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

To CTV, or not to CTV?

There’s been a lot of talk about CTV marketing, or connected TV marketing, and whether B2B businesses should be leveraging it as part of their outreach efforts. As we move into 2026, MarTech unpacks why B2B marketers should look at CTV, why they shouldn’t, and the size of the opportunity this year.

Approaching Reddit as a B2B marketer

With 70% of the B2B decision making process now happening before a prospect speaks to sales, a growing number of B2B marketers are looking to community-led platforms like Reddit. Following the release of a new report on exactly that from Reddit and HubSpot, Social Media Today unpacks the key findings and insights.

The responsibility of marketers as mythmakers

Whether it's in the world of B2C or B2B, the words we use as marketers have power. MarketingProfs explores the responsibility that comes with that power, how modern marketers sculpt frameworks of belief, and how we should work to act consciously, ethically, courageously, and responsibly.

A guide to navigating change

A new year is the ideal time for businesses to reflect, reset, and shift direction. However, change is overwhelming and can come with all sorts of questions and considerations. Content Marketing Institute shares a four-step framework to navigate change and turn transformation into a competitive advantage.

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