Since I’ve been working in the B2B Marketing space for over 25 years from the days of direct mail and faxes to artificial intelligence and virtual reality, there is one thing that is certain: change. Adapting to change and continuously improving is essential for B2B marketers that want to survive and thrive whether the market is on the up or in times of uncertainty. Brands that can quickly and effectively adapt and even innovate can rise above and even elevate performance of their marketing efforts