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

Winning hearts with memory-driven CX

There’s a lot of power in nostalgia and memory. MarTech looks at how both B2B and B2C brands are looking back to push forward. Specifically, it looks at how brands are turning data in moments that elicit an emotional response or turning past orders into digital scrapbooks.

What B2B marketers should know about inflation

With costs on the rise everywhere and inflation having an inevitable impact on the way businesses are making marketing decisions, CMSWire looks at how B2B marketers should be responding. As well as talking about a slowdown in marketing timelines, it suggests smarter strategies to help navigate the uncertainty.

The evolving B2B buyer experience

With B2B buyers more informed and digital-first than ever, and with many expecting curated, frictionless experiences, Forbes looks at the key shifts in B2B buying behaviour and how sales teams are adapting.

Elevate your SEO strategy

Search Engine Land breaks down the top five reasons SEO efforts may be falling short of business expectations and what they can do to close the gap. Expect mention of defining clear goals, breaking out of silos, and staying ahead of change.

Want more insight on how the B2B buyer is changing?

Over 70% of B2B buyers now fall into the Millennial and Gen Z cohorts. Here’s how you can get ready for them.