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

The importance of brand in B2B

There’s a key difference growing between B2B and B2C, with The Drum sharing research that shows how brand is becoming more important in the B2B space than its B2C counterpart. Here, it looks at what's driving that change and how brands can decode the new rules for B2B brand success.

A rise in B2B buyer dissatisfaction

Shifts in traditional business practices to embrace more online platforms has given rise to B2B buyer dissatisfaction. Recent research from Forrester found that 87% of Millennial and Gen Z buyers report dissatisfaction in at least one area, with budget and pricing challenges key points of friction. Digital Commerce 360 has all the details.

The impact of good data

Anyone in marketing will understand the importance of data, both in revealing insights about how people are interacting with that content and better defining your brand's place in the market. As MarketingProfs outlines, for that data to be truly useful, it should be accurate, error-free, and actionable.

Looking ahead to 2025

With only a few weeks to go before we head into 2025, MarTech looks back on three lessons from 2024. Expect talk of AI transformation and being prepared for instability.

While we’re talking about brand

Read our guide on the importance of having assets that align.