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

B2B sales gets an upgrade with digital transformation

Though plenty of niche businesses still rely on face-to-face contact and print collateral, The Drum says these old-school sales practices are slowly being replaced by a new era of digital transformation.

6 ways B2B marketers can optimize LinkedIn content

For B2B marketers, LinkedIn is not just a social platform but a space to build credibility, grow a community, and link back to content on your website. MarTech explains how to get the most out of your marketing efforts on the platform.

Use cases and pitfalls of AI in B2B marketing

Forbes argues generative AI tools can be used for customer support chatbots, content generation, training, and research, but these come with some caveats. Here’s what to keep in mind.

Why are annoying pop-ups still everywhere?

Does anyone actually like autoplay videos or ads with X buttons so small that dismissing them feels like a surgical procedure? Research shows most people hate intrusive pop-ups, but they’re still ubiquitous. The Verge shares a satisfying rant about pop-ups and discusses why they just won’t die.