About This Episode:
The marketing world has been turned upside down by the rise of AI and the flood of tools like ChatGPT that anyone can use. Everything we once relied on is shifting. The strategies that worked for years are no longer enough. Content can now be created in seconds by anyone, buyers are searching for answers in entirely new ways and places, and marketing plans that once felt bulletproof now need a serious update. It’s a whole new game, and businesses are scrambling to figure out the new rules.
For business owners, this shift feels especially daunting. Maybe your team isn’t sure how to adapt, or you’ve noticed that what worked last year just doesn’t seem to land anymore. You’re not alone. The truth is, many businesses are trying to figure out what the future of marketing looks like.
In this episode of Endless Customers, Marcus Sheridan, partner at IMPACT, author, and keynote speaker, joined us to discuss the rapid evolution of marketing and how companies can thrive amidst the chaos. Spoiler alert: It’s all about leaning into change and rethinking your approach.
The Evolution of Marketing, and Why the Old Playbook Doesn’t Work
“Marketing teams today look nothing like they did ten years ago,” Marcus said. “And they shouldn’t. Buyers have changed, platforms have changed, and expectations have skyrocketed.”
Take Google, for instance. For years, SEO ruled the marketing kingdom. If you had a solid content strategy and a good writer, you could drive consistent traffic to your site. But today, buyers are skipping the middleman. With AI tools like ChatGPT and instant answers through the AI Summary directly on Google’s search page, fewer people are clicking through to websites.
“We’re in an era of the zero-click search,” Marcus explained. “People get the answers they need without ever visiting your site. That’s a huge shift in how buyers interact with brands.”
This shift is forcing companies to rethink how they allocate resources. It’s no longer enough to pump out blog posts and hope for the best. Businesses must adapt to new platforms like YouTube, TikTok, and even LinkedIn in ways that feel authentic, relevant, and engaging.
Rethinking Your Marketing Team
One of the biggest takeaways from the discussion? The first hire on your marketing team may need to change.
In the past, a content manager was the go-to. Their job was to create written content—blogs, web pages, maybe some social media posts—that fueled SEO strategies. And for years, this approach worked beautifully.
“But now,” Marcus said, “depending on your business, your first hire might need to be a videographer.”
Why? Because video is exploding across platforms. YouTube continues to dominate as a search engine, TikTok is reshaping how people consume content, and even B2B audiences are leaning into video on LinkedIn. Businesses that can create high-quality, engaging videos have a clear edge in capturing attention and building trust.
That said, hiring decisions aren’t one-size-fits-all. Content managers are still incredibly useful. Marcus emphasized the importance of understanding your specific needs. Do you have a visual product or service? Lean into video. Is written content still a cornerstone of your strategy? Stick with a content manager but ensure they’re equipped to use AI tools to amplify their productivity.
The Role of AI in Marketing
AI is changing the way marketing teams operate.
“AI is a multiplier,” Marcus explained. “A marketer today, if they know how to use AI effectively, can do the work of three or four people from five years ago.”
Tools like ChatGPT, Claude, OpusClip and countless others are enabling marketers to generate written content, transcribe interviews, and even repurpose videos into social media posts—all with unprecedented speed. For businesses with lean teams, this is a huge assist.
Marcus shared a personal example: “When I was working on my latest book, Endless Customers, I used AI to take my spoken thoughts and turn them into polished chapters. It maintained my voice while adding structure and clarity. The result? Faster output without sacrificing quality.”
The key, however, is knowing how to use AI responsibly. Marcus cautioned against relying on it as a shortcut. “You still need to review and refine. If you’re not maintaining your voice and adding a human touch, it’s not going to work.”
Breaking the Rules to Stand Out
At its core, great marketing is about courage. Businesses that thrive are the ones willing to break the rules of their industry.
Marcus put it bluntly: “Different is better than better. If you want to stand out, you have to do things your competitors aren’t willing to do.”
Doing things that aren’t common in your industry, but benefit your customers and build trust, will be critical for businesses who want to stand out.
There’s a sea of noise out there. Be different.
Building a Future-Proof Marketing Team
So, where does this leave you? How do you build a marketing team that’s ready for the future?
Marcus shared three key questions to guide your strategy:
- What can we do in-house? Identify the skills or new positions your team needs and where getting outside help might make sense.
- Is video or written content more critical for our goals? Let this inform your hiring priorities.
- Are we embracing AI to its full potential? Train your team to use AI tools effectively—it’s a non-negotiable.
Finally, he stressed the importance of hiring people who are adaptable. “If someone isn’t willing to learn new skills or evolve with the market, they’re not the right fit. Your team needs to grow with your business.”
The Bottom Line
Marketing may be evolving at lightning speed, but the fundamentals remain the same. Businesses that can adapt, embrace change, and focus on building trust will always have an edge.
As Marcus put it, “Don’t complain about the evolution. Lean into it. This is an exciting time to be in marketing. If you’re willing to experiment and take risks, the opportunities are endless.”
Connect with Marcus
Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of Endless Customers and They Ask, You Answer.
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