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Startup Marketing Agency: What to Buy at Each Stage

Updated September 2026 · Written and maintained by the Progression Agency strategy team

Startups fail at marketing agencies more often than agencies fail startups, and the reason is almost always the same: hiring one before there is anything repeatable to scale. This page covers what a startup marketing agency actually does, what marketing should cost at each funding stage, the order the work has to happen in, how to tell whether you are ready, and how to read the top-ten lists that dominate this search without being misled by them.

The short answerHire a startup marketing agency once you have one acquisition motion that works twice in a row and enough runway to give it nine months. Before that, founder-led conversations and a website that explains what you do will outperform any retainer. Budgets scale with stage: roughly $1,200 a month at pre-seed, $6,500 at seed, $22,000 at Series A and $65,000 at Series B. The metric your board actually cares about is customer acquisition cost payback, not lead volume.

Startup marketing, in five facts
Startups fail at marketing agencies more often than agencies fail startups, and the usual reason is hiring one before there is anything repeatable to scale.

What does a startup marketing agency actually do?

A startup marketing agency builds and runs acquisition for companies that do not yet have an established brand, a marketing team, or in many cases a proven channel. That last part is what makes it a different job from marketing an established business.

What it can do

  • Take a channel that shows early signal and make it repeatable and larger.
  • Build the content and creative volume a small team cannot sustain.
  • Set up measurement properly, which most startups do badly and expensively.
  • Bring pattern recognition from other companies at your stage in your category.
  • Provide senior capability you cannot afford to hire full time yet.

What it cannot do

  • Find product-market fit. No agency can do this and any that implies otherwise is selling you something that does not exist.
  • Fix positioning you have not decided. They can help you articulate it; they cannot choose it for you.
  • Replace founder-led selling at seed stage. The unscalable conversations are where the signal comes from.
  • Produce revenue inside sixty days unless the channel is paid search and demand already exists.

The distinction matters commercially because the second list is what most disappointed startups actually bought. An agency hired to solve a positioning problem will produce competent campaigns for a message that does not land, and it will look like an agency failure.

What marketing should cost at each stage

What to spend on marketing by stage
The jump from seed to Series A is where agencies genuinely start to earn their fee. Below it, the money usually buys more when it buys a person’s time rather than an agency’s.
Stage, budget and what it should buy
StageMonthly marketing spendWhat it should buyWhat to avoid
Bootstrapped$500 – $1,500Whatever produces revenue this monthRetainers of any kind
Pre-seed$800 – $2,500Website, tools, founder-led outboundAgencies, brand work
Seed$4,000 – $10,000One channel, tested properlyFour channels, tested badly
Series A$15,000 – $35,000Scale the proven channel, add a secondCategory creation
Series B$40,000 – $120,000Multi-channel, brand, efficiencyIgnoring retention
Series C+$100,000+Multi-market and multi-productAssuming what worked still works

The pattern to notice: the jump from seed to Series A is where an agency genuinely starts to earn its fee, because that is the point at which you have something worth scaling. Below it, the same money usually buys more when it buys a person’s time rather than an agency’s.

What marketing looks like at each round
An agency that is excellent at Series A scale-up is frequently wrong for a seed-stage company, and will usually say so if asked directly.

The order startup marketing has to happen in

The order startup marketing should actually happen in
An agency hired at step four when the company is actually at step two will produce competent campaigns for a message that does not land. That failure looks like an agency failure and is not.

Why sequence matters more than budget here

A startup with $6,000 a month and a clear message beats one with $30,000 and an unclear one, reliably. Paid acquisition amplifies whatever your message already does — if it does not convert in a founder’s conversation, spending money to show it to more people makes the problem larger and more expensive rather than smaller.

Where a seed-stage marketing budget actually works hardest
The top item cannot be outsourced, which is exactly why founders want to skip it.

The item at the top of that chart cannot be outsourced

Founder-led outbound and customer conversations are unscalable by definition, which is exactly why founders want to skip them. They are also the only reliable early signal about what people actually respond to. Every effective startup marketing program we have seen was built on transcripts of those conversations, and the ones that were not read like they were written by someone who had never spoken to a customer — because they were.

Are you ready for a marketing company for startups?

Are you ready for a startup marketing agency?
Every ‘no’ row is a reason to wait. The first one is the most expensive misunderstanding in this category — no agency can find product-market fit for you.
The three readiness tests, and what failing each means
TestThe questionIf you fail it
RepeatabilityHave you acquired a customer the same way twice?Wait. You need signal, not scale
RunwayNine months beyond the retainer?Wait, or scope down to a project
OwnershipWill someone internal spend an hour a week?Fix this first; output will be generic otherwise
MeasurementIs conversion tracking verified?Fix before spending anything
MessageHas anyone closed a deal with it?Founder-led conversations first
TargetDo you know your acceptable CAC?Agree it internally before any agency call

The runway test

Give any agency engagement nine months before judging it, and do not start unless you have nine months of runway beyond the retainer. A six-month engagement that gets canceled at month five produces close to nothing and consumes budget that would have been better spent elsewhere. Runway is the real constraint in startup marketing, not budget.

The repeatability test

Have you acquired a customer the same way twice? If yes, an agency can help you do it a hundred times. If no, you are asking them to find the motion, which is a different and far harder job that most agencies are not structured to do and most will not admit that about.

The information test

Startup marketing content lives or dies on access to people who understand the product and the buyer. If nobody can commit an hour a week, the output will be generic regardless of what you pay, and generic content in a competitive category earns nothing.

When a startup marketing agency actually helps

Digital marketing agencies for startups: agency, hire, or fractional?

Agency, in-house hire, or fractional?
The column startups underweight is institutional knowledge. An agency’s learning leaves with the contract; an in-house hire’s stays.
The three routes compared
AgencyFirst in-house marketerFractional CMO
Monthly cost$4,000 – $35,000$8,000 – $15,000 fully loaded$5,000 – $12,000
Time to productive2 – 4 weeks2 – 3 months1 – 2 weeks
Breadth of skillWideNarrow, whatever they areWide, strategic
Execution capacityHighModerateLow — they advise
Knowledge retentionLeaves with the contractStaysPartial
Best at stageSeries A onwardSeed to Series APre-seed to seed
Main riskLearning walks outWrong first hire is costlyAdvice with nobody to execute it

The combination that usually works best

A fractional senior person setting direction plus an agency executing, or one in-house generalist plus specialist agencies for paid and content. What rarely works is an agency with no internal counterpart — somebody has to own the relationship, supply information and make decisions, and if that is the founder at 11pm the program will stall.

Startup digital marketing agency: what the phrasing changes

Startup digital marketing agency, digital marketing agency for startups, digital marketing agencies for startups and digital marketing agency startups are the same search typed four ways. The results are largely identical, and the phrasing tells you almost nothing about the firms. What does differ is the emphasis each term carries in agency positioning.

The phrasings, and what each tends to signal
What is searchedWhat it tends to surfaceUseful for
startup marketing agencyFull-remit firms, strategy includedGeneral shortlisting
startup digital marketing agencyPaid and performance-led firmsAcquisition-first briefs
digital marketing agency for startupsThe same firms, formally phrasedComparison browsing
digital marketing agencies for startupsRanked listicles and roundupsGathering names only
digital marketing agency startupsMixed; some results are about startups, not for themWeak
digital marketing agency startupOften singular-intent; one firm already in mindLow volume
marketing company for startupsBroader remit than digital aloneWhen you need offline too
startup marketing firmsFormal, occasionally consulting-ledAdvisory-first briefs

The only distinction worth acting on: a digital marketing agency startup founders hire tends to be acquisition-led, while a marketing company for startups more often includes brand, positioning and offline work. Decide which problem you have before you decide which phrase to search.

Twelve startup marketing agencies, compared on what they publish

Below is a comparison of twelve real agencies that position themselves for startup and growth-stage companies. This is not a ranking and the order is alphabetical. Every fact in the table was taken from each agency’s own public website in August 2026 and is their claim rather than our verification — we have not audited anyone’s client outcomes, and any table that implied otherwise would be the kind of list this page warns about.

Startup and growth marketing agencies, by their own public positioning (August 2026)
AgencyHow they describe themselvesApparent focusPublishes pricing?
Bell Curve / Demand Curve“The growth agency for startups… partner to 7,000+ startups”Early-stage growth, paid acquisitionNo
Directive Consulting“Customer Generation” methodology; states 420+ brands served, founded 2013B2B SaaS demand generationNo
Heinz Marketing“Pipeline marketing experts… unclog your funnel”B2B pipeline and demandNo
Kalungi“GTM-as-a-service for predictable growth”B2B SaaS go-to-marketNo
Ladder“Growth without the guesswork”Testing-led growth marketingNo
New BreedElite HubSpot Solutions Partner; go-to-market partnershipHubSpot-centered revenue opsNo
NoGood“AI-native growth marketing”; names Nike, TikTok, MongoDB, Intuit as clientsGrowth squads, consumer and B2BNo
Refine Labs“Build a growth engine you can stand behind”; founded 2019B2B demand generationYes — $5,000, $14,000 and $26,000 a month
RokettoInbound and SaaS marketing (site did not respond to our fetch)B2B SaaS inboundNot verified
Simple Tiger“B2B SaaS marketing agency and AI search leader”SaaS SEO and paidNo
Single Grain“Revenue marketing systems that compound”; states 500+ companies, founded 2014Multi-channel growthNo
Skale“Organic growth engines that win in AI search”SaaS SEONo
Tuff“A plug-in growth marketing team”Fractional growth teamNo

The most useful thing in that table is the last column

One of the twelve publishes its retainer figures. Refine Labs states three tiers at $5,000, $14,000 and $26,000 a month. The other eleven do not publish pricing anywhere on their public site, which means every one of those conversations begins with a discovery call before you learn whether the firm is even in your budget range.

That is not disqualifying — scope genuinely varies, and plenty of excellent agencies price per engagement. But for a startup with finite runway it is a real cost: five discovery calls to discover that four firms were never affordable is a week you did not have. Ask for a range in your first email and treat reluctance to give one as information.

What the table cannot tell you

  • Whether any of them is good. Positioning is marketing; outcomes require references.
  • Whether they work at your stage. Several of these are clearly built for funded B2B SaaS rather than pre-seed consumer.
  • Who would actually work on your account, which is the question that separates similar-looking firms.
  • What they turn down — the most revealing question you can ask any of them.

How to use it

Treat it as a shortlist of names to apply the six-step method below to, exactly as you would treat any published list — including one that features us. Check stage fit first, ask for two former clients in your category, ask who does the work, and ask what kind of brief they refuse.

How to read the ‘top digital marketing agencies for startups’ lists

This search is dominated by ranked listicles, and it is worth understanding how most of them are assembled before you treat one as a recommendation. A large share are paid placements, aggregated from directories where firms self-report, or written by an agency that has placed itself at number one. Very few involve anyone speaking to a client.

We are not going to publish our own ranking of startup marketing agencies, because we have not audited their client outcomes and any list we invented would be exactly the problem we are describing. What we can give you is a method that works on any list you find, including on entries that are us.

  1. Ignore the ordering entirely. Treat the list as a set of names.
  2. Check stage fit first. An agency excellent at Series A scale-up is frequently wrong for a seed-stage company. Ask directly what stage they work best with.
  3. Ask for two clients in your category at your stage whose engagements ended in the last two years — and speak to them, not to current clients.
  4. Ask what they turn down. A firm that takes every startup brief has no specialism and probably no bench.
  5. Ask who does the work. Startup budgets frequently buy junior teams supervised loosely.
  6. Check the notice period. Thirty days. Runway makes long lock-ins genuinely dangerous rather than merely annoying.

What startup marketing firms should be measured on

Boards and investors care about efficiency, not volume, and the metrics that flatter an agency are rarely the ones that matter to your next round.

Startup marketing metrics, ranked
MetricWhat it tells youBoard-relevant?
CAC payback periodHow long until a customer pays back their acquisition costYes — the key one
Customer acquisition cost by channelWhere money works and where it does notYes
LTV to CAC ratioWhether the model works at allYes
Pipeline created versus targetWhether the top of funnel is sufficientYes
Qualified opportunities, sales-verifiedWhether leads are realYes
Conversion rate by stageWhere the funnel breaksDiagnostic
Lead volumeHow many forms were filledWeak — trivially gamed
Website trafficHow many people arrivedNo
Impressions and reachHow often something appearedNo

Agree these before signing. The most common startup-agency dispute is not about performance — it is about which number counted as performance, decided after the fact.

What a startup should have before contacting any agency

  1. A one-sentence description of who has the problem and how badly.
  2. What a customer is worth over their lifetime, even approximately.
  3. What you can afford to pay to acquire one, and how quickly it must pay back.
  4. Working conversion tracking, verified rather than merely installed.
  5. Twelve months of whatever data you already have, however thin.
  6. A named internal owner who will spend an hour a week on this.

Without those six, every agency conversation is theoretical and you will not be able to tell a good proposal from a confident one. With them, the conversation takes twenty minutes and the fit becomes obvious to both sides.

Common startup marketing mistakes

Hiring an agency to find product-market fit

The most expensive misunderstanding in this category. Agencies scale what works; they do not discover what works.

Buying four channels at seed stage

A $6,000 budget spread across search, social, content and events produces nothing measurable in any of them. One channel, done properly, produces a signal you can act on.

Optimizing for lead volume

Trivially gamed by loosening qualification. Your board will ask about payback, not volume, and loosened qualification makes payback worse.

Signing a twelve-month lock-in

Ordinary in established businesses, genuinely dangerous with finite runway. Thirty days after a short initial period.

Rebuilding the brand before finding the message

Design refresh is real work and rarely first. If the message does not convert, a better-looking version of it still will not.

Letting the agency own the accounts

Your conversion history and platform learning live in those accounts. At a startup’s scale, rebuilding them from zero can cost a full quarter.

A reference library for founders buying marketing

Publicly available guidance from Google Ads, Think with Google, Ahrefs, HubSpot, Ad Age and Neil Patel on acquisition, measurement, attribution and content. None of these are ours; each links to its original channel and is credited by name and upload date, and every identifier was verified live before publication. Tiles load the player only when you click. The measurement and attribution talks are the ones worth watching before you present numbers to a board.

Stage — decides everything. the brief changes every round.
9 months — runway beyond the retainer. or do not start.
One channel — not four. at seed, focus beats coverage.
CAC payback — the board metric. not lead volume.
Not PMF — an agency cannot find it. this is the expensive misunderstanding.
Founder-led — outperforms at seed. unscalable and irreplaceable.
Tracking — before spending. everything downstream inherits errors.
Repeatable — then scale. can you do it twice the same way?.
Top-10 lists — are mostly paid. use them for names, nothing else.
In-house — keeps the learning. an agency's leaves with the contract.
30 days — fair notice. runway makes lock-ins genuinely dangerous.
Your accounts — always. ad platforms, analytics, domain.

Tell us your stage and your runway

Send what you sell, who buys it, what stage you are at and how many months of runway you have. You will get an honest read on whether an agency is the right purchase right now — including when the answer is that a fractional senior person or your own first marketing hire would serve you better, which for seed-stage companies it frequently is.

Get a straight answer

Getting found in search

AI, AEO and what is changing

Paid media and lead generation

Websites and design

Choosing and working with an agency

Social, content and brand

By industry and by situation

Marketing services for startups: what to buy at each stage, and what to refuse

Startup marketing services get sold as one product and should be bought as three. Before product-market fit, what you need is research and positioning — the work that decides who you are selling to and what you say. At fit, you need a repeatable channel: one acquisition route proven to work before anything is scaled. After that, digital marketing services for startups means execution at increasing volume. Buying the third when you needed the first is the most common way seed money disappears, and it is the sale most agencies are structured to make, because execution retainers are how agencies are staffed.

Creative agencies for startups, and the trap in the model

A creative agency for startups sells identity, narrative and the assets that carry them. The work is genuinely valuable — a startup that cannot explain itself will lose to one that can, regardless of product. The trap is timing: a startup creative agency engaged before the proposition is settled will produce a beautiful expression of a hypothesis, and you will pay to redo it. Engage a creative agency startup-side once you can state, without hedging, who the customer is and what they are choosing you instead of. If you cannot, buy the research first — it is cheaper and it is the input the creative work needs anyway.

Influencer marketing for startups: when it works and when it burns runway

Influencer marketing for startups works in a narrow set of conditions — a visual or demonstrable product, a defined community, and a price point that survives an impulse decision. Outside those, it consumes runway producing awareness you cannot convert. The discipline that makes it work is treating creators as a paid channel with a target cost per acquisition rather than as a brand exercise: brief tightly, use unique links or codes, and stop the ones that do not clear the bar. Startups that treat it as a relationship-building activity generally cannot say afterwards whether it worked.

Frequently asked questions

What does a startup marketing agency do?
It builds and runs customer acquisition for companies without an established brand, a marketing team or in many cases a proven channel. Concretely: taking a channel with early signal and making it repeatable and larger, producing content and creative volume a small team cannot sustain, setting up measurement properly, and supplying senior capability you cannot afford to hire full time yet.
When should a startup hire a marketing agency?
Once you have acquired customers the same way twice and have nine months of runway beyond the retainer. Before that, founder-led conversations and a website that explains what you do will outperform any agency. The jump from seed to Series A is where an agency genuinely starts to earn its fee, because that is when you have something worth scaling.
Can a marketing agency find product-market fit for us?
No, and any agency implying otherwise is selling something that does not exist. Agencies scale what already works; they do not discover what works. An agency hired to solve a positioning problem will produce competent campaigns for a message that does not land — which looks like an agency failure and is not.
How much should a startup spend on marketing?
Roughly $800 to $2,500 a month at pre-seed, $4,000 to $10,000 at seed, $15,000 to $35,000 at Series A, and $40,000 to $120,000 at Series B, excluding salaries. The figure matters less than the constraint: runway. Do not commit to a retainer you cannot sustain for nine months.
Should we hire an agency, a first marketer, or a fractional CMO?
Fractional at pre-seed to seed for direction, in-house from seed to Series A for retained knowledge, and an agency from Series A onward for execution capacity. The combination that usually works best is a fractional senior person setting direction plus an agency executing. What rarely works is an agency with no internal counterpart to own the relationship.
What is the biggest mistake startups make with marketing agencies?
Hiring one too early — before there is a repeatable acquisition motion to scale. The second is buying four channels at seed stage on a budget that only supports one properly. The third is optimizing for lead volume, which is trivially gamed by loosening qualification and makes payback worse.
How should startup marketing be measured?
CAC payback period first, then customer acquisition cost by channel, LTV to CAC ratio, pipeline created against target, and sales-verified qualified opportunities. Lead volume and website traffic are weak — they are the numbers that flatter an agency rather than the ones your board will ask about. Agree the metrics before signing, not after.
Are ‘top digital marketing agencies for startups’ lists reliable?
Mostly not. A large share are paid placements, aggregated from self-reported directory data, or written by an agency that placed itself first. Very few involve speaking to a client. Use them as a source of names, then check stage fit, ask for two former clients in your category, and ask what kind of brief the firm turns down.
What is the difference between a startup marketing agency and a normal one?
The absence of things a normal agency assumes: an established brand, historical data, a marketing team, and usually a proven channel. A startup agency has to work with early signal rather than trend lines, and it has to move at a pace set by runway rather than by a financial year.
How long before startup marketing produces results?
Paid search on existing demand can produce enquiries within weeks. Content and organic search take four to nine months. A realistic judgement window for a full program is nine months, which is why the runway test matters — a six-month engagement canceled at month five produces close to nothing.
What should we have ready before contacting an agency?
Six things: a one-sentence description of who has the problem, what a customer is worth over their lifetime, what you can afford to pay to acquire one and how fast it must pay back, working conversion tracking, whatever data you already have, and a named internal owner who will spend an hour a week on it. Without them, every conversation is theoretical.
Should a startup do content marketing or paid acquisition first?
Paid, if demand for your category already exists and you can afford to learn on it — it produces signal fastest. Content, if you are creating a category or your buyers research heavily before purchasing. Doing both properly at seed stage is usually beyond the budget, and doing both badly is the most common way seed marketing money disappears.
What is CAC payback and why does our board care about it?
The number of months it takes for a customer to generate enough gross profit to cover what it cost to acquire them. Boards care because it determines how fast capital recycles — a twelve-month payback means each dollar of acquisition spend is unavailable for a year. It is the single most useful startup marketing metric.
Is founder-led selling really better than an agency at seed stage?
For signal, yes, unambiguously. Founder conversations are where you learn what language lands and which objections recur, and no agency can generate that for you. They are unscalable by definition, which is exactly why founders want to skip them. Every effective startup program we have seen was built on transcripts of those conversations.
What notice period should a startup agree with an agency?
Thirty days after a short initial period of no more than three months. Twelve-month lock-ins are ordinary in established businesses and genuinely dangerous with finite runway — circumstances change faster at a startup, and being contractually committed through a pivot is expensive.
Who should own our ad accounts and analytics?
You, created under your own company with the agency granted access. Your conversion history and the platforms’ accumulated learning live in those accounts, and at a startup’s scale rebuilding them from zero can cost a full quarter of performance. Check this before signing rather than at the point you want to change agencies.
Can an agency help with positioning?
They can help you articulate and test it; they cannot choose it for you. Positioning is a decision about what you are and against which alternative, and it depends on information only the founding team has. Agencies that promise to deliver positioning as an output usually deliver a workshop and a document rather than a decision.
What should a seed-stage startup spend money on first?
A website that explains clearly what you do and for whom — most startup sites do not — then answer content for the questions buyers actually ask, then a small amount of high-intent paid search if demand exists. Analytics setup is cheap and everything downstream depends on it. Brand refresh and PR are real later and rarely first.
Do startup marketing firms work on equity or deferred fees?
Occasionally, and it is worth thinking carefully about. Equity arrangements align incentives over a long horizon but complicate your cap table and are hard to unwind if the fit is wrong. Deferred fees usually come with a premium. For most companies a straightforward monthly fee with a short notice period is the cleaner arrangement.
How do we know if an agency is right for our stage?
Ask directly which stage they work best with, and ask for two clients at your stage in your category whose engagements ended in the last two years. An agency excellent at Series A scale-up is frequently wrong for a seed-stage company, and a good one will tell you that rather than take the brief.
What if we need revenue in the next sixty days?
Then an agency is probably the wrong purchase unless the channel is paid search and demand for your category already exists. Sixty days is not enough time for content, organic search or brand work to produce anything. Founder-led outbound and direct sales are the honest answer at that timescale.
Should we hire an agency before or after our next round?
After, in most cases — with the money and the runway to sustain it. The exception is when demonstrating a working acquisition channel is itself part of the fundraise, in which case a focused three-month engagement to prove one motion can be worth it. Be explicit with the agency that this is the goal.
What marketing services do startups actually need first?
Research and positioning before anything else — who you are selling to and what you say. Then one acquisition channel proven to repeat. Only then execution at volume. Most wasted startup marketing spend comes from buying the third when the first was missing.
Should a startup hire a creative agency?
Yes, once the proposition is settled. A creative agency for startups turns a clear position into assets that carry it, which is real value. Engaged too early, it produces a polished version of a hypothesis you then pay to redo. The test is whether you can say who the customer is and what they are choosing you instead of, without hedging.
Is influencer marketing worth it for a startup?
Only with a visual or demonstrable product, a defined community and a price point that survives an impulse decision. Treat it as a paid channel with a cost-per-acquisition target, brief tightly, use unique links or codes, and cut what does not clear the bar. Run as a relationship exercise it consumes runway and produces no answer.

Sources and further reading

  1. Google Search Essentials — SEO starter guide
  2. Google: creating helpful, reliable, people-first content
  3. Google: intro to structured data
  4. Google: LocalBusiness structured data
  5. Google: FAQPage structured data
  6. Google: Article structured data
  7. Google: Product structured data
  8. Google: title links in search results
  9. Google Ads: location targeting settings
  10. Google Ads: about negative keywords
  11. Google Ads: about Quality Score
  12. Google Ads: importing offline conversions
  13. Google Ads: about Smart Bidding
  14. Google Ads: about Performance Max
  15. US Census Bureau QuickFacts: New Jersey
  16. US Census Bureau: American Community Survey
  17. US Census: Statistics of US Businesses
  18. Bureau of Labor Statistics: New Jersey data
  19. BLS: Occupational Employment and Wage Statistics
  20. NJ Department of Labor: labor market information
  21. FTC: CAN-SPAM Act compliance guide
  22. FCC: telemarketing and robocall rules (TCPA)
  23. FTC endorsement guides — reviews and testimonials
  24. FTC: rule on consumer reviews and testimonials
  25. Google Ads — how conversion tracking works
  26. Google Search Console
  27. US Small Business Administration — marketing and sales
  28. US SEC — small business capital raising
  29. FTC — advertising FAQs for small business
  30. Think with Google — research and insight

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