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

3 ‘lightning strikes’ that hinder B2B connections

Interviewed in The Drum, a HubSpot VP describes three big challenges akin to lightning strikes that make it harder for B2B marketers to connect with customers. He comments on disruptions in the search environment, changing social media habits, and the overwhelming amount of data marketers must know how to parse.

11 B2B marketing trend predictions for 2025

According to MarketingProfs, the traditional marketing playbook is overshadowed by the drive to master emerging technologies, changing the nature of what it means to be a B2B marketer today. With that in mind, the author reviews his trend predictions from 2024 and follows up with 11 more predictions for the coming year.

5 steps for a goal-driven martech strategy

Set clear objectives, audit your martech stack continuously, build a collaborative culture, find opportunities for quick wins, and create dynamic strategies that evolve over time — these are the five steps MarTech encourages for real, measurable results on your martech strategy.

Important shifts in B2B marketing trends

Marketing-Interactive identifies four existing B2B marketing trends that are shifting in a different direction as we move toward 2025, as well as the actionable steps you can take to prepare for the changes ahead.

Looking for more martech takeaways?

Find out what we learned at Craft CMS' Dot One conference in Toronto.