Caring is one of the most important qualities when building trust with others. To show you care as a business can develop loyal and returning customers. Kura joined us today and their name, aptly means, care in Latin. Kura combines leading-edge proprietary technology with the best local vehicle operators nationwide to enable you to maximize safety, efficiency, and well-being on shared transport journeys whilst driving down emissions. The Head of Marketing, Alistair Buckle, joined us to dive further into who they serve, how they target personas and think critically about their messaging to highlight value and need. Alistair discusses their pivot to a SaaS company during the pandemic and how they look to embrace the digital and inbound world of marketing.