Business-to-business technology companies are finding that direct marketing strategies, particularly emerging and online platforms, are effective in reaching their audience. Previously, few would consider Google Video or YouTube great places to discover new business leads, particularly for a b-to-b tech company. However, that opportunity presented itself in the spring of 2007 to Pam ONeal, director of marketing communications for network management performance company NetQoS, when her company created a 3-D video of its technology. Released in April 2007, the NetQoS video reached 66,000 YouTube and Google Video views and helped generate over 2,000 leads. Some high-tech innovation-driven technology industry firms are hurrying to adopt the latest and greatest business and marketing tools. There is fierce competition in the market, prompting some tech companies to try new marketing tools in an attempt to gain an edge. Ben Chestnut, partner at e-mail marketing firm MailChimp, stated that, regardless of the direct marketing tool, technology companies should place an added focus on analytics, on which their competitors are probably focusing. That belief is shared by Patrick McHugh, Neolanes EVP of North American operation, who works with Packard-Bell. McHugh explains that efficient marketing boils down to the tendency of better information and technology companies inherently having a better understanding of how to get and apply information, and he concludes that the technology space online is so competitive that if you miss the opportunity to interact with that customer at the moment of decision, that transaction will go to somebody else.