"We use different Web technologies to pay attention, gather data, learn about the visitor, understand what they're looking at and listening to, what videos they're watching and what white papers they're downloading. Then we present content that is of interest to them," Metz said. He likens this process to that which many consumers experience on Amazon.com. "That site knows me and my interests," Metz said, "and adapts based on that knowledge." B-to-b sites must do the same.