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

Use empathetic marketing to connect with B2B audiences abroad

To reach audiences abroad, you need to understand their needs, motivations and emotions. Empathetic marketing takes each of these aspects into account to create an effective cross-cultural content strategy, according to ClickZ.

Watch out Google, vertical search engines are on the rise

Do you ever find that Google searches turn up irrelevant results – or way too many? Vertical search engines search within a specific domain to provide more precise information, like LinkedIn for people or Kayak for travel. Search Engine Watch explains why vertical search is particularly useful for B2B organizations.

Are you breaking Slack etiquette rules?

Think you know everything about Slack? Think again. Learn how to use Slack to set expectations, etiquette norms and designate specific channels at Fast Company.