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No, not all of their content gets paywalled. They treat different sections of the site very differently.

For example, if you check the section the article belongs to (CMO Today):

https://www.wsj.com/news/cmo-today

you'll notice this particular article doesn't have a key next to it indicating a paywall. CMO Today seems to be heavy on the non-paywalling, for whatever reason.

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The people regularly reading CMO today has to be a very valuable audience -- they probably make a ton of money selling that data as anyone selling into Marketing departments would pay a lot to be able to target those folks.

Huh, good to know. I guess I just managed to always look at their paywalled content.

Content can't cost more than its advertising, or it's a loss. You're probably attracted to more-valuable articles, which likely cost more than their ads generate.

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