Honestly, working in advertising I've had to become even more empathetic and made sure that it's all about helping THEIR business and revenue grow. Less about calling and saying "This is how I'll make you money" and more "This is how we can help you get back to pre-COVID numbers and above"
I find it has streamlined many things from tech perspective. It's somewhat forced organizations to take cloud solutions seriously, especially since most organizations don't expect for everyone to fully return to the office
I have found my customers post much more info on problems they are facing in their investor presentations and 10Ks. Lots of press releases in the spirit of transparency for end users and investors, which I can directly turn around and provide solutions for. Have actually been decently successful generating new pipe because of this.
My team really changed our outreach from an always be selling approach to an always be helping - giving tips, tricks, insight, intel etc and adjusting our messaging to hard ask for a meeting in some but not all outreach - sometimes just being the helpful 'trusted advisor' and not always the sales rep.
Social Selling became even more apart of my prospecting. Social Selling is a longer play though as I spend 2 months building rapport and sending articles/webinars based on their company, role and interests before I start talking about my company and asking to meet.