Table of Contents
- 1. Ahrefs: The Product-Led Content Powerhouse
- The Strategy: Product-Led Content at Scale
- Why It Works & Key Takeaways
- 2. Content Marketing Institute (CMI): The Award-Winning Example Library
- The Strategy: Curation as a Content Moat
- Why It Works & Key Takeaways
- 3. HubSpot: The Template-Driven Content Engine
- The Strategy: Content as an Operational Asset
- Why It Works & Key Takeaways
- 4. Ahrefs: The Meta-Example Powerhouse
- The Strategy: Deconstructing Success at Scale
- Why It Works & Key Takeaways
- 5. Marketing Examples (Harry Dry): The Bite-Sized Idea Generator
- The Strategy: Distill and Replicate
- Why It Works & Key Takeaways
- 6. Superpath Pro: The Community-Sourced Content Library
- The Strategy: Curation and Community as a Moat
- Why It Works & Key Takeaways
- 7. WARC: The Evidence-Based Strategy Library
- The Strategy: Arming Marketers with Proof
- Why It Works & Key Takeaways
- 7 B2B Content Marketing Examples Compared
- Turning Inspiration Into Action: Your Next Steps
- Synthesizing the Core Strategies
- From Idea to High-Performance Content
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Stuck in a content rut? Finding standout b2b content marketing examples can feel like searching for a needle in a haystack. Many guides offer generic advice or showcase outdated campaigns that no longer resonate. We're cutting through the noise.
This article dissects seven exceptional examples from industry leaders like HubSpot, Ahrefs, and Marketing Examples. We break down the exact strategies that made them successful, providing direct links and screenshots so you can see them in action. You won't just see what they did; you'll understand why it worked and, more importantly, how you can replicate their success.
We'll explore a diverse range of formats that drive real business results, from in-depth research reports and viral blog posts to powerful video series and community-driven content hubs. For each example, you’ll get a blueprint of actionable takeaways designed to help you:
- Drive qualified traffic.
- Generate high-quality leads.
- Build lasting brand authority.
This isn't just a list; it's a playbook for creating B2B content that converts. We’ll also show you how streamlined platforms can help you execute these strategies faster. For instance, using a tool like Feather allows you to turn your Notion documents directly into high-performance, SEO-optimized blog posts and newsletters, removing the technical friction that slows down great content.
Let's dive into the campaigns that set the standard for B2B excellence.
1. Ahrefs: The Product-Led Content Powerhouse
Ahrefs, an industry-leading SEO toolset, provides one of the most powerful b2b content marketing examples available today. Instead of simply telling their audience how to improve their SEO, Ahrefs shows them, using their own product as the engine for nearly every piece of content they produce. Their strategy is a masterclass in product-led content marketing, where the tool itself is the star of the show.
This approach transforms their blog from a simple resource library into a continuous, high-value product demonstration. Each article serves as a case study, implicitly answering the user’s core question: “Why should I pay for this tool?”
The Strategy: Product-Led Content at Scale
Ahrefs’ core strategy is to identify a common SEO problem or question their target audience faces. Then, they use their own suite of tools (like Keywords Explorer, Site Explorer, and Content Explorer) to research, analyze, and solve that exact problem within the blog post.
For example, an article on "how to find low-competition keywords" doesn't just offer theoretical advice. It provides a step-by-step tutorial using Ahrefs' Keywords Explorer, complete with screenshots and specific filter settings. This seamlessly bridges the gap between learning a concept and applying it with their software.
Why It Works & Key Takeaways
The Ahrefs model is incredibly effective because it aligns content directly with commercial intent. It attracts an audience with high-level informational needs and systematically guides them toward a product-based solution.
- Builds Product Dependency: By teaching SEO through their tool, they make their platform feel essential for success. Readers see firsthand that the insights and workflows discussed are only possible with an Ahrefs subscription.
- Creates Unique, Data-Driven Content: Their access to massive amounts of proprietary data allows them to publish original research and case studies that competitors cannot easily replicate. This establishes them as a definitive authority in the SEO space.
- Drives Qualified Leads: Readers who find value in their content are pre-qualified leads. They already understand the product's capabilities and see how it fits into their workflow, leading to higher conversion rates from content to customer.
How to Replicate This Strategy:
- Identify "Jobs to Be Done": Map out the core problems your product solves for your customers.
- Create "How-To" Content: Develop tutorials, guides, and case studies that use your product to solve those specific problems. Use screenshots, videos, and detailed walkthroughs.
- Leverage Proprietary Data: If your platform generates unique data, turn it into insightful reports, studies, or benchmark articles. This creates a powerful content moat.
Ahrefs' pricing starts at $99/month for their Lite plan, scaling up for agencies and enterprises. You can explore their renowned content marketing at the Ahrefs Blog.
2. Content Marketing Institute (CMI): The Award-Winning Example Library
While other platforms create content, the Content Marketing Institute (CMI) curates and celebrates it, making it an invaluable resource for finding validated b2b content marketing examples. Instead of offering tutorials, CMI provides a "hall of fame" through its Content Marketing Awards, showcasing the most innovative and effective campaigns across dozens of industries and categories. Their website is a goldmine for strategic inspiration.
This approach transforms CMI from a simple publication into a curated gallery of excellence. Each winning entry is a mini-case study, offering a high-level look at the strategy, execution, and results that top-tier brands are achieving, answering the core question: “What does a successful campaign actually look like?”
The Strategy: Curation as a Content Moat
CMI’s core strategy is to leverage its industry authority to aggregate and judge the best content marketing work globally. By organizing these vetted examples into a searchable, categorized database (the Winners Gallery and Spotlights), they provide marketers with a constant stream of fresh, proven ideas. This isn't just theory; it's a lookbook of real-world success stories.
For instance, a B2B marketer planning a new case study series can browse the "Best Content-Driven Website" category to see how award-winners structure their content hubs. Or, a team exploring podcasting can review winners in the "Best Podcast/Audio Series" category to understand what resonates with judges and audiences alike.
Why It Works & Key Takeaways
The CMI model is effective because it serves a crucial meta-need for content marketers: the need for inspiration and validation. It attracts an audience looking to improve their own work by studying the success of others, which is a fundamental part of developing a high-performing content marketing strategy.
- Establishes Unquestionable Authority: By hosting and judging prestigious industry awards, CMI cements its position as a central authority. Its content is not just its own opinion but a reflection of the industry's collective best.
- Provides Actionable Inspiration: The examples are specific and often include details on goals, audience, and results. This allows marketers to deconstruct successful campaigns and apply similar tactics to their own projects.
- High Signal-to-Noise Ratio: Unlike a generic web search, every piece of content in the Winners Gallery has already been judged as excellent. This curation saves time and provides a much higher-quality starting point for research.
How to Replicate This Strategy:
- Curate Niche Expertise: Become the go-to source in your industry by regularly featuring and analyzing the best work from other companies (with credit).
- Create "Best Of" Roundups: Publish annual or quarterly lists of the most innovative campaigns, tools, or strategies within your niche.
- Leverage User-Generated Content: Run contests or create submission forms where your audience can share their own success stories, which you can then feature as case studies.
Browsing CMI’s award galleries and articles is free. Access to their in-person conferences and some in-depth training resources is paid. You can explore their extensive library of examples at the Content Marketing Institute website.
3. HubSpot: The Template-Driven Content Engine
HubSpot, the inbound marketing and sales software giant, offers a different but equally powerful take on b2b content marketing examples. Instead of focusing solely on product-led tutorials, HubSpot empowers marketers by providing the operational tools and templates needed to execute complex strategies. Their approach is built on enabling their audience, giving them the "how" alongside the "what."
This strategy turns their blog and resource center into an indispensable toolkit for marketers. By offering free, high-value assets like editorial calendar templates, campaign planners, and content creation kits, they embed themselves directly into the user's workflow, building brand affinity and demonstrating their expertise in a tangible, immediately useful way.
The Strategy: Content as an Operational Asset
HubSpot’s core strategy is to identify the operational hurdles that prevent marketing teams from succeeding. They recognize that marketers don't just need ideas; they need structured, plug-and-play resources to bring those ideas to life quickly and efficiently.
Their content often takes the form of comprehensive guides or listicles that break down successful examples from other brands. Crucially, these articles are almost always paired with a downloadable template or kit. An article about creating a content calendar, for instance, will link directly to a free, pre-built Google Sheets or Excel template, removing the friction between learning and doing.
Why It Works & Key Takeaways
The HubSpot model excels because it provides direct solutions to the practical, everyday challenges of a marketing professional. It attracts an audience seeking efficiency and operational guidance, positioning HubSpot as a helpful partner rather than just a software vendor.
- Builds Practical Dependency: By providing the very templates teams use for planning and execution, HubSpot becomes an integral part of their marketing operations, making their paid products a natural next step for integration.
- Generates High-Quality Leads: The leads captured are highly qualified. A user downloading an "ebook creation template" is clearly signaling their intent and need, making them a warm prospect for HubSpot's marketing automation tools.
- Scales Content Creation: Creating templates is a highly scalable content strategy. A single well-designed template can be promoted for years and serve the needs of thousands of marketers, delivering long-term value from a one-time effort.
How to Replicate This Strategy:
- Identify Workflow Friction: Pinpoint the most common operational bottlenecks your audience faces (e.g., planning, reporting, creating).
- Create "Done-For-You" Resources: Build templates, checklists, or kits that solve these specific problems. Offer them in common formats like Google Docs, Sheets, or PDFs.
- Gate Your Best Assets: Offer your most valuable templates as lead magnets to build your email list while providing immense value upfront.
Most of HubSpot's templates and articles are free, though many require an email submission for access. You can explore their vast library of resources at the HubSpot Marketing Blog.
4. Ahrefs: The Meta-Example Powerhouse
Ahrefs, an industry-leading SEO toolset, not only provides one of the best b2b content marketing examples with their own blog, but they also expertly dissect the strategies of other successful brands. Their blog acts as a meta-resource, deconstructing high-performing content from other B2B companies to reveal the repeatable tactics and frameworks that drive results.
This approach turns their educational content into a tactical playbook for marketers. Instead of just presenting theories, they offer deep-dive teardowns of real-world campaigns, complete with performance stats and step-by-step guidance, making complex strategies accessible and actionable for their audience.
The Strategy: Deconstructing Success at Scale
Ahrefs' strategy revolves around curating and analyzing top-tier B2B content marketing. They identify successful campaigns, from product-led content and free tools to YouTube series and industry studies, and then reverse-engineer them for their readers. Their articles often take the form of comprehensive roundups, like their popular "7 Successful B2B Content Marketing Examples" post.
Each example within these posts is broken down into its core components: the goal, the execution, and the measurable outcomes. They use their own tools to showcase the SEO performance, such as traffic value and backlinks, providing concrete proof of the strategy's effectiveness.
Why It Works & Key Takeaways
This model is exceptionally powerful because it provides immense value with a clear, replicable path for readers. It attracts a sophisticated audience of performance-driven marketers and gives them the exact blueprints they need to succeed.
- Offers Actionable Blueprints: The content moves beyond inspiration and provides concrete, step-by-step instructions. Readers don't just see a great example; they learn exactly how to replicate its success.
- Builds Unmatched Authority: By consistently producing high-quality analysis of what's working across the entire industry, Ahrefs establishes itself as a go-to educational resource, transcending its role as a mere software provider.
- Drives Product-Aware Leads: The analysis frequently involves Ahrefs' tools to uncover performance data. This naturally demonstrates the product's power in a real-world context, educating potential customers on its use cases before they even consider a trial.
How to Replicate This Strategy:
- Curate Best-in-Class Examples: Identify top-performing content or campaigns within your niche. Look for strategies that are innovative or have generated significant, measurable results.
- Perform a Deep-Dive Analysis: Deconstruct each example. What was the core idea? How was it executed? What were the results (traffic, leads, backlinks)? Use data to support your analysis.
- Create Actionable Takeaways: For each example, provide a clear, step-by-step guide on how your audience can implement a similar strategy. This transforms your content from a simple list into a valuable resource.
The content on the Ahrefs blog is free to access, while their software suite is a paid subscription. You can see their expert teardowns at their post on B2B content marketing examples.
5. Marketing Examples (Harry Dry): The Bite-Sized Idea Generator
Marketing Examples, created by Harry Dry, offers a unique and highly practical resource for anyone seeking brilliant b2b content marketing examples. Instead of long-form case studies, the site provides a "swipe file" of hundreds of bite-sized, real-world examples of great marketing, from copywriting and landing pages to SEO tactics and email campaigns. It’s a masterclass in pattern recognition and rapid ideation.
This approach transforms content strategy from a theoretical exercise into an applied one. The platform implicitly answers the user’s core question: “What’s working right now, and how can I quickly adapt it for my own business?”
The Strategy: Distill and Replicate
The core strategy of Marketing Examples is to deconstruct successful campaigns into their most essential, replicable components. Each example is presented with minimal fluff, focusing on the “what” and the “why” in a highly scannable format. This allows B2B marketers to quickly find inspiration and tactical solutions without wading through dense analysis.
For instance, a post on content formats might showcase how a B2B SaaS company used a simple calculator to generate leads, breaking down the headline, the call-to-action, and the user flow. This makes the underlying principle immediately obvious and easy to translate into a creative brief for your own team.
Why It Works & Key Takeaways
The genius of Marketing Examples lies in its brevity and focus on execution. It caters to busy marketers who need actionable ideas, not just high-level theory. This has made it an indispensable tool for content teams and founders alike.
- Accelerates Ideation: The swipe-file format is perfect for brainstorming sessions. Marketers can quickly filter by category (e.g., "Content," "SEO") to find proven formulas for their next campaign or blog post.
- Focuses on First Principles: By stripping away brand-specific context, the examples highlight timeless marketing principles that can be applied across different B2B industries and niches.
- Improves Content Quality: The site is a living library of what good looks like. It helps writers and marketers sharpen their skills in copywriting, design, and user experience by studying what already works. It’s also an excellent resource for understanding modern distribution tactics beyond traditional SEO, such as the emerging field of Generative Engine Optimization (GEO).
How to Replicate This Strategy:
- Create an Internal "Swipe File": Encourage your team to save and categorize great marketing examples they encounter. Use a simple tool like Notion or Slack.
- Deconstruct Your Own Successes: When a piece of content performs well, break it down into its core components. Create an internal micro-case study explaining why it worked.
- Focus on "Micro-Lessons": In your own B2B content, don't just present data; extract a single, powerful takeaway. Use annotations and callouts on screenshots to make your point clear and actionable.
Marketing Examples is completely free to access. You can explore the full collection of examples and subscribe to the newsletter at MarketingExamples.com.
6. Superpath Pro: The Community-Sourced Content Library
Superpath Pro, a paid community for B2B content marketers, offers a unique and highly practical collection of b2b content marketing examples. Instead of creating content about marketing, Superpath Pro curates and dissects real-world content from its practitioner members. The platform’s value proposition is built on exclusive access to vetted examples, templates, and peer-driven feedback.
This community-first approach transforms the search for inspiration from a public, often noisy process into a private, curated experience. Each resource is shared and analyzed by working professionals, answering the key question for any content marketer: “What are my peers actually doing that works right now?”
The Strategy: Curation and Community as a Moat
Superpath Pro's core strategy is to leverage its expert community as both the source and the audience for its content. The platform serves as a members-only library where successful B2B content marketing assets, from blog posts to case studies and lead magnets, are submitted, cataloged, and deconstructed.
For instance, a member looking for ideas for a bottom-of-funnel ebook can browse a curated selection of proven examples from other SaaS companies. This is often supplemented with teardowns, live office hours, and peer feedback sessions where members can get live critiques on their own work, bridging the gap between seeing an example and implementing a similar strategy effectively.
Why It Works & Key Takeaways
The Superpath Pro model is effective because it delivers hyper-relevant, operator-level insights that are difficult to find through public channels. It bypasses generic advice in favor of practical, peer-vetted solutions.
- Provides Unparalleled Relevance: Members get access to examples and templates from professionals facing the exact same challenges within similar B2B and SaaS environments. This specificity is far more actionable than high-level trend reports.
- Builds a Defensible Content Moat: The core assets (the examples, teardowns, and discussions) are locked behind a paywall and sourced from its members. This makes the library proprietary and impossible for competitors to replicate.
- Fosters Active Application: The community model encourages action. Members don't just consume content; they receive feedback, participate in workshops, and get direct help applying the concepts to their own projects, which increases the perceived value of the membership.
How to Replicate This Strategy:
- Build an "Expert" Community: Identify and gather subject matter experts in your niche, even if it's a small group initially.
- Incentivize Knowledge Sharing: Create a private space (like a Slack channel, forum, or membership site) and encourage members to share their "wins" or best work.
- Curate and Package Insights: Systematically collect, organize, and annotate the best examples shared by the community. Package them as exclusive resources for the group to create a flywheel of value.
Superpath Pro membership includes a 30-day free trial, with pricing available on their site. You can explore the community's offerings at Superpath Pro Membership.
7. WARC: The Evidence-Based Strategy Library
WARC offers a different kind of b2b content marketing example; it’s not a brand executing content but a platform that aggregates award-winning case studies for marketers. It serves as an intelligence tool, providing a searchable database of advertising and marketing effectiveness cases, making it an invaluable resource for B2B marketers looking for proven strategies and hard data to build their own business cases.
For B2B teams, WARC’s Case Finder is a goldmine. Instead of guessing what works, marketers can find detailed examples of successful campaigns, often complete with objectives, strategy, execution details, and crucially, results and ROI. This allows them to benchmark their plans against the world's best.
The Strategy: Arming Marketers with Proof
WARC's core value proposition is providing evidence. Their platform is built around a powerful search tool that lets users filter thousands of case studies by specific B2B criteria like audience (e.g., C-suite, SMEs), industry, marketing objectives (e.g., demand generation), channels used, and regions. This transforms strategic planning from an art into a data-backed science.
The platform doesn’t just provide raw examples; it contextualizes them with editorial research, reports, and toolkits. A B2B marketer can find a case study on an ABM campaign, then access a WARC guide on best practices for account-based marketing, creating a complete learning loop.
Why It Works & Key Takeaways
WARC’s model is effective because it directly addresses a primary pain point for B2B marketers: proving the value of their work. It provides the “why” and the “how” behind successful campaigns, backed by credible, third-party-validated results.
- De-risks Strategy: By studying what has already succeeded (or failed), marketers can make more informed decisions, reducing the risk associated with new campaigns and budget allocation.
- Justifies Investment: Access to real-world ROI data is critical for budget defense and securing funding. You can learn more about different approaches to measuring content marketing ROI and see how WARC's data can help.
- Sparks Creativity and Innovation: Reviewing a wide range of award-winning strategies from different industries can inspire new creative approaches and tactical ideas that a team might not have considered otherwise.
How to Leverage This Resource:
- Benchmark Your Plans: Before launching a major campaign, search WARC for similar case studies to validate your approach and set realistic KPIs.
- Build Your Business Case: Use relevant case studies, including their budget and ROI data, to create compelling internal proposals for your marketing initiatives.
- Educate Your Team: Use the platform for professional development, encouraging team members to study best-in-class examples to improve their strategic thinking.
Access to WARC is subscription-based, with pricing typically handled via enterprise or university licenses. You can learn more and request a demonstration at the WARC website.
7 B2B Content Marketing Examples Compared
Source | Implementation Complexity 🔄 | Resource Requirements ⚡ | Expected Outcomes ⭐ / 📊 | Ideal Use Cases 💡 | Key Advantages |
Feather | Low 🔄 — No-code Notion setup (4 steps) | Low–Medium ⚡ — Notion account, custom domain; usage-based pageview pricing | High ⭐ — SEO-friendly, fast sites + one-click newsletter; built‑in analytics 📊 | Creators, founders, small teams who write in Notion and want fast deployment | Notion-first workflow; edge delivery; unlimited sites; integrated newsletter |
Content Marketing Institute (CMI) | Low 🔄 — Browse curated case write‑ups | Low ⚡ — Mostly free access; some paid conferences/resources | High ⭐ — Curated, judge-validated cases often with impact metrics 📊 | Benchmarking award-winning campaigns; stakeholder buy-in; strategy research | Curated/validated examples; impact metrics and behind‑the‑scenes writeups |
HubSpot | Low 🔄 — Templates and how‑tos, plug‑and‑play | Low ⚡ — Free resources; some downloads gated by email | Medium‑High ⭐ — Operational templates accelerate execution and scaling 📊 | Teams operationalizing content (calendars, templates, planners) | Extensive template library; editorial/process kits; practical guides |
Ahrefs | Medium 🔄 — Tactical deep‑dives and teardowns | Low–Medium ⚡ — Blog content free; paid tools optional | High ⭐ — Performance/SEO-focused results with replication tips 📊 | SaaS and performance-driven teams focused on traffic, links, SEO | Data-driven teardowns; measurable tactics; step‑by‑step replication guidance |
Marketing Examples (Harry Dry) | Very Low 🔄 — Quick swipe file and micro-examples | Very Low ⚡ — Free site and newsletter | Medium ⭐ — Strong ideation value; quick-to-apply micro formats 📊 | Rapid ideation, copy/CTA inspiration, pattern spotting | Bite-size examples; highly shareable; concise takeaways |
Superpath Pro | Medium 🔄 — Membership onboarding and active participation | Medium‑High ⚡ — Paid membership; time investment for community engagement | High ⭐ — Practitioner feedback, vetted templates, live critique 📊 | Operator-level marketers seeking peer critique, templates, networking | Live critique and office hours; curated library; peer network |
WARC (Case Finder) | High 🔄 — Research-heavy use and filtering | High ⚡ — Enterprise/university subscription (paid) | High ⭐ — Professional case studies with budgets, channel mix and ROI 📊 | Benchmarking, building business cases, enterprise planning | Robust filters; ROI/budget data; high credibility and documentation |
Turning Inspiration Into Action: Your Next Steps
We've journeyed through a powerful collection of b2b content marketing examples, from the educational empire of HubSpot to the data-driven social brilliance of Gong. Each case study, whether it's Ahrefs’ product-led content or Marketing Examples' minimalist genius, offers a masterclass in strategic execution. The recurring theme is clear: exceptional B2B content marketing is less about shouting your product’s features and more about becoming an indispensable resource for your target audience.
These brands don't just create content; they build media platforms. They understand that trust is the ultimate currency in B2B and the fastest way to earn it is by consistently delivering value. They answer their customers' most pressing questions, provide proprietary data no one else has, and create tools and templates that solve real-world problems.
Synthesizing the Core Strategies
As you reflect on these examples, several core principles emerge as universal truths for B2B content success. The goal isn't to perfectly replicate Gong's LinkedIn strategy or HubSpot's entire content library. Instead, it's about extracting the foundational strategies and adapting them to your unique business, audience, and resources.
Here are the key takeaways to guide your next steps:
- Solve, Don't Sell: Your audience has problems. Ahrefs solves SEO challenges with detailed tutorials, and Superpath solves career challenges for content marketers. Your content should be the solution, with your product positioned as the ultimate tool to implement that solution.
- Develop a Point of View: Don't just regurgitate common knowledge. CMI and Marketing Examples have succeeded by cultivating a distinct voice and perspective. This is what attracts a loyal following and turns passive readers into active subscribers.
- Leverage Your Unique Assets: What do you have that no one else does? For Gong, it was a treasure trove of sales call data. For your business, it could be customer insights, internal expertise, or a unique process. Find it, package it, and share it.
- Content is a System, Not a Campaign: The best B2B brands treat content as an interconnected system. A blog post becomes a newsletter, which fuels a social media thread, which inspires a webinar. Every piece works together to build authority and guide prospects through their journey.
From Idea to High-Performance Content
Seeing these incredible b2b content marketing examples is inspiring, but inspiration without execution is just a dream. The biggest hurdle for many teams isn't a lack of ideas; it's the friction in the creative and publishing process. Clunky content management systems, technical bottlenecks, and disconnected workflows can stifle momentum and burn out your team.
This is where your choice of tools becomes a strategic decision. To consistently produce high-quality content, you need a system that removes friction and empowers creativity. Consider a platform that:
- Integrates with your existing workflows: If your team already brainstorms and drafts in a tool like Notion, forcing them into a complex CMS creates unnecessary steps.
- Automates technical SEO: You shouldn't need a developer to implement schema markup or optimize for page speed. Your platform should handle this automatically.
- Unifies your distribution channels: A seamless connection between your blog and newsletter simplifies promotion and helps you build a direct relationship with your audience.
Choosing the right technology stack allows your team to focus their energy on strategy and craft, not on tedious administrative tasks. By creating a frictionless publishing engine, you build the foundation needed to consistently execute a winning content strategy and turn your brand into a recognized authority in your niche.
Ready to stop wrestling with clunky tools and start publishing beautiful, high-performance content directly from Notion? Feather is the all-in-one platform designed to turn your ideas into a world-class blog and newsletter, complete with built-in SEO and analytics. See how you can build a content engine like the examples in this article by trying Feather today.