There is one certainty in life and in marketing - change. That change represents a tremendous opportunity for some and a tremendous disadvantage for others - all depending on how you approach it. Think back to over ten years ago - most content was gated. TikTok didn’t exist. Instagram had just been acquired by FaceBook (now Meta) and you couldn’t even advertise on it. Chatbots were not a thing. Neither were reviews on G2. Neither were podcasts in B2B. I could go on and on. The tactics, playbooks, technology available and overall landscape is constantly changing in Marketing.