Talk a little bit about what that means and how companies can lean into that.

Yeah, I mean, I think it is.

It's honestly probably a really exciting time, in my opinion, to be in B2B marketing right now because of all of these things that are being measured consistently.

You have conversion rates, you have pipeline goals, you have SQLs, opportunities, all this stuff that gets measured to death.

And I think because that stuff is becoming so hard, you really need to kind of pull back and focus more on the brand story.

I think that we're starting to see a lot of companies go back to good old-fashioned brand marketing, programmatic display, things around how do you reach those buyers much earlier, even pre-funnel? How are you shaping those decisions before they end up in someone's shortlist? We have a lot of research on that.

I think it was something like 86% of buyers already start any decision-making process with a shortlist.

I mean, I