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

4 ways the B2B buying process is changing

Self-guided buying journeys, new content viewing habits, younger decision-makers, and relying more on trust — these are four major shifts in the B2B decision-making process, according to MarketingProfs. Find out how to address each shift in your B2B marketing activities.

Email: Valuable yet overlooked in B2B marketing

In the age of shiny AI tools, good old email marketing might seem a little dull, but Demand Gen Report says it’s still one of the most powerful channels at a B2B marketer’s disposal. Learn how emails can create authentic relationships, build credibility, and engage audiences without straining budgets or resources.

69% of B2B marketers want results, not new tools

A new survey shows that most B2B marketing teams value solutions that deliver results, such as expert insights or “done-for-you” services, more than new tools for their martech stack. MarTech breaks down the report’s key findings, including the differences in priorities between high-performing and low-performing B2B teams.

Why some design agencies avoid B2B work

Despite the value to be found in the B2B sector, many design agencies hide B2B work from their creative portfolios — or don’t take it at all. The Drum interviews the founder of a new agency to understand why that happens, how designers can embrace the complexities of B2B, and how to show B2B businesses the value of great branding.

Are you ready for the new generation of buyers?

As younger B2B buyers enter the fray, find out how your business can adapt.