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

Fragmentation is holding your business back  

At Motum B2B, we’re thinking a lot about the power of unified systems, and it looks like Digiday is too. Here, it talks about how B2B buying has changed and why that’s surfaced a need for a more unified experience. 

As the feature says, rather than treating every interaction as an isolated event, businesses should be proactively thinking about how marketing and sales can collaborate to create a stronger, more unified understanding of customers and their behaviours at every stage of the buyer journey. If you do, you won't just uncover lost potential with buyers, you'll empower every facet of your business. 

Do you trust your marketing data? 

We all know marketing budget decisions are driven by data but, according to a new study unpacked by MarTech, only 49% of B2B marketers feel very confident in that data’s accuracy or its completeness. That stands in parallel to the fact that measurement influences strategy or budgets for 88% in paid social, 87% in paid media and digital, and 85% in owned content.

Reportedly, disconnected reporting is behind the confidence gap, highlighting again this need for more visibility and systems that work in unison. By breaking your data out of silos and creating sources of truth that can be accessed by sales, marketing, and everyone in between, you won't just close that trust gap but reap the rewards across your entire organization.

What do your certifications really say about you?  

If your business has social or environmental certifications or accolades, there’s a good chance you worked hard to earn them. However, as Trellis explains, when times are turbulent and uncertainty rocks the market as it is now, those certifications hold less weight for buyers.

That’s not to say they should be forgotten about. Instead, it’s an ideal opportunity to think about how you're showcasing them, talking about them, and leveraging their impact across your touchpoints to add meaningful proof or benefits that actually matter to your buyers.

Need help positioning your certifications?

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