Introduction The lockdowns and safety protocols of 2020 accelerated a shift for marketers that was already underway. Over the course of the pandemic, the way buyers work, consume content, engage with vendors, and research, evaluate, and make purchase decisions fundamentally changed. Digital-first became the new norm. The buyer’s journey became increasingly complex. And an ever- growing number of decision makers became involved at all different stages of the purchase process. Marketers around the world scrambled to step up their digital games with more webinars and virtual events, all designed to fill the physical event void. And if that wasn’t enough, buyers quickly came to expect a different type of engagement than marketers had seen before. Today, those buyers are setting a course on the path to purchase via any channel that suits them.