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

B2B marketers: Don’t let AI compromise critical thinking

We’ve all seen countless articles urging marketers to incorporate more AI tools in their workflows, but ContentGrip believes that some are taking this advice too far — and it’s making them lazy. Here’s why critical thinking matters in B2B marketing.

Busting B2B marketing myths

Take the right lessons from B2C, automate work with human oversight, and stay curious about marketing — these are some pointers from an opinion piece in The Drum, which argues B2B isn’t so different from B2C when you look at the fundamentals.

Cross-functional team alignment for successful growth

Though B2B organizations have access to more technology and data than ever before, there are also multiple challenges getting in the way of growth. Demand Gen Report breaks down a study aimed at understanding the factors needed for sustainable growth, including collaboration across teams.

Consumers want more real-world experiences

There’s an interesting contrast in marketing priorities for 2026, according to MarTech: preparing for AI-led discovery while bringing back real-life brand experiences. Marketers need to adopt a balanced approach that considers digital fatigue while facing the reality of ongoing digital developments.

How will your brand navigate 2026?

With all the fast-moving factors that influence outcomes in B2B marketing, it can be tricky to plan ahead. With nearly two decades of experience in the sector, our team has seen it all, and we always have a pulse on what comes next. Talk to us to create a plan for sustainable growth.