Justyn Howard
Analyst · Stifel.
Yes. There's -- sorry, this is Justyn. But this is a project that I spent a lot of time on, so I'll jump in here.
I think that when we talk about taking that next step beyond moving past the very low end of the customer base and now we've got a customer based on the whole that is much healthier that's going to have better unit economics, et cetera, there's a next layer there, which is now rather than assuming that, okay, the rest of that customer base kind of behaves similarly, performed similarly, et cetera, being able to get a much clearer look at different patterns across different industry types, B2B versus B2C, different approaches to social, different social footprints, things like that, allows us to recognize that there are -- there's variance in any given segment, so let's say, enterprise, companies that have a very, very different growth profile even with similarly sized -- other similarly sized companies.
Where rather than painting with a broad brush, we're able to categorize these further and look at opportunities where there are -- if we look at even under $10,000, there's a dramatic difference in potential in, let's call it, the $10,000 to $15,000 bucket. Within that group of customers, very, very different behavior and potential. And now we've dialed that in and figured out where should we be spending our calories, where should we be spending our time. Thinking about how we'll talk to those different groups differently and how we show up the market with those different groups differently is a really powerful unlock, and that's kind of some of the background on those points.