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Bob McInnis is a marketing automation specialist helping to turn new and existing Web sites into lead generation and sales machines. He is successful today, and has always been good at whatever he sets out to accomplish.

He started his career in media ad sales and sales management, eventually being hired by New York Newsday, which at that time was the largest newspaper in the U.S. He created a new way of selling advertising that brought in an additional $3 million in revenue its first year. National newspaper associations started inviting him in to share his approach.

A few years later, when Bob was 30, he left Newsday to start a successful ad sales consulting business, working with over 1,000 media companies in North America and the U.K. He was a frequent speaker at the International Newspaper Marketing Association and the World Association of Newspapers.

But when the Great Recession hit in 2007-2008, businesses began cutting back significantly on advertising expenditures. This trend coincided with the digital age coming into its own and, as a result, the little advertising dollars that were being spent migrated away from newspapers to digital advertising platforms, which were considerably cheaper.

This one-two punch put the newspaper industry in a downward spiral from which they have yet to recover. There simply wasn’t enough money in newspaper ad sales to hire sales consultants.

It dawned on Bob’s that he could transfer his skills to another area that was growing in demand.

So, at 52, Bob decided to explore how to shift from the field of print advertising to a digital realm. While changes in technology sent many of his colleagues back to the bottom of the workforce, Bob was determined to remain a leader in his field. Bob was confident he would be successful.

Right about that time, an old acquaintance reached out to Bob to try to convince him to come work with his digital marketing agency. The agency was located in Sweden and Boston, with clients including PepsiCo, Volvo, Ikea, GSK, and the UN. Bob recognized the opportunity and agreed to come on board.

Bob was hired as the global account director which mainly involved managing accounts and bringing in new ones. He started reading about a new tool called marketing automation that helped businesses grow and he began studying everything he could on the subject, even hiring a “tutor” out of his own pocket.

The agency eventually purchased marketing automation software and Bob created the strategy and installed the system for the agency. Bob became good enough at it that the agency started selling his marketing automation services to its current and prospective clients and Bob began building marketing automation systems for a variety of international brands.

In the past three years, Bob has created and implemented marketing automation strategies for a wide range of clients including an aquaculture firm, a cosmetics company, a university, a restaurant, and a programmatic advertising company. He finds the approach incredibly effective and rewarding and now speaks extensively on the subject.

Overall, Bob believes his professional experiences taught him the following lesson: you shouldn’t view changes in the world around you as threats. Changes are opportunities to continue to grow and learn. You can even surprise yourself with how well you can rise to the challenge.