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

What drives the highest ROI on LinkedIn?

An in-depth LinkedIn study published by CDP Institute reveals that short-form video has the highest ROI for B2B on the social media platform, ranking above brand storytelling, testimonials, and demonstrations. You can read all about it here.

A new way to drive event engagement on social

In other LinkedIn news, Thought Leader Ads have a new format allowing users to promote event posts. Search Engine Land explains how this update can help B2B marketers boost event engagement and build trust with audiences.

Bring more women to the B2B table

In the UK and US, women are still underrepresented at the B2B leadership table. Little Black Book explains why women are often overlooked for leadership roles, what they can contribute at the CMO level, and how they can strengthen companies from the top with more diverse thinking.

Getting messy with B2B marketing

The messiness of B2B marketing comes from intersecting channels, shifting expectations, tight timelines, and a melting pot of data sources, to name a few culprits. A sponsored post in B&T explains why there’s a happy medium to be found in this ever-changing environment.

Want to level up your B2B social strategy?

Read our guide on choosing the right platforms.