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

A case for connected TVs

With more than 90% of households now using connected TVs, Fast Company explores their potential for B2B brands. As a means of connecting with audiences in a way that’s personalized, it shares how connected TVs offer “a refreshing take on how we perceive and utilize advertising platforms,” some of its misconceptions, and offers tips to making the most out of them.

Making insights more meaningful

After making a point that B2B marketing is getting harder, with traditional methods not being as effective as they once were, The Drum offers thoughts on needing a shift in the way we think about insights. It shares that "marketing is in a unique position to facilitate an end-to-end view of the customer. We should be willing to fight for ownership of buyer insights, and then use them to elevate marketing’s value to the business."

Aligning SEO with the B2B buyer’s journey

Search Engine Land offers SEO tips at the awareness, consideration, and decision stages of a B2B buyer’s journey, with specific reference to keyword research, leveraging case studies, and building trust with technical content.

A look at B2B influencer marketing

Did you know that, according to a report from Ogilvy, 67% of B2B influencer campaigns had more impact on their marketing performance than their brand-only marketing? Sprout Social offers insight into how your B2B brand can grow with influencer marketing, complete with several case studies in action.

Is your business ready for 2024?

Revisit our post on preparing your B2B brand.