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

In 2023, address shifts in B2B buyer behaviour

B2B tech buyers want a self-serve experience – something we’re hearing a lot lately. An interview in Forbes discusses the age of digital-first buyers and how it will impact marketing efforts in 2023.

B2B marketers share thoughts on AI chatbots

In a recent survey, 99% of B2B marketers said AI chatbots increased their lead conversion rate, though they were divided on how much. Spiceworks shares the report’s findings, including how chatbots help marketers increase lead volume, influence the middle of the funnel, and understand audiences.

The best holiday ads of 2022

This year, the best holiday ads range from hilarious to heartfelt (or a combo of both). Huffpost shares their top picks, featuring stories about families, love, childhood nostalgia, soccer, the climate crisis, and Buddy the Elf.

The dark history of Christmas candles

There’s one week left before the holidays, so let’s take a break from reading, cuddle up with a blanket, and light an apple-cinnamon scented candle – or not. A new episode of Dark History delves into the dangerous history of scented candles (and is mildly NSFW). Enjoy, and see you in the new year!