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

News flash: B2B buyers want relevant content!

As if in confirmation of our latest blog post, a recent report suggested that 63% of B2B buyers making purchase decisions want easy access to content marketing that is relevant to their organization. See a breakdown of the report on KoMarketing.

A CTA guide for B2B marketers

Deliver value, be informal, spark curiosity, and test your copy — these are 4 pro tips for creating a B2B-focused CTA, according to Search Engine Journal. Read on for explanations and 10 examples of effective CTAs in the B2B space.

The need for speed-to-lead in B2B

As competition heats up in the B2B space, Marketing Tech News argues it’s time for speed-to-lead to, well, speed up. Find out why speed matters and what tools are available to help overcome potential slowdowns.

Cannes winners are creative, but are they actually good ads?

Winners of the Cannes Lions Festival of Creativity are supposedly among the most inventive and engaging, but do they actually work as effective advertisements? The Drum examines a few key ads to understand how they come across to the average viewer.

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