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

Winning B2B buyers in 2026

According to Search Engine Journal, “we’ve entered a new buyer era, one defined not by hesitation, but by a fundamental trust deficit in vendor promises.” Here, it offers a blueprint for embedding trust into your GTM strategy and tactics to build buyer confidence.

A case for positionless marketing

Marketing has changed a lot in the last few decades. Today, AI is being used to create endless content in minutes, marketers have access to more data than ever, and technology is making the impossible possible. MarTech says success lies in doing away with approval processes and instead work at the speed technology now enables, constrained only by strategy and judgement rather than structure and process.

The power of design systems

For MarketingProfs, taking time to create a design system with a set of creative standards, reusable components, and guidelines doesn’t unlock potential for a marketing team’s speed, scale, and alignment, but provides a base blueprint that eliminates the need for constant reinvention.

2026 content marketing trends

As the end of the year approaches, it's the perfect time to reflect on what’s next. Content Marketing Institute does exactly that in this round-up of the most important marketing trends to look out for in 2026. Expect insight on video, data, and lots of talk about AI.

Want to hit the ground running in 2026?

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