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

Overcoming CTV challenges

If you want to maximize the potential of connected TV (CTV) advertising and the unique challenges it presents, MarTech says B2B marketers should be crafting compelling creative, targeting the right audience, measuring bottom-funnel impact, and achieving meaningful scale. Here, it unpacks each.

Taking a page from the B2C playbook

Search Engine Journal unpacks findings from a recent LinkedIn Marketing Benchmark report that illustrates how B2B marketers are taking inspiration from the B2C playbook and seeing real results. It found that video is now foundational to B2B marketing, with 78% including it in their programs and 55% now working with influencers.

The shifting role of B2B marketers

According to a new report, the role of marketers is changing, with the most successful marketers now expanding their responsibilities into direct revenue, tactical lead generation, and brand marketing. Demand Gen Report has the details.

The return of the QR code

With B2B events back, the humble QR code is coming into its own, with MarketingProfs saying it’s “gone from a convenience to a signal of intent.” With 9 in 10 users now engaging with QR codes weekly, it looks at why they work so well for B2B businesses.

B2B buyers are changing. Are you ready?

Check out our guide on appealing to a younger generation of buyers.