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

How bias drives B2B buying decisions

Despite the common belief that behavioural science doesn’t make as much of an impact in B2B, buyers can still be swayed by their biases. An experiment detailed in Marketing Week demonstrates how perceived effort affected the viewers’ perception of a fictional ad.

To win over buyers, invest in perception

Marketing Edge dives further into how and why you should incorporate behavioural psychology into your B2B marketing strategy. Components like your website, strong branding, thought leadership content, and event attendance all contribute to an image that can influence decisions by reassuring or encouraging buyers.

How to protect your funnel from ad fraud

Say “ad fraud red flags” five times fast. Now check out MarTech’s tips for spotting ad fraud practices like bots, fake data, and made-up prospect lists that waste your sales team’s time and resources. You’ll also learn some solid ways to protect your B2B funnel from fraudulent leads.

How to leverage video in B2B marketing

Video content can improve your visibility, extend your reach across channels, and simplify complex technical concepts, according to MarketingProfs. These tips can help you integrate video into your existing B2B marketing strategy.

Need more B2B video tips?

Video content can be as simple as you need it to be. Find five straightforward tips here.