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

B2B paid media predictions

From the rise in AI to shifts in algorithms, B2B advertisers dealt with a lot of changes in 2024. In 2025, it looks like more change is afoot. Luckily, Search Engine Land has rounded up what advertisers can expect on Google, LinkedIn, and other platforms so you can be prepared.

The new drivers of B2B success

After a 2024 study revealed that personal drivers have now surpassed professional ones in shaping the B2B buyer journey, Forbes looks at how elements like trust and ethics reflect a growing emphasis on the human side of B2B communication, and what you can do to foster them in your own organization.

A marketer’s take on the year ahead

MarketingProfs shares its annual list of what’s in and out for marketers in the new year. Some of the highlights include lasting impact over fleeting attention, creative consistency over creative chaos, and emotional B2B in place of rational B2B.

Getting the most out of original research

Original research is a great way for a B2B organization to educate their audience and position themselves as a thought leader. Content Marketing Institute outlines strategies to ensure you’re getting maximum mileage when sharing that research.

Want more paid media insight?

Read our guide on crafting a PPC strategy.