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

The best metrics to show your CEO

When you’re trying to score a bigger marketing budget from your manager, a little data goes a long way. To that end, the Pardot blog pinpoints the key metrics your CEO should be looking at.

When B2B and Instagram become besties

As millennials move up into decision-making positions and content marketing gets more creative, social media is increasingly more important in B2B marketing. Wersm explains how Instagram is becoming B2B’s new BFF.

Spine-tingling SEO stories

Halloween has passed, but we can still exchange some chilling tales (and heaps of leftover candy). Search Engine Journal shares a selection of SEO horror stories to get you thinking about search best practices. Don’t turn out the lights!