Um, how are you seeing that translate then into kind of B2B buyers' behaviors? Uh, what shifts are you seeing in that space?

I think the biggest shift is realizing that your buyer is typically coming into the first conversation knowing a lot about you, your product or service or offering, and your team.

Like, self-education has just accelerated so much, and by the time, in my experience, a buyer is engaging with your team, whether it's your marketing team, your sales team, your product team, they've already done the research, read all of the documentation, or had their own tools process it.

They know what your competitor offers, and they're coming in with pretty targeted questions, and I find that that's where the shift is.

And what I hear a lot is this move towards wanting quick responses, self-service starting or testing, and then bringing in that, we hear the term human in the loop, and really having that interaction with your marketers or your go-to-market folks or your sales teams.

I think that's one piece.

Another thing that I think is interesting too is for so long you've probably heard of, like, BANT, the sales process, and I think we would think, "Okay, who's the decision-maker? Who carries the budget?" And now I find that it's such a cross-functional and holistic experience across teams, and your actual builders and developers and even engineers are speaking to the decision process in their company.

Um, going back to kind of the, the basics of the B2B marketing and business development space, if there was one thing, and I'm sure there's many, but if there was one thing that you could change, what would, what do you wish you could change about marketing?