During the Great Recession, Ohio Transmission Corporation CEO Phil Derrow faced a decision many executives recognize today: conserve resources and wait for better conditions or invest while competitors were slowing down. Derrow chose preparation. In a 2011 interview with Smart Business, Derrow shared his belief that recessions eventually end and that companies willing to invest during challenging times are positioned to capture opportunities when growth returns. That mindset guided OTC’s investments in its brand, people and future capabilities. The lesson remains relevant today.
As we move through the second half of 2026 and into 2027, business leaders face economic uncertainty, changing customer expectations, labor challenges and the rapid adoption of artificial intelligence. Across Central Ohio, companies are asking the same question: How do we continue growing when buyers have become more cautious? The answer is recognizing that marketing has become a leadership strategy.
Visibility creates confidence
When uncertainty increases, many companies reduce communication. Thought leadership slows. Customer success stories remain untold. That creates an opportunity for competitors.
Today’s buyers evaluate websites, reviews, expertise and reputation long before a conversation begins. The purpose of marketing is not simply to create awareness. It is to create authority. Companies that become industry leaders are those customers view as knowledgeable, credible and capable of solving important problems.
AI is changing the game
The biggest marketing shift heading into 2027 is the changing way customers find answers. Whether using Google, Bing or AI platforms such as ChatGPT, Gemini, Claude and Microsoft Copilot, AI-generated summaries are becoming more prominent in search experiences, often providing information before users click on traditional search results or paid ads. At the same time, search behavior is becoming more conversational. Buyers are asking longer, more specific questions designed to get better answers faster.
The question is no longer only, “Are we ranking in search?” It is, “Are we providing the answers our future customers are looking for — and would AI recommend us?” Companies with clear positioning, strong digital authority and valuable content will have a significant advantage.
Marketing must prove business impact
In 2027, marketing will face greater accountability. Executive teams should expect marketing investments to connect directly to business outcomes — not just clicks, impressions or website traffic.
The metrics that matter are qualified opportunities, pipeline growth, customer retention, recruiting success and overall business growth.
Trust will define the winners
AI will not replace great marketing. It will expose mediocre marketing faster. Companies with unclear messaging, outdated digital experiences and little evidence of expertise will struggle to remain visible. Organizations that consistently communicate their value, educate their markets and demonstrate expertise will become trusted resources.
The companies that thrive in 2027 will be the organizations that understand marketing’s true purpose: building trust, creating confidence and ensuring they are discovered when customers are ready to make decisions. ●
Kelly Borth is CEO and chief strategy officer of GREENCREST
