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

Competitive B2B marketing teams do these things differently

According to a recent report, B2B marketing teams that outperform the competition have a collaborative relationship with sales teams, have creative brand activations, and boost budgets in times of economic pressure. MarketingProfs outlines the report.

For better B2B sales, consider growth analytics

B2B companies often use backward-looking tools to support decisions, argues Harvard Business Review. When done right, a more descriptive and predictive approach called “growth analytics” provides an opportunity to boost revenue and resilience.

How has AI impacted SEO so far?

As AI evolves exponentially, it transforms our approach to SEO. Search Engine Land explains how AI tools may influence the search marketing industry, from content creation to predictive analytics.

Can SEO help shape your brand reputation?

Search Engine Journal says yes, SEO is a critical tool in shaping your brand narrative in SERPs. Find out what reputation management in SEO means and learn tips to improve your brand’s rep.