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

Tips to avoid assembly-line B2B marketing

Put the customer’s story first, speak to roles instead of accounts, and design better experiences — these are some of MarketingProfs’ tips for marketing less like a machine and more like a human. Read all five insights here.

Build trust through fame in your B2B niche

Trust will always tip the scales in a buyer’s decision, say experts interviewed by The Drum, and brand fame in your category or niche is a surefire way to earn that trust. Find out what fame means in B2B — and how to earn it — in the article and accompanying video.

How to differentiate through disruption

B2B brands have caught on to the idea that disruptive, creative content can capture attention and build trust, but how do you do it without coming across as gimmicky or insincere? Fast Company explains how to take creative risks that pay off in B2B.

An integrated approach for greater performance gains

New research shows that marketers can increase the impact of media investments by more than 50 percent by integrating paid, earned, owned, and shared media as an orchestrated portfolio. Demand Gen Report breaks down the findings.

Want to make an impact in 2026?

It's a good time of year to start drafting up your content strategy. Read our blog to learn five useful tips for creating a whitepaper that cuts through the noise in 2026.