Can you tell me a little bit more about kind of your thoughts and kind of what you're doing proactively on that end at EHS?

Yeah, I think there's no mystery.

A lot of organizations, I think the benchmark is about 30% drop in organic traffic in the last 18 months.

And that's pretty standard across all industries.

A lot of that is because of the buyer shift.

Buyers are now more proactively self-serving through chat and AI search, getting answers, more robust, comprehensive responses, competitive comparisons, etc., And so it really has shifted the way that I think marketing needs to approach your website in general.

Those that are coming to your website are typically at that point probably more qualified.

And do you see it and do you agree that the people, your buyers, are looking at really getting an experience that's much closer than a regular buying experience than just a typical old school B2B experience?