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

What should you include on your B2B website? 

We all know how important your website is, and how powerful it can be for prospective clients, partners, and employees. Members of the Forbes Business Council share what they believe B2B companies don't talk about enough, including measurable results, accessibility statements, and outlining the onboarding process.  

For us, a lot of these suggestions boil down to offering more transparency. Given how much the buying funnel has changed, with a younger generation doing so much independent research before reaching out, it makes sense to take steps to be more upfront, authentic, and transparent. 

A big change to the marketing playbook  

According to Inc., some of today’s biggest B2B conversations aren’t happening on company pages, or in case studies and whitepapers. They're happening via experts sharing their tips and insight on their own channels. Here, it talks to four B2B creators that bring a different perspective, but all agree that the approach is no longer a nice-to-have, but a core part of modern marketing. 

This is a move we’ve also been tracking, and it again shows the power of authenticity. Especially as AI continues to disrupt the content creation process, people will be more inclined to check out a brand if it’s come from insight that feels credible and has a real community behind it.

Connected systems are essential for driving growth  

With so many B2B companies running their advertising, sales, and digital efforts through different platforms, departments, and solutions, it’s holding businesses back rather than propelling them forward. The Drum talks about how modern growth no longer comes from channels operating independently, but from connecting those systems.

That's exactly what we practice, and we’ve been working hard to untangle digital transformation for B2B businesses. If you can synchronize systems and integrate them correctly, you'll see the impact beyond marketing, and set the foundation for a smarter, more streamlined B2B strategy. 

Want to read more about our approach to untangling digital transformation?

We help you synchronize your systems so they empower rather than inhibit, make it easy for your customers to engage with your business, and better your bottom line.