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

Brand is the secret sauce for B2B marketers in 2026

Econsultancy asked several B2B leaders what they think will define the marketing landscape next year. They mentioned trust, storytelling, upskilling, and more, but brand was the most prominent theme.

Why is AI adoption so slow in B2B?

According to MarTech, AI adoption stalls in B2B because of unclear use cases, internal skills gaps, integration challenges, and higher risk with slower pilots. It suggests building an AI transition plan around five key pillars.

3 ingredients for successful B2B experiences

When planning experiential events in B2B, marketers should focus on creating experiences that inform, engage, and provide purpose. The Drum shares tips for crafting emotional, narrative-driven journeys that immerse audiences in your brand’s story.

Generational differences among buyers

Each generation of B2B buyer, spanning from Gen Z to Baby Boomers, has its own preferences around outreach methods, tech, content, and more. Demand Gen Report explains the importance of delivering touchpoints that are brand consistent yet personalized to the needs of your target buyer’s generation.

See you next year!

Our agency will be closed for the holidays from December 22, but we’ll be back in action (with plenty more reading material) on January 5, 2026. To make sure you get fresh insights from our B2B marketing team delivered to your inbox, sign up for our monthly newsletter.