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

AI helps research but doesn’t close deals

According to the TrustRadius 2026 B2B Buying Disconnect Report, 63% of enterprise software buyers are using AI during their purchase journey, but a huge 94% of those same buyers are still going through the process of factchecking what AI told them. As this MarketScale report unpacks, AI has changed where buyers start their research, but not where they finish it.

It's a super important reminder for B2B businesses currently adjusting their strategies to show up more in AI search. Doing that matters but, ultimately, it’s going to be the tried and tested product demos, proof points like case studies and user reviews, and conversation that’s going to have real influence on closing the deal.

It’s time to evolve how you measure search results

Ever Googled your business with a co-worker and seen your business either ranked in different positions, or not show up at all? As Search Engine Land unpacks, Google has personalized its results for years but now, it’s more noticeable than ever. Location, device, search history, and intent all shape what Google serves. As businesses, we produce reports on all of that to spot trends, problems, and progress, but we don’t get to see what every potential customer sees.

The solution? Evolve the way you measure results. Ask the right questions and, as this feature says, get into the mindset that the best SEO campaigns aren’t always the ones with the biggest rank improvement, but those that have the biggest impact on company growth.

Is B2B marketing moving too fast?

Research from Forrester has found that B2B marketing teams are moving fast to adopt new capabilities like AI, but they’re not establishing a foundation that’s strong enough to generate value from them. “The pattern is consistent,” it says. “While the strategic direction may be clear, the operating environment makes execution difficult.”

We understand the excitement of a new, shiny tech, and the temptation to get it out of the packet and let it do its thing, but Forrester is right. If you want to get maximum mileage out of the tech and the most long-term success, it’s worth taking the time to step back, figure out its capabilities, and understand how it connects to every other part of your business.

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