"Companies are using less than one-tenth of 1% of the data they could be using. The opportunity in [leveraging] the appropriate data you're not [using] is monumental. With search marketing, b-to-b companies have an incredibly exciting advantage. They can identify every day those companies that have dramatically increased their search activity around a particular subject. So it's possible to identify all the companies whose employees are searching for what your company is selling. That's a fantastic trigger to know those companies that are entering the decision process to buy your products."