The Wrap Up Dilemma: Predictions for 2026 with Amy Collins, Demand Generation Content Manager at Cognism

A special episode to kick off the year, and to close a chapter.

In this wrap-up, Liam and Amy Collins (Demand Gen Content Manager at Cognism) look back across 17 episodes of Marketing Dilemmas and pull out the three themes that kept showing up again and again:

Demand gen is the strategy… but measurement and process are still stuck in lead gen thinking.

Zero-click is changing the buyer experience - people meet your brand long before they ever hit your site.

AI is a multiplier, and it’s exposing shaky foundations in data, ownership, and workflows.

You’ll leave with the patterns, the tensions, and a set of 2026 predictions you can use to pressure-test your marketing plan, without having to listen to every episode.