Chad Brown

By any means.

We're actually looking at our current customer base.

And that's what we've really done in the last year is really looked at exactly what our customers use our product for.

So one of the things that's interesting is that because when we would go to investors, we would say, hey, this is what our customers use and this is what our customers do.

They would want to know exactly, okay, what is the exact customer?

Who's a target customer?

What's the exact use case?

And because we were sort of a little over the map, we're like, well, there's personal people going on.

I could track through files they send to their parents.

And then there's enterprise customers who are using it as recruiters and they're sending it to understand how other customers or potential prospects are using their information.

We realized that there was a commonality with all the paying business customers.

And that really is they're using it in a more of what I would call an account-based marketing approach, which is a bit of a new term.

But really what that is that sales has been doing for a long time is sending marketing material to prospective customers in order to gain that particular account.

And in doing so, what they're really trying to do is drive these sort of product champions internally in the company.

So the more we realize that there's a commonality there for paying customers to use this product, they don't necessarily call it account-based marketing necessarily, but that's really what it is.

So what we realize is we talk to a lot of customers about what we can do as a product and where we're going with it.

More than just tracking, we're looking to drive things like customer engagement by providing an interface that's much higher engaging.

It's almost turning into like a microsite of content.

And second to that, it's also driving insights where you can see specifically who in a company is actually consuming the material.

So if I send it to you, did you forward it to anybody else in your company and who those people are?