Depending on your business model, any online or digital strategies can work for you in two ways:

1. Shortcuts - Most B2B companies look for shortcuts (low marketing spend, low-risk, quick wins), but the downside is that they're mostly short-term and collapse at any time.

2. Long-term & compounding - It is expensive but laying the right foundations will make your revenue infrastructures resilient regardless of the era.

For the past 15 years, what I've seen is that most companies took the first option, and when AI started disrupting industries, very few could actually stand properly and continue with genuine composure. But they had generated tons of quick wins prior.

Choose wisely