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

Finding success with tech and AI

A new report from McKinsey outlines how B2B sales leaders can use technology to fuel success in a dynamic, challenging, and ever-evolving landscape. It looks at the potential of using AI to identify opportunities, personalization, and upskilling and reskilling at scale.

New patterns in B2B purchasing

A new study has revealed some interesting insights about the current B2B purchasing landscape. While it confirmed that digital approaches are important, with webstores, online marketplaces, and mobile apps now the preferred sales channels for 73% of buyers, it included a surprising insight about physical sales. Specifically, it says that face-to-face sales are making a comeback. Digital Commerce 360 has the details.

Putting ChatGPT to the test

A recent feature from MarTech put ChatGPT search through its paces, looking at how it navigates a simulated B2B software solution buying journey. The results offer an in-depth look at what the tool found, what makes ChatGPT search effective for B2B buying decisions, and why marketers should be paying attention.

Using PPC tools to make sense of multi-channel chaos

Getting PPC right isn’t easy but, with the right tools, you’ll be well on the way to success. Search Engine Land looks at the current options out there and the benefits of each if you want to level up your approach.

Get your PPC strategy started

Hear from our B2B PPC strategist on targeting your audience, measuring results, and more.