What We’re Reading: Week of April 27, 2026

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

Is too much data holding you back?

We invest heavily in data and ways to capture that data, but are you doing the numbers justice? According to MarTech, B2B businesses are still not doing enough to put meaningful action behind the metrics.

Figuring out what to do with data is tough. For us, the key is taking a holistic approach. If you’ve got data, don’t just create a good-looking graph and leave it at that. Get the perspective of the sales team, the creative team, the marketers, and combine that insight to plan something meaningful.

It’s time B2B thought leadership got personal

With AI search now able to offer up a summary of what everybody is thinking, MarketingProfs says thought leadership needs to double down on being personal. “Even in personal matters, we increasingly turn to AI for guidance, yet the advice of a friend or peer — someone who understands us personally — still carries unique weight,” it says.

That’s music to our ears. With almost every business sharing thought leadership, the space is saturated and it’s hard to cut through the noise. Making it personal, reflective, and authentic can act as that point of difference.

Stop explaining, start shaping

Simplicity has long been a cornerstone of B2B marketing and, with so many B2B offerings complicated, that makes sense. The Drum is making the case that, in an attention economy where discovery is not linear, the focus shouldn’t be on explaining the product but shaping how the market interprets your brand.

For us, this is an interesting one. There certainly is balance in shaping perspective and being agile enough to offer something different from platform to platform and touchpoint to touchpoint, but there should be balance too. The B2B marketing landscape is in flux and while over-explaining won’t do you any favours, there is comfort in offering at least some clarity.