Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

A shift in personalization

Personalization has long been recognized as an effective way to convert and engage customers but, with more than half of customers now feeling overwhelmed or rushed by traditional personalization tactics, Digital Commerce 360 outlines how things are changing. Here, it outlines how it’s negatively impacting B2B sales and what businesses can do about it.

The benefits of ethical marketing

With B2B marketers often caught between a pressure to expand their audience while adhering to privacy regulations, MarketingProfs makes a case for ethical marketing, “which respects consumer rights and privacy while using data responsibly for marketing purposes.”

The role of SMS in the B2B funnel

Is SMS the missing piece in your multichannel marketing approach? According to Forbes, there’s a good chance it is. As something that’s starting to prove its value in B2B marketing thanks to its immediacy and engagement, Forbes outlines how it can be used throughout the sales funnel and how it can help align sales with marketing.

A new B2B creator playbook

Following the launch of LinkedIn’s newest ebook on what’s changing in the world of B2B creators, Search Engine Land distills the key stats. As well as finding that creator content is influencing more than 80% of B2B buyers, it states that video is driving decisions for 63% of B2B buyers.

Are you creating employee-generated content?

Read our guide on what could be your untapped opportunity to share memorable B2B content.