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

Awarding medals to B2B content formats

In the spirit of the 2024 Paris Olympics, Demand Gen Report has a bronze, silver, and gold medal to hand out to its top three content formats for buyer engagement. Find out why user-generated content, digital events, and short form content came out as the strongest contenders.

Why execs should measure brand love

To be honest, we weren’t expecting to see the words “brand love metrics” grouped together, but MarketingProfs makes some solid arguments about the emotional connections between a B2B brand and its customers. It explains why the C-suite should buy into brand love as a strategic asset.

How to help B2B buying groups agree on a purchase

As B2B buying groups increase in size and complexity, it’s more difficult to get everyone committed to a purchase. An opinion piece in Marketing Week explains how B2B brands can influence both target buyers and hidden buyers, who make decisions together but are motivated by different things.

The best Olympics and Paralympics ads so far

ADWEEK’s ongoing list of standout brands from the 2024 Olympics and Paralympics shows off some examples of inspiring and emotional ad creative. At the time of writing, the latest picks come from healthcare giant Eli Lilly, Google’s AI tool Gemini, and sneaker brand On.

Want to win at B2B email marketing?

We don't have medals to give out, but you can read our top email strategy tips here.