2nd February 2026 – PredictLeads, the leading provider of Company-Level Intelligence, is pleased to announce the successful completion of its System and Organization Controls (SOC) 2 Type II audit. The company achieved compliance with leading industry standards for customer data security.
This report demonstrates PredictLeads’ ongoing commitment to providing a secure data environment for its customers.
PredictLeads achieves SOC 2 Type II certification, reinforcing its commitment to data security and operational excellence.
Independent Audit and Certification
Developed by the American Institute of Certified Public Accountants (AICPA), the SOC 2 information security standard is a report that validates controls relevant to security, availability, integrity, confidentiality, and privacy.
The audit was completed with the amazing support of Johanson Group LLP, who attested that PredictLeads’ information security controls meet leading industry standards for data providers.
PredictLeads also partnered with Koop.ai during the audit readiness process. The company leveraged Koop.ai’s automated compliance platform and expert guidance to streamline preparation for SOC 2 Type II certification.
Commitment to Data Security
SOC 2 has rigorous requirements governing how companies handle customer data and information. Compliance guarantees that established and implemented organizational practices are in place to safeguard customer data.
A Continuous Commitment
At its core, PredictLeads is a company intelligence data provider that tracks over 100 million companies worldwide. We deliver structured datasets such as job openings, news events,, technologies and more. Data accuracy, integrity, and security are fundamental to how we collect, structure, and deliver company-level intelligence to our customers.
SOC 2 Type II compliance represents a commitment to maintaining secure systems and controls on an ongoing basis.
Most B2B teams discover new opportunities too late and usually after budgets are already approved, vendors are shortlisted, and internal decisions are already locked in. At that point, you’re competing on price and familiarity instead of relevance and timing.
One of the earliest and most reliable buying signals appears much sooner: when a company starts hiring Product Managers.
Product management hiring often precedes major product initiatives, tooling decisions, and external partnerships. If you can identify these signals early, you can engage accounts before buying decisions are finalized.
This guide explains how to find companies hiring Product Managers using job openings data — and how to turn that insight into actionable account prioritization for sales, marketing, and research teams.
Hiring Product Managers is one of the earliest signals of upcoming product investments, team expansion, and vendor selection.
Why hiring Product Managers is a high-intent business signal
Hiring decisions reflect strategic intent. When companies invest in product leadership, they’re signaling change — whether that’s launching new products, scaling existing platforms, or professionalizing internal processes.
Early-stage startups typically rely on founders or engineers to manage product decisions. When a company begins hiring dedicated Product Managers, it often indicates a growing or increasingly complex product surface, new product lines or feature expansion, and a shift from ad-hoc development to structured roadmapping.
For B2B vendors, this usually means upcoming investments in analytics, infrastructure, UX, experimentation, and customer feedback tools.
What Product Manager roles reveal about roadmaps and tooling
Not all Product Manager roles are the same. Job descriptions often reveal far more than just headcount growth.
They can indicate specific focus areas such as growth, platform, AI, payments, or enterprise use cases. They also reveal how product teams collaborate with design, data, and engineering, and which tools or workflows are critical to success.
Mentions of analytics platforms, experimentation frameworks, research tooling, or CI/CD processes provide strong clues about upcoming vendor needs and partnership opportunities.
Why timing matters more than targeting alone
Engaging a company while it’s still assembling its product team puts you upstream of buying decisions. At this stage, teams are defining workflows, selecting tools, and choosing long-term vendors.
Once the product organization is fully staffed and processes are set, most purchasing decisions are already locked in. Timing, in this case, becomes just as important as targeting.
A step-by-step workflow to find companies hiring Product Managers
Turning job postings into a reliable buying signal requires structure.
Start by defining which Product Manager roles actually match your ideal customer profile. Focus on relevant titles such as Product Manager, Senior PM, Group PM, or Head of Product, along with specializations like Growth, Platform, Technical, or AI. Narrowing by company type — for example, B2B SaaS versus B2C — helps eliminate noise early.
Next, refine your dataset by filtering for Product or Engineering departments, seniority levels that indicate decision-making authority, and locations aligned with your go-to-market coverage. This removes internships, duplicate postings, and roles outside your sales region.
From there, look beyond individual job listings and focus on hiring velocity. Multiple PM roles opened in a short timeframe, re-posted or expanded listings, and sudden increases in product headcount all signal urgency and internal momentum.
Context matters as well. Segment companies by growth stage and hiring pattern. Startups hiring their first Product Manager are typically formalizing product strategy, while scale-ups building multi-layered product teams are preparing for rapid growth. Enterprises hiring senior product leadership often signal new product lines or major transformations.
Finally, prioritize accounts based on role seniority and team structure. Senior hires such as Principal Product Managers or Heads of Product usually correlate with strategic initiatives and budget ownership. Companies building entire product teams at once should rank higher than those filling a single replacement role.
Detect Product Manager hiring across companies and turn job openings into actionable go-to-market signals.
Aligning product hiring signals with your go-to-market motion
Once identified, product hiring signals should be mapped directly to your GTM strategy.
Sales teams can time outreach around active hiring windows. Marketing teams can tailor messaging to product expansion, platform maturity, or scaling challenges. Research teams can use hiring data to track emerging product trends across industries.
The key is treating hiring data as a trigger, not just a filter.
Using job openings data with PredictLeads
Job openings data becomes far more powerful when it’s structured, historical, and enriched.
PredictLeads tracks job postings across millions of companies, making it possible to identify organizations actively hiring Product Managers without manual job board scraping. Instead of static snapshots, hiring activity can be tracked over time, allowing teams to distinguish between one-off roles and sustained investment in product teams.
When product hiring data is combined with other company-level signals — such as headcount growth, funding events, or geographic expansion — it becomes a reliable indicator of upcoming spend and operational change.
This data can be used to enrich CRM and ABM account lists, trigger outbound sequences based on hiring activity, and support market research and competitive analysis.
Common mistakes when using Product Manager hiring data
Despite its value, job openings data is often misinterpreted.
Treating all Product Manager roles as equal is a common mistake. A junior replacement hire does not carry the same weight as a new product leadership role.
Relying on single job posts without considering velocity can also lead to false signals. One listing may be outdated, paused, or experimental. Momentum is what signals real intent.
Ignoring firmographic context — such as company size, stage, and geography — makes it easy to overestimate deal potential or misread urgency.
Finally, many teams act too late. The highest-intent window is during active hiring, not months after onboarding is complete.
Turning Product Manager hiring signals into action
Companies hiring Product Managers are telling you something important: they’re investing in product.
By systematically analyzing job openings data, teams can surface high-intent accounts earlier, personalize outreach more effectively, and align go-to-market efforts with real business momentum.
When used correctly, Product Manager hiring data isn’t just a recruiting signal — it’s a strategic advantage.
About PredictLeads
PredictLeads is a company intelligence data provider used by B2B teams to detect early buying signals across millions of companies. We help sales, marketing, and research teams act on hiring, growth, and expansion data to engage accounts at the moment intent is forming.
Use real-time company signals to act earlier and engage accounts when buying intent is forming.
Identifying when companies expand into new markets sounds straightforward—until you try to track it reliably at scale. Expansion signals are scattered across press releases, local news, executive interviews, and regulatory filings, often buried in unstructured text. By the time most teams notice them, the opportunity window for sales outreach, partnerships, or competitive response has already narrowed.
For B2B sales, partnerships, and strategy teams, market expansion is one of the strongest early indicators of budget creation and strategic change. This article outlines a practical, repeatable workflow for identifying companies expanding into new markets using structured news events data—so teams can move earlier, prioritize better, and act with confidence.
From fragmented announcements to structured expansion signals — how news events data turns market noise into actionable clarity for B2B teams.
Why Market Expansion Signals Are Hard to Track Reliably
Fragmented sources and unstructured announcements
Market expansion announcements rarely live in one place. A company might announce a new country launch on its blog, confirm it in a local trade publication, and reference it again in an earnings call. Without structure, these signals are difficult to capture consistently or compare across companies.
Timing challenges for sales, partnerships, and competitive response
Expansion news often surfaces weeks or months after internal decisions are made. Manual monitoring usually means teams discover moves after offices are already open, partners are selected, or competitors have already engaged.
Limitations of manual monitoring and ad-hoc alerts
Google Alerts and manual news tracking do not scale. They generate noise, miss context, and require constant human interpretation, making it difficult to build a reliable and repeatable expansion monitoring process.
Why Market Expansion Signals Matter for B2B Teams
Market entry as a buying, partnership, and hiring trigger
Entering a new market typically requires new vendors, local partners, infrastructure, and talent. This makes expansion one of the highest-intent signals for sales and business development teams.
Relevance for sales prioritization and territory planning
Knowing which companies are expanding into which regions helps sales leaders assign territories, rebalance pipelines, and focus effort where budgets are actively being deployed.
Value for competitive intelligence and GTM strategy
Expansion signals reveal where competitors are investing and which markets are heating up. This insight supports go-to-market planning, pricing decisions, and differentiation strategies.
Importance of early detection versus lagging indicators
Headcount growth or revenue changes usually appear after expansion is already underway. Structured expansion signals provide earlier visibility, enabling proactive rather than reactive action.
Step-by-Step Workflow to Identify Companies Expanding Into New Markets
Step 1: Define what “market expansion” means for your use case
Start by clarifying what qualifies as expansion for your team.
Geographic expansion may include entering new countries, regions, or cities. In other cases, expansion may refer to entering a new industry vertical or customer segment.
It is also important to distinguish between direct expansion (such as opening a local office) and indirect expansion through partners, distributors, subsidiaries, or joint ventures.
Not all expansion signals look the same. Key event types to monitor include:
Office openings, regional launches, and country-specific announcements indicating operational presence
Partnerships that signal local market access or distribution agreements
Acquisitions or joint ventures tied to entering new regions
Product launches explicitly targeted at new geographic or vertical markets
Using structured event categories makes it easier to capture these signals consistently.
Step 3: Filter companies by expansion events and timeframe
Timing is critical. Filtering by event timestamps allows teams to focus on recent or emerging expansion activity rather than outdated announcements.
It is also important to distinguish between planned expansion (“will enter”) and executed expansion (“has launched” or “opened”). This helps avoid acting too early or too late.
Step 4: Validate expansion signals with supporting context
Strong expansion signals are often supported by secondary indicators:
Leadership hires for regional roles that confirm execution
Recent funding rounds or late-stage growth that correlate with multi-market expansion
Repeat expansion events across multiple regions, suggesting a systematic growth strategy rather than a one-off experiment
Cross-checking context reduces false positives and improves confidence.
Step 5: Prioritize companies based on strategic fit
Not all expansion activity is equally relevant. Prioritization should consider:
Alignment between the new market and your ideal customer profile or territory
The speed and scale of the company’s expansion
Competitive overlap and whitespace opportunities where your solution can differentiate
This step turns raw signals into actionable targets.
Step 6: Operationalize expansion signals across teams
Expansion data delivers value only when it flows into existing workflows:
Route expansion signals to sales, partnerships, or strategy teams based on relevance
Feed structured expansion events into CRM systems, alerts, or dashboards
Monitor post-entry activity such as hiring or local partnerships to guide follow-up actions
Operationalization ensures expansion insights lead directly to action.
Structured global news events, ready to power CRMs, data warehouses, AI agents, and scoring models at scale.
Structured categorization of expansion-related company events
PredictLeads classifies company news into structured event categories, making it easier to identify expansion-related signals without manual interpretation.
Company-level event timelines with consistent timestamps
Each event is tied to a company and timestamped, allowing teams to track expansion chronologically and focus on the most recent developments.
Systematic monitoring of expansion activity at scale
Instead of tracking a small set of companies manually, teams can monitor thousands of companies for expansion signals across markets and regions.
Integration-ready signals for downstream workflows
PredictLeads News Events Data is designed to integrate directly with CRMs, data warehouses, and alerting systems, making expansion signals immediately usable by revenue and strategy teams.
Common Mistakes When Tracking Market Expansion
Relying solely on press releases or self-reported claims
Companies often overstate or optimistically frame expansion. Without validation, teams risk acting on incomplete or misleading information.
Confusing intent or planning announcements with actual entry
Statements about future plans do not always translate into execution. Structured event tracking helps distinguish intent from action.
Ignoring secondary signals that confirm execution
Missing supporting indicators such as hiring or partnerships can lead to false positives or poorly timed outreach.
Overlooking smaller or non-obvious market entries
Not all expansions involve headline office openings. Smaller launches, pilots, or partnerships can be equally valuable early indicators.
Track global market expansion through structured signals like office openings, partnerships, and regional product launches.
Conclusion: Turning Market Expansion Signals Into Actionable Growth Inputs
Treat expansion events as time-sensitive operational signals
Market expansion is not just strategic context. It is a trigger for immediate action across sales, partnerships, and competitive teams.
Combine structured news data with internal workflows
When structured expansion data flows directly into existing systems, teams can respond faster and more consistently.
Build repeatable monitoring for long-term advantage
By systematically tracking expansion signals using structured news events data, organizations gain early visibility into growth moves and turn market expansion into a durable competitive advantage rather than a missed opportunity.
About PredictLeads
PredictLeads helps B2B teams identify expansion, hiring, and growth signals at scale using structured company data. By turning unstructured news into integration-ready events, PredictLeads enables earlier, more targeted sales and market intelligence workflows.
Real-time company activity signals — enabling teams to act on expansions, funding, and partnerships as they happen.
Finding companies that are actively hiring data engineers is more than a recruiting exercise—it’s one of the strongest indicators of organizational investment in data infrastructure, analytics, and scale.
For B2B sales teams, recruiters, and data vendors, data engineer hiring represents near-term intent. These roles are typically opened when a company is building or modernizing its data stack, supporting new products, or preparing for growth.
The challenge is accuracy and timing. Job boards are noisy, information goes stale quickly, and manual searches rarely capture sustained hiring behavior. This guide outlines a data-driven approach to identifying companies hiring data engineers using structured hiring signals and job data—turning fragmented postings into actionable intelligence.
The Challenge of Identifying Companies With Active Data Engineering Needs
At first glance, finding companies hiring data engineers seems straightforward: search job boards or LinkedIn and compile results. In practice, this approach breaks down as soon as you need scale, consistency, and signal quality.
Hiring signals are dynamic and fragmented across dozens of sources. Roles open and close quickly, titles vary widely, and postings are often poorly structured. Without normalization and historical context, it’s difficult to determine which companies have real, ongoing data engineering demand versus one-off or outdated listings.
Why job boards and manual searches fail at scale
Job boards are optimized for individual job seekers—not for analyzing hiring behavior across thousands of companies. Listings are frequently duplicated across platforms, mislabeled under generic engineering roles, or left open long after positions are filled.
Manual research introduces bias and blind spots. It misses private postings, smaller job boards, and international listings, and it provides no reliable way to track hiring trends over time. At scale, this results in incomplete coverage and inconsistent targeting.
The cost of outdated or incomplete hiring information for B2B teams
For B2B sales and marketing teams, acting on stale hiring data leads to wasted outreach and missed opportunities. Contacting companies after a hiring freeze—or before a real initiative begins—reduces conversion rates and undermines credibility.
Incomplete hiring data also prevents effective prioritization. Without knowing which companies are hiring aggressively versus casually, teams are forced to treat all accounts equally instead of focusing on those with urgent, budgeted needs.
Why Data Engineer Hiring Is a High-Intent Business Signal
Data engineering roles are rarely opportunistic hires. They are typically opened in response to concrete initiatives involving data platforms, analytics pipelines, machine learning, or operational scalability.
Unlike generic software engineering roles, data engineer hiring is closely tied to infrastructure decisions and long-term investment.
What data engineering roles indicate about company priorities
When a company hires data engineers, it often signals priorities such as:
Building or migrating to centralized data warehouses
Improving data quality, reliability, and pipelines
Enabling analytics for decision-making across teams
Supporting AI, machine learning, or advanced reporting use cases
These initiatives almost always require tools, services, and vendors—making data engineer hiring a strong proxy for purchasing intent.
How hiring velocity reflects growth and infrastructure investment
Hiring velocity adds critical context. A single data engineer opening may indicate maintenance or backfill, while multiple postings over several months suggest expansion or modernization.
Sudden increases in hiring often correlate with funding rounds, product launches, market expansion, or large-scale infrastructure changes. Consistency and acceleration are usually stronger signals than isolated spikes.
Relevance for B2B sales, recruiting, and data infrastructure vendors
Different teams use these signals in different ways:
Recruiters identify companies with sustained demand and future hiring needs
Sales teams target accounts entering an active buying cycle
Data infrastructure vendors time outreach when budgets and urgency are highest
In all cases, data engineer hiring reduces guesswork and improves timing.
Step-by-Step Workflow to Find Companies Hiring Data Engineers
A structured workflow transforms raw job postings into reliable hiring signals. The goal is not just to find open roles, but to understand patterns, intent, and urgency at the company level.
Define data engineering roles, seniority, and scope
Start by defining what qualifies as a data engineering role. Common titles include:
Data Engineer
Analytics Engineer
Platform Data Engineer
Senior, Staff, or Principal Data Engineer
Decide whether to include adjacent roles such as machine learning engineers with heavy data infrastructure focus. Also determine which seniority levels matter—junior hires often signal team expansion, while senior hires may indicate architectural change.
Filter companies by active data engineer job openings
Next, focus only on active and recently updated job postings. Archived or stale listings introduce noise and false positives.
Company-level aggregation is critical here. One company with five concurrent data engineering openings is far more meaningful than five companies with a single outdated posting each.
Analyze hiring volume and velocity over time
Counts alone are not enough. Examine trends over time:
Is data engineer hiring consistent month over month?
Is the number of openings increasing?
Are new roles appearing across multiple teams?
Sustained or accelerating hiring suggests long-term investment, while one-off spikes may reflect short-term projects.
Segment companies by geography, size, and industry
Segmentation aligns hiring signals with your go-to-market strategy:
Geography affects compliance, data residency, and cloud choices
Company size influences budget and buying cycles
Industry reveals use-case complexity (e.g. fintech and healthcare have stricter data requirements than early-stage SaaS)
Companies hiring multiple senior data engineers simultaneously often have urgent, complex needs and higher willingness to engage with vendors or partners.
Validate hiring signals with complementary company activity
Hiring data is most powerful when validated against other signals such as:
Funding announcements
Cloud or data stack adoption
Product launches
Migrations or re-platforming initiatives
This context explains why a company is hiring—not just that it is.
How the Job Openings Dataset Supports This Workflow
A structured Job Openings Dataset makes this workflow repeatable and scalable. By normalizing, deduplicating, and time-stamping postings, it turns noisy job data into reliable hiring intelligence.
Detecting real-time data engineer postings at the company level
The dataset captures job postings as they appear across sources and maps them to the correct company entity. This enables near real-time visibility into which companies are actively hiring data engineers right now.
Filtering by role type, department, and seniority
Standardized role classifications allow teams to isolate true data engineering roles and separate them from generic software engineering. Seniority tags help distinguish foundational hiring from leadership or specialization hires.
Tracking hiring activity over time
Historical snapshots enable trend analysis, revealing whether hiring is accelerating, stable, or declining. This time-based view prevents misinterpretation of short-lived spikes or outdated roles.
Using hiring patterns as indicators of internal investment
When analyzed at scale, hiring patterns become proxies for internal investment. Companies increasing data engineer hiring often follow with higher spending on data platforms, tooling, and external services.
Common Mistakes When Searching for Companies Hiring Data Engineers
Even with access to job data, misinterpretation can undermine results. Avoiding common mistakes ensures hiring signals translate into meaningful action.
Relying on single postings without trend analysis
Single job postings lack context. Without historical data, it’s impossible to know whether a role represents a new initiative or routine backfill.
Confusing generic engineering roles with data-specific needs
Backend or full-stack roles do not necessarily indicate data investment. Accurate role classification is essential to avoid false assumptions.
Ignoring hiring slowdowns or freezes
A sudden drop in postings may signal budget constraints or shifting priorities. Ignoring these changes leads to mistimed outreach.
Treating hiring data as static
Hiring is dynamic. Treating job data as a static list instead of a time-based signal misses its real value: understanding momentum and change.
Conclusion: Using Hiring Signals to Identify High-Intent Companies
Companies hiring data engineers are often in the middle of transformation—building, scaling, or modernizing their data stack. When analyzed correctly, hiring signals provide one of the clearest windows into these initiatives.
Aligning hiring intelligence with B2B targeting
By integrating hiring intelligence into account selection and prioritization, B2B teams focus on companies with real, current needs. This alignment improves conversion rates, shortens sales cycles, and increases relevance.
Turning hiring signals into repeatable workflows
The key is moving from raw job postings to structured, time-based insights. With the right workflow and datasets, data engineer hiring becomes more than a list—it becomes a scalable signal for identifying high-intent companies at exactly the right moment.
Interested in finding out how PredictLeads Jobs dataset can help you out? Feel free to let us know! We’re here to help.
Most company data explains what a business is, but the sad reality is that very little explains what it is changing.
Revenue ranges, headcount bands, and industry labels stay the same for long periods of time. Hiring activity does not. When a company opens roles, it signals budget approval, internal priorities, and upcoming operational work.
This is why job postings have become one of the most reliable sources of alternative data.
Hiring activity reveals company intent, growth patterns, and strategic change over time.
What a Jobs Dataset actually represents
Jobs Dataset explained
A Jobs Dataset collects job postings published by companies and structures them into data that can be analyzed over time.
The goal is not to help candidates find roles. The goal is to observe company behavior.
Each posting reflects a decision that already passed internal approval: someone agreed to spend money and add capacity.
What hiring activity tells you
Job postings indicate:
where budget is being allocated
which teams are growing
what problems the company is trying to solve
how close the company is to execution
Viewed in isolation, a job posting is just a role. Viewed across time and across departments, it becomes a signal.
PredictLeads tracks hiring activity across millions of companies, allowing both current monitoring and historical comparison.
Why hiring data beats company profiles
Profiles describe. Hiring shows movement.
Firmographic data answers basic questions:
size
industry
location
Hiring data answers different ones:
which team is expanding
whether growth is steady or temporary
how priorities are shifting
A company can fit an ICP definition for years without buying anything. Hiring introduces timing.
Timing changes outcomes
A company hiring RevOps, data engineering, or security roles is in a different position than one that is not hiring at all.
That difference affects:
outreach relevance
deal likelihood
research accuracy
Jobs data helps decide when to engage, not just who to list.
Hiring as intent you can verify
Interest versus commitment
Some signals show curiosity. Others show action.
Reading content or searching keywords costs nothing. Opening a role costs money.
Examples:
Sales Ops roles point to go-to-market investment
Data engineering roles point to internal data work
DevOps roles point to scaling infrastructure
Security roles point to compliance pressure
Each role maps to a real internal need. That need already has funding behind it.
Why Jobs data works as a predictive signal
The value is in patterns, not posts
Single job postings are noisy. Patterns are not.
A strong Jobs Dataset allows analysis of:
how often roles are opened
which departments grow together
whether hiring continues or stops
where teams are being built
These patterns help distinguish:
growth from maintenance
short experiments from long-term plans
readiness to buy from internal build phases
That is why hiring data supports scoring and prioritization instead of simple enrichment.
Practical use cases for a Jobs Dataset
Sales and outbound
Jobs data helps sales teams:
focus on companies with active budget decisions
align outreach with team needs
avoid accounts showing no momentum
Outreach becomes event-driven instead of list-driven.
Account scoring
Hiring volume, role mix, and recency can be combined to:
surface expansion signals early
deprioritize inactive accounts
support objective account ranking
Market and ICP analysis
Jobs data shows:
which roles appear in which industries
how functions evolve over time
whether assumptions about buyers hold up in practice
This is useful for strategy, not just targeting.
Investment and research
Hiring trends often move before financial metrics.
Jobs data helps researchers:
spot early-stage growth
compare companies with similar profiles
monitor changes without relying on announcements
Why historical hiring data matters
Looking at hiring once tells you very little.
What matters is:
consistency
direction
change
Companies that hire steadily behave differently from those that hire in bursts. Declines often show up in hiring before they show up elsewhere.
PredictLeads provides historical Jobs data so trends can be measured, not guessed.
How the PredictLeads Jobs Dataset is designed
The PredictLeads Jobs Dataset is:
structured and machine-readable
accessible through API and exports
built for automation and analysis
independent of any proprietary workflow
It fits into existing data, GTM, and research systems without forcing process changes.
Conclusion
Job postings are not just recruitment noise; they are clear economic signals.
A Jobs Dataset shows:
where money is being spent
which teams are expanding
when companies are preparing for change
For alternative data use cases, hiring activity remains one of the earliest and most reliable indicators of company intent.
About PredictLeads
PredictLeads is a data company that tracks how companies change over time by observing real actions such as hiring, technology adoption, and company events across 100 million businesses worldwide. It provides this data as a flexible, API-first layer that teams can use inside their existing sales, GTM, research, and investment workflows to understand timing, intent, and momentum.
