraseGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 05:01yes011 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 03:47yes07 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 02:49yes022 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 22:55yes02 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:06no038 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:49yes026 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:08yes054 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:25yes017 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:29yes1510 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:01yes713 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:30yes1927 s
ComparativePerplexity Sonarsonar2026-09-15 04:30yes2012 s
ComparativeGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-14 22:51yes012 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 02:11yes08 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:38yes038 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:23yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:20yes041 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-15 02:09yes050 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:37yes090 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:02yes014 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:23yes87 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:24yes34 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:32yes818 s
Budget constrainedPerplexity Sonarsonar2026-09-15 01:17yes1616 s
Budget constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 04:17yes010 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 04:17yes09 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-14 23:35yes014 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:50yes01 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:50yes031 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:54yes054 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:31yes0129 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:40yes020 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:02no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:11no011 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:03yes931 s
Scale constrainedPerplexity Sonarsonar2026-09-15 00:59yes209 s
Scale constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-14 23:13yes08 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 03:02yes08 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:05yes071 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:48yes03 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:43yes031 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:14yes039 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:18yes017 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:52yes014 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:16yes1211 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:50no03 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:36yes1821 s
Negative framingPerplexity Sonarsonar2026-09-15 01:49yes206 s
Negative framingGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 02:17yes013 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 04:29yes08 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 01:12yes064 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 01:26yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:30yes032 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:43yes048 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:54yes0307 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:50yes021 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

Category-scoped readings
HubSpot read as HubSpot ABM
HubSpot (ABM features) read as HubSpot ABM
HubSpot (Marketing/Sales Hub Pro) read as HubSpot ABM
HubSpot (Marketing/Sales Hub Professional) read as HubSpot ABM
HubSpot (Sales Hub) read as HubSpot ABM
Salesforce read as Salesforce Marketing Cloud Account Engagement
Unresolved, counted raw
ABM by DemandScience
AdDaptive Intelligence
Cargo
Cleverly
HeyReach
HeyReach/Smartlead
LinkedIn Sales Navigator Core
Propensity ABM
Vainu
ZoomInfo Marketing/Lite
Discontinued, still offered
No shut-down product was recommended here.

Also in marketing

The other categories of this function, with the leader in each.
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