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

Prioritizing the human in B2B buying decisions

The Drum reminds us that, in an industry so focused on ROI, monetary leaders, and task-based activities, connecting with people on a human level is paramount. The feature talks about putting the ‘why?’ in buy, cutting corporate jargon, and the importance of building relationships.

The cost of short-term thinking

While short-term metrics can look good and offer quick results, Forbes argues that they’re a poor foundation for long-term success. As the feature reads, “as B2B markets become increasingly complex and competitive, the companies that thrive will resist the allure of short-term metrics in favour of building sustainable competitive advantages.”

Bringing B2B to TikTok

With TikTok ads having the potential to reach almost 50% of people over the age of 18 in the US, it’s not something B2B organizations should be quick to rule out. MarTech shares why it’s useful for B2B marketers, use cases, and how businesses can start leveraging its algorithm.

Building trust in an age of algorithms

A recent feature from LinkedIn shows that, at a time when 67% of marketers are introducing AI to their marketing strategies, “B2B decision makers are looking for connection, not just computation.” It looks at the current state of AI in marketing before presenting research that highlights the importance of emotion and authenticity in an age of algorithms.

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