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

The importance of demonstrating value

Gone are the days of B2B buyers falling for hype. Today, they want solutions that deliver meaningful, measurable value with the right messaging to back it up. MarTech offers some strategies to get the thinking started, including communicating value clearly, differentiating in meaningful ways, and bridging proposed and realized value.

Weathering uncertainty with innovation

In unpredictable times, innovation teams are often at risk of being some of the first to go. Fast Company argues that innovation isn’t a luxury for good times but instead the lifeline that pulls you through the bad. Here, it talks about turning uncertainty into opportunity and tips for maintaining innovation momentum.

A B2B influence reality check

In a recent video webinar, Content Marketing Institute explores what makes a B2B influencer program thrive and how you can introduce a strategy that drives impact at every stage of the funnel.

The benefits of data collaboration

There’s a good chance your B2B business is sitting on a ton of data pulled from social media, sales, and ad performance. There’s also a good chance you’re not maximizing it to its full potential. AdAge offers a reminder that “intuition and experience are nice, but without data—good, comprehensive and actionable data—it’s just a guessing game. And in today’s market, guessing is expensive.”

Are you prepared for the new B2B buyer?

As a younger generation of B2B buyers continues to disrupt the status quo, we outline how businesses can adapt to new mindsets.