There is fad advice and longer term solid advice. I know more about sales than marketing, but for example having a targeted video pitch rather than a cold email

There is fad advice and longer term solid advice. I know more about sales than marketing, but for example having a targeted video pitch rather than a cold email is probably a gimmick that if one person does it it's more likely to get interaction but if everyone does it its annoying. Talking to your customers and understanding their problems is advice that will continue to work, even if everyone does it.